What Your Mother Never Told You About Digital Signage

How to obtain a global digital signage education from fragmented markets and snippets of information. What Your Mother Never Told You About Digital SignageFacebook.com/BroadSign

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Presented by: Stephanie Gutnik Content Marketing Specialist at BroadSign1

What Your Mother Never Told You About Digital SignageGo from new to ahead of the game.

- Joined the BroadSign team in 2013. Was attracted to the job (copywriter), had never heard of the industry. Prior to my interview, I Googled digital signage and good thing I did, as I was given the task of writing a press release for a new product. I threw in a few references to digital out-of-home and Software as a Service, and breathed a sigh of relief. Until I started- My mom taught me a lot, tying my shoes, painting my nails... but she never said a thing about the world of digital signage. She didnt come from a world of digital signage and nor do I. - As a result, I learned about digital signage on my own by tying together fragmented markets and painting a larger picture with snippets of information from a variety of sources. I now live and breathe digital out-of-home and so can you. - I was lucky in that I worked among a group of mentors who could explain concepts at length right when I had a question. Three weeks into my job, I was helping out at Digital Signage Expo, the industrys largest trade show. It wasnt long before I could finally make sense of what I was saying and writing (which at first were replicas of overheard commentary). It was necessary, after all, for my position. Regardless of whether you are coming from the print industry, expanding your portfolio, entering a new vertical, deploying your first network or expanding an already successful one, staying on top of the fabulous world of digital signage is a necessity for you too. To me, the world of digital signage is a mix of Wheres Waldo and Carmen Sandiego. At first, it can be very difficult to identify specific elements but once you find and understand them, they become so obvious that you wont know why you couldnt see them before (a la Wheres Waldo). With that being said, the industry is moving and evolving so quickly that you must always be on your toes to collect clues and grasp future trends kind of like chasing Carmen Sandiego.- Tips classified into five categories. Feel free to share my insights with your colleagues, friends and your mothers.2What Your Mother Never Told You About Digital SignageIts 1080p, not 10ADP.

- How was I to know?! - There are 7 components of digital signage:Deployment: Hardware, Project Management and On-site InstallationOperations: Software, Managed Services/Training, Internet/ConnectivityMedia: Content, Advertising- Each of these components would be best explained in a lecture (or many)Hardware: Screens (enter 1080p), manufacturers, distributors, resellers, mountsSoftware: On-premise, Software-as-a-Service, Free- This is a lot of information to take in! While there may not be an app for that, there is a course.- The Digital Signage Experts Group Digital Signage Certified Expert (nice to add to your CV, end of your name)Network Expert, Display Expert- For those who are really intense and have $$ at their disposal: Frost and Sullivan: Analysis of the Global Digital Signage Systems Market. In 150 pages, gives a market overview (external challenges, technology trends, forecasts and vertical analysis), breakdown of displays, software and media players and a hot company watchlist.PQ Media Report: Global Digital Out-of-Home Media Forecast. Platforms/Verticals/Regions/Markets. Digital Place-based Network (cinema, retail, healthcare, corporate...), Digital Billboards + Signage (roadside, transit, entertainment, retail), Rankings by Region and Market, Companies by Venue Type (new) + List of operators (New).3What Your Mother Never Told You About Digital SignageSixteen:Nine - An aspect ratio and a blog.

- There arent too many books to read that will bring you up to speed on digital signage. No Cliffs Notes.- There is a Digital Signage for Dummies of a sort, called Digital Signs and Displays for Dummies. This ebook is free and can be downloaded off the Scala website thought it was published in 2011 so it might be slightly out of date. - Whitepapers are also available to give you the big picture in a dozen pages. In 2013, BroadSign published Everybodys DOOHing It: The secrets to establishing a successful digital signage network and it became a very popular go-to for newbies and established players alike.- If you want to get your fix in article format I strongly suggest bookmarking several blogs.DailyDOOHDigital Signage TodayDigital Signage ConnectionDS PulseScreenmedia MagazineFESPA (print)Adspace NetworkBroadSign4Sixteen:NineWhat Your Mother Never Told You About Digital Signage

5Digital Signage Pulse

What Your Mother Never Told You About Digital Signage6What Your Mother Never Told You About Digital SignageFESPA

7What Your Mother Never Told You About Digital SignageWhat happens in Vegas will not stay in Vegas.

