Forget the Canadian Digital Signage Association. It is now the Canadian Out-of-Home Digital Association, or CODA.
As a guy who spent a bunch of time in Cowtown, I think of CODA as the Calgary Olympic Development Association that built the ski hill where I learned to schuss. If I was sailor on a depressingly limited income, I might think of CODA as the Canadian Optimist Dinghy Association (I didn’t make that up).
But never mind.
In this case, it has to do with re-badging the association to start talking more and more in Ad-Speak. While we are all still calling it digital signage, and that’s how people search the Web, it’s a bit of a techie term. Media planners apparently want a label more in tune with how they look at the world — compartmentalizing (is that a word?) media categories that they’ll throw money at if the mood catches them or you buy them enough drinks.
The name change has been around for months, but the industry members who sit on the board and committees have so far kept it quiet. That seems to have changed as of I’m not sure when, but it was likely lately and probably has to do with CODA holding its second roundtable on the industry this afternoon in Toronto, in the very cool Distillery District.
The event is closed to CODA members, and weasels like me who will tip the bouncer and slip in a side door. I’ll take notes … and names.
By the way, I couldn’t get any of the links to work off the revamped CODA Web site. Is it just me?