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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Digital Signage and the Power of Content
Methodology and Process
3 Creating Content Relevance
4 Keeping the Content Flowing
5 Process For Creating Great Content
6 Specifications For Content
7 Programming the Network
8 Measuring the Effectiveness of Content
9 Interacting with the Viewers
10 Taking Content Across Platforms
11 Legal Content Use
12 Where Will Content Lead Us?

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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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