News

NAB conference takes look into digital signage

April 10, 2008

LAS VEGAS — The National Association of Broadcasters is including an informational session on digital signage for the first time in its history as part of the NAB conference and expo, April 11-17, 2008, in Las Vegas. The session, held April 16, immediately follows an opening keynote address by Alvin Toffler, author of the books Future Shock and Revolutionary Wealth.

Panelists include Lyle Bunn of Bunn Co., Michael Hudes of ClearChannel Outdoor, Virginia Cargill of CBS Outernet, Jeff Curtis of Helius and Joe Amor of Microspace.

The panel will be moderated by Jimmy Schaeffler, Chairman and CSO, The Carmel Group, author of "Digital Signage: Software, Networks, Advertising, and Displays: A Primer for Understanding the Business," which was commissioned by NAB as an Executive Technology Briefing and is being released at the show and conference.

The session will focus on the following questions:

• As traditional advertising and subscription-based content models weaken, can the new business known as digital signage fill in some of the revenue and business model gaps?
• Is digital signage right for every broadcaster and local content operator?
• Where and what types of hardware, software and operational examples are being presented?
• What are the forecasts?
• Who are the types of stakeholders that are beginning to play on this new information and entertainment turf?

"TV makes brands ‘bigger than life' and will continue to serve marketer's purposes well," said Lyle Bunn, strategy architect and consultant with Bunn Co. "The additional capability that digital signage brings for communicators to reach their audiences adds ubiquity to enhance brand presence. I see the ad display capability of digital signage as a value-add to augment broadcast media sales, or as the alternative to TV ads that allows easier, most cost-effective introduction or advancement of brands, which can then engage TV for its benefits."