ABSTRACT
In the forward of Keith Kelsen’s Unleashing the Power of Digital Signage, digital signage is referred to as an “experience medium, a place that engages people in the experience” (Kelsen, 2010). The future of digital signage is in its capacity to engage and connect with individuals on each person’s terms, anywhere, anyhow, and any time. Kelsen maintains that broadband networks and mobile devices combined with screen displays create new layers of “connectedness” of media, messages, and audiences. Digital signage, like mobile devices, allows the audience to “opt in” where they want to opt in. Digital signage “is technology that meets viewers in their environment with potentially the right message at the right time” (Kelsen, 2010, p. xiii).
