DSF PRESS RELEASES
By Alan C. Brawn, CTS, DSCE, DCME, ISF-C
If we look at digital signage writ large, it is safe to say that other than business considerations, content is the topic that initiates the most discussions and brings out the most passion. The topic is almost without boundaries. With no disrespect to displays and mounts, media players, content management software, and connectivity, it is content that is the driving factor in a network’s failure or success. No pressure here on content creators, right? Not so fast, let’s take a brief look at content, the concept of creativity, and how the DSE 2019 brings forth a unique opportunity to wrap your arms around the totality of the concept.
By definition, digital signage content is the antithesis of one size fits all. For example, content on an advertising-based network is vastly different from an employee facing system or an information-based network. Before you get too comfortable with your own personal digital signage niche (aka vertical), we need to throw in the “magical” element of creativity. Creativity is the act of turning new and imaginative ideas into reality. One expert opines that “Creativity is characterized by the ability to perceive the world in new ways, to find hidden patterns, to make connections between seemingly unrelated phenomena, and to generate solutions.” Digital signage is all about impact and getting noticed. To be sure, creative content gets noticed. Lacking creativity, the subject matter languishes, and the network fails to meet its objectives.
Creativity involves two processes: thinking, then producing. This begs the question can creativity be learned? The short answer is yes. A study by George Land famed author of Grow or Die: The Unifying Principle of Transformation reveals “that we are naturally creative and as we grow-up we learn to be un-creative. Creativity is a skill that can be developed and a process that can be managed. Creativity begins with a foundation of knowledge, learning a discipline, and mastering a way of thinking.” This challenges all of us to learn as much as we can, but this is most important for those involved in content and content creation. It behooves us not only to learn but to understand the rules of the road and focus on new ways of thinking relative to an application in a vertical. This is where the DSE 2019 provides the unique opportunity I spoke about earlier.
We normally think of the tradeshow exhibits as being the big draw for attendees and the DSE 2019 will be no exception. The sheer glitz and glamor will overwhelm all but the most jaded among us. My advice? Relax into it and enjoy the exhibit experience but for those who are involved in content creation, content buying, and digital signage strategy, there are bookend opportunities both before the show starts and after the exhibits close that must be seriously considered.
It begins on Tuesday March 26 before the exhibits open. The Digital Signage Experts Group (DSEG) in association with the Digital Signage Federation (DSF) and the DSE offers the Digital Content and Media Expert (DCME) certification. The DCME discusses the philosophies at the core of visual communication and how content can be used as a tool to create impact and engage the viewer. It shows how properly designed content can enhance the viewer experience and promote a response to the call to action. The DCME discusses how to develop a content strategy and introduces the rules for creating effective content. It demonstrates the physical elements and software tools for content creation and finally how the business aspects and analytics complete the picture of ROI for the end user. This begins the educational journey.
To complete the educational experience, on Friday, March 29, the DSE has designed an in-depth, full-day workshop on digital signage and video wall content creation with a focus on real-world scenarios. Industry experts will share proven tips and critical guidelines throughout the digital content lifecycle from creation and design to piloting, deployment, management and maintenance. Between facilitated discussions, presentations and small group exercises, you will learn the essential importance of storytelling, strategy and the elusive art of content management.
Keep in mind that digital signage (of all types) is an attention grabber, experience enhancer, and a behavior modification tool. Content is the catalyst that motivates a response to a call to action. It makes it happen. By starting with the DCME certification covering the philosophy, methodology, and rules of content and content creation and then attending a full day immersion in real world practical experiences, you will be armed with the knowledge at the root of creativity. Can you do it? Yes, you can. Should you do it? Most certainly!
Alan Brawn is a former Chairman of the DSF and Principal of Brawn Consulting.
The Digital Signage Expo has announced that the early bird deadline for reduced pricing on attending the expo and sessions has been extended until March 1. This means DSF Members have until Friday, March 1 to register at reduced pricing and receive an additional discounts offered by the DSF.
