On The Road With Digital Signage Today

All shook up: E4 Experience includes Elvis, emerging tech, DEI

Digital Signage Today Editor Daniel Brown visited the Exertis Almo E4 Experience in Dallas, and discovered positive and negative notes on airport digital signage, industry thought leadership from the E4 keynote and an exclusive interview with thought leader Gary Kayye.

Meeting Elvis at the Exertis Almo E4 Experience was only the start of our adventures. Image credit: Daniel Brown.

March 17, 2023 by Daniel Brown — Editor, Networld Media Group

Part one of a two-part series.

In March, I was invited by Exertis Almo to come cover the E4 Experience in Dallas, Texas. I expected innovative technology, but I had no idea I'd be getting a photo made by an LG robot, meeting Elvis, getting a personal invitation to the Glitters Car Wash experience in Nigeria from ownerpreneur Kayode (who was also my rideshare driver), having conversations with industry powerhouses like Gary Kayye and Alesia Hendley, and so much more.

It was also a privilege to see many familiar faces and friends of our publication in person, including LG, Epson, SpinetiX, Sony, and more (more details about the exhibit floor to come in part 2 of this series).

(And yes, there were cowboys and Stetsons, so I was far from disappointed, but our title is with apologies to The Flatlanders).

Up, Up and Away!

I began (and ended) my journey with richly instructive experiences at the Detroit Metropolitan Airport. On the plus side, I saw incredible illustrations of digital signage, including this beautiful LED pillar — which, at the moment, happened to be advertising Estée Lauder, illustrating a famous digital transformation story I first heard from Michelle Montazeri in my first ever interview as a journalist!

And, as on my last trip with Delta Airlines, I was impressed by the extensive steps the airline has taken in their digital transformation, from terminal to passenger seating.

On the downside, I for the second time had the terrible experience of getting lost in the labyrinthine parking structures, which lacked signage (of any kind) and would benefit dramatically from robust digital signage (seriously, guys, talk to me!) I was reminded in both cases of the power of a unified digital canvas as exemplified in our feature on MSP airport. While I thought I had allowed plenty of time to get through security, I ended up cutting things pretty close as a result.

On arriving in Dallas from frozen Michigan, I was astonished (a) at the warmth and sunlight (b) at the irony of a full-fledged skating rink in the Galleria mall adjoining the Westin (c) the sheer size of the city, and the length of the ride from the airport to hotel by an extremely friendly Nigerian driver whom I thought was about 30 (like me) but who proudly told me "No, I am fifty-two, by the grace of God!"

My driver, an entrepreneur seeking to build a retirement by building his businesses in Nigeria spoke movingly of his world travels, family, faith and efforts to make the world better and desire for peace in his country. He personally invited me to his combination car wash and restaurant/salon experience next time I was in Nigeria, which I will gladly accept if ever I am passing through!

On arriving at the hotel, I remembered our recent feature on using DOOH to promote plant-based food, and I was delighted to try one of the vegetarian entrées in the Westin's Second Floor Kitchen restaurant before going upstairs to collapse. The Toasted Farro & Portobello entree (gluten free, vegan) boasted wild mushroom, kale, roasted garlic and extra virgin olive oil with seasonal vegetable; it was a bit underseasoned for my tastes, but undoubtedly healthy. This was lucky, as I later woke famished and ended up devouring the in-room Cheetos, Pringles, and Snickers; I figure they balanced each other out nicely.

Trying the Toasted Farro & Portobello option (GF, V) at the Westin's Second Floor Kitchen.

Keynote Kickoff

I ended up taking the service elevators during my stay — according to the posted manager's letter, a freak lightning strike had knocked out almost all of the normal elevators. This, combined with supply chain shortage, meant the main elevators had mostly been out for a week. The good-natured and longsuffering hotel staff made the best of sharing the elevator with an endless stream of guests jammed between service carts, with smiles and helpful directions. I explained on the way down to the event that I was nervous in crowds, and asked one staff member if I could hide under the clean laundry in her cart. I think she took me seriously, as she moved to lift a stack of towels, and I laughed and thanked her for the solidarity before heading up the escalators, ready for E4.

Meeting Exertis Almo leaders and Gary Kayye before the keynote. Image credit: Daniel Brown, photo by Traci Schaeffer.

My hosts at Exertis Almo started with a surprise. As a special favor, Traci Schaefer personally introduced me to industry celebrity Gary Kayye about five minutes before he hopped onstage to deliver an all-new keynote address for the Dallas attendees. Kayye was kind enough to share insights for me as a new journalist and confirmed a lot of my instincts on the rapid industry evolution, including the end of the silo in digital signage; where Digital Signage Today has leaned into the notion of "digital signage and marketing" and "not just the screens, but what you puton them," Kayye said he advocates for simply renaming the evolving industry to something that encapsulates how broad it has become, perhaps a name emphasizing "digital experiences."

The E4 Experience keynote audience included representatives of various companies and nations, including Exertis Almo, Samsung, LG, Epson, SpinetiX, and many more. Image credit: Daniel Brown.

The keynote itself shared valuable thought leadership on a host of topics recently covered in Digital Signage Today, including sustainability, emerging technology, the rise of DOOH advertising (including programmatic) and videogames, the rise of hybrid workplace solutions (software and hardware) including room/desk booking and hoteling and more. Kayye also gave special emphasis to new predictions shared five all-new industry trends to watch in 2023:

1. Artificial Intelligence (part of our growing metaverse coverage)
2. AV over IP
3. Spatial Audio
4. Virtual Tech
5. The Cloud in AV

Exclusive interview: Gary Kayye

Kayye also made time for an exclusive micro-interview with Digital Signage Today (edited for brevity/clarity).

Daniel Brown: Are holograms the future of collaboration/advertisement, and if so, how long will it be? Or are they overblown?

Gary Kayye: I mean, I think it's one possible scenario for large events. But I don't think in a room hologram is realistic, because it's distracting? I think, you know, I think we're years away from it not being distracting. So I think what's more likely, would be something like AR and VR in a room rather than holographic.

DB: What are the most exciting emerging markets, and what's the timeframe for their growth?

GK: Geographically? The U.S. has been the biggest market, Europe's obviously come a significantly long way in a short period of time. Australia/New Zealand as well is, I wouldn't say they're playing catch-up, but they've kind of emerged as a thought leader as well as a pioneer — the very first AV over IP system put into a university was in Australia, actually. And then, of course, Africa.

DB: With the huge push towards DEI, what's one of the things you're most excited seeing in this industry pivoting towards inclusion?

GK: Women. I mean, quite honestly, our industry — you look out through the audience here — our industry has historically been dominated by males, but we're seeing a lot more women in leadership positions, and they're contributing in really awesome ways, all the way from engineering through marketing and other services, so to me, that's the biggest development in our industry, it's that we're seeing a balance of perspective.

Editor's Note: Part 2 of this series will examine the E4 Experience exhibitor floor along with a more in-depth look at addresses, including the special DEI panel.

About Daniel Brown

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Daniel Brown is the editor of Digital Signage Today, a contributing editor for Automation & Self-Service, and an accomplished writer and multimedia content producer with extensive experience covering technology and business. His work has appeared in a range of business and technology publications, including interviews with eminent business leaders, inventors and technologists. He has written extensively on AI and the integration of technology and business strategy with empathy and the human touch. Brown is the author of two novels and a podcaster. His previous experience includes IT work at an Ivy League research institution, education and business consulting, and retail sales and management.

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