Digital Signage ExpoThe world's largest international trade show dedicated to digital signage, interactive technology, and Out-of-Home networks. Usually held late February, early March. Conferences, educational seminars (offered in Spanish as well), roundtables, workshops, third-party events Chance to obtain DSCE and renewal Network reception DSE Awards Dinner New product launches- DSE 2013 welcomed 4,080 qualified attendees from a total of 77 countries.8What Your Mother Never Told You About Digital SignageWhat happens in Vegas will not stay in Vegas.

International Sign Associations Sign ExpoAprilShow debuted in 1974, now there are 1,800 booths representing 500 companies and serving an audience of 17,000 attendeesHosts thousands of international visitors from nearly 100 countries around the worldDigital Signage Park + Dynamic Digital Signage education day

European Sign Expo-May/JuneReplaced an existing digital signage show in Europe for the first time in 2013. Ran along with FESPAs trade show (major print show in UK)The only dedicated event for this market in Europe, European Sign Expo offers sign makers and signage buyers a focused environment in which to explore innovations in non-printed signageTailored conferencesEuropean Sign Expo 2013 in London attracted 4,330 visitors, with 38% travelling from countries across Europe

Digital Place-based Media Week October Educational summits, agencies and vendors host mixers to show off new products, DPAA Summit, the prestigious DailyDOOH Investor Conference

DPAA Summit October 450+ advertising executives: brand managers, media planners and buyers, and DPb networks and partners. How screens everywhere are altering the way we engage with consumers, case studies highlighting the role digital place-based media.9What Your Mother Never Told You About Digital SignageYoull have to pay to play.

Industry organizations and associations are great sources of knowledge and support.

Digital Signage Federation-Independent, non-profit digital signage federation - lobbyingDiscounts on DSE, DSEG certifications, PQ Media Report, Platt Retail Institute reportsMember benefits: knowledge resources, speakers bureau, committee participation, DSF SealRegional network events

DPAA-The Digital Place-based Advertising Association (DPAA) is a not for profit trade organization that exists to drive consistent growth for the industry through collaboration among advertisers, agencies, place-based digital and video advertising networks and their suppliers.-The DPAA is the only trade organization dedicated to making it easier for marketers and agencies to plan, buy and evaluate the effectiveness of digital place-based advertising networks.-Research, case studies, best practices, DPb Connections newsletter, committees and quarterly members meetings

Digital Screenmedia Associationto advance the growth and excellence of the global digital signage, interactive kiosk and mobile community through advocacy, education and networking.Offer project help, boards and committees, awards, feature member blogs, newsletters, reports, webinars...

OAAA (US) - Tailor to country, vertical, show10What Your Mother Never Told You About Digital SignageWhat your mom DID tell you...A friend in need is a friend indeed

- The digital signage industry is full of people who have worked relentlessly to build something from nothing. As we cross the chasm from early adopters to early majority, everyone is still hungry to share their experiences and advice regardless of whether or not they may compete in the same space. - If you are in need of information, there will be many people happy to help you. Growing the industry will grow everybodys slice of the pie.- Attend networking events thrown by associations, go to conferences, make buddiesSocial mediaCue Mini Video11What Your Mother Never Told You About Digital SignageAll About #BroadSigning.

BroadSign International, LLC is the leading global provider of Software as a Service for digital signage networks. Our software platform was designed purely as a digital management system and after ten years in the industry, has become a mature and reliable fit for all digital signage software needs.

BroadSigns constant growth, extensive network and dedication to predicting and responding to industry trends make our digital signage solutions a safe bet for networks with even the most complex of requirements. With our solid software platform and BroadSign Xpress smart player, youll see BroadSign everywhere.12

Stephanie Gutnikstephanie.gutnik@broadsign.com13