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Minnesota digital signage mafia in Las Vegas

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4DZ7000AAs white hot as social media is, digital signage/digital out-of-home media is on a long, slow burn.

Here at the Digital Signage Content Strategies Summit in Las Vegas, produced by the Strategy Institute, the Twin Cities is curiously well-represented. The contingent, speakers and attendees alike, come from Target, Best Buy, Splice Here, MrsK.tv and Met|Hodder. And then there are those with the fabled “Minnesota connection.” Minnesota-based speakers (three out of 16 total presenters) were:

  • Paul Flanagan, Producer, In-Store Network at Best Buy
  • Mark Bennett, Channel Red Executive Producer & Group Manager, Media Production at Target
  • Kent Hodder, President and Executive Creative Director, Met|Hodder

Notable in their absence, both at this conference and perhaps in this emerging medium overall, are Minnesota advertising and marketing agencies–even those that have flags planted decisively in other digital media.

The digital signage industry isn’t losing any sleep over it because agencies like Razorfish, Goodby Silverstein, Saatchi & Saatchi X and Organic are on the job. But what does it say about a region’s entire advertising/marketing braintrust when none of the big boys (or girls) are at the table in a noticeable way. The Minnesota creative shops represented here are little guys with the advantage of being nimble, entrepreneurial and lacking many of the encumbrances of our larger counterparts. But this is a $6.1 billion media marketing category today with double-digit growth projected through 2012 by PQ Media in the “Global Digital Out-of-Home Media Forecast 2008-2012” report.

This is a call to action (or wake-up call) to Twin Cities agencies: discover digital signage and, just like you are doing with social media outlets, find ways to integrate it into solutions for your clients. And should you need some guidance on the medium, well, I think you know who to call.


Tagged: Best Buy, Channel Red, digital media, digital signage, LinkedIn, Met Hodder, strategy, Strategy Institute, Target

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