Sound and Communications - February 2008 Issue

‘SIGNS’ OF SUCCESS
DSE’s Vegas gathering
promises massive
growth.
BY DAN FERRISI
The growth of, and excitement
about, digital signage has reached
new proportions each year, as technology
improves and industry pros learn
how best to market this vibrant, unconventional
technology. Although
myriad trade expositions touch on
digital signage to varying degrees,
only one dedicates itself specifically to
it: Digital Signage Expo (DSE). Taking
place February 27 and 28 at the
Las Vegas Convention Center, this
exposition is a must to attend for
manufacturers, integrators and consultants
who wish to keep ahead of the
curve in this rapidly evolving market.
The show, which itself is growing at
a remarkable rate, blends education,
technology and networking, all in service
of the industry for which it is
named.
Fifty Percent Growth
We spoke to Chris Gibbs, executive
VP, ExpoNation LLC, the organization
producing the show, to pin down the
details. At the time this was written (in
late December), he revealed, “We
have 158 exhibitors, while last year we
had 103. It’s over 50% growth, which
is really incredible.” The show-floor
square footage will jump substantially
this year, as compared to 2007’s offering
in Chicago at the Navy Pier Exhibition
Center. At this writing, the
show floor is 48,285 square feet. According
to Gibbs, last year’s exposition
encompassed 31,000 square feet.
“It’s not just numbers of exhibitors,”
he emphasized. “The size of the event
is just enormous, compared to our
previous effort.”
This year’s Digital Signage Expo is expected to be much larger than ever before.
Although Gibbs declined to speculate
on numbers of attendees, he was
confident the figure would grow in
relation to the Chicago event, which
drew about 2020 people. “[The show’s
attendees encompass] both systems
integrators and end users,” he confirmed,
estimating that 60% of attendees
are those actually using the technology
and 40% are technology professionals
or integrators. From an enduser
perspective, the show attracts a
wide breadth of verticals: retail, transportation,
hospitality, corporate, museums
and others.
Exclusive Segment
As might be expected, given the
show’s moniker, exhibitors target
their wares specifically for the digital
signage market; peripheral offerings
are kept to a minimum. Traversing the
show floor, one will find flat-screen
displays, content-creation software,
metric and measurement technology,
and means of distributing content, as
well as a healthy dose of hands-on interaction.
[Be sure to check out Sound
& Communications’ Digital Signage
Expo New Product Spotlight, beginning
on page 64.]
Indeed, DSE is co-locating with the
Interactive Technology Expo, which is
being treated as a show within the
show and is the place for attendees to
peruse the wares of companies that
serve up interactivity.
Referencing the presence of kiosks,
touchscreens and self-service technology,
Gibbs noted, “When somebody
walks into that area on the floor, they
know they can touch and interact with
the technology.”
Expanded Focus
DSE used to limit its focus more
heavily, concentrating on the retail
aspect of the digital signage market.
In fact, from 2004 through 2006, the
show was titled Digital Retailing Expo.
Dan Ferrisi is Sound & Communications’ Associate Editor.
60 Sound & Communications
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