DPAA Renews Drive For Content, Ops Standards; Issues Survey
August 1, 2013 by Dave Haynes
The Digital Place-based Advertising Association, with BroadSign’s help, has sent out a survey to its members and the larger ecosystem with a goal of establishing some standards that would, in theory, better inform and equip creative agencies and marketers who want to use the Digital Out Of Home medium.
“Content producers require an intuitive way to understand the features, formats and APIs available to them on digital place-based networks,” says Daniel Parisien, Vice President of Marketing and Strategy for BroadSign and Chair of the DPAA’s Technology Committee. “They also need a means of identifying the adoption levels of said capabilities to determine how compatible their campaigns will be with today’s networks. These requirements are barriers to innovation and restrict the excitement agencies could and should feel about digital place-based.”
The DPAA is thus developing the DiSi interoperability standard (pronounced “dizzy” and short for digital signage) to establish a common language among players in the industry. DiSi will be defined by a survey of DPAA members, as well as networks and technology providers beyond the organization.
Thus? Anyway, the survey is here and takes about five minutes.
It asks stuff like:
- Numbers, size and orientation of screens
- Audio or not
- Zones or not (boo, hiss on zones)
- Serial controls? (yay, rah-rah)
- 720 or 1080? Flash? HTML?
- External feeds? Interactive? Gesture?
- And so on.
Standards are good. It’s a bit of a forehead-slapper, but some people – particularly those just getting into the space – seem to need a reminder that making a medium easy to plan, buy and create to is a good idea.