DSF PRESS RELEASES


DSF Announces Award of Educator of the Year

FOR IMMEDIATE RELEASE – March 28, 2019

Digital Signage Federation® Announces Award of the 2019 Educator of the Year

DSF Names Tom Jones the Recipient

 

Warrenton, VAThe Digital Signage Federation® (DSF), the only independent not-for-profit trade organization serving the digital signage industry is pleased to announce that the second DSF Educator of the Year award has been given to Tom Jones, ProAV and Digital Signage Technology Consultant, Ingram Micro Inc. The award was given at the Digital Signage Expo APEX awards ceremony on March 27, 2019, in Las Vegas, Nevada.  DSF Chairman, Spencer Graham, who is Real Digital Media’s Business Development Manager for Higher Education, NA, and the chair of the Educator of the Year sub-committee, presented the award.

Mr. Graham announced that the award, named after Alan Brawn, a founder and former Chairman of the Digital Signage Federation was awarded based on a professional’s proven track record of regularly presenting courses, seminars, educational sessions, articles, white papers, webinars and or other learning opportunities which promote a professional industry.  Mr. Graham said that “The committee and nominations noted Tom’s commitment to live training and education while introducing the concepts and technology behind digital signage to hundreds of learners.”

Mr. Jones works for Ingram Micro, the world’s largest distributor of technology, including Pro AV and Digital Signage solutions and services. Drawing on his twenty years of experience, Mr. Jones provides expert industry insight to the SMB, VAR and Enterprise space by helping channel partners successfully bridge and grow their existing business competencies by incorporating Pro AV and Digital Signage solutions into their practices.  .  As the lead Pro AV and Digital Signage Technology Consultant for Ingram Micro, Mr. Jones is a frequent instructor and speaker at industry events, and was an early authorized instructor for the Digital Signage Expert Group’s (DSEG) certification programs.  DSEG is the certification partner of the DSF.

“It’s an honor to be recognized by The Digital Signage Federation for doing something that I absolutely enjoy – teaching others about the business value and services advantages of Pro AV and Digital Signage solutions,” said Mr. Jones. “The market around Digital Signage is exploding with opportunity and increasing demand across all industries. Thank you to DSF for your continued efforts to promote the value of digital signage and celebrate the people and continued innovation that work together to define our industry.”

About 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 regulatory advocacy 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 dsf.wpengine.com.

 

For more information about the DSF®, please contact:

Brian Gorg, DSF Executive Director

bgorg@digitalsignagefederation.org



Five Industry Trade Groups Collaborate to Create Comprehensive DOOH Best Practices

March 26, 2019 (Washington, DC) — A comprehensive compilation of best practices for digital out of home (DOOH) media has been published by five leading industry trade groups. DOOH Best Practices is a collaborative joint venture between the Digital Place Based Advertising Association (DPAA), Digital Signage Federation (DSF), Interactive Advertising Bureau (IAB), Geopath, and Out of Home Advertising Association of America (OAAA). Half of the project funding was provided by the Foundation for Outdoor Advertising Research and Education (FOARE).

DOOH PRIMER DOCUMENTS

The organizations collaborated for over a year to produce a definitive set of best practices to serve as a guide and reference for the advertising community. Input from all groups were compiled and curated by THE rAVe Agency, a creative agency chosen for its extensive experience in the digital signage and audiovisual market as well as in B2B advertising and marketing.

The five trade organizations had previously provided best practices for DOOH independently but recognizing the need for consistency across the DOOH ecosystem. The groups came together to work on the uniform guidance being released today which not only encompasses material from the different organizations’ earlier efforts, but also includes recommendations that they developed collectively.

Gary Kayye, founder of THE rAVe Agency and assistant professor at the University of North Carolina School of Media and Journalism, said, “The DOOH market has seen tremendous growth in the last decade, but there’s still so much potential for more. It’s critical that all the players in the market be using the same language, and have technology that’s interoperable, which will make it easier for advertisers and agencies who want to buy ads on a large-scale basis find, buy and utilize available DOOH ad inventory more easily. This project is the result of five organizations in the DOOH and digital signage markets, with thousands of member companies, putting their resources together in an unprecedented way for the good of the entire industry.”

