REVIEW DSS EUROPE 2019: THE CRADLE OF DIGITAL SIGNAGE

It’s been over 30 years since Digital Signage was born in Scandinavia. The region is still, to date, one of the most innovative Digital Signage markets in terms of concepts and pioneering consolidations. At DSS Europe 2019 in Munich, leading Digital Signage providers discussed a number of topics at the Nordics panel.

Everything began on a Commodore computer in Oslo with the founding of Scala. Three decades later, the world of Digital Signage still looks towards Scandinavia for guidance to the future.

Nowhere has cross-border consolidation been implemented more consistently than in the north of Europe. Leif Liljebrunn, CEO of Zeta Display, reported on five different recent acquisitions and the challenges of bringing different companies, software and corporate cultures together on one platform. After taking over Swedish Digital Signage software provider DISE, Vertiseit CEO Johan Lind has secured a dedicated software platform for his company, thus following in the footsteps of competitors such as Visual Art and Zeta.

Of the aforementioned participants, Visual Art is the only company to rely on a Digital Signage and DooH strategy. In addition to interesting retail projects with Swedish clients such as H&M, the Stockholm-based experts has also capitalised on advertising space at all Swedish train stations and large Swedish shopping centres. As of this year, Visual Art holds the advertising rights for the German URW (formerly MfI) Malls. Germany is the largest market for URW, a French company that is the world’s largest shopping centre operator. On the other hand, Visual Art’s DooH network has only been installed in 15 malls nationwide. As a result, there is still much work to be done.

For the Danish-born LED expert Laila Hede Jensen (European Marketing Director for Unilumin), the success of the Nordic Digital Signage industry can be attributed to the Scandinavian mentality, which is innovative and open to new ideas. Next on the podium was Edma Dalipagic (General Manager Nordics NEC), a Digital Signage industry newcomer from HP. For Dalipagic, cross-border concepts and unlimited servicing offers are of crucial importance. In the past, these have typically attracted criticism.