Q & A with LAVNCH WEEK’s Digital Signage Day Keynote Mark Boidman


THE rAVe Agency and Zoom are bringing our industry a live, five-day virtual event called LAVNCH WEEK that’s focused on AV education in the wake of the COVID-19 pandemic and the remote working situation resulting from mass quarantine. Kicking off April 27, 2020, each day of LAVNCH WEEK focuses on a different topic, and Tuesday, April 28 is Digital Signage Day! In partnership with Digital Signage Expo (DSE) and the Digital Signage Federation, LAVNCH WEEK’s Digital Signage Day will include three main events, all dealing at least in part with how to handle the challenges and changes presented by the coronavirus situation.

The first is a Keynote that takes place from 11 am to 3 pm ET, which is entitled COVID-19 Market Reactions and Forecasts in AV, Digital Signage and Advertising, and it will be presented by PJ SOLOMON’s Managing Director and Head of Media & Tech Services Mark Boidman. This important session will analyze the status and trends of the digital and media industries, including current challenges and potential opportunities post-crisis and for the future. Digital Signage Connection caught up with Boidman for a quick Q & A sneak preview of what his virtual audience can expect from his keynote on Digital Signage Day, and some of his answers may surprise you:

Q: In your opinion, what does COVID-19 change about the next wave of digital and mobile media?

A: The ongoing coronavirus pandemic is rapidly accelerating the pace of and demand for holographic transformation. Holograms make AV experiences realistic and experiential for all participants, enabling richer remote professional and social experiences consistent with current social distancing practices. Holographic implementation is improving with advances in projector hardware, 5G, data enhancements and augmented reality (AR) adoption. As artificial intelligence (AI) and machine learning technologies advance, individual consumers should also be able to dynamically interact with holograms in the future.

Q: Can you summarize why programmatic is such a fail-safe for crises like COVID-19 and other unforeseen irregularities in our lives?

A: In March, programmatic ad spending for the “Parenting” app category on Android rose 122 percent while programmatic ad spending for “Food and Drink” on iOS rose 97 percent. Additionally, there has been research done that shows that brands that continue to spend and invest during an economic downturn actually come out of the downturn with positive market share gains (approximately 1.6 percent on average). Despite worsening market conditions, it’s clear that programmatic will continue to grow into an important advertising and media channel.

Q: What are you most excited to share with your virtual audience?

A: The current market situation is forcing advertisers to fundamentally rethink their long-term strategy. It’s clear more than ever that it is critical to understand your audience, look at the underlying metrics, and see where the value generation is coming from.

Q: Do you find that anything is enhanced by having to present virtually?

A: One of the great things about presenting virtually is that you’re able to reach a global audience. Virtual meetings and conferences enable greater flexibility and accessibility and ultimately can drive higher engagement than traditional, in-person presentations. Furthermore, virtual presentations provide a more intimate setting that invites greater collaboration from the audience.

Q: Similarly, can you tease one opportunity that you see arising out of the pandemic situation that will entice people to tune in to Digital Signage Day?

A: All industries are currently being forced to onboard new employees digitally and are in need of new tools to ensure that new hires receive virtual training to be successful in the workplace. In a post-pandemic world, more firms will realize the cost and timing advantages of virtual training and seek to leverage holograms to foster more people-focused and collaborative training programs.

For a look at Boidman’s full presentation made on April 28, 2020, click HERE.

Mark Boidman is an investment banker and Head of Media & Tech Services at PJ SOLOMON in New York City.  He has 20 years experience in mergers and acquisitions and divestitures.  Mark advises companies across the media and technology sectors, including digital media and has advised clients in industry changing M&A transactions with a combined transaction value of over $40 billion.  His book, titled Times Square Everywhere: The Next Wave in the Fast-Changing Media Landscape, describes how digital and mobile media are changing the media industry.  Before joining PJ SOLOMON, Mark was at Barclays (originally Lehman Brothers).  Prior to Lehman Brothers, Mark was an attorney in the M&A Group at Paul, Weiss, Rifkind, Wharton & Garrison.

About Author

Jason Kushner is a videographer, editor, writer and filmmaker living in the Greater Atlanta Area. With an educational background combining film and journalism, Kushner has shot video and written for a myriad of publications and multimedia projects including Creative Loafing Tampa, TBO.com, Starline Films and Digital Signage Connection. His 2009 documentary American Colonies: Collapse of the Bee became an Official Selection at 12 international film festivals, won Best Documentary at the 2009 Central Florida Film Festival and a John Muir Gold Award at the 2009 Yosemite Film Festival.  In 2015, he became Digital Media Editor for Digital Signage Expo, LightShow West and LED Specifier Summit and has since become Digital Content Manager for those shows’ parent company, Exponation.

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