In the evolving landscape of digital signage, product clash management remains a concern for some advertisers. Traditional loop-based systems allowed human planners to prevent competing ads from appearing back-to-back, though not without occasional oversight. In contrast, today’s dynamic, sensor-based playout systems generate content sequences in real time, making clashes less predictable but also less frequent.
One of the main challenges in avoiding product clashes lies in the complexity of category management. While it’s clear that direct competitors like Coca-Cola and Pepsi shouldn’t be shown consecutively, the lines blur with less obvious comparisons, such as a beer following a soft drink ad. Even more nuanced conflicts, like a public health announcement on sugar consumption followed by a soda ad, are difficult for systems to detect automatically.
Additionally, it's important to note that digital signage audiences aren't fully engaged—dwell times are limited, and screen observation isn’t always the focus of viewers. As a result, an occasional ad succession may go unnoticed unless it’s repeated or systematic.
Exclusivity or product clash management, becomes even more complex when multiple revenue streams are involved. Different sales teams, external vendors, and programmatic advertising contribute to a network's success, but preventing clashes across these channels would require significant constant oversight or a complete overhaul of the digital advertising ecosystem. Currently, the information needed to avoid product clashes—such as product categories of preceding or following spots—doesn’t make it up the chain to the SSPs or DSPs in real time.
While fully automated product clash prevention remains out of reach, network operators could offer exclusivity at a premium, balancing advertisers' demands with their need to monetize screens effectively. As the digital signage industry continues to innovate, the key to managing product clashes will be finding the right balance between automation and human oversight to ensure smooth, profitable operations for all parties involved.