We live in a world full of screens. On a daily basis, we use several — iPhones, TVs and laptops in our workspaces. In this fully digital environment, it becomes increasingly challenging to capture people’s attention with displays. And even if we can create that “wow factor” in a display, how can we better plan to make sure content doesn’t go stale?

Today, I had the pleasure of speaking with one of my good friends, David Title, partner at Bravo Media, on a joint videocast. This all started with a post of his on LinkedIn, which pointed out exactly this issue — old content makes digital displays invisible.

There’s a lot to consider when a business switches from something like a poster or a singular TV in a space to a digital sign, but the most important thing to consider is the goal of the tech. Understanding the actual jump you’re making when transitioning to true digital signage and thinking through what you want it to do for you or your brand will help you to make the most of the technology.

As David puts it, “If you don’t answer that question first, then you’re already falling behind on getting a real return on that investment, because what are you actually investing in?”

Having a clear vision also helps you decide what hardware goes into delivering your desired outcome. David also pointed out that this is not simply a one-time decision. This is something you have to live with and work on for a long time — technology is ever-changing. And it isn’t always about “wow”ing. As I often say, technology is the vehicle, not the destination.

As for changing and refreshing that content, there are numerous digital and generative tools available to help you. I would just recommend that you be intentional about which tool you select. Always remember your ultimate goal.

David left us with great words of advice for how to be successful in this ever-changing landscape: “To benefit from the power and impact of digital display, you’ve got to be planning beyond day one.”

Check out the full episode below: