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		<title>Where's This Industry Going? Keen Observations from the 2010 DSE</title>
		<description>Discuss Where's This Industry Going? Keen Observations from the 2010 DSE</description>
		<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/756-where-s-this-industry-going-keen-observations-from-the-2010-dse</link>
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			<title>Rich Godwin says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/756-where-s-this-industry-going-keen-observations-from-the-2010-dse#comment-1186</link>
			<description><![CDATA[Just read this article (got lost in the inbox) but I found it to be right on target.
When I created my network, we wrote the whole system from scratch, that's the operating system, the kiosks etc. But then as if we weren't naive enough, we went and created all of the content ourselves. (Have a Laugh, Did You Know, Food Facts, health Tips, Household tips, sports stats, Municipal Messaging, This day in Rock n Roll etc etc.) They're all 10 second animated Flash snippets and many of you might think they sound quaint, but guess what? They work, because they are all different contrasts and colours, the eye follows them. I've tested the screens with women in one of our salon deployments when Oprah is on the TV. Yes they watch Oprah, but their eyes switch to my screen almost every time it changes. A delight to watch! The great thing about it also is that because the files are so small, we draw little band width and therefore can easily operate with a cellular air card modem. So no broadband needed. Plus I can customize the content to each location...women's stuff in the salon, guys stuff in the sports bar. Works great!]]></description>
			<dc:creator>Rich Godwin</dc:creator>
			<pubDate>Tue, 27 Jul 2010 14:54:49 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/756-where-s-this-industry-going-keen-observations-from-the-2010-dse#comment-1186</guid>
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			<title>resus digital signage says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/756-where-s-this-industry-going-keen-observations-from-the-2010-dse#comment-1185</link>
			<description><![CDATA[I like thge comment about the weather. How true is that!!!. Digital signage has alot of catching up to do in the way of content, but i think this will come with time.]]></description>
			<dc:creator>resus digital signage</dc:creator>
			<pubDate>Wed, 24 Mar 2010 21:11:52 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/756-where-s-this-industry-going-keen-observations-from-the-2010-dse#comment-1185</guid>
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			<title>tawo jacob says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/756-where-s-this-industry-going-keen-observations-from-the-2010-dse#comment-1184</link>
			<description><![CDATA[There is nothing as good as putting more efforst in ensuring that the right content is made available for public consumtion.
Over the years DS have palced more emphasis on the Technology...how far has that taken us...where can we say the improved Technology has taken DS to..Content is the answere it gives the industry the expected Direction. it provide the needed roadmap for the industry. Developing content that is customer persuasive, morally accepted, traditionaly non evasive and socially applauding will guranty the industry a possible future and direction.
The public perception to DS out-door advertisement must be made and seen to have change to even create in them the interest to look at the signange boards.]]></description>
			<dc:creator>tawo jacob</dc:creator>
			<pubDate>Wed, 17 Mar 2010 10:26:37 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/756-where-s-this-industry-going-keen-observations-from-the-2010-dse#comment-1184</guid>
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			<title>Nikk Smith says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/756-where-s-this-industry-going-keen-observations-from-the-2010-dse#comment-1183</link>
			<description><![CDATA[Spot on!
We started our business 6 years ago focussing on content design and production services for DS - we soon learnt that there was little appreciation of value and a lack of willingness to budget for, let alone fund the true cost of creating good content. We decided that the best way to get good content on to screens is to retain our content focus but offer the end to end hw/sw solution and include our content services as part of the package.]]></description>
			<dc:creator>Nikk Smith</dc:creator>
			<pubDate>Wed, 17 Mar 2010 08:53:31 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/756-where-s-this-industry-going-keen-observations-from-the-2010-dse#comment-1183</guid>
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			<title>Frank Beurskens says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/756-where-s-this-industry-going-keen-observations-from-the-2010-dse#comment-1182</link>
			<description><![CDATA[Thanks for the objectivity and willingness to address some real issues facing the industry. We've been building an in-store network for five years which today manages 850 interactive displays in 350 stores across 30 states, and would like to share a few observations about the industry and the advertising model.
The phrase "a pick and shovel business" is appropriate. The money appears to be made in organizing anything with the name "Digital Signage" in the title. While we donTMt typically attend these events anymore, it sounds like little has changed; vendors selling vendors, and networks trying to figure out a sustainable business model.
