Association is understood as the union of individuals or organizations with a specific purpose.

Agustín Becerra *

Being the Digital Signage an emerging industry in the world, with no more than 15 years of established in the global market, no more than 10 years in Latin America and growing by leaps and bounds, with annual growth rates that are around 20% with respect to the year Previous, with major international brands involved and budgets that in Colombia for the closing 2017 were around 16 million dollars in annual sales, it would be worth understanding why it has been so complicated to make companies see in the figure of the association an opportunity to formalize, standardize, professionalize, massify and commercialize, among other things, digital signage.

- Advertising -

Understanding that there are international players, suppliers, integrators, multinational companies. I believe that an association could contribute to the development of the industry by consolidating all market players in one place. Let's stand on the stage that a brand comes to the country looking for who represents it, or a multinational looking for who can support them in the implementation of a project, or any of us as a company looking for support to install, produce content, or manage a network of screens. The most practical way should be to address the association and thus be able to support their requirement, as José Avalos from Intel once told me, "if the cake is bigger, the greater the portion for each one".

I understand that throughout Latin America it has been a complicated task to make this work model work. In Colombia, together with Roí Iglesias, current Associate Director for Altabox, former CEO for Neoadvertising, one of the most important digital signage companies in Europe, we visited the IAB in Colombia in September of the 2013, and with the full support of Olga Britto , its director in the country, we created the Digital Signage Committee in Colombia, replicating the work that the IAB had developed in Spain, where it was not only intended to generate an academic space to professionalize the industry but also to generate studies regarding the participation and growth that Digital Signage had in the country.

From this committee we made 4 part of the main companies in the country. We had a couple of meetings that were difficult to schedule, because of the availability of each one, and we did not succeed in trying to structure a coordinated work path, Olga, seeking to continue the great support of the IAB, generated through the Jorge Tadeo University Lozano in Colombia a space in the Diploma of Online Advertising where the module of Digital Signage was opened, and I was chosen to dictate this chair, during 5 versions of the diploma that go until today, has maintained that academic space where the industry is spoken , its growth, its key factors and examples of successful implementations in the world.

Through AVIXA we have sought to generate academic spaces dictating webinars and conferences and finally the Digital Signage Association of Latin America through Karla León also opened a space in the latest version of InfoComm Colombia to teach about the industry.

I would think that although all the companies in Colombia have a good disposition and their managers are very kind, everyone is focused on the growth of their company, everyone has a different vision of how they can take better participation in the market and each one is currently based on its objectives.

Perhaps because of the immaturity of the market, the time has not yet come for the opportunity to consolidate this partnership model. The important thing is that the market every day grows more, every time is more mature in the country, we went from simply putting screens that in many cases was a simple TV with a USB to demand a professional CMS software, to which the companies understand the importance of using industrial technology, to be much more attentive, which in my opinion is the axis of the projects, in the communication through these screens.

It will dawn and we will see. This is growing every day, particularly this 2019 started with very good expectations, there is still a lot of work to be done for the Digital Signage in Colombia and not only talk about screens for advertising or events, but also in corporate sectors, retail, banking, insurance , transport, health and others who are the consumers of this industry in the world.

* Agustín Becerra is the regional CEO of Pixel Media Group.

Richard Santa, RAVT
Author: Richard Santa, RAVT
Editor
Journalist from the University of Antioquia (2010), with experience in technology and economics. Editor of the magazines TVyVideo + Radio and AVI Latin America. Academic Coordinator of TecnoTelevisión & Radio.

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