DSE 2013 Seminar Topics

DSE has entrusted the programming for its seminar program and several of its pre-show events to more than 30 experts serving on 10 educational committees and representing a cross-section of digital signage and digital place-based network industry interests. These individuals have volunteered their time to help develop a high-quality professional education program for their peers, including recommending the topics listed below for inclusion on the DSE 2013 educational program. Before submitting your proposal, please review both the topics listed below and the guidelines on the Call for Proposals form. Following the instructions on the form and providing the requested information will ensure a fair review of your proposal.

Click to view suggested topics for DSE's pre-show educational events.

Suggested Seminar Topics

Digital Signage Fundamentals Track
Digital Signage Fundamentals provides an introduction to the industry, including conveying an understanding of the interrelationship among the seven elements that comprise a digital signage system — Hardware, Software, Connectivity, Design, Content, Operations and Business.

Suggested topics:

Introduction to Digital Signage: This is a core Fundamentals Track course and is intended as a (reasonably) comprehensive overview of what the digital signage industry is all about. The attendees should be able to spend an hour and feel that they have a snapshot of key areas that in one way or another they will encounter as the delve deeper into digital signage. Subjects might include:
o Market overview
o History of signage
o The 7 Key Elements Lessons Learned
o Applications and where to incorporate digital signage
o Thinking outside of the box
Digital Signage Trends and Best Practices - A 360 Degree Perspective: This course is intended as a look into current trends in the digital signage industry in each of the 7 Key Element’s including business, content, design, hardware, software, connectivity, and operation. Time will only permit hitting the high points but the attendee should leave the course with some key points in each area and how they might affect one another and then conduct deeper research on their own if desired. Subjects might include:
o Trends as viewed from the 7 Key Elements
o Values and Benefits
o Continuing Challenges
Content Demystified: Most agree that content is second only to business in importance and difficulty in the digital signage industry. This course will define what content is and how digital signage content differs from broadcast or print advertising. The attendee should leave the course with a clear understanding of what content is and is not, how it can be positive or negative, and the need to measure the effects of content on the viewer. Subjects might include:
o Definition of Content
o What do I need?
o Sourcing Content.
o Where does it come from and how do I get it?
o How much do I need and how much will it cost?
o Measurement/Effectiveness: How do I know it’s working?
Business Side of Dynamic Digital Signage: The business side of digital signage is where most people fail to conduct proper due diligence. This course begins with an understanding of the needs analysis of a potential project and provides an understanding of what objectives are and the need to articulate those before going further. Return on investment and return on objectives is discussed in terms of hard dollar versus soft dollar returns, the attendee should leave the course with a clear step by step business assessment procedure that they can fine tune to their own projects. Subjects might include:
o Digital Signage Needs Assessment
o Objectives
o Building a sustainable digital signage infrastructure Not just “knowing” but “doing”
o ROI/ROO
o How to fill in the gaps
Integrating Digital Signage into Existing Infrastructure: Most people entering digital signage do not do so from scratch. They have a current business that will require that new processes to be integrated into the existing infrastructure; this course is intended to teach the attendee how to go about the integration process form an internal and external perspective. They should leave the course with an understanding of the process and helpful suggestions they can use in their own companies. Subjects might include:
o Key Stakeholders in Solution Building:
• Internal (Ops, IT, Marketing, Finance, etc.)
• External (DS partners, agency partners, etc.)
o Bridging technology needs: Custom vs. off the shelf software
o Designing Dynamic Cross Functional Teams
Q&A With The Experts: This course will be a Q&A Panel of Experts (Hardware, Software, Services, Content, Customer/Deployer) answering questions from their point of view (NOTE: panel must meet DSE criteria to participate.). There will be a moderator and 4 industry recognized experts answering a first round of pre-submitted questions and then opening up questions from all attendees. The attendees should leave the course with some questions answered and others noted to ask from the networking opportunities gained at the class and at the show. FOCUS on key areas:
o Business, design, and Operations and deployment
o Content and Managed Services
o Hardware, software, connectivity
o Results (Data Analytics and Measurement)

DOOH Networks Track
Geared toward DOOH network operators, the DOOH Networks track addresses such topics as ROI, selling advertising, audience measurement, business models and strategies.

Suggested topics:

