Getting In on the Out of Home Advertising Market

“It’s always good to under promise and over deliver,” Allman says. “We basically recognize that we make mistakes. But it’s how you handle the mistakes once they’re made that distinguishes [successful companies] from the others.”

One Last Thought

How important is it that print service providers seeking to serve the OOH advertising market look very seriously at dynamic digital signage, and attempt to add this to their menu of services? Gottwald sums it up succinctly.

“If a retailer is currently using a lot of printed signs, and wants to convert those to digital screens, the print provider serving that client would be wise to learn how to provide that service, rather than turning it over to another provider,” he says. “The other provider could wind up taking all the business.”