MaxMedia’s Laura-Davis Taylor Appointed to Digital Signage Federation Board of Directors


  Digital signage and retail experience expert brings unique perspective to DSF and the larger industry for leveraging digital media technology as part of a broader, consumer-engaging strategyATLANTA, January 24, 2017 — Digital retail experience agency MaxMedia is proud to share that EVP Customer Experience Laura-Davis Taylor has been appointed to the Digital Signage Federation (DSF) Board of Directors. As one of ten 2017 At-Large Directors, Laura, an acclaimed author and active industry speaker on digital experience design over nearly two decades, brings a unique perspective to the organization on how retailers (and other verticals) can more effectively leverage digital signage to create engaging consumer experiences.


Laura’s retail experience design work with MaxMedia, which includes recent, highly successful in-store projects with AT&T and The Home Depot, ideally represents the message she aims to deliver to the larger digital signage industry through her efforts and initiatives as a DSF At-Large Director. Laura will work with her peers on the board, which comprises several committees across Advocacy, Education, International and Membership. A chief goal is to establish a new committee around Content and Experience Design in alignment with her work and experiences both at MaxMedia and across prior consulting, advertising, brand planning, in-store marketing and store design roles in the retail industry.


“Nearly a decade ago, my book Lighting up the Aisle: Practices and Principles for In-store Digital Media, emphasized that it’s what we do with the technology that really matters,” said Davis-Taylor. “Unfortunately, too many businesses are still focused on digital signage as hardware and software. We need to do a better job at establishing a wide-angle lens view, where retail and other businesses see digital signage as part of a greater experience design that not only considers important facets such as screen location and compelling content, but also emerging trends such as IoT and programmatic design. Simply mounting a few screens to a wall does not provide real value. And looking specifically at retail, we need to be more direct than ever that it’s time to use digital signage as part of a broader solution rather than a gizmo in a siloed bubble. These businesses are fading at an alarming rate, and there is no time to waste.”


One initiative on Laura’s plate is to assist in building a tighter bridge between the DSF and the Path to Purchase Institute, a global association that focuses on the needs of brand manufacturers, retailers and agencies along the path to purchase. Laura’s experience with the Path to Purchase Institute includes helping to spearhead the creation of privacy standards and guidelines for using “observed tracking data” technologies for the organization several years ago.


“Especially on the topic of programmatic content, there will be intense discussions around the industry on what levels of privacy and personalization will be comfortable for consumers,” she said. “It is something we at MaxMedia discuss daily amongst our team, and with our technology partners, systems integrators and retail clients. Working together with organizations strictly focused on the point of purchase will help to narrow the gap between retail and digital signage, and allow companies like MaxMedia to architect compelling experience design solutions that bring content, mobile, store design and more together for both the business and the consumer.”


About MaxMedia

MaxMedia is a digital retail experience agency dedicated to making today’s always­connected consumer love shopping a little more. Through strategic insight, beautifully crafted content, interactive solutions, and continuous measurement, MaxMedia’s compelling storytelling converts shoppers into buyers. Visit for more information.

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