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Digital Signage by Jimmy Schaeffler

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5     Content

Successful—indeed just about any—content for digital signage is much more than just understanding the content, production and technical values. It is about understanding consumers—his or her needs, what he or she is doing, the environment they are in—and matching good content strategies to all of that. That’s one of the biggest challenges for our industry today.

—Carre Dawson, Principal, Dawson & Company, a 12-year-digital-signage-industry veteran, and POPAI industry trade group representative

Focused and relevant content delivered to the individual by any infrastructure is called narrowcasting, because it casts a narrow message to a specific audience. This really is what quality digital signage is all about. Yet beyond ...

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