The DOOH Best Practices are comprised of modules focusing on six topics:

1. General Overview of DOOH
2. Technology and Infrastructure
3. Buying and Selling
4. Creative and Content
5. Measuring Success
6. Glossary of Terms

The materials are available from all five trade groups and can be downloaded here.

“As DPAA works with global brand and agency leaders to showcase the value of Digital Out of Home, it’s important the industry presents a united front with respect to all guidelines and standards. We are happy to work with these associations and promote this progress with clients worldwide.” Said Barry Frey, President and CEO of DPAA

According to Brian Gorg, DSF Executive Director, “The DSF is proud to have worked with so many industry organizations and is thankful for those DSF stakeholders who helped contribute information, particularly on technical aspects related to digital signage and DOOH.”

“These digital out of home best practices will ensure that there is strong unified roadmap, as the DOOH arena evolves. IAB has been at the forefront of establishing global standards and guidelines, and this initiative, bringing other organizations into the mix as well, is vital to propelling marketplace growth,” said Orchid Richardson, Vice President and Managing Director, IAB Data Center of Excellence.

Geopath President Kym Frank said, “It was an honor to participate with these organizations on this vital document on behalf of the industry. It will provide us a clear path forward as we navigate the rapid changes that are occurring in the DOOH ecosystem.”

OAAA Chief Marketing Officer Stephen Freitas said, “Today, the rate of change in our industry is rapid, and the challenges are complex. It is important that all practitioners of DOOH have a consistent understanding of the fundamental guidelines, definitions, and protocols that successful drive business transactions.”

DOOH PRIMER DOCUMENTS

###

About DPAA
Founded in 2006, DPAA is a global digital out of home marketing association committed to delivering the promise of “Digital Out of Home Everything.” DPAA has created a strong community environment in which members drive and promote their digital capabilities. DPAA is a business accelerator that fosters collaboration between agencies and the DOOH community, providing industry-wide research and best practices in areas such as mobile integration and programmatic; and promotes the effectiveness of DOOH advertising. DPAA has spearheaded programmatic development, standards and adoption for the DOOH industry. Visit dp-aa.org

About DSF
The project included the development on new material and synthesizing of existing practices and previously created by the participating organizations. New material in this version of the document includes information on camera vision, point-of-purchase measurement, privacy practices, industry currency and new graphics describing display guidelines. A glossary of DOOH and digital signage terminology was also developed allowing for more common terminology usage across the industry. Visit digitalsignagefederation.org

About IAB
The Interactive Advertising Bureau (IAB) empowers the media and marketing industries to thrive in the digital economy. Its membership is comprised of more than 650 leading media and technology companies that are responsible for selling, delivering, and optimizing digital advertising or marketing campaigns. The trade group fields critical research on interactive advertising, while also educating brands, agencies, and the wider business community on the importance of digital marketing. In affiliation with the IAB Tech Lab, it develops technical standards and best practices. IAB and the IAB Education Foundation are committed to professional development and elevating the knowledge, skills, expertise, and diversity of the workforce across the industry. Through the work of its public policy office in Washington, DC, IAB advocates for its members and promotes the value of the interactive advertising industry to legislators and policymakers. Founded in 1996, the IAB is headquartered in New York City and has a San Francisco office. Visit iab.com

About Geopath
Founded in 1933, Geopath is the industry standard that powers a smarter OOH marketplace through state-of-the-art audience location measurement, deep insights and innovative market research. The organization is headquartered in New York and governed by a tripartite board composed of advertisers, agencies and media companies spanning the entire United States. Visit geopath.org.

