Article
Screenmedia Expo Europe takes a digital out-of-home focus
The re-branded Screen Expo Europe expands to encompass all forms of digital media.
February 15, 2009
Screenmedia Europe may sound like a new name in the digital signage industry, but don't be confused. In 2009, Screen Expo Europe, the London digital signage tradeshow, is tacking on "media" to the end of its name, and adding a new lineup of digital media-focused events to the two-day conference.
"By adding ‘media' to our name, we're working towards greater integration with the media buyer, brand owner and advertising agency communities," said Mark Pigou, show organizer for Screenmedia Europe Expo. "We felt that group would respond better to this title."
Make your plans early |
Screenmedia Europe Expo April 7-8, 2009 National Hall, Olympia London , England |
Pigou said the expanded event will bring together the best of the digital signage and digital out-of-home media industries.
"Digital signage is, at heart, the replacement of conventional static signage — ranging from retail signage to giant billboards — with more flexible digital alternatives," he said. "Digital OOH is a much broader realm, incorporating not only digital signage but also new types of media location, high levels of interactivity, immersive media, and the introduction of media opportunities not previously available."
With the new focus on digital media, the subject matter for Screenmedia Europe Expo's conferences has expanded. This year there will be five sessions highlighting different key apects of the digital signage and digital out-of-home industries:
The DOOH Media Summit will highlight the importance of content — both commercial and editorial — in attracting the attention of the right consumers and, ultimately, making a DOOH, digital signage or digital screen campaign successful. Partnerships between media owners, advertisers and their agencies, as well as third-party content suppliers will be discussed.
The DOOH Technology Summit will concentrate on benchmarking successful projects and demonstrate how different solutions are best adapted to different situations. Speaking on this panel will be installers and project managers answering questions such as IP or VGA? Windows or Linux? LCD, Plasma, LED or Projector?
Viral videos |
Screenevents U.K. , the show organizers, have made a name for themselves with their "Viral Videos" based on Apple's "Mac vs. PC" campaign, only here the personification of a digital out-of-home continues to best that of a static sign.
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"It is critical that signage networks have a clear purpose to assist the shopper in a meaningful way," said Chuck Pheterson, VP of product marketing for Avocent, who will be at the show in partnership with TrueColours Distribution. "A network that does nothing but display ads will not improve the shopper's experience and will ultimately fail. It is great to share this sort information so that networks bring value to consumers and thereby succeed."
Digital Signage Today will feature Suzanne Alecia of OVAB in the Who's Watching — The Latest on Digital Signage Metrics session, which will key in on measuring digital signage audiences and advertisements.
"Many network providers naively suspect that different rules apply for DOOH venues than other traditional venues," Pheterson said. "Brands expect more from DOOH than from print or other forms of media because sales uplift can be directly measured. Thus, metrics must be taken seriously by network providers."
Excellence in Banking: Driving a Successful Digital Signage Program will be hosted by the Platt Retail Institute and answer the "hows and whys" about deploying digital signage in banks, as well as how to determine an ROI. Platt will also highlight a successful financial digital signage case study.
"The conference line-up is very strong this year," said Jason Cremins, CEO of Remote Media and Head of POPAIdigital in the U.K. "I have been delighted that we have been able to put together the Digital Media in Retail conference to showcase innovative applications in retail that combine traditional POS/POP and new technology."
Along with the change in the show's name came a date change as well. Past attendees to Screen Expo are used to the event taking place in early February, but this year Screenevents has pushed the show back two months.
"The reason for the move was in response to exhibitor feedback regarding the increasingly congested month of February," Pigou said. "A number of clients want to participate in other shows such as Integrated Systems Europe and Digital Signage Expo and the close proximity of these events was proving to be a barrier to some."
One thing that is staying the same is Screenmedia's video promotion strategy, which gained a lot of attention leading up to the 2008 show. The viral videos feature two men personifying a digital sign and static poster in the same fashion as Apple's "Mac vs. PC" commercials. Pigou said that the videos had more than 10,000 unique viewers last year and that a new line of videos will be coming out closer to the show.
"We have all seen how video has transformed online marketing over the past 18 months," he said. "If you can generate interesting, original content that is also engaging then there is a rich vein to be explored in terms of communicating a strong message to wide audiences via a channel that can expand exponentially simply by people forwarding and sharing with colleagues."
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