Last week’s announcement about Digital Signage Federation’s partnership with OVAB Europe (now DSF Europe) as part of its global expansion initiative is another sign of the continuing consolidation within the digital signage market, this time at the trade organization level.
The ‘shakeout’ among digital signage trade bodies in North America happened a year ago. In February 2015, the Digital Screenmedia Association (DSA, formerly Digital Signage Association) renamed itself again and moved into a different niche as it became the Interactive Customer Experience Association (ICXA).
As a result, the Digital Signage Federation (DSF) has reinforced its position as “the only independent not-for-profit trade organization serving the digital signage industry.” It has been steadily gaining both in scope and in influence since ins creation in 2010.
Last week DSF announced that the Out-of-Home Video Advertising Bureau of Europe (OVAB Europe) became an independent affiliate of DSF and changed its name to DSF Europe.
Forming an affiliate relationship with DSF Europe indicates that DSF no longer sees itself as a North American organisation but as a worldwide trade body.
OVAB Europe was initially a European counterpart of the US-based Out-of-Home Video Advertising Bureau (OVAB) that was created in 2007 and changed its name to the Digital Place-based Advertising Association (DPAA) in 2010.
Curiously, I am probably one of the few people on earth (and in the Solar system) who happened to be a member of all four organizations (DSA, DSF, OVAB/DPAA and OVAB Europe) during my time at BroadSign. I took part in the work of respective research and standards committees. I was also a member of POPAI The Global Association for Marketing at-Retail that was active in digital signage for some time, but not any more.
Ken Goldberg, a Founding Member of the DSF and its past (2015) Chairman has been leading the efforts to expand DSF’s activities internationally.
Ken answered my questions about the DSF – DSF Europe partnership.
NU: Why did you choose OVAB Europe as a partner for your European expansion?
KG: There were really two factors. First, we felt that Europe was the best place to begin our global expansion, for reasons of proximity and digital signage activity, including that of some of our existing members. Second, because OVAB Europe had been in existence longer than DSF, it was established and provided a platform for growth for both organizations. Both Dirk Huelsermann and Florian Rotberg were not strangers to us. Working with friends who share a vision for the industry made the tasks easier to take on.
NU: Do DSF members automatically become members of DSF Europe? How does it work?
KG: No, however, we will be instituting a Global membership level for our multinational members during this year. Global membership will allow those members to participate in DSF, DSF Europe and future international affiliates. At the same time, the expansion creates new networking opportunities for both North American and European members and the latter will have access to DSF educational materials.
NU: The press release stated that DSF Europe will be an independent affiliate of DSF, with its own budget and agenda. However, it is not clear how the words ‘independent’ and ‘affiliate’ are reconciled here. Could you please elaborate on what exactly has changed in the status of the former OVAB Europe?
KG: Because OVAB Europe was already established as a German entity, we felt that a merger would unnecessarily require a lot of paperwork and legal work that would deflect attention from our mission. Renaming the entity is simple and does not impact their legal status. At the same time, organizing as an affiliate allows us to create an arrangement where commitments and expectations in both directions are clear and codified. Our European friends justifiably want an organization that is, well, European. They also recognize that as part of a global federation, their reach and influence is amplified. We are on the same page.
NU: OVAB meant ‘Out-of-home Advertising Bureau’. Does the name change also mean that DSF Europe will now include members from non-ad-based niches of digital signage?
KG: Yes, absolutely. You can expect to see lots of end users of all types, vendors, integrators, agencies and more become members, as they have here in North America.
NU: What are the next joint initiatives of DSF and DSF Europe?
KG: We will be working together to enhance educational offerings, exchange of best practices, joint efforts on existing and new standards, and networking. We’ll also be working together to build the DSF Europe membership base. We are excited here in North America, and I know they are excited in Europe. We will work together to advance the industry’s profile on both sides of the pond. A rising tide floats the boats of all members.
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