LAS VEGAS, NV— The wrap-up of this year’s KioskCom Self-Service Expo and The Digital Signage Show in Las Vegas marks a crossroad for the event. Beginning in November 2010, the dual event will converge to become Customer Engagement Technology World. The new event brings together the best and brightest digital media providers and will offer the most forward-thinking solutions for customer engagement. The New York show will be held on November 10 – 11, 2010 and will focus on the expanding role of self-service kiosks, digital signage systems, mobile applications, and emerging platforms to reach customers across multiple touchpoints.
“Customer Engagement Technology World exemplifies everything we have been and continue to be—a strategic leader, providing content and resources so our customers can move with the industry, not after it,” said Lawrence Dvorchik, General Manager for KioskCom Self Service Expo and The Digital Signage Show.
This year’s event included multiple educational tracks that focused on providing best practices and strategic insight for digital out-of-home networks, content development, and deployment. One of the more interesting sessions I attended was a panel discussion entitled Understanding What Makes Digital Out-of-Home a Viable Media Platform moderated by Rob Winston, Senior Account Manager at Arbitron. The panel included Bob Martin, Chief Marketing Officer at RMG Networks, Arlene Zeichner, Principal, Zeichgeist, and Consultant to PumpTop TV.
One of the ways to compare the value proposition of digital out-of-home media is to measure it against traditional media. With traditional television and radio, advertisers and consumers have maintained a long-standing model. In exchange for providing access to engaging content, the consumers agreed to watch and listen to their advertising. This value proposition has been shattered, the audience has become fragmented, and advertisers are worried.
“We have to acknowledge that the way consumers are interacting with video content has evolved greatly, more in the last 5 years than in the 50 years prior to that,” said Bob Martin, Chief marketing Officer at RMG Networks. “The proliferation of channels and devices combined with the speed at which video can be transmitted over the Internet and over the air has changed everything about how the medium is bought and sold from an advertising perspective. Eighty percent of people who wanted video content would have to suffer through a lot of primetime television just to get at the content that they wanted to watch. That’s not the case anymore. Now audiences can consume the content that they want, at their leisure.”
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