01.10.09

Madrid – Digital Signage

Just got back from TOTAL Media Madrid, the first European trade show to centre exclusively on digital signage and OOH, and its’ success has raised some interesting questions.

The last few digital-print shows I’ve attended all had “tagged” digital signage on to the edge of their shows, acknowledging the importance of the area but not having a full understanding of it. Yes, there is crossover in terms of the end result of displaying a sign, message or content but, is tacking on digital signage to a digital print show really going to do much for anyone?

With every emerging market, there is a want and a need for people to come together and share ideas, experience and information in order to help establish the industry and then be able to help those coming into it. Help identify and hone skills that are needed, offer training and accreditation. Ensure health and safety guidelines are set and launch established networks and associations to guide the fledgling industry and encourage new ideas and innovations.

TOTAL Media has definitely set the standard for the rest of Europe in how to run a niche show for the Digital Signage and OOH industry. Unwilling to dilute their existing digital print shows, organizers FOPREN launched the show in 2008 and this year incorporated the TOTALMedia Awards. The show attracted visitors from all over mainland Spain and Portugal in addition to their international seminar series with translations service, which attracted a truly international audience.

I spoke to many exhibitors and international speakers and there’s one thing they all agreed on. Having been to most of the European Digital Print shows with digital signage sections, this show didn’t just pay lip service to digital signage and OOH – it paid homage.

And now……the sun has come out so I’m off out for tapas – Buenos Dias!