Members are encouraged to update their online records early with all people from their company potentially attending the conference so that we may inform the DSE of who is on our membership roster.
The Digital Signage Expo is the world’s largest and longest running conference and trade show exclusively dedicated to showcasing innovative digital display and interactive technology solutions for customer and employee communications.
Digital signage and interactive technology networks are revolutionizing communications all across the globe and DSE is the one event where you can see it all and experience it up close and personal.
Professional attendance at DSE is comprised of decision-makers from key industry categories such as retail, restaurant, healthcare, higher education, hospitality, digital out-of-home networks, transportation and systems integration/installation, to name a few.
Over 200 exhibitors feature technology and services including flat panels, media players, software, networking devices, delivery, content and more.
A hallmark of the annual event is a large and diversified digital signage educational program with more than 75 unique seminars, workshops and roundtable discussions.
Visit the official DSE website for more information and content.
|1. What does your company do?
|Connectpoint® is a premier provider of ePaper-based, real-time, solar-powered digital and interactive signage servicing industries such as transportation, aviation, municipal government, traffic and hospitality, to name a few. Our digital signs have been battle-tested in the rapid, evolving world of transportation. Connectpoint® has powered hundreds of ePaper digital signs for 18 transit agencies across 12 states.
|2. What’s next for your company/the industry?
|In addition to growing our partnerships in the transportation sector, we will develop other vertical markets such as hospitality, municipal government and aviation.
|3. Why did you join the DSF?
|Having successfully deployed digital signage for 18 transit agencies across 12 states we are well-known in the solar-powered, ePaper, real-time digital signage transportation space. We would like to increase our visibility in the digital signage community in other sectors and grow our network.
|4. How may fellow DSF members reach you?
||Please, feel free to email or call:
By Alan C. Brawn, CTS, DSCE, ISF-C
February 11, 2019
Depending on who you ask (factor in how long they have been around), digital signage as we know it came on the scene just after the turn of the century. For some of us, that seems like last week… but I digress. It began as an advertising medium, and this focus is easily demonstrated by the first iteration of the digital signage trade show, the Digital Retail Expo. A new vision of advertising opportunities was coincident with the development of flat panel displays and compact video projection. From the beginning, it just made sense to change out the time-honored static signs with something more dynamic and more noticeable, that would draw attention from the shoppers passing by. One of my favorite phrases is appropriate in this situation… “when applications, technology, and prices converge, an opportunity is created”. And so, it has been from the beginning with digital signage.
As it has evolved, digital signage has broken free of the limitations of being used primarily as a vehicle for advertising. As early adopters experienced the proverbial “arrows in their backs,” it has now become mainstream, and a central focus of the converged commercial AV, IT, and content creator communities. It crosses over the boundaries of retail, food service, corporate communication, education, healthcare, entertainment and transportation to name just a few areas of concentration. It has become a very effective and pervasive multi-purpose communication methodology.
Digital signage continues to be one of the most exciting and fastest-growing industries with a CAGR (compound annual growth rate) tripling that of the U.S. economy. It has far-reaching implications and opens expansive new opportunities and markets for consultants, systems designers, resellers/integrators, content creators, and end users alike. From the obvious “explosion” of the retail signage market, to the unique applications for venues such as corporate communication and wayfinding, to education and transportation and healthcare, digital signage cannot be ignored. In short, the opportunities within digital signage are very significant and simply waiting for further discoveries and developments.
