2011 will likely see a shift toward the term "enterprise media," reflecting advancement and positioning of dynamic place-based media. This coincides with the maturity of the industry and the emergence of static signage and digital graphics/printers which have called themselves "digital signage" providers for many years.
Think "enterprise media" for corporate communications and "media as enterprise" for advertising-based networks.
"Enterprise media" resonates with communications, marketing, technology and finance executives, as well as IT Integrators. It reflects the scope and value of dynamic place-based and screen media, AV/IT/media convergence, integration with other applications and has more "cache" than "digital signage."