D=SIGN Conference Addresses Several Elements of Digital Signage Installations


Digital signage is not just about choosing a display or content model. D=SIGN, a two-day conference at InfoComm, explored various elements of the digital signage industry through case studies, panel discussions, manufacturer training and more.

For example, in the Day 1 session “Blueprint to Build-Outs: How Architects & Digital Designers Form Powerful Partnerships,” one of the most important considerations for a project is “why.” Specifically, according to Eran Sharon, director of creative technology at Gensler, it’s important to ask why your client wants a particular digital signage system.

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Another session, “Making a Proof of Concept Bullet Proof: Lessons Learned from Labs,” discussed the importance of testing digital signage systems before deployment. “The bleeding edge cuts you off,” admitted Chad Hutson, CEO of Leviathan. Any digital signage technology that is new to the market can be problematic, he explained, until it is widely deployed and users can help “fix the problems”.

Laura Davis-Taylor, founder of Branded Ground, emphasized the importance of the “fail fast” concept during the testing process. Detecting problems early in the process allows developers to quickly pivot and optimize the system based on what is not working. She called it a “test and learn” process – and while it may take longer up front, not addressing the technology or encountering issues early in the process may cost significantly more to resolve once a system has been deployed.

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During the testing process, interaction with the customer may be limited. “Failure brings both to the table organically,” added Daniel Black, CEO and Founder of Glass Media. He also suggested a phased approach to test systems to help set appropriate expectations for customers. “There’s something to be said for small wins,” Black noted.

Other sessions focused on self-service kiosks, automated content, optimizing mobility in a digital signage ecosystem, and future-proofing audio-visual design projects. Peerless AV also presented a case study on the First Americans Museum of Oklahoma, which installed a unique suspended curved dvLED video wall at the center of its facility.

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