The problem we have faced from the very beginning is that, on the surface, digital signage appears quite simple… but therein lays the set of challenges. As our Brawn Consulting Director of Business Development Dave Haar opines, “Unlike any other application of technology, the answer to any question in digital signage that you or your customers may ask is that ‘it depends.’” He goes on to explain that it depends on where you’re placing the screens, where the players are located, how many screens you will have, what the content is on the screens, what you want your messaging to do, how big the screens need to be, how often they need to be updated and who is doing the updating, how many content streams you have, how long the loops need to be, etcetera, etcetera, etcetera…
He rightfully points out (to all willing to listen) that having a fundamental knowledge of what is involved in creating a digital signage network is imperative to intelligently and accurately ask and respond to these questions. This applies whether you are putting one screen in a lobby or 10,000 screens enterprise wide into a QSR chain, nationwide financial institution, or large corporation. Of course, this begs the question of what to do and how to gain the knowledge necessary to answer and expand on that simple statement of “it all depends.”
Many companies understand certain parts of the equation from a technology perspective, be it displays, networks, or content. But even today, few understand the totality of what digital signage encompasses. To truly participate and succeed in the vision of this space, a company must understand all the disparate parts that make up the scale and scope of a digital signage network, from hardware and software to content and analytics. They must also understand how to properly convey the value (ROI and ROO) in those networks to the constituency of the industry, and most of all, to end users.
Everyone needs to begin with the fundamentals. This prevents overlooking any of the critical elements along the way that are common to every digital signage project. The obvious is just that, obvious… but this single word becomes a limitation and an enabler of the misconception that digital signage is simple. It will come as no surprise that I am not a believer in the plug and play, digital signage-in-a-box dream. What comes to mind is a product that is supposed to be a universal fit that, in use, never seems to fit what you need it to fit. Consider that a Swiss Army Knife may contain many tools, but are they the best version of that tool? It is always much more complex than this, and without a fundamental knowledge and understanding of how it all works together, the dream can become a nightmare.
To address the growing need in the industry for knowledge that would encompass the fundamentals in an impartial, agnostic, and vendor-neutral manner, the Digital Signage Experts Group (DSEG) was formed almost 10 years ago. The goal was (and still is) to provide industry-recognized education and certifications, ultimately establishing professional credentials for the constituencies who ply the craft. The search for, and attainment of, knowledge had to begin with proven and agreed-upon elements that affect all that we do, and hopefully provide those in an ordered manner.
In concert with the Digital Signage Expo (DSE) and the Digital Signage Federation (DSF), DSEG introduced the 7 Key Elements of Digital Signage as a set of fundamental truths. To explain the concept and objectives, compare it to the laws of physics in science. These fundamental laws permeate scientific thinking as a point of reference and are used as a stepping stone for further advances and developments. The 7 Key Elements is an easy-to-use reference tool intended as an umbrella of categories and concepts that are necessary to consider in every digital signage project, whether it is a single display application in a local school or a multi-thousand screen rollout for a major fast food chain.
This begs the question as to the status of the 7 Key Elements, since the industry has evolved and expanded over the years since inception. Does it follow the correlation to the scientific laws of physics concept? The answer is yes, but….
It did not take long to understand that the original order of the 7 Key Elements was, shall we say, out of order. We originally began with hardware, then software, etc. Refer to the earlier comment on the pitfalls of simplicity and stating the obvious. Credit here goes to the DSF and the past Chairman Phil Cohen. In his iconic, gravelly voice, he pointed out that the original model was wrong… it all starts and ends with business. He would warn us that “If we don’t have a good business model, then we have nothing … and will not survive”. He spoke with a lot of credibility as the CEO of what was then the largest healthcare digital signage network.
About the Author:
Alan Brawn is a former Chairman of the DSF and is currently Principal of Brawn Consulting and a director of the Digital Signage Experts Group.
HighStreet Collective’s Q1 2019 Retail Innovation Radar Report: Post NRF Edition
DSF member, HighStreet Collective, invites the industry to participate in this online event. This 45-minute webinar will recap some key highlights from NRF 2019 as well as some gems we found while walking the streets of New York. You’ll get a sneak peek of HighStreet’s Q1 Retail Innovation Radar The report will be released a few days after the webinar and will be highlighted by the DSF.
