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July saw Digital Signage Expo (DSE) call on the industry for potential seminar topics for its 2012 event in the USA. Applicants were encouraged to focus on seven areas from hardware, software and connectivity to network design and management. The diversity of the possible subjects illustrated just how wide-ranging the educational needs of the digital signage market are. Learning opportunities in the DOOH sphere are mushrooming, ranging from expert-hosted panel discussions to hands-on training days, and running the gamut from those aimed squarely at newcomers to digital signage right through to highly experienced professionals. So are these educational tracks really necessary for the advancement of the DOOH world? If you do decide to take part in one, who should be running it, and what style of teaching should you go for?

For those hoping to augment their general knowledge of DOOH or make their first forays into the sector, events such as Fairfield Displays and Lighting's Introduction to Digital Signage Training Seminar balance in-depth technical analysis with more trends-based insight. The one-day event examined social media in DOOH, cloud computing, integrating digital signage with static printed media and, at the most basic level, the types of settings where digital media might be of use. By delivering a wide mixture of topics, Fairfield was able to deliver a training day ambitious in scope for large swathes of user types. Many such courses are available and provide a valuable resource for the industry.

However, what of those further up the digital signage food chain? Naturally, as individuals refine their areas of expertise, so too must the providers of educational training tailor their offerings more finely, homing in on particular techniques, skills or, where appropriate, even certain types of hardware or software. It is at this point that the types of education start to be split by the types of organisation delivering them. For the most part, the onus is on manufacturers to offer product-specific training, with a view, of course, to driving their sales.

By contrast, independent industry bodies are likely to resist aligning themselves with a particular brand and its associated goods, allowing them to retain their positions as impartial voices for the marketplace. Consequently, they are ideally placed to comment and guide on the latest trends and technologies, whilst educational participants can rely on the largely unbiased voice behind such events. Organisations offering learning opportunities include Digital Screenmedia Association, with events such as last year's webinar on digital kiosk design, and Digital Signage Federation, which held its Digital Place Based Media: Measurement and Metrics webinar this May.

Then, of course, there is the role of the trade show. Most are heavily sponsored, whilst at the same time having the expansive industry overview often lacked by manufacturers. This allows them to straddle the types of educational offerings presented by both industry bodies and individual businesses, whereby they can address general issues in the market or give workshops on certain software or hardware types.

As an industry still undergoing significant development, and with a seemingly constant stream of technological innovations, few in the DOOH world would debate the usefulness of education. Moreover, with the advent of turnkey solutions, significant numbers of users are entering the market from non-technological backgrounds. Companies providing these types of all-in-one products would be wise to take heed of this and deliver modular beginner-to-intermediate training paths along which these individuals can progress. After all, those that become enthusiasts rather than simply users are likely to foster growth within the sector.

Indeed, all providers of digital signage education should, if possible, aim to partition their courses by ability and experience level. Not to do so will ultimately render education limited in use and discourage its uptake. It must also be remembered that everyone learns in different ways and consequently, whilst some may thrive in lecture situations, others may require a more experiential approach. For those choosing which organisation to use as a training resource, of course, should you already work with a particular suite of products, your first port of call should be their manufacturer. In other cases, industry trade shows and organisations are the safest bet. Summer may be here, but for those that want to get ahead in the digital signage sector, school's definitely not out.