The Digital Signage Expert

Thought it would be a good idea that once a week we speak to someone about digital signage. Get their views and opinions about what is happening in digital signage

When looking for a first subject, couldn’t look past Bill Gerba. Gerba would be the godfather of digital signage blogging. He began blogging in 2004 with the Wirespring blog which was the first digital signage blog on the block. Now he runs another three blogs and is considered by many to be the voice of digital signage.

Minicom Blog: Hi Bill, could you please tell us some background about you and your involvement with digital signage.
Bill Gerba: I am the co-founder and CEO of WireSpring Technologies, a retail
media software and services company whose products have been used to remotely manage over 8,000 interactive kiosks and digital signs around the world. Prior to founding the company I worked as an analyst for the financial advisory firm Evensen Dodge and as a web marketing specialist at Computer Associates before founding a media production network catering to early-stage technology companies. Today, I helps WireSpring deliver customer-centric solutions to retailers and agencies including P&G, Zimmerman Advertising and Wal-Mart.

MB: What do you see when you look out at the digital signage landscape?
BG: I see a lot of people in it, a lot of companies providing solutions and can see the tangible business benefit of working in digital signage. Digital signage is now more popular than ever and a lot of people are looking at how to be involved. Also I see a lot of host locations.

MB: Being one of the pioneers in digital signage, you must have seen a lot of changes over those years?
BG: We have been involved in digital signage since 2000. Then the technology and infrastructure wasn’t what it is today. Internet access was completely different – I mean, you had none of the internet-based remote management we have today. Screens came with much fanfare and were expensive at first but the cost came down. The kiosks now want digital screens and digital signage which is more or less the same product as what they had with just different marketing.

MB: What do you see in the future for digital signage?
BG: A wave of consolidation for the foreseeable future – just like what you had with 3M and Mercury Online. Rollups merging with each other and more full service provider solutions. There will be more options with prices continuing to drop. Solutions will be more effective and there will be more widespread adoption of digital signage. There may be some more big deals in the works and interested to see what happens with third party networks as well as the business models that people will take.

MB: Any downsides to digital signage?
BG: Not really except no one has yet thought about the privacy implications of it as well as compliance of it. There haven’t been any big mistakes or scandals yet, so maybe it won’t be a hot issue until one happens.

MB: What about safety concerns? There were some reports about electronic billboards being an issue with traffic?
BG: There is actually an electronic billboard which I pass when I come back from the airport which we put up. It is very bright and is on the top of the hill. When you get closer your eye is drawn to it, especially at night and it can be very disorienting. You’re just driving in a staight line there so the dangers are minimal.

MB: You write four blogs. How exactly does that work?
BG: The major one is our Wirespring one which I look on as a sounding board. If there are important issues out there, I will cover them and I want to make people think. I enjoy writing it and I enjoy learning the new thing I find out and discover when I’m researching for it. I want it to be unusual stuff that no-one else has looked at or discussed. The other three (In-Store & Retail Media News, Interactive Kiosk News and Digital Signage News) are more news oriented and deal more with industry happenings, comings and goings. My opinions and observations on the industry. There may be some changes on the three news blogs. Not exactly sure what yet.

MB: You don’t have the benefit of going to your own sites so where do you go to find out what is happening in the world of digital signage?
BG: There are about 115 sites I have bookmarked and check on a regular basis as well as iTunes and podcasts. Writing the four blogs requires a huge amount of research. Additionally newspapers such as USA Today and the Wall Street Journal have articles on digital signage from time to time are seem to know what is happening in the industry.

MB: Thanks for your time Bill.
BG: Any time.