Takeaways for this event include:
• How retail innovation has taken a quantum leap forward, and how to keep up
• Why technology isn’t the retail savior for everyone
• 6 emerging technologies that very may become table stakes by 2020
Thursday, February 14, 2019 at 12:00 PM in Eastern Time
SMART Makes Biggest Digital Investment Along Main Corridors
Up to 60 Connectpoint® Digital Bus Stops projected by year-end 2019
GOLETA, California, February 05, 2019 – – SMART (Suburban Mobility Authority for Regional Transportation) is enhancing bus stops along three major corridors with new Brasco bus shelters equipped with Connectpoint® Digital Bus Stop® displays making it their biggest digital investment. Through this partnership SMART is deploying up to 60 – projected by year-end 2019 – Brasco Shelters/Connectpoint® Digital Bus Stop® displays to further enhance the rider’s experience on its newest bus service called FAST – Frequent. Affordable. Safe. Transit.
Connectpoint® Digital Bus Stop® offers ground breaking technology via solar-powered, real-time departure and schedule information as well as service alerts. These “smart city” digital signs are equipped with ePaper displays that provide crystal-clear readability any hour of the day or night. Connectpoint’s Digital Bus Stop® signs are easy to install, can be retrofitted to your existing bus stops or shelters and managed remotely via their content management system, CPAM. Additionally, the shelters are solar powered and equipped with USB ports, LED lights, emergency call boxes and bus stop beacons to enhance the security of the shelters and create a more comfortable waiting area for riders.
“The enhanced shelters and Connectpoint Digital Bus stops provides our customers with the quality and reliable service they expect from our new FAST routes and the security of waiting at a stop which is well-lit,” said John C. Hertel, general manager of SMART. “This system allows us to manage the digital signs remotely providing us with a valuable tool to communicate with our customers and the ability to maintain the shelters for peak performance.”
The smart, connected delivery of Digital Bus Stop® content via CPAM (Connectpoint Asset Management), an agnostic, content management system not only broadcasts real-time bus arrival and alerts but in a true Smart City environment the Digital Bus Stop can be converted into an emergency message system when the need arises.
“Sustainable, easy-to-read, real-time digital signage is in line with transportation agencies’ Smart Transit initiatives across the U.S. and our product range has been embraced enthusiastically by multiple agencies across the U.S.,” stated Rick Wood, CEO and president of CHK America and Connectpoint®. Real-time information helps today’s transit riders navigate their journeys on a minute-by-minute basis, resulting in a better overall customer experience that increases ridership.”
About Connectpoint®, Inc.
Connectpoint® suite of products offer advanced solar and battery-powered, ePaper, real-time digital signage for “smart transit” and “smart city” applications efficiently accelerating transit needs and enabling a true mobility system. Connectpoint® products do not require electrical infrastructure and addresses the issues of cost efficiency and reliability for real-time departure information. Connectpoint’s Digital Bus Stop®, SmartStop® and Interactive Kiosk high-resolution imagery broadcasts real-time arrival/departures, service change updates, rider alerts, ad campaigns in addition to interactive trip planning. Weatherized and wireless, Connectpoint® Digital Signage, is easily deployed on existing bus stop poles and bus shelters within 30 minutes. Our content management system CPAM (Connectpoint Asset Management) integrates all legacy systems into one content portal. Connectpoint has powered hundreds of transit agencies across 12 states. For more information, visit www.connectpointdigital.com.
Serving residents since 1967, SMART is southeast Michigan’s only regional public transportation provider, offering convenient, reliable and safe transportation for Macomb, Oakland and Wayne Counties. SMART’s Fixed Route and small bus services connect people to employment and educational institutions, medical appointments and shopping centers. For routes and fare information, visit www.smartbus.org.
