One expo becomes two

One expo becomes two
Tags: Self-Service World Magazine, Tradeshows
March 21, 2007

This article originally published in Self-Service World magazine's special section, FOCUS: Digital Signage & Touchscreens, April 2007.

Sometimes a name is just a name — and sometimes it is indicative of something larger. The latter is clearly the case with ExpoNation's Digital Retailing Expo, which recently got a name change to Digital Signage Expo. In addition, a second co-located show has been spun off, called Interactive Technology Expo.

Both will take place at the Navy Pier Exhibition Center in downtown Chicago, May 15-16.

Chris Gibbs, executive vice president of ExpoNation, said the name change was necessary to reflect the growth of digital signage across all verticals. "More businesses, whether they are retailers, hotels or banks are realizing this new way of delivering information to customers and consumers is here to stay," he said.

The newly named Digital Signage Expo reflects the increased use of digital signage across all verticals, not just in retail. (Photo courtesy of Digital Signage Expo.)

The show, now in its fourth year, is expected to have more than 30,000 square feet of exhibit space. Gibbs said he expects more than 100 exhibitors and more than 2,000 qualified attendees.

Those attendees will have access to some top-tier speakers and workshop leaders from companies like Nike, the United States Postal Service, Ritz-Carlton, Sealy, British Petroleum and Bank of America.

Attendees also will be able to take a ride on the "Digital Signage Tour," a guided bus tour through the city of Chicago with stops at notable examples of signage in its native environment.

Interactive Technology Expo

In addition to the new name, this year's event features an entirely new show, the Interactive Technology Expo.

This is the first year for the Interactive Technology Expo, which is co-located with the Digital Signage Expo. (Photo courtesy of Digital Signage Expo.)

Gibbs said his company initially tried to group all of the exhibitors with interactive solutions in one part of the show floor, to make it easier for attendees to find what they wanted. When that area grew to 3,000 square feet, Gibbs said, the time clearly was right for giving this pavilion its own co-located event. He noted that both events will take place in the same hall, and attendees can flow freely from one to the other.

Interactive signage takes on many different shapes and faces, but Gibbs said he's seeing an increased interest in the ability to drive digital signage content with mobile devices.

"With a new generation that has grown up with cellular phones, e-mail, text messaging — customers want what they want when they want it," he said. "We are also seeing improvements in the screens and the software and hardware used to deliver high-definition content."