Mexico. The 9th Kolo Academy Forum started at 7:30 am with the welcome of all VIP guests who registered on our site academy.kolo.mx. It was a pleasant surprise to receive requests to expand the number of registrations, so we had a total audience during the breakfast of 60 professionals and decision makers from our industry.
At 8:15 we started with the keynotes presented by Cristian Mecalco, manager of Kolo Academy. In your talk we were able to recognize the axes to which special attention must be paid and that we roughly summarize for you:
Legislation: In this axis, the importance of continuing to help the authorities understand our industry was emphasized. Each government agency and agency has different approaches, numbers and realities, so current legislation has tried to standardize the medium without taking into account vital factors such as the fact that DS and DOOH are dynamic media and legislating that content must be static for periods of 2 minutes is "killing the raison d'être" of the screens.
Measurement: This has been the Achilles' heel of the DS and DOOH industry for over 2 years. Both in the United States and in the rest of the world with developing digital industries, the medium has been the measurement tool per se with cameras and thousands of versions of software that measure holy and sign of those who pass in front of our screen. However, content and audience never entered into any measurement equation. Therefore, including the "organic" element of the audience and their emotional response to the content is vital in the process of measuring correctly.
Innovation: The DS and DOOH industry does not lack technology to innovate – and more so if you have the budget – so it is an obligation of industry professionals to take their projects beyond just complying with the integration. It is impossible to develop an industry that is satisfied with what is asked of it; it is actually a need that we must feel in every project: to take it further.
After the keynotes, Elena Martín from the Spanish company Sociograph-Neuromarketing visited us from Andalusia to explain why the measurement of content based on the emotional response of the audience is the key factor that will allow our industry to make the leap from "an unreliable measurement, to a measurement with irrefutable solids".
The technology presented by Elena at the 9th Forum left more than one wanting to know more and integrate into the content creation model the evaluation of the same from the methodology.
As a technology just landed in our country, Kolo Academy will be pleased to help you learn how it works and how to include it in your DS and DOOH ecosystem.
Andrea Mereghetti then presented a critical analysis of the DS and DOOH industry. He made it very clear that the main problem is that customers and integrators tend to settle for the digital ecosystem and neglect the details: updating the content, proper creation of it, hardware maintenance, little or no professional management of the channel, etc.
Although there are first-world integrations in our country, they are not the rule but the exception, so Andrea stressed the need to innovate not only in technology, but in everything that involves developing a professional integration DS and DOOH; He stressed that if innovation is not achieved, the development of the industry will be practically nil.
At the end of the presentations, networking began between the attendees and the speakers.
The Manufacturer Sessions
As part of the educational program that has always distinguished the Kolo Academy Forums, this year we held four simultaneous Manufacturer Sessions. The participating brands were Novotech, LG, Samsung and Kolo. For these Sessions we have a registration of 93 people, plus the guests of the participating brands. These Sessions were completely free and with registration available even at the event venue.
For Kolo Academy it was a pleasure to see familiar faces and new players joining the industry. It is also of great satisfaction to observe how all the parties involved in the technological integration of the DS and DOOH come together to learn and know the market trends.
In a few days you can see the presentations of Elena Martín and Andrea Mereghetti on our site. We look forward to seeing you next year to celebrate the 10th Kolo Academy Forum.
Numbers of the 9th Forum:
For breakfast / conference streaming
222 visitors, of which:
206 Mexico
14 Spain
2 United States
For Manufacturer Sessions:
59 visitors
Total virtual visitors: 281
Text written for AVI Latin America by Cristian Mecalco.
