Commercial Integrator August 2021 - 13

responsibilities from the IT workforce.
IT creates, manages, and services the
backbone of where AV often exists. To me,
the most appropriate way to look at the relationship
of IT and AV is one of symbiosis.
Of course, there are IT people who can take
on AV-centric projects, and AV people who
are familiar with IT, but the work processes
and responsibilities are different. Without
fear of contradiction, what can truly be said
is that IT and AV are codependent.
Hopefully the different and overlapping
roles in AV and IT are clearly stated, but
where does digital signage fit in to this
discussion? Isn't this just a subset of both
AV and IT? The correct answer is a firm yes,
and an equally firm no.
Certainly digital signage uses displays
and media players to convey the message
and they also use networks to connect disparate
displays. So, in this simplified sense
the answer is yes... but in a bigger overall
perspective, digital signage is different.
In a conversation with our own digital
signage expert Jonathan Brawn with his
DSF, DSEG, and AVIXA hats firmly in place,
he noted the following, " AV is technology
driving the experience whereas digital
signage is the experience driving the
technology. "
At the heart of digital signage is the
content. It is famously said that content is
king, but we would add the word relevant
to this statement because content just
for the sake of content does not do the
work that the digital signage network is
intended to perform. It may be advertising
based, trying to sell something or improve
a brand identity, or it may be informational
in nature and part of a mainstream communication
platform.
The key consideration in all of this is the
objective of the content. This establishes
the parameters of the viewer's experience.
It is the content that is the behavior modification
device, enhances the experience,
and promotes a positive reaction to the call
to action.
If you look at the constituencies of AV,
IT, and digital signage they are different.
In commercial AV there are manufacturers,
distributors, integrators, and consultants,
plus end users who make up the core of the
industry. We see a broader and more intertwined
constituency making up the digital
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AUGUST 2021 Commercial Integrator
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signage market. Hardware and software
manufacturers, distributors, designers and
consultants, VARS and integrators, content
creators, advertising firms, investors, network
providers and operators, maintenance
and service providers, and end users all
make up the digital signage market.
Only a few years back, less than 25
percent of commercial AV integrators considered
digital signage a major part of their
core business. While this is increasing, and
some companies have an increasing focus
on digital signage, the AV industry overall
still lags. Keep in mind that both the AV
and digital signage industries are growing
at approximately 10 percent each per year
and forecasted to perform at that level for
the foreseeable future.
As we all know, InfoComm and ISE are
the 800-pound gorilla trade events of the
commercial AV world. At the association
level a few years back, there was a name
change from InfoComm to AVIXA to
recognize the experiential nature of the
convergence of AV, IT, and digital signage.
A name change alone is not sufficient. What
is needed is a paradigm shift in thinking. As
most know, the trade show for the digital
signage industry, the Digital Signage Expo
(DSE) closed their doors due to the pandemic
in the fall of 2020. This has left a void
to be filled. The uninitiated will simply say
" go to InfoComm! " , but I suggest it is not
quite that cut and dried.
The reason for the DSE was that it provided
a welcoming home for the full constituency
of the digital signage industry. It
was never a huge show, but it was focused
on the participants in the industry. If you
attended, you knew exactly what the show
and attendee focus was. Wrinkles and warts
aside, it felt like an annual get together
of likeminded individuals not unlike what
InfoComm feels like to the AV integration
and consultant community.
The good news is that AVIXA understands
and has verbalized openly that it
needs to create that welcoming atmosphere
of the former DSE beyond the
simple addition of a booth or pavilion. They
know that it is not either/or but additive.
AXIVA, along with the Digital Signage
Federation (DSF), are collaborating on
creating a home for the full constituency of
the industry.
The benefits of this are significant. Not
only will a void be filled, but by working
hand in hand AV, IT, and digital signage
will thrive. In this case one plus one can be
more than the sum of its parts.
I point out that this is the potential, and
that is important. To be successful the
proverbial devil is in the details. The intent
is there on the part of AVIXA and the DSF.
InfoComm will embrace digital signage in
a more significant manner. Invitations will
be sent, and we will soon see the results.
Patience is the key, and it will not be immediate...
but I for one place my bet on this
being a success.
Hopefully, you see why I claim that AV,
IT, and digital signage are different, and
tangential convergence aside, they need to
be treated as such.
Alan C. Brawn, CTS, ISF, ISF-C,
DSCE, DSDE, DCME, is the
principal of Brawn Consulting.
PESHKOVA/STOCK.ADOBE.COM
http://www.commercialintegrator.com
Commercial Integrator August 2021

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