By Jef White With viable digital signage systems now in place, atten tion turns to enhancing the experience for users. Enhance the experience. That s the main benefit electronic digital signage can offer as the industry moves from flat-screen novelty to viable marketing force. Somewhere between a television com mercial and a printed ad, digital signage can sell, inform, educate and entertain, with targeted campaigns and measur able results.As the systems become more widely seen and accepted, users are look ing to digital signage for the information they want, when they want it. EDS network integrators, product suppliers and others in the industry re cently gathered in Chicago at the third annual Building Your Successful Digital Signage Business conference, hosted by Strategy Institute. Two days of guest presenters and panelists explored ways to maximize profits and stay ahead of technology changes in this emerging market. Areas of discussion included the many uses of digital signage networks, advances in measurement techniques and related data that make electronic signage an at tractive media buy, and technology up grades for more user-friendly, interactive systems. 36 SignTech February 2008 The electronic digital signage market is moving from at-screen novelty to viable marketing force, as shown by this recent project by Rise Vision Inc., Shawnee, Kan., at the ING DIRECT caf in Chicago. The digital signage displays serve as a dynamic billboard that enables customers to get our complete message from the street, and which embody our principals of high marketing combined with high technology, says Shaun Rowley, manager of the ING caf . TEFEB.indd 36 12/20/07 2:58:44 PM