A few weeks before the world’s largest digital signage trade event I spoke with Andrea Varrone, Show Director at Digital Signage Expo. Andrea shared what’s new this year at the DSE, which will take place on March 15-18 in Las Vegas, NV.
Andrea Varrone, Show Director at DSE
NU: How has DSE grown since it began? Has the composition of attendees and exhibitors changed?
AV: DSE has grown from 11,000 net square feet and 600 attendees in 2004, to 83,290 net square feet and over 4,000 attendees in 2015. The numbers of qualified end users and DOOH network operators have grown exponentially – all of whom come to DSE to do business.
NU: What’s new this year?
AV: We have over 30 first time exhibitors. We also started a Self Service Pavilion with the emergence of kiosk technology across many vertical markets.
Another exciting new event taking place is our Apex Awards Networking Reception. This will be open to all attendees and exhibitors and will take place directly after the show closes on Wed, March 16th. Cocktails and Appetizers will be served and this is sure to be a very well attended event and a great opportunity for networking.
There is also a brand new Thursday Keynote Lunch hosted by SEGD where the Clear Concept awards program will take place.
NU: When a trade show becomes big, attendees often complain that it’s too hard to absorb all the information. How do you handle this concern?
AV: DSE is the only true marketplace for Digital Signage and Interactive Technology. We pride ourselves on the laser-focus nature of our show. With 4-5k attendees and 200 exhibitors, we feel we have created an ideal environment for learning and networking for both attendees and exhibitors.
Our Attendee Relationship Manager (hired in 2014) reaches out to all registered end users and offers assistance with customizing a plan of action for the show. We also created the “End User Networking Lounge” for attendees to meet, share ideas, and learn how to tackle the show floor. Rave Publications is also hosting an “Integrator Club” on the show floor meant to provide a home base for them.
NU: What is the expected composition of the exhibitors?
AV: Our 2015 exhibitors were made up of Manufacturers of Hardware (Screens, Mounts, and Cables), Software, and Content. Roughly 40% of exhibitors are Hardware manufacturers, 40% Software, and 10% Content. We are expecting similar numbers in 2016.
NU: What about the breakdown of attendees?
AV: The 2015 show had roughly 40% attendance from end users across 20 vertical markets; 30% AV and systems integrators and installers, 20% agencies and brands, and 10% “other.” We are expecting similar numbers for 2016.
NU: What events on the show floor and at the conference would you highlight for this year?
AV: The free APEX Awards/Networking Reception located in the North Hall of the LVCC on 3/16/16 at the close of the show from 5-7 pm. The Innovator Zone hosts first-time DSE exhibitors and is sure to be filled with cutting edge technology.
NU: What trends in technology, in your opinion, will dominate the digital signage industry this year?
Beacon Technology, Holograms and Projection Mapping, Thin Displays, Transparent Display, IoT.
NU: What place will ad-based digital signage occupy at DSE 2016?
AV: The DPAA is sponsoring the Digital Out-of-Home Strategy Summit (DOOH) Strategy Summit on Tuesday before the show. The Strategy Summit offers a high-level, 35,000-foot perspective on the state of the DOOH industry.
The conference serves as a meeting place for brand marketers, ad agencies and network operators, covering what each constituent needs to know about digital out-of-home media and its role in the evolving digital landscape. The Summit addresses present and future issues and challenges, including how the medium is measured, who sees it, how effective it is, where it’s located, what it costs and where it fits in the media buyer’s planning.
This year’s event will also highlight the work the DPAA is currently doing on the programmatic side that suggests continued advances in streamlining the process, which will ultimately help generate greater acceptance.
NU: How would you describe the market position of DSE compared to competing shows?
AV: DSE remains the only show of its kind worldwide. With the most comprehensive and robust Digital Signage Conference Program offering over 120 speakers, 40 sessions, 28 On-Floor Workshops, and 42 Round Tables….there is no other show that competes.
We also offer a full pre-show education day including Corporate Communications (Ragan), Architecture (SEGD), and two Digital Signage Expert Certification Programs. Not to mention up to 200 exhibitors showcasing Digital Signage and Interactive Display Technology.
NU: What would be your advice to the exhibitors, to make their show presence more effective?
AV: Pre-show marketing! Let the world know you will be showcasing at DSE and give a teaser about what you will be showing us! Social Media is a great way entice attendees. We also offer a ton of marketing packages to assist exhibitors with inviting customers.
NU: And what is your advice to the attendees? Attend as much of the education as you possibly can…..visit as many of the 200 exhibitors as you can, and attend the networking events!
