<…>
There are four actors involved here: the campaign (manager), the signature bearers, the ad consumers, and the forum as an entity.
Creating a sort of signature CMS for campaign managers could clearly be interesting for them, providing flexibility to try out different messages overtime, and use A/B tests to optimize their signature ads. From a marketing point of view, that is very interesting, although to be able to exploit that properly you’d need to know a bit about dynamic marketing ads and how to optimize them.
The signature content could even change depending on the board section you are in (I’m specifically thinking about displaying the signature in the local language for those that bear one and post on their local board – after all, it would be easier to understand the message if the signature add was displayed in the language of those that are potential targets).
That does sound like a fair share of work to create, and while the signature campaign yes/no debate could go on and crystalize in a ‘no’ further down the road, the truth is that they are a core driver for traffic to the site, albeit all the counter-effects. Ideas such as a CMS for signatures probably would enhance the forum’s position versus other competing sites that promote campaigns.
The signature bearers for the most would not care about a change in content of his signature billboard from time to time, pushed by the campaign manager. Most likely, they have never even bothered to take a look into what they are passively advertising, so the way it is done is of no real concern in general. There is though a rarer segment that does, and will not flash any add on their signature space. CMS would therefore need to be an opt-in/opt-out feature to cover both scenarios, and it would be up to the campaign manager to reward each scenario according to campaign rule discretion.
Creating a set of forum endorsed campaign rules, and tying merits dynamically to being able to bear a signature have all been discussed above, and are interesting to consider (although impact has to be measured on all ends).
The ad consumers, any of us potentially, would probably notice the change of content derived from a dynamic signature CMS, simply because our sight is not trained to ignore new content that easily.
Whatever spam accompanies the signature would still be the poster’s prerogative, and only limited by personal standards, campaign supervision (currently only in a few selected cases) and forum constraints (forum current set of unofficial/official rules).
A nice perk at some point could be to include, under specific requirements, an opt-in/out switch on the user profile to see signatures on the whole.
Lastly, the forum as an entity, while not wishing to get involved with how campaigns are rolled-out (aside from the general forum unofficial/official rules) could monetarize features such as the signature CMS. I mean, it would require a development which is non-trivial, and it would give campaigns an interesting potential set of options.
BTC payment has been mentioned above, be it to the forum and/or the campaign signature bearers. That would at least place something real at stake on behalf of the campaigns, and in many cases, it could lead to better campaign management and, above all, supervision of the content being posted in order to get some ROI out of the campaign.