04 Nov 2021

Industry expert about the future of Digital Signage

Florian Rotberg is the Founder and Managing Director of Invidis consulting. A renowned European consulting firm for digital signage with headquarters in Munich, Germany. To take the pulse on the industry, Visual Art took the opportunity to interview Florian Rotberg after Invidis published its Annual Yearbook 2021 (download it here).


Florian, can you please tell us a little about yourself and also about Invidis?

I’m 47 years old, married with two kids and lives in Munich, Germany.

I originally started in Marketing in the tourism industry and have been living and working in Germany and Japan. At the beginning in the year 2000 I started working withing the IT and Publishing industry and later in 2006 founded Invidis consulting.


Invidis consulting as a boutique strategy consultancy firm, specializing in the digitalization of public spaces (digital signage, DooH, retail tech and smart city).  Invidis has grown to become one of the leading consultancies and thought leader’s in the global digital signage industry.

With more than 50 Digital Signage Summit (DSS) conferences across EMEA, the US and Latin America we have brought supply and demand together.


Five years ago Invidis and ISE joined forces and are running all digital signage conferences in a joint venture.


What do you see as Invidis’s role in the digital signage industry?

Invidis is a thought leader (DSS conferences), provides market transparency (in the form of Yearbooks) and shapes with consultancy and analysis of the market.

In the past 15 years we have provided our clients (digital signage market players as well as corporate users of digital signage) with exclusive insights.


What drives you?

I love the industry – especially bridging the gap between technology and communication, enabling consumers and B2B customers to provide relevant, immersive, and entertaining content.

The thing I love most about digital signage is the fact it is part of the solution and not part of a problem for our clients and consumers

Digitization is changing our lives – and to actively shape new solutions and experiences is the most rewarding job I can imagine.


Why is the industry in need for consolidation?

In the beginning, digital signage was a silo solution, not connected to backed systems or other digital platforms. Today, clients and consumers expect seamless user-experience across all media platforms which need complex, data driven concepts. And clients expect to deploy digital signage solutions globally, this requires financially strong international digital signage suppliers.

Visual Art is a great example – expanding from its Swedish home market across Europe and all way to Australia.


Why is the digital signage industry so complex?

Digital Signage solutions combine technology and communication. Very different skills are necessary to design, build and operate solutions. While full-service integrators like Visual Art are able to provide turnkey digital signage solutions, clients usually don’t have a dedicated digital signage department.

That leads to endless coordination between marketing, product management, IT and facility management.


Name 3 companies in the industry that stands out from the crowd, and why?

Green Signage – SharpNEC for more than 10 years sustainable (low energy, refurbishable and recyclable displays and projectors.

Content – The Digital Studio of Refik Anadol creates the industry’s most beautiful digital art

Innovation – Samsung is driving innovation in the market e.g. SoC, MicroLED. While not always the first to market, nobody scales innovations globally like Samsung


What future innovation do you see succeeding, and name one that won’t?

  • AI-Analytics
  • Digital Experience Platforms
  • The many different kinds of sensors


3D displays will never take off. Despite numerous attempts, stereoscope 3D needs a fixed position in front of a display. But the audience moves in front of digital signage screens. No way 3D will ever work.

Forced perspective on angled LED walls is a different animal – it works because the typical viewing distance is far away from an angled digital canvas

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