Founder and president of Digiboard, Mr. Lazar Demisulam has 35 years of experience in marketing & sales (first in toy industry Hasbro/Turkey, followed by oil & gas industry and finally in digital signage industry). He had built a startup company in toy industry to $14,5M in sales before a successful divesture in 1998 than continued in the company as the country manager till 2001. He is married with two daughters and 3 grand children.
Q: Can you provide us a short overview about your services and products in the Digital out of Home industry? Over 1.150 plasma, 6 video wall (2 being 4×4 – 168” each and 4 being 3×3 – 138”), 4 LED, 7 hybrid panels (static media combined with dynamic content), 6 3D screen (glasses free), touch screen and way finding applications. Q: Where do you see the biggest challenges today? I believe, today mainstream media and media planning agencies reluctance to include digital signage in media planning due to lack of knowledge and vision are the biggest challenges today. Q: What is your view on the Digital Signage industry in your home country compared to the rest of Europe? We believe that the attention of media buying companies and advertisers will increase. We believe very large projects will be deployed in the next coming years. Due to the size of retail chains, numbers of hospitals, cinemas, schools, shopping malls, fast food, etc., very big investments are expected. Q: Which European countries do you think have the biggest potential in terms of Digital out of Home networks? Outside of the USA, Western Europe is the next largest digital signage market. The UK is by far the largest of the markets in Europe but countries like Germany and France are catching up fast and more and more installs, including outdoor digital signage are springing up almost daily. Advertising is perhaps the number one reason for growth in digital screens across Europe. It is so much more engaging and eye-catching than standard print media that digital advertising has become a far better medium at getting an advertiser’s message across. But digital signage doesn’t just stop at advertising. Beyond advertising, screens are being used for all sorts of purposes across Europe: public information, sales promotion, brand awareness and corporate TV are just some of the other uses for digital screens. We do not have too much knowledge on countries other than Turkey. Our expectation is that Russia and Turkey will be the two major countries for large deployments in the coming years. Q: What was the reason to join OVAB Europe? Exchanging ideas, increase our knowledge, be aware from the industry and also to be able to share our market experience. Q: What will be you engagement within in Association? Sharing information and best practices as well as getting assistance from the know-how pool of the association, these are our two most important targets. Q: What is your vision about the Digital out of Home industry and market for the next 3-5 years? Digital Signage industry has an enormous growth potential in Turkey despite the fact that the majority of the advertising world still favor the static media. In a dynamic world we believe in digital signage but people should be aware that digital signage is not plug and play business; there is a lot of work to be created for development.