Sound & Communications April 2008 issue

DIGITAL SIGNAGE WINS BIG
DSE showcases exploding market opportunity.
Crowds surged onto the exhibit floor on opening day.
All photos courtesy ExpoNation, LLC
BY R. DAVID READ
In a city renowned for its flashy
signage, the Digital Signage Expo
(DSE 2008), held at the Las Vegas
Convention Center in late February,
staked its mark. In its fifth year, DSE
once again demonstrated that digital
signage is one of the fastest-growing
segments of the IT/AV industry. As
the charts on page 93 illustrate, this
show has grown extensively.
Not only has DSE increased in size
as a function of the number of attendees,
booth space has grown, as well.
For a show of this nature to be financially
successful, it must attract exhibitors
that are willing to pay in dollars
per square foot to display their wares.
This vital statistic is also a reasonably
good indicator of the health of any
given industry. If trade show booth
space is increasing, it’s reasonable to
project confidence of growth in sales
on the part of exhibitors. The accompanying
chart puts this aspect into
perspective.
Already Up For ’09
According to Chris Gibbs, executive
VP of ExpoNation, LLC, which runs
the show, DSE 2009 already exceeded
the total floor space at this year’s
event by the end of the exposition. He
commented, “We anticipate that DSE
2009 will be 56% larger; we had a
dozen new companies sign up in Las
Vegas for next year.”
Another significant statistic is how
wide a geographical base is attracted
to the show. Based on conversations
and observation of attendee badges,
DSE 2008 has transcended the definition
of a “regional” show and, indeed,
has become international in scope.
(Figures related to the precise percentage
of attendees by region/country
were not available at press time.)
Thus, the Digital Signage Expo is,
in all respects, a growth mode concern.
It has been cited as one of the
top 50 fastest-growing trade shows in
the country.
Venue Considerations
For most people in the electronic
technology industry, the Las Vegas
Convention Center is a familiar destination.
For any number of reasons—
not just loose slots—this venue is
given favorable consideration for the
hosting of major trade events. The city
is easily accessible, the climate (even
in February) is pleasant and hotel
rooms are available. The convention
Contributing Editor R. David Read covers major industry events for Sound & Communications.
90 Sound & Communications
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