About OAAA
The Out of Home Advertising Association of America (OAAA) is the national trade association for the $8 billion US out of home advertising (OOH) industry, which includes digital out of home (DOOH), and is comprised of billboards, street furniture, transit advertising, and place-based media. Comprised of 800+ member media companies, advertisers, agencies, ad-tech providers, and suppliers that represent over 90 percent of the industry. OAAA is a unified voice, an authoritative thought leader, and a passionate advocate that protects, unites, and advances OOH advertising in the United States. OAAA-member media companies donate over $500 million in public service advertising annually. Every year, the industry celebrates and rewards OOH creativity via its renowned OBIE Awards (obieawards.org). Visit oaaa.org.

About The rAVe Agency
Founded in 1998, THE rAVe Agency, co-owned by Gary Kayye and Sara Abrons, is a creative agency focused on B2B technology markets, particularly the audiovisual and digital signage industries. It offers consulting and creative services such as marketing strategy, market research, speaking, social media marketing and more. Gary Kayye has been an assistant professor at the UNC School of Media and Journalism, focused on advertising and new media, since 2009. Visit theraveagency.com.


#DSFLive at DSE: What You Can Expect

#DSFLive at DSE: What You Can Expect

DSE 2019 is right around the corner we can’t wait for what is sure to be a largely successful show!

Below you can find information on exciting content initiatives that you can expect during DSE 2019. In addition to bringing you everything DSF-related on our official DSF social channels, we will be sharing live content from the show floor, publishing short videos of attendees and giving you behind-the-scenes tours.

We will be hosting live-stream events throughout the event with Laura Davis-Taylor and other DSF Board Members. Laura plans to cover the most innovative and exciting products, demos and booths at DSE – this will be sure to give you a taste of all that DSE 2019 has to offer. Want her to check something out on the floor? Tweet us with #DSFLive and we’ll be sure to check it out.

In addition, we will be getting to know attendees and exhibitors in our people-on-the-street interviews asking questions like “what is the most interesting and innovative booth or demo you have seen so far” and “what are the latest digital signage trends you have seen on the show floor?”

We can’t wait to give you a taste of everything at DSE 2019. See you there and don’t forget, #DSFLive!


DOOH Strategy Summit Presentation Highlights

 

GDPR Impact on DOOH, The CA Data Privacy Act and Growing Restrictions on Data Collection

10:15-11:00 AM

A massive amount of data can be collected on consumers in relation to DOOH, but what are the ramifications of using this data in the current environment. What level of personalized 1 to 1 data is allowable or ethical to use? In a world of GDPR and privacy concerns with global players like Google, Facebook and others, where should our industry draw the line?

Panelsists

RICH VENTURA
VP Strategic Management
NEC Display Solutions

IAN DALLIMORE
Director of Digital Innovation
Lamar Advertising

JONATHAN GUDAI
CEO
Adomni


The Future of DOOH in an Online World – It’s All About Experiential

12:15-1:30 PM

Lunchtime Keynote

Prepare to be amazed at the immersive, experiential environments that Moment Factory builds globally. Static, non-immersive OOH is losing its appeal in a highly fragmented media landscape where the consumer is bombarded with brand and marketing messages. To break through this impression clutter, experiential is the core to richer consumer engagement.

AMAHL HAZELTON
Strategy & Development – Urban Spaces
Moment Factory


The DOOH Strategy Summit will take place on March 26, 2019 starting at 9:00 AM PDT in the Las Vegas Convention Center.  It is part of the DSE 2019 program of events.

At DSE – The Official Show of the DSF March 26-29, 2019
Las Vegas Convention Center

Full DSE Program

Register Here


March 26 DOOH Strategy Summit Keynote Announced

Creative + Technology + The Science of Behavior = Powerful DOOH

Presented by Jake Lee-High, CEO/Creative Director, Future Colossal on March 26

Powerful DOOH is a synthesis of data analysis, impactful creative and seamless use of technologies that connect, enrich and empower brands and consumers. This session will explore how brands, agencies and networks utilize this paradigm to deliver campaigns that truly move the dial. This is part of the must attend event of the year for those interested in digital out-of-home media and its role in an evolving digital landscape.

The DOOH Strategy Summit will take place on March 26, 2019 starting at 9:00 AM PDT in the Las Vegas Convention Center.  It is part of the DSE 2019 program of events.

