September 2009

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“Digital Signage is a Vortex”

Lyle Bunn

Give this a read for a different but closely related perspective on our convergence.

" The digisphere enables human success through connectivity in all these areas." 

“Digital Signage is a vortex” says Bunn “accelerated by the internal forces of enabling technologies, better technology integration and scalable operations along with the external forces of the increasing pressure for communications and marketing cost effectiveness. ” 

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The growing numbers of networks and displays reflects the broadening at the top of the vortex, while the vortex seeks to gather up and integrate technology elements and processes with integration into other systems for better message targeting, impact measurement and other points of operational optimization and cost savings. 

“The growth in the number and locations of displays motivates increased advertising which enables greater infrastructure investment, so that an upward spiral, rather than a “chasm crossing” continues.  

The great benefit is that all end users, location providers, technology providers, system integrators and operators, and content providers "win" through participating in this upward spiral. 

The genesis of DOOH has not triggered an exodus from TV or other advertising devices, but enabled the revelation that media more optimally applied means more effective communications spending. Digital signage has found its place, incrementally, into the communications continuum and is on its path in wealth creation, in the same way that every other high-value application of managing light has found its economic success since the beginning of time. DOOH allows demographic targeting at points of purchase, long dwell times and high traffic. 

The expanding infrastructure of digital displays proliferates message presentation in the “digisphere”, the global environment of digital addressability and connectivity where media and messaging serve people, organizations and society. 

Reliable Controls People live on the lithosphere of earth, as part of its biosphere in its atmosphere while looking up into its troposphere, stratosphere and mesosphere. The digisphere enables human success through connectivity in all these areas. 

Within the digisphere, communications can be increasingly granular - in the case of digital signage and Digital Out-of-home, improving the message targeting to audiences and individuals by location, interest, demographic and intended action to improve the level of relevance and engagement leading to the outcome intended by the communicator.

For the complete article and more on Lyle thoughts go here http://lylebunn.com/aboutus.aspx 

Lyle Bunn is a highly regarded independent advisor and educator in North America’s digital signage/digital out-of-home sector. Lyle@LyleBunn.com

I very much like Lyle's approach to providing more insight to the vortex, be sure to look at his new service both as where to get information and as a business model to follow for our industry.

"The doctor is in" a new telephone consultation service is now available, providing an easy, affordable, high-value way to gain perspectives and objective counsel to accelerate digital signage projects and supply capability. "A little objective input from a knowledgeable, experience can be mighty useful".

 

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