Content is King -

Content is King

Publish date:

What can content do for your business? According to Scot R. Hill, national account executive at Edgefactory, a branded media content creator exhibiting at InfoComm for the first time this year, it can save it.

Unfortunately, content is the conversation that needs to happen, but with digital signage, rarely does. “You know how everybody says content is king?” Hill asks. “Well context is queen. If your content isn’t relevant, then what’s the point? You can have the best hardware, but if your message isn’t put together right, none of that matters.”

Thomas Wester of Second Story Interactive Studios agrees that content needs to be a higher priority in the digital signage equation. “We’ve kind of gone through the commoditization of screens where it’s gotten cheap to put displays out,” Wester explained, “so content’s next, and it’s actually a big challenge. Once you’ve invested all the capital to put the screens up, then what are you going to put on them? And how do you keep it fresh? You can put something up, but then a year later or even two years later, how do you have a system to keep that going?”

This focus on content is why InfoComm decided to introduce the Content Creation Zone at this year’s show. According to InfoComm Executive Director and CEO David Labuskes, CTS, RCDD, this was a natural evolution. “Our relationship with digital signage continues to grow. We have more digital signage on our show floor than any other show. And part of the trending of that area of technology is that content is being integrated more and more with the hardware and the display. Most of the buyers of that area want advice, counsel and support on what to do with this video wall they’ve installed and invested in. And that’s content.

“The exhibitors in that area are excited to have the opportunity to be there,” Labuskes continues, “and it provides a broader solution to solve the whole problem. Every year we reexamine what is this show, what does it mean, what is its purpose, what needs are not being met and how can we leverage what we have to reach out further. Every year has to be fresh beyond the product offerings to reflect the trends and reflect the way the industry is growing and changing. It’s both a response to the marketplace and an offering to the marketplace.”


Content is Not King

By David Keene At the Digital Signage Expo held February 27-28 at the Las Vegas Convention Center, a special presentation was given by Mike Hiatt, Director In-Store Media Networks, Wal-Mart Stores, Inc. Hiatt spoke to a breakfast meeting on the 27th, on “The Past, Present & Future of the Nation’s Leading Retail Media Network.” We’re all familiar with the basic economics of the Wal-Mart phenomenon. Wal-Mart accounts for 6% of Retail and Food sales in the U.S. 90 % of the U.S. population lives within fifteen miles of a Wal-Mart (and there is a trend toward more urban stores; most of U.S. is urban, and already, 65% of Wal-marts are urban/suburban). 80% of the U.S. population shops at Wal-Mart. 140 million people per week shop there, with 100 million transactions per week. (An interesting and perplexing sidebar: more than 10% of Wal-Mart “shoppers” don’t buy anything when they visit the store; it is, for this g

Image placeholder title

Countdown to InfoComm 2014: NanoLumens' Future Takes Shape

Close to the end of my chat with Nate Remmes, NanoLumens' director of business development, he realized he was telling me something he shouldn't and stopped himself mid-sentence. What he eventually wound up saying—something he had never told a member of the press before—while vague, encapsulates exactly why NanoLumens should be on your list of companies to visit at InfoComm 2014.

Content is Not King

By David Keene, Executive Editor   As a well-known and unabashed promoter of "digital signage" in retail over the years–not the technology-for-technology's-sake kind, but a firm believer in the new medium as a key part of a rising tide that will lift all retail boats–I found a recent presentation by the world's top retailer both intriguing and sobering. At the Digital Signage Expo held February 27-38 at the Las Vegas Convention Center, a special presentation was given by Mike Hiatt, Director In-Store Media Networks, Wal-Mart Stores, Inc.

Future Trends Forum Looks Ahead

The Future Tech Trends Forum, consistently the most popular event on Super Tuesday, took place yesterday in the Orange County Convention Center’s Valencia Ballroom.