At DSE – The Official Show of the DSF March 26-29, 2019
Las Vegas Convention Center

Full DSE Program

Register Here


Hawaii-based Bright Light Digital leverages digital signage’s growth in restaurant industry

The global digital signage market is expected to exceed more than $27 billion by 2024 and will grow at a CAGR of more than 6.5% in the given forecast period. One of the major drivers of that growth is the restaurant industry – menu boards, drive-thru menu boards, video walls, order displays and more.

Honolulu-based Bright Light Digital LLC started working with restaurants in 2015 and has consistently witnessed an increase in interest for digital signage by restaurant owners and operators.

There’s a very good reason for that.

A Bright Light Digital installation in Hawaii.

“In today’s digital world, customers are growing more accustomed to viewing menu items from digital displays as opposed to printed menu boards,” said Bright Light Digital President Mark Tawara. “They want to see images and videos of the food items before making their purchase, which is something only digital displays can provide.”

Most of Bright Light’s recent projects have been specifically for digital menu boards, but the company is starting to see additional applications in the segment. For example, the company is developing interactive touch display solutions for back-of-the-house employee engagement and corporate communications.

“This solution allows the corporate office to provide timely information to the restaurant staff, including specials for the week, restaurant performance metrics and HR-related news,” Tawara said.

This efficient back-of-the-house communication adds even more appeal to digital messaging. As a result, Tawara said the demand for digital is driven not just by consumers who are used to the displays, but also by the people running the restaurants.

“Restaurant operators and owners also need to remain competitive by staying up to date on the newest technology,” he said. “We have one restaurant client that has a vintage pin letter menu board at one restaurant, and at their new restaurant in another city, we recently installed three new digital displays for their menu boards.”

Measuring a return on investment can be tricky for restaurants, but Tawara said most operators he works with don’t look for specific metrics of this nature.

“Their thinking nowadays is that the technology is just another cost of doing business, similar to purchasing an electronic point of sale system,” he said. “More important to the operators is that the system works smoothly, is easy to operate and update, and is up and running 24/7. Savvy operators understand that they cannot rely on utilizing consumer-rated displays purchased from a big box retailer to serve as their digital menu boards.”

Although such technology continues to grow, challenges remain. For Tawara’s market specifically, those challenges stem from a lack of reliable internet service in remote locations, including some airports in the state of Hawaii.

“To overcome this, we’ve utilized third-party vendors that provide 4G LTE internet service,” he said. “However, we haven’t had great experience so far, as the internet devices haven’t proven to be as reliable as the digital signage media players or displays that we installed.”

Despite this major challenge, Tawara believes digital menu boards are now the rule rather than the exception in the restaurant space. Further, he doesn’t expect the growth to slow anytime soon.

“With research indicating how Millennials are spending more money in restaurants than all other age groups combined, millennials are transforming the restaurant business,” he said. “Restaurant owners and operators have caught on to this trend and have been implementing changes to their restaurants to keep up with this trend, including using more technology such as digital menu boards and electronic point of sale systems.”

 


DOOH Strategy Summit Featured Session- Programmatic, PMP and Media Planning Tools: An Agency / Client Perspective

1:30 – 2:15 PM on Tuesday, March 26 at DSE

Las Vegas Convention Center, Las Vegas NV

Description:  With advancements and integration of PMP’s, Programmatic, Supply/Demand Side platforms and media planning tools, what are the insights that agency and brand leader can share. Does the streamlining of processes lead to better consumer engagement and quality of media placement? Can you achieve scale through a single platform? Is the growing DOOH automation and connections to the media ecosystem a driver of more dedicated media dollars to DOOH.

