Unleashing the Power of Digital Signage: Content Strategies for the 5th Screen

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Taylor & Francis, 2010 - Business & Economics - 243 pages
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Implement a successful content strategy that optimizes the return-on-message performance of your digital signage program. Learn the message attributes for each of the three core network types (Point of Wait, Point of Sale, and Point of Transit), how to measure the program's effectiveness and strike a balance that uses messages effectively alongside the other advertising campaign elements.

Through the included interviews, gain access to the wisdom of more than 45 experts, each of whom has deployed and operated successful digital signage networks. The companion website, www.5thscreen.info, features real-world implementations and video blog programming that includes interviews with industry notables.

You'll learn how to:

  • create a strategic communications blueprint and style guide for your network
  • keep content flowing automatically-and therefore remaining relevant
  • use data on viewers and traffic to build a programming schedule
  • legally acquire and repurpose content
  • more accurately predict where the future of content will lead

Foreword by Joe Pine and Jim Gilmore authors of "The Experience Economy" and "Authenticity"

  • Develop a strategy and methodology for creating cross platform content including mobile.
  • Employ a return on message control that measures 7 key index factors to optimize digital signage results.
  • Leverage existing traditional assets, TV PC, print and mobile to create powerful content for digital signage.
  • Use real-world creative content deployments featured on the companion Web site to inform your own work.
 

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Contents

Digital Signage and the Power of Content
1
Methodology and Process
13
3 Creating Content Relevance
43
4 Keeping the Content Flowing
65
5 Process For Creating Great Content
90
6 Specifications For Content
111
7 Programming the Network
139
8 Measuring the Effectiveness of Content
157
9 Interacting with the Viewers
170
10 Taking Content Across Platforms
187
11 Legal Content Use
200
12 Where Will Content Lead Us?
215
Glossary
229
Index
237
Copyright

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About the author (2010)

Keith Kelsen is 30-year veteran of the broadcast business with more than 20 content awards to his credit. The founder of MediaTile, Keith has built a world-class company that delivers and supports award-winning digital signage products and services in over 20 countries. Through his role as Chairperson of the Content Best Practices Committee for the Digital Signage Association, Keith directs a team from industry-leading companies to improve the understanding and use of this powerful and influential medium. He was named "Digital Signage Man of the Year” in 2009.

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