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

ISBN-13: 9780240813028 / Angielski / Miękka / 2010 / 242 str.

Keith Kelsen

Opis

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"

Recenzje

"A reference the digital signage industry was missing. Now the digital signage networks operators, creative agencies and advertisers have a method to Unleash the power of Digital Signage."-Christian Vaglio-Giors, ceo, Neo Media Group

". a great primer for the ad agencies, and a great reference for the pioneers in the digital signage industry. It's an excellent resource for anyone planning to use this medium effectively." -Jake Lambert, vp, content director, Draftfcb

". everyone, from digital signage novice to expert, will learn something to achieve better results with digital signage, regardless of goal. Kelsen covers it all, from the basic mechanics of digital signage, to the breadth of content types, delivery mechanisms, execution methods and performance measurement." -Leslie Hand, research director, IDC Retail Insights

"Keith truly illustrates, that with proper planning and a solid content strategy, digital signage will return on its objectives and provide uniquely targeted, relevant messaging." -Michael Chase, vice president, marketing, sales & creative, St. Joseph Content

"Finally a must read comprehensive book that addresses the issues of content. .Keith Kelsen has brought forth the ingredients to create great content for any of the diverse types of digital signage networks." -David Drain, executive director, Digital Signage Association

"Good content is a large reason why digital signage networks are successful, but up until this point there has not been one comprehensive reference point on the subject. Unleashing the Power of Digital Signage fills a much-needed gap in this industry."- -Bill Yackey, editor, DigitalSignageToday.com

Spis treści

The New Medium: The Fifth Screen and the Power of Content; Methodology and Process; Research and Content Relevance; Feeding the Monster; Process for Creating Great Content ; Specifications for Content; Content and Measurement; Interactivity-Bringing the Viewer into the Picture; Creation of Cross-Platform Media; Where will the content lead us?; Glossary of Terms

O autorze

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.