Panelists

MICHAEL COOPER,
Global CEO,
Rapport
DAVID KRUBPP,
President & COO,
Billups
BILL MASLYN,
VP Product Management –
Content & Ad Tech,
Intersection
CHRIS WATERMAN
Publisher Partnerships Director,
Vistar Media

 


Tuesday, March 26, 2019 at the DIGITAL SIGNAGE EXPO 2019
8:00 AM – 5:00 PM

Las Vegas Convention Center | North Hall
Part of the Digital Signage Expo 2019- March 26-29

The Digital Out-of-Home Strategy Summit offers a high-level, 35,000-foot perspective on the state of the industry. The conference serves as a meeting place for brand marketers, ad agencies and network operators, and covers what each constituent needs to know about digital out-of-home media and its role in the evolving digital landscape. The conference addresses current and future issues and challenges, including how the medium is measured, who sees it, how effective it is, where it’s located, what it costs and where it fits in the media buyer’s planning.

The overarching theme of the 2019 Summit is DOOH is Global. The goal is to have at least 50% of speakers from outside the US, representing Europe, Latin America, Russia and the Pacific Rim.

Agenda – updated often

Pricing and  Registration


Digital Signage Expo Announces 2019 APEX Award Finalists

FOR IMMEDIATE RELEASE – February 27, 2019

 

DSE to Host the APEX Awards Ceremony March 27

 

AtlantaDigital Signage Expo (DSE), the world’s largest international trade show and educational conference dedicated to digital displays, interactive technology and digital communications networks, today announced 36 finalists for the 15th annual APEX Awards.

The 2019 APEX Awards, presented by the Digital Signage Federation, are designed to recognize and honor achievement in the installation of digital displays and interactive technology and the creation of compelling viewer content. For well over a decade the APEX Awards have honored hundreds of companies around the world for their innovation.

This year’s APEX Award finalists were chosen by an independent panel of 15 industry experts and journalists from a field of 112 entrants from 13 countries vying in 12 major digital signage categories.

The list of finalists and images of the entries can be found here.

Gold, Silver and Bronze awards will be presented in each category as part of the Free Networking Reception and APEX Awards Ceremony sponsored by Gable, Peerless-AV and Samsung, Wednesday on March 27, from 5 to 7 p.m., staged at the Pavilion Ballroom at the Westgate Las Vegas Resort & Casino in Las Vegas. DSE will also present the APEX Installation of the Year, Content of the Year and Integrator of the Year Awards to three of the Gold winners.

The Digital Signage Federation’s 2019 APEX Award Finalists are:

Corporate Environments (10 entries)

  • Maya Holding Maya Kemer and Anatolium Marmara Retail Tower Showroom Space nominated by MAP Global – Musion Turkiye
  • One Culver nominated by StandardVision
  • TELUS Magic Doors nominated by TechTAP TELUS Vancouver Innovation Centre

 

Digital Out-of-Home Campaigns (3 entries)

  • Samsung Mobile and Starcom nominated by Vistar Media
  • S8 8K Media Player nominated by Socionext
  • Toys R Us Endless Aisle Solutions nominated by Cineplex Digital Media

 

Educational Environments (11 entries)

  • Morphogenesis- Stanford Biology Building – Anderson Krygier nominated by TSItouch, Inc.
  • Richmond Family Welcome Gallery at Alice Campbell Alumni Center nominated by University of Illinois Alumni Alliance
  • U of M McNamara Alumni Center Discovery Nexus Center nominated by Tierney Microgigantic

Entertainment & Recreation (13 entries)

  • “Bible Now” Reactive Media Space nominated by C&G Partners
  • Minnesota Vikings – The Vikings Museum nominated by Dimensional Innovations
  • The Parlors/Thomas Cole National Historic Site nominated by Publicis Sapient/Second Story

 

Experiential Design & Planning (11 entries)

  • Exploring Pueblo Pottery nominated by Ideum
  • Shogyo Mujo @ Life is Beautiful nominated by BARTKRESA Studio
  • The Spheres: Immersive Visitor Experience – Amazon, Downtown Seattle Headquarters nominated by YCD Multimedia and Belle & Wissell, Co.

