Is Digital Signage a natural evolution of Outdoor Communication or a new media?

By Christelle Deliens on 18 January 2010 in Friday Session | 1 Comment

We started this New Year with a very interesting  Friday Session about Digital Signage.

There are more and more digital screens everywhere, in the streets, in restaurants, in cafe’s, in fitness, in cinema’s, in malls. Is it a natural evolution of Outdoor Communication or is it a new media?

Bertrand Prignon came to explain his point of view, his definition of what’s the Digital Signage, how it will affect our lives in the future and the world of advertising.

Regarding the outdoor advertising, Digital Signage gives for the first time the opportunity to enrich this kind of advertising with content.

During the session, we had an interesting discussion about companies who have been the first to use the Digital Signage and their Business Model (success and failures).

The challenge of the Digital Out of Home is the necessity to integrate
participative engagement with added value (relevant content, location based service, time based information and revelant advertising).

According to Bertrand, the equation to be resolved is to:

• find the good places
• choose an efficient CMS (Content Management Service),
• balance the right combination between info and service
• and combine it with the right advertising.

Although the current take-up of Digital Signage in Belgium is still at its beginning, everyone was clearly convinced that, as soon as a good business model will be found, it will take off rapidly.

Want to be the next one to be the speaker at a Cleverwood friday session? Let us know.

If you missed the session, you will find below the entire presentation. You can also see it on SlideShare. For the pics,  it’s on Facebook and Flick’r.