By Nurlan Urazbaev, Editor-in-Chief,
Digital Signage Pulse.
Randy Dearborn, Vice President of Media Technology for MGM Resorts International, was recently elected Chairman of the Digital Signage Federation (DSF).
Taking over from another brilliant industry veteran, Ken Goldberg, Randy Dearborn is inheriting a rich legacy to build on at the DSF.
Mr. Dearborn shared his views on the state of digital signage and the future he plans for the organisation, with Digital Signage Pulse.
NU: Since the DSF was formed, what has it accomplished, in your opinion, and what is yet to be achieved?
RD: Consolidation, standardization, education along with an incredible central repository of industry knowledge. A great starting point for someone just entering into the industry that didn’t exist when we all started.
Expanding internationally, which our previous Chairman Ken Goldberg has been diligently working on, will be the next great achievement for the organization.
I’d also like to see a greater social media presence; our Board has such a broad wealth of experience that I would love to share it with a larger audience utilizing the latest media trends.
NU: How has the digital signage industry changed since you started working in it? Where are these changes leading?
RD: I began my career in this industry over twenty years ago so the changes are too numerous to mention in this format. I will simplify best with answering the second part of this question.
Initially it was the “cool” factor, video content on a screen that wasn’t broadcast video, then it became speed to market, which meant not having to wait on printed collateral. As hardware prices fell and content became more dynamic, this type of content became a must-have component of your business.
The next phase of the industry is the analytical data element that everybody seems to be working through at the moment.
NU: What are the most important trends that will shape the industry in the next 5 years?
RD: I see two trends; one is the analytics which I mentioned in the previous answer. Our company has recently hired a Chief Analytical Officer and I’m seeing a large swing in this direction everywhere at the moment.
The second is future display technology which will break us out of our current standard aspect ratios that dominate the industry. I’m not sure if it will be OLED, Graphene, LED diodes or some free form low energy screen technology that is in early development. This will set us free from the overwhelming 16×9 aspect ration we currently live in. Think of a mini Times Square indoors, all shapes and sizes built into the architecture of any building.
NU: What are the main challenges facing the digital signage industry today? How should they be addressed?
RD: With the current economic uncertainty, we seem to be headed into at the moment, a focus on proven return on investment, I believe, will become more prevalent such as it was post 2008.
The best way to achieve this is to have data dictate strategy, and develop an “outside the box” approach to your digital signage application. This is where leveraging the resources of the DSF can become one of your greatest assets.
NU: Programmatic media buying is a hot topic today, however, there is much confusion about it, as almost everyone has their own definition of it. How do you define programmatic and what role will it play in digital signage?
RD: I believe the possibilities of programmatic are oversold at the moment, we hear about fully automated targeted advertising, and currently you need a person or, worst case scenario, a committee approving what, when and where.
We at MGM, for instance, have taken a ‘baby steps’ approach and have singled out a particular vertical of inventory, such as show tickets, at a particular venue and have attempted to tie real-time inventory, digital offer placements through our scheduling software and then measure the resulting tickets sales within our point of sales software.
Believe me, its a long, slow process just to define rules for one venue.
NU: What is your favorite sport? Do you play it? As the new Chairman, will you initiate any events for DSF members involving your favorite sport?
RD: Baseball, Basketball and Football in that order and yes I played all three as a much younger man. I would have to say wine drinking would be my favorite sport now which gives me a great idea for a DSF event this year, stay tuned.
NU: What will be the next important events organized by the DSF?
RD: Our presence at DSE will be the first major event on our calendar but holding court in the four major U.S. regions will enable some unique opportunities that we are currently plotting how best to leverage each region with a unique twist.
How’s that for a cliff hanger.
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Randy Dearborn is Vice President of Media Technology for MGM Resorts International, one of the world’s leading hotel and gaming companies headquartered in Las Vegas, Nevada.
Mr. Dearborn has been with the company for 23 years and has played an instrumental role in the development, deployment and support of one of largest digital media platform in the industry, which encompasses content, hardware and software.
Mr. Dearborn’s previous work experience includes Disney, Four Seasons and Marriott.
Mr. Dearborn was previously Chairperson for CCSD/CSN/UNLV Joint Technical Skills Committee, as well as Program Advisory Board for The Art Institute of Las Vegas and is currently Chairman of Digital Signage Federation Board.