Here’s Jeff Dumo, one of the partners in the Silicon Valley-based creative shop Array Interactive, on why he’s heading to Orlando for InfoComm. Jeff is one of the speakers on the the opening day of the digital signage solutions summit.
1 – How many years have you been going to InfoComm?
This will be my third time going to InfoComm.
2 – What are you looking for when you go?
Our agency has been increasingly active in experiential design, which in our minds encompasses digital signage technology and a host of other digital and non-digital innovations. Given that, I am always looking for new digital technology—display, lighting, audio, proximity, video analytics, media player, interactive, projecting mapping, video wall controllers, mobile solutions, 3D sensors, etc.—and learning how they can best be applied to real business and brand building challenges. How can they support content experiences designed to connect and even emotionally move people toward a decision about a brand or its products/services in built environments.
As a business owner, I am also trying to evaluate organizations to see which might make ideal go-to-market partners for Array. It’s a bonus of course given that many existing partners, prospective customers, or industry friends tend to visit InfoComm and the show offers an important time to nurture mutually beneficial relationships.
3 – Do you just walk the floor or do you hit any education sessions?
I by far spend the majority of my time on the exhibit floor. There is so much to see and learn at InfoComm simply through booth visits and conversations.
4 – What are the biggest changes you’ve seen in the industry, and where do you see things going?
I think the greatest change is in our attitudes. I’d like to think that the industry is starting to understand what constitutes a successfully implementation of digital technology—signage or otherwise. That success is not the presence of technology in environments, but the business-relevant implementation of it in ways that truly matter.
Technology with content that empowers people’s decision making process, makes them feel something, or improves their lives as they visit, work, and play in everyday spaces. Digital technology has the opportunity to dramatically shape the way we perceive brands if it works harmoniously with content, architecture, brand requirements, and audience expectations. That’s the future and it’s our job to appropriately aim technology so, like a great movie, it takes people somewhere.
5 – Do you prefer Orlando or Vegas?
You know, I love Vegas. It provides a ton of fun, sights, lights, and sounds. It certainly is more relevant to InfoComm’s content given the atmosphere. That said, Orlando is a wonderful city and I kind of enjoy the humidity (I’m one of the weird ones!).
For selfish reasons, I also want to go so I can see a digital signage deployment we did at the convention center. It’s always good to examine if something you help deploy is really creating value to attendees.
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Dave Haynes is the founder and editor of Sixteen:Nine, an online publication that has followed the digital signage industry for some 14 years. Dave does strategic advisory consulting work for many end-users and vendors, and also writes for many of them. He’s based near Halifax, Nova Scotia, on Canada’s east coast.