How to value and price a network to agencies – ads and/or product sales lift (since agencies may value one over the other, and depending on the type of buy). Understand adjustments necessary for differences in viewership – such as those products that are endemic to the venue, versus non-venue specific products/services. This panel discussion includes agency views, network operators and shopper marketing perspectives.
Building a profitable DOOH network. Blending product/service mix: subscription charges, content fees, ads, service costs, etc. The right mix of national, regional and local ads. Each category of ad offers different advantages to the network operator. And within these, ads that help deliver campaign and advertiser value through QR codes, mobile interaction and mobile commerce can bring additional revenues and advertiser loyalty.
Pain points of people buying ad time on networks. For agencies, it’s inconvenient to deal with an industry with no aggregation. So, review sales strategies and positioning – are you a cheap alternative to TV, are you competing against online or mobile? Basically, how to understand the buyers’ issues and how to craft your networks proposition against other options for placing client money.
Innovations to evolve networks and the DOOH industry. Approaches that allow DOOH network to find more money (advertising, subscription, content, etc.) and be more productive."
5 things you’ve learned in the last five years. Good and bad. The key changes, decisions, or improvements that have helped network operators improve their growth and bottom line. Mistakes to be avoided. Panel of 4-5 network operators.
Getting Advertising. A panel of agency, network and ad sales reps will help network operators understand how to communicate more effectively with agencies and advertisers to get on the plan, receive RFPs and get insert orders. Best practices and insights offered by panelists will help reduce network operator frustration and sales costs while generating increased revenues and more accurate forecasts.

Ad Agencies & Brand Marketers Track
The Ad Agencies & Brand Marketers track covers what agencies/brands need to know about digital place-based media — how it’s measured, who sees it, how effective it is, where it’s located and what it costs. The DSE Digital Place-based Advertising Summit is the high-level, 35,000-foot complement to this track (See Pre-show Events).

Suggested topics and subtopics:

Emerging: Which emerging DOOH/DPB media companies broke onto your clients’ media plans in 2012 and why?
o A panel of OOH media buying deciders are asked to analyze the media vendors that were first provisioned into their bill-pay systems and thus were put onto their inaugural media plans in 2012
o What subcategory of DOOH/DPB media vendors were first christened in 2012?
o How and where were these media intercepts deployed?
o What did they do to stand out and earn their first buy? (great sales team/marketing? Client or planning outreach? Perfect audience – niche or geography? Cool technology?
o Did they earn one-off “experimental” or “test” tactical dollars, or have these companies already earned repeat business?
Who buys DOOH? Representation from 4-5 major agencies’ DOOH buying groups. Audience learns more about agency structures, can identify how agencies are defining the medium, where the dollars are coming from and how the medium should be positioned across agencies.
o Change: How Are Agencies Adapting to Change in the Crazy Media Landscape?
Using Data Sources: As the web becomes increasingly hyper-local and businesses and consumers create more location-based data there are huge opportunities to utilize this data to inform and optimize the planning of both traditional and interactive OOH media. Sat. Nav. Data, public transport kiosks, mobile search, mobile wallets, etc. are a few examples of how technology is being used to create location specific data trails which have the potential to help determine which DOOH sites or creative treatments might be most effective for a particular campaign.
o Simple data sources that inform planning.
o Thought starters of all of the millions of data points that can be used here
o Look at what we have done—what is other data out there and how can we use that
o The future of using such data
o Case studies of using such data in programs
Metrics and Measurement: How are we measuring the audience, and what does that mean for planners/buyers? How are we quantifying success/ROI?
o Short discussion of the DPAA metric guidelines
o Cutting edge research
o Emerging and existing methods to measure DS advertising
o Why isn't it good enough? How do we get it to the next level? Image recognition?
o Going from guidelines to standards
o MRC talking about moving the metrics along and what is required
o Insights: Connecting Consumer Insights & Analytics with Digital Signage Advertising Networks & Strategy
o Eye tracking technologies
o Neural marketing research
o Location sensitivity

Content University Track
Content University is designed to cover what works and what doesn’t work in digital place-based advertising and editorial content, including topics ranging from content strategy to automation to cross-platform branding.

Suggested topics:

The 'Cost' of Content - This session will provide valuable insight for end-users and solution providers to plan for content needs. 'The Cost of Content' will help companies understand how to budget for content as well as address the 'cost' of not doing an adequate job of planning for content as one of the first (if not the first) budget item. Costs will be addressed as hard costs for purchasing content, internal production as well as ongoing updates and content management. The panel of experienced end users or experts will provide attendees a framework for developing their content budget and explain advantages in early planning.
Successful Content - End users and service providers all like to know what works. Illustrations of content success are good for the industry as a whole, speak to the value of proper use of content, and can help others avoid pitfalls and find success as well. This session will communicate principles and specific techniques learned from specific projects to meet a defined business goal. Each example must offer quality details on the measurement of the content's success (improved customer experience, higher information retention, increase ad views, etc.). Rather than a 'show and tell', Panelists will focus on communicating reusable knowledge attendees can apply to their networks to find similar success.
Content Lightning Round - In this free-wheeling session, a panel of digital signage/DOOH content experts will field questions on the fly from the audience. Templates, advertising, screen zones, interactivity, font sizes — it's all fair game. Panelists' responses will be limited to 60 seconds, or less, to keep the dialogue moving quickly from topic to topic.
Creating a Content Playlist - Defining a successful playlist is a key first step for any new network and every existing network should be refining their playlists on an ongoing basis. Through the use of helpful visuals, new users will see how playlists are constructed for various dwell times and venues. Attendees will leave understanding the thought required to create successful playlists, the effect overall business goals and venues have on playlists, and how content sourcing is effected by the playlist.
Content Design for Digital Signage - This session will be laser-focused on providing attendees with a set of design guidelines to use in the creation of, or evaluation of effective digital signage. Speakers will address the unique opportunities and limitations of the digital signage medium and speak directly to the design and production of content. Topics such as duration of clips, use of sound, readability of type, methods of capturing attention, etc., will be delivered.

