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Tremendous insights – thank you for sharing them. Allow me to answer one of the questions you heard, as content will once again be addressed in detail at The Digital Signage Show (April 14-15, Mandalay Bay Convention Center):

The Cooking Up Content demonstration will provide venues, brands, network operators and other interested attendees with an inside view of the content creation process – from strategy to creative to deployment of content for DOOH networks. This demonstration is exclusive to The Digital Signage Show, and was standing room only at the New York show in November.

Sessions focused on How to Produce Content For Distribution Across Multiple Platforms and Channels, Avoiding White Noise & Visual Spam and Communicating with Your Customers Though Integrated Customer Facing Technologies are just a few opportunities for people to really learn.

Additionally, your colleague Paul Flanigan will be one of the hosts of the Customer Engagement Summit, a free half day workshop on April 13th to help people struggling with how to truly engage customers in a meaningful way, and generate ROI from that engagement.

We have been stressing this and positioning our show in this manner for years, and it’s great to see others realizing this as well – it’s not just about the technology – it’s about what must be done to use the technology in a relevant way to appropriately connect with people.

Your points are well-taken. We talk about taking ad dollars away from traditional media such as TV, but we fail to understand how successful TV networks attract ad dollars: with great programming that audiences want. Absolutely no TV viewers care what technology is used to produce and deliver the programs. Why would it be any different for digital signage? Our industry shows are dominated by flashing lights, displays and software companies, because we are still building the infrastructure in a young industry. Some folks actually think that people come just to see software demos and new touch screens. They need to take a step back. Over time, as you correctly observe, the emphasis of the industry needs to turn to the other side of the screen in an effort to attract the ad revenue. Then the shows will have healthy representation from agencies, content shops and exchanges, and even consultants. It is all a move toward execution as opposed to deployment. The technology companies won’t be as dominant on the floor when that happens, and that is good. And the ones that are there will adapt to evolving needs of their users, also a good thing.

Thanks Pat!