Business and Retail Media Focus in Las Vegas March 2017


Las Vegas is the annual meeting place of the Digital Signage Expo (DSE), the host city of North America’s largest conferences and trade shows. Again in 2017 the location-based business media focus of DSE will be bookended by two consumer-focused events including the high-profile Consumer Electronics Show (Jan. 5-8), and the National Association of Broadcasters conference (April 21-27).

The week of March 28-31th, 2017 will include two important overlapping location-based media and retail sector events. DSE will offer Globalshop attendees in-depth perspectives on digital place-based messaging and interactive engagement approaches and best practices with links to more than 200 suppliers.

The annual Digital Signage Expo (DSE) runs March 28-31 at the Las Vegas Convention Center. DSE is fully focused on digital signage and location-based digital engagement and is the world’s largest and longest-running conference and trade show exclusively dedicated to showcasing innovative digital applications.

Digital communications and interactive technology solutions are profiled for customer, patron, shopper, guest, traveller, staff and student communications.

End user project leaders and teams, integrators and providers that attend DSE benefit from more than 125 educators in sessions including keynote addresses, case studies, education presentations, panel discussions, roundtable discussions, forums, guided tours and show floor presentations. The show floor includes about 200 exhibitors (March 29-30th), and The APEX Awards honor best practices. Separate councils of end users, content providers, advertisers and brands, consultants and out-of-home network operators help guide DSE delegate value to delegates.

Globalshop takes place at Mandalay Bay, Las Vegas (March 28-30). Globalshop is all things physical in the retail environment from flooring, lighting and fixtures to design expertise.

globalshop picOf 600 exhibitors, about 20 are static or digital signage providers, so it is expected that some Globalshop attendees with interest in place-based media will make the most of their Las Vegas travel by visiting DSE. Retailers may also benefit from DSE tours.

Meanwhile, during the same week in New York, The Shopper Marketing Summit operated by the Path to Purchase Institute will run March 27-29 at the Grand Hyatt New York. This event is conference session-focused and includes about 20 solution providers as event sponsors, none of which focus on digital place-based messaging or engagement.

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The final week of March 2017 is a “divide and conquer” week for end users and providers who can benefit from digital signage to improve the on-location retail and customer experience.

  • Strategic planners and operating management that attend Globalshop for insights on store design should look at DSE sessions and invest several hours on the DSE show floor (29-30th) learning new approaches and connecting with providers.
  • Those planning to attend DSE with a focus or interest in retail might want to expand their Las Vegas experience by visiting Globalshop.
  • Suppliers of digital signage should have DSE show floor presence to connect with the broad DSE delegate base of end users, integrators and industry influencers. Globalshop attendees with interest in digital signage will learn of DSE and be encouraged to attend through DSE’s extensive outreach.
  • Marketers, agencies, facility designers and retail merchants might want to send local New York staff to hear what is offered at the Shopper Marketing Summit, which may reference digital place-based media.

Neither Globalshop nor the Shopper Marketing Expo typically carry education sessions related to digital signage or place-based display media, though the POPAI Awards have recognized point-of-purchase digital application.

As Las Vegas hosts business media professionals March 28-31, retail marketers can conquer their challenges by dividing their time.


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Advisor, Analyst, Educator

Industry Consultants Council

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