Relating the old with the new

April 28, 2009 by Dave Haynes

I agree, we shouldn’t get hung up over finding the perfect name for the medium. The reason why “Digital Signage” has become most common term to call the medium is that, in order for people to understand something “new” there needs to be a path that relates it back to what they already know. Everyone knows what signage is, and most everyone understands the concept of digital. So the idea of Digital+Signage makes perfect sense, and it communicates the concept quickly.

Digital Out-of-Home is really ad agency jargon, since most agencies that buy media have an “Out-of-Home” media buyer. Once again, adding “Digital” makes sense because it relates back to the old. It’s basic marketing (Trout & Reis 101)

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