Sorry, instead to be called DSF Europe.
The change, says a release, will commence in the coming week, once approved by OVAB Europe members. (???)
DSF Europe will maintain its own budget and annual agenda, participate in worldwide event and initiative planning, and have a seat on the DSF Board of Directors. This affiliation recognizes the global nature of digital signage activity and the need for an industry association on a similar scale. It is expected to help drive DSF membership and participation in both North America and Europe where many multi-national companies already do business, provide education, professional development and programming support for those organizations seeking to invest in or become more active in the digital signage sector.
“Our Board of Directors believes strongly that working closely with the Digital Signage Federation will allow us to build on a strong foundation to expedite the growth of DSF Europe,” says Dirk Huelsermann, President OVAB Europe, who has chaired the association since its inception. “This affiliation will allow us to offer members additional educational and professional development opportunities and become a much more inclusive trade organization.”
This makes sense. Digital signage is a global thing. There is a lot of information to share, as well as resources. It also makes sense to get beyond the advertising aspect of the business, which is real but wildly different from the majority of what’s called digital signage. A big restaurant chain in Europe would have looked at OVAB and thought, “We don’t do ads. Why would we be part of that.”
I don’t know what the Digital Place-based Advertising Association will think, if anything, of its Euro relation changing focus. The group would argue the point, but I suspect most people look at the DPAA as a New York ad thing. Full stop.