Hardware, Software and Connectivity Track
Hardware, Software & Connectivity provides practical information on displays, mounts, players, software options and connectivity components as well as insight into future technologies and their impact on digital signage.

Suggested topics:

Display Technology – Understanding how each technology works, and when to use each type of technology. This should be broken down into the following areas:
o LCD Flat panel
o Projectors and screens
o Other display technologies
Consumer vs. Commercial hardware – one of the most frequent challenges in specifying hardware is the demand from end users to utilize low cost consumer grade components in place of proper commercial grade devices. This topic should explore the differences between consumer and commercial grade, and the risks involved in using consumer grade technology.
Interactive display hardware and applications – Interactivity is growing by leaps and bounds, but it requires specialized hardware to make the connection with the user. This topic should discuss the types of interactive technologies, from touch displays and tables to projectors and camera systems.
Signal distribution and processing – using traditional video cables is not always possible, and sometimes additional equipment is needed, such as category cable transmission, switchers, scalers, wireless. There are also times when a nontraditional image size or shape may be required, and image processing such as blending and warping may be needed to produce these images.
Design and Deployment – Understanding how to perform an installation, from needs analysis, design, to site surveys, selecting a mount and the installation process.
Troubleshooting – Common “gotchas” and how they can be addressed by the installer.
Videowalls – Theory, practice and the latest technologies in this rapidly advancing part of digital signage.
Understanding Player PC Hardware – providing an understanding of the requirements and parts that may go into a player PC. Storage, processors, video cards and hardware durability should be discussed. What questions need to be asked in selecting a player PC?

Interactive Technology Track
Interactive Technology covers new and emerging interactive technologies and their applications, including touch, gestural and mobile.

Suggested topics:

The Interactive "Reality" Check List — We learn from experience and create new processes to help avoid past mistakes. Learn what steps can be taken (planning, budgeting, hardware selection, development) to ensure the deployment of a successful interactive experience within any environment.
Configuring the Interactive Environment — More and more, digital signage and interactive projects are developed in close collaboration with architects, interior designers, and other design professionals. Learn from industry experts on how to close the gap between design and technology to create a seamless and functional experience within the environment.
Defining the Interactive Opportunity — From interactive displays and mobile applications to self-serve kiosks, the opportunities are limitless for end-users searching for an appropriate solution. Learn how to define the opportunity and what steps can be taken to determine the optimal interactive experience for the investment.
Turning Engagement into Conversion — Retailers have learned how to engage with consumers through the use of in-store media but face the challenge of transforming each engagement into a transaction. Explore new methods and interactive solutions retailers are utilizing to expedite the consumers path to purchase.
Silo-Busting Engagement Strategies — Mobile Devices, Interactive Displays & Digital Signage are all appearing at the same time in almost every environment. Explore methods you can use to develop effective cross-channel strategies that take advantage of each platform without overlap.
Beyond the Map: Helping Shoppers Navigate the Aisle — Digital wayfinding has evolved from a navigational tool into an opportunity for the consumer to personalize their retail experience. What strategies can retailers employ utilizing wayfinding to better communicate and connect the consumer to the environment.
Did You See That? Emerging DOOH Trends — Listen to industry experts sharing their insights on the latest DOOH trends involving the use of mobile, gesture and interactivity. What impact will these trends have and do they have enough consumer appeal and agency support to survive?

Network Design, Management & Operation Track
Network Design, Management & Operation answers questions related to planning a digital signage network, choosing the delivery method, rolling out the installation and maintaining the network over time.

Suggested topics:

From pilot to deployment, laying the groundwork for DS system success.
Building and staffing a DS team. How to evaluate your needs based on network goals. What to outsource and what to do in-house, Plus what you should have internally, no matter what.
Some of the biggest mistakes in deploying/operating a DS network.
Stop that truck! Onsite maintenance is costly. Learn tips and tricks during pre-installation and installation to avoid truck rolls post deployment.
From Excel hell to database delight. How to manage network and site info with dynamic databases that help your team be more effective and efficient.
ROI and analytics for non-ad-supported networks…What does this thing do? The network is up and running. Now, as part of regular network operations, ways to be proactive with answers when the “bean counters” call

Special Interest Track
Special Interest focuses on end-use applications of digital signage and complements the Industry Vertical Discussion Groups targeted toward specific industry end-user sectors.

Suggested topics:

For DSE 2013, we are seeking leading-edge topics related to digital signage in the Retail, Corporate Communications, Healthcare and Arts/Entertainment/Recreation sectors.
We will also consider compelling topics related to other vertical sectors.

Digital Signage Connection