The future is now.
Digital out of home networks not architected for the future won't have a future. Advertisers not prepared for the future will be marginalized. The audience is already living in the future. The web is disrupting TV and everything passive in its wake is going the same way. The word digital used to mean "not analog". Today it means frictionless. Tomorrow it means free and if your network isn't truly digital, it means it's f***ed.
To understand the future of digital signage, we can learn much from the US, where web technologies and social media platforms are not only shaping our industry, but our lives. Nimble, innovative technology and media companies are leveraging location based services and user generated content to catalyze opportunities at the expense of traditional media and broadcast models.
This keynote will help form strategies for a connected web-enabled future and reduce dependancies on siloed networks, proprietary systems, walled gardens and passive media.