What does "a ‘soft’ ROI on ‘hard’ dollars spent" mean？
There are, however, several barriers that can impede progress in the field. Many potential customers for digital signage lack an understanding of the technology’s capabilities, particularly with regard to the design, creation and refreshment of content. Additionally, financing and funding may remain challenges for their organizations, especially those concerned about a ‘soft’ ROI on ‘hard’ dollars spent.

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The term "hard" money refers to real/physical money: it conjures an image of a big suitcase filled with banknotes.

In this sentence, the writer is talking about how "real" money is spent on investments, but the ROI (return-on-investment) is not guaranteed. It might not be a large return, or it might take a long time to achieve, it could be risky etc.

To make this comparison, the writer is comparing "hard dollars" - real money - to money that is not real. Hence, he calls the other money "soft", because hard and soft are opposites.

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