One Screen or Two? Content Marketers Have to Decide


Beyond the technology of Pro AV, today’s digital screens are delivering powerful, and in many cases data-driven content, to audiences everywhere. At venues, on the street, or at the store, consumers are looking for more interactive and engaging content. Unfortunately, not every marketer fully grasps how to use their digital signage to its fullest capacity, not to mention integrate the variety of data points coming from consumers’ cell phones.

Here to discuss the potential that digital signage has for understanding an audience and how to act on that data is Mark Eisenstadt, Professional Services Manager at LED display manufacturer Daktronics.

The South Dakota-based company designs, manufactures, sells, and services video displays, scoreboards, digital billboards, dynamic message signs, sound systems, and related products. Before joining Daktronics more than a decade ago, Eisenstadt worked with the Jacksonville Jaguars and Super Bowl 33.

His long career in digital display technology has taught him that engagement is the name of the game, and knowing what content your audience wants is the game-winning strategy, and much like a lesson in Marketing 101, effective marketers know exactly who they’re trying to reach.

“If the last two to four years have taught us [anything] it’s that understanding data and understanding who’s viewing your message is just as important as any other type of marketing or branding,” Eisenstadt said.

The real challenge for Pro AV producers and marketers is managing two different screens: The one that’s in your venue and the one that’s in your audience’s hands. Eisenstadt offered this advice: Choose whether you want to steer people away from their phones with engaging video content or steer people to their phones to connect in-venue content with their own.

“Are you going to embrace the fact that everybody’s using their phones, or are you going to run from it. Neither is a right or wrong answer, but a real decision has to be made,” he said.

For the latest news, videos, and podcasts in the Pro AV Industry, be sure to subscribe to our industry publication. A new episode of the Pro AV Show drops every Thursday.

Follow us on social media for the latest updates in B2B!

Twitter – @ProAVMKSL
Facebook –
LinkedIn –

Follow us on social media for the latest updates in B2B!


Improving Quality and Bottomline for Finishing Operations
June 30, 2022
This is another episode of Manufacturing A Stronger Standard from FABTECH 2021. Host and President of Lesta USA and Degeest Corp., Derek Degeest, talked with Bill Robinson, President and Kris Bonnegent, Regional Read more
Adapting Existing and New Wagner Solutions to Leverage Self-Learning Robots
June 30, 2022
This episode of Manufacturing A Stronger Standard was live from FABTECH 2021. Host and President of LestaUSA and DeGeest Corp., Derek DeGeest, talked with JR Rogers, National Sales Manager for Engineered Systems Read more
How to Be Your Own Healthcare Advocate
June 30, 2022
While healthcare in the United States is often the topic of a heated political debate, there is one subject within it that irks patients and healthcare practitioners alike: time. One of the biggest problems with Read more