Connectpoint® Media Contact:
805-682-8900 ext. 101
In light of the recent announcement by the Digital Signage Organization (DSO) the DSF would like to express its pride that there is a viable pan-European organization to support the interests of the digital signage industry, digital signage companies, and all those individuals which support the ecosystem.
Because the DSF is a global organization, our members supported OVAB Europe, the precursor to the DSO, in its time of need by helping to fund their development under the aegis of DSF Europe. From the inception of the DSF we have endeavored to support the development of the global digital signage industry. We welcome the opportunity to work all European organizations, whether they be national or regional in focus. Below is a snapshot of our global outreach and efforts which highlight our commitment to supporting members in all regions:
- DSF member companies are headquartered in North America, Latin America, Europe, Asia, Africa and Australia;
- The DSF’s Latin America Affiliate, DS LatAm, has more than 50 members throughout Latin America;
- The DSF supported online credentialing programs and certification are available to any professional globally through online delivery;
- The Global DOOH Council is represented by members from five continents;
- DSF is the official association of the DSE. The DSE draws attendance and exhibitors from six continents each spring to Las Vegas;
- The DSF has worked with related industries on a comprehensive industry guideline document for our industry;
- The DSF works with global organizations in the signage, AV, marketing, and advertising industries and related industry verticals to bring awareness to the benefits and practices of our industry.
For most digital signage buyers, keeping costs down is a top priority. Arguably, getting the right support for a digital signage installation, is a higher priority. With jobs, yours included, potentially riding on the success of your digital signage installation, here’s why the right support matters more than you think…
When you invest in digital signage, you’re not only investing in screens, media players and software, you’re investing in the expertise and support of your digital signage vendor.
High-spec technologies and increasing demand for digital signage installations in evermore challenging locations, mean that getting a digital signage network up and running is seldom a do-it-yourself project…
What does the right support look like?
…With that in mind, there’s an increasing expectation among digital signage buyers that vendors will not only identify the right solution for their needs, but they will provide an installation and long-term support service.
To ensure that you’re getting the right support for your digital signage installation, use this checklist for guidance on what to look for from an ideal vendor:
- The vendor has been in business for a good number of years… A key indicator that a digital signage vendor can provide the support you need, is the length of time they’ve been in the digital signage industry. If the vendor has staying power in a hugely competitive market, it’s a sign that they provide solid customer support.
- The vendor has an extensive customer list and case studies… A vendor with a good mix of customers (big brand names and smaller enterprises), is an indicator that they can provide support for any project, showing their versatility. Meanwhile, case studies showcase their work and evidence of the support they provide.
- The vendor finds a solution to fit customer needs, rather than a solution that generates more revenue for them… A vendor that has a track record of successful installations, shows that they support customers by delivering a solution that fits the project rather than their profits.
- The vendor advises on user-friendly hardware… Installing a digital signage network you don’t know how to operate leaves you at a loose end. Vendors who advise user-friendly screens, media players and software, indicates that they have long-term usability in mind.
- The vendor offers an installation service… For a professional fit and finish, a digital signage vendor that offers an installation service saves you time and money, reducing the risk of accidental damage or a poor installation that affects usability and functionality.
- The vendor meets deadlines… A digital signage vendor that meets deadlines consistently, shows that they’re committed to helping customers deliver projects on time, and working with them to create a realistic timeline.
- The vendor provides training… Once installed, the digital signage vendor provides full training on how to configure and operate the hardware and software installed. This is a sign that the vendor is committed to supporting customers with using technology they’re unfamiliar with.
- The vendor provides guarantees and warranties… A vendor that offers long-term warranties and guarantees, shows that they are committed to supporting customers if something goes wrong.
- The vendor provides ongoing, after-sales support… A vendor that provides ongoing, after-sales support, highlights that they’re committed to supporting customers long-term. The hallmark of a reliable digital signage vendor is the number of loyal customers they have, which highlights that they have a strong support service
Digital signage vendors who meet these criteria are setting the benchmark for customer support and service. Vendors of this calibre tend to make digital signage installations, seamless, offering a consultative service that keeps you in the loop and ensuring that you get the help you need before, during and after installation.
