Unleashing the Power of Digital Signage

Unleashing the Power of Digital Signage

by Keith Kelsen
Released November 2012
Publisher(s): Routledge
ISBN: 9781136023859

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Book description

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"

Table of contents

  1. Cover
  2. Full Title
  3. Copyright
  4. Contents
  5. Dedication
  6. Acknowledgement
  7. Foreword
  8. Introduction
  9. 1. The New Medium: Digital Signage and the Power of Content
    1. 1.1 Types of Digital Signage Networks
    2. 1.2 Keeping it Relevant
    3. 1.3 Where is the ROI?
    4. 1.4 A Green Solution
    5. 1.5 How DOOH will Change Marketing and Communications
    6. 1.6 Digital Signage as an Internal Communication Tool
    7. 1.7 Why Content Matters Most
    8. 1.8 Summary
  10. 2. Content Strategy: Methodology and Process
    1. 2.1 Establishing the Type of Network
      1. 2.1.1 Point of Transit
        1. Digital Billboards
        2. Transit Hub Signage
        3. Exterior-Facing Retail Signage
      2. 2.1.2 Point of Sale
        1. Brand-Owned Network
        2. Retailer-Controlled Network
        3. Public Areas of Shopping Malls