But, what should one expect from an industry that calls itself, 'Digital Signage'? As long as the industry focuses on the technology, on the ~howTM rather than the ~whatTM is delivered, things probably shouldnTMt change much.
A couple of observations regarding the absence of agencies at these shows; digital media is disruptive and the efficiency of digital versus legacy tends to shrink the gross for most agencies. (Maybe the less efficient the media, the larger the spend?) Most agencies arenTMt going to take a leadership position to shrink their own piece of the pie.
On a related point, interactive media is even more disruptive. Traditional broadcast media benefited by the old axiom, "I Know Half My Marketing Works, I Just Don't Know Which Half". Interactive web and in-store media are 100% measurable. Impression based, reach and frequency models typically arenTMt. What doesnTMt get measured still gets rewarded, at least for awhile.
Footprint is still an albatross for virtually most digital media networks. Until an aggregator comes along and rolls up the fragmented DS marketplace or an industry supported ad placement network emerges, things arenTMt going to change much with regard to attracting serious agency dollars. But, the trend is moving in the right direction, and a handful of agencies are trying to adapt.]]></description>
			<dc:creator>Frank Beurskens</dc:creator>
			<pubDate>Wed, 17 Mar 2010 03:02:09 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/756-where-s-this-industry-going-keen-observations-from-the-2010-dse#comment-1182</guid>
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			<title>Tim Burke says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/756-where-s-this-industry-going-keen-observations-from-the-2010-dse#comment-1181</link>
			<description><![CDATA[Good blog. The comment about content is sooo true. Our firm has been a web and kiosk interactive agency for about a decade. And we figured that content is where we'd make our play in digital signage. However, most of our customers want to do their own content. It usually looks like the web back in 1997 when every company was trying to do their own web site... ugly! They just don't value good design and unique content. We usually get pulled in when they want to integrate with a third party system or in house database, etc. The heavy lifting type of content.
We do so much interactive touch screen kiosk work that we see our only real future in digital signage is the interactive type. Which in a sense is not digital signage at all, it's a very large touch screen kiosk. It's much of the same we've been doing for many years on 19" screens but now we're using 52" touch enabled LCD or Multi-touch screens. Years ago those were either unheard of or out of most budgets to be practical, yet now the technology is more mature and cheaper.
I consider digital signage to be signage content that is scheduled, day parted, etc. Whereas kiosks are not scheduled content they are always on, transactional (usually), applications. The line is blurred when the screen is a mix of kiosk application and scheduled content (usually adverts at this point).
Nice blog, keep it up! You guys are very insightful.
http://blog.electronicart.com (everyone else is putting in their blog addy, why not me... :-)]]></description>
			<dc:creator>Tim Burke</dc:creator>
			<pubDate>Tue, 16 Mar 2010 21:07:55 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/756-where-s-this-industry-going-keen-observations-from-the-2010-dse#comment-1181</guid>
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			<title>Ed Personius says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/756-where-s-this-industry-going-keen-observations-from-the-2010-dse#comment-1180</link>
			<description><![CDATA[Pat,
Your second to last paragraph is spot-on. The industry appears to me (a newcomer of 15 months, and a Direct Response advertising guy for 21 years,) to be a bunch of techies nattering on about software and hardware. Which seems to boil down to, "have you gotten yours to work yet?"
Just kidding. Sort of. There are lots of good solutions out there from a technology standpoint, but not much sense when it comes to content. Your conclusions are what I have been preaching about advertising for years: The medium (pick whichever one you want) will work great when you target properly and message compellingly to that target.
Our model focuses on using the sizzle which Projected Digital Signage represents, to sell systems to retailers. Our systems enable to retailer to message larger, with more depth and range, and more flexibility, than they have ever been able to before. Using your entire storefront window as your screen is so much more compelling and awesome (sizzle, sizzle) than banners or posters, or even lcd screens (TVs) in your store. Integrate them and control them and bend them to your will. Don't just stick up a screen with a playlist running on a loop and leave it.
The Digital Signage Industry needs to focus on the end user's need to make money. How does our product to that? That's the issue, which goes directly to the point you make of effectiveness of content.
http://looknglas.blogspot.com/]]></description>
			<dc:creator>Ed Personius</dc:creator>
			<pubDate>Tue, 16 Mar 2010 19:08:41 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/756-where-s-this-industry-going-keen-observations-from-the-2010-dse#comment-1180</guid>
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