 

Healthcare Environments (6 entries)

  • Cleveland Clinic Children’s – Interactive Lobby Experience nominated by Dimensional Innovations
  • Sanford Imagenetics/Sanford Health nominated by Publicis Sapient/Second Story
  • Sunnybrook Foundation Digital Donor Wall nominated by Envision Canada

 

Hospitality (5 entries)

  • Holland America Line/Explorations Central nominated by Publicis Sapient/Second Story
  • Housing Trust Group nominated by Almo Professional A/V
  • ROYAL WEDDING nominated by Magic Innovations

 

Public Spaces (10 entries)

  • Paseo Interlomas nominated by Kolo Digital Signage
  • Rooted In Greatness nominated by NEC Display Solutions of America
  • The Idea Exchange – The Digital Library, City of Cambridge nominated by Westbury National

 

Restaurants, Bars & Foodservice (7 entries)

  • Hotel Indigo Hsinchu Science Park nominated by Nova Media
  • Pink Fish nominated by ProntoTV
  • Tiger Nightclub nominated by Userful

 

Retail Environments (22 entries)

  • Ellynne Bridal nominated by Nanonation
  • Nu Xtore Shenzhen nominated by Shikatani Lacroix Design, Metathink Nu Skin
  • T-Mobile Signature Stores/T-Mobile nominated by Publicis Sapient

 

Transportation (9 entries)

  • Charlotte Douglas International Airport nominated by NanoLumens
  • Saudi Airlines Multimedia Solutions nominated by Magic Innovations
  • “Skyys” in Fulton Center nominated by MTA Arts & Design

 

Venues (5 Entries)

  • Bank of America Stadium, nominated Sensory Interactive
  • Hale Centre Theatre nominated by Revel Media Group
  • Integrated 360 Video Mapping Show for Opening Ceremony of the Gyyanly Polymer Plant nominated by Dreambox Visual Communications, Inc.

Mark your calendar now: DSE® 2019 is scheduled for March 26-29, 2019, with access to the Exhibit Hall March 27-28 at the Las Vegas Convention Center in Las Vegas. To reserve exhibit space, contact Andrea Varrone at (770) 817-5905. For more information, visit www.dse2019.com.

You can follow DSE on Twitter (@DSExpo) or Facebook (facebook.com/DSExpo). For all DSE 2019 updates, use #dse2019. For year-round news and information on digital signage, visit DSE’s Digital Signage Connection web portal at www.digitalsignageconnection.com.

About the Independent Panel of APEX Award Judges

DSE’s APEX Awards were individually assessed and juried on the basis of originality and innovation by 15 industry experts and journalists, all of whom have long reported on or have been active in the digital signage sector. Judges included:

 

  • Kevin Bartanian, Founder & CEO, Kevani, Inc.
  • Mark Bennett, CEO, Microgigantic
  • Carre Bistline, Team Lead, National Vertical Sales, West, LG Electronics, USA
  • Phil Cohen, Chairman / CEO, CMN Holdings, Inc.
  • Susan Danaher, Founder, The Danaher Group
  • Paul Fleuranges, Director, Corporate Initiatives, NYMTA
  • Kym Frank, President, Geopath
  • Charles Freedman, Account Manager, CBCI Telecom
  • Luke Gibbs, Marketing Director, signageOS
  • Brad Gleeson, Managing Partner, TargetPath, LLC
  • David Keene, Executive Editor, digiDaybook
  • Ed King, Co-Founder Customer Experience Strategy, High Street Collective
  • Bob Kronman, Owner, Kronman Associates
  • Joe Kunigonis, Head of Digital Managed Services, Gable
  • Thomas Kunka, Senior Applications Specialist, University of Illinois at Urbana-Champaign
  • Jeff Porter, President, Porter Digital Signage
  • Kelly Smith, Account Executive, Capital Networks Limited

 

Judges were exempted from jurying in their own categories or in circumstances of any potential conflict of interest.

###

 

For more information, contact Communications Representative

Geri D. Wolff, Market Works International, Inc. (386) 447-0018

gwolff@market-works.com


Content Creators-Time to Grab the Brass Ring

 

Alan Brawn

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.