Article provided by Daniel Waldron for Armagard.
Armagard is a market leader in the design and manufacture of innovative environmental enclosures for outdoor digital signage hardware. With more than 25 years of experience, we work with some of the largest manufacturers and retailers in the world.
Armagard’s experienced team of design engineers and product specialists deliver stand out service, helping you to find a digital signage solution that is right for your application – giving you peace of mind before you purchase.
DSF has a long standing partner relationship with DigitalSignagePulse.com – the DOOH industry’s global news monitor.
As part of the benefits of this partnership, DSF has negotiated a “buy one get 2 free” deal for its members who wish to place their classified ads (listings) of products and services on DOOH Marketplace section of Digital Signage Pulse: https://digitalsignagepulse.com/marketplace/ .
Members may use this incentive to place up to three listings for the price of one. These listings may be used in each or any category (Company, Products, Services, Events, Jobs, etc.). Once your have placed one paid and 2 free listings, you can repeat the deal as many times as you need.
If you’d like to take advantage of this benefit, please contact firstname.lastname@example.org with the subject line: “DOOH Marketplace listing for DSF Member YOUR COMPANY NAME.” Your membership will be verified upon your request. Once approved you will receive instructions on how to place your listings with the “buy 1 get 2 free” deal.”
The Digital Signage Federation® Announces 2019 Board of Directors
DSF Names Three New At-Large Board Members
Warrenton, VA – The Digital Signage Federation (DSF), the independent not-for-profit trade organization serving the digital signage industry, is pleased today to announce the election of its new 2019 Board of Directors. Spencer Graham of Real Digital Media, will be serving as Chair. Len Dudis of Grupo Vidanta, will take over the Vice Chairman role. Paul Fleuranges of the Metropolitan Transit Authority and Brian McClimans of Peerless-AV have been elected by the board to serve as Treasurer and Secretary, respectively. Laura Davis-Taylor of the High Street Collective has been elected to the executive committee role, Director of Marketing. Richard Ventura of NEC Display will serve as the Immediate Past Chairman.
The at-large board elections, which concluded on December 22, 2018, have been announced. Staying on the board of directors to serve a second two-year term are:
- Wayne Rasor- FastSigns
- Will Amos- Diversified
Newly elected at-large board members who will be starting their first two-year term in January are:
- Chris Freeman- United Airlines
- Frank Pisano- BrightSign
- Kelly Smith- Capital Networks
Mr. Jeff Kent, formerly of Cineplex, left the board at the end of 2018. The current DSF board of directors list may be found at https://www.digitalsignagefederation.org/about/board-of-directors.
All other directors will continue to serve on the board of directors through 2019.
“We are thankful for all our members who participated in the recent election,” said Mr. Graham. “Our Nominating Committee did an excellent job at recruiting and selecting candidates who would have served our members and industry well. All the nominees would have made excellent board members.” He continued, “I am working with our leadership team to put in new committee structures this year. I encourage anyone wishing to serve on a committee to contact the DSF office about their interest.”
About the Digital Signage Federation
DSF’s Mission is to support and promote the common business interests of the world-wide digital signage, interactive technologies and the digital out-of-home network industries. The DSF is a not-for-profit independent voice of the digital signage industry reflecting the diversity of its membership. It promotes professional recognition through certifications, continuing education, conferences, publications, and presentations offered by the DSF and affiliate groups. It provides government lobbying to leverage the collective strength of members and represent their interests at the higher levels of government and the community. The DSF provides leadership and networking opportunities focused on building a strong foundation for the advancement of the digital signage industry. For more information, visit www.digitalsignagefederation.org.
For more information, contact
Brian Gorg, Executive Director, Digital Signage Federation
email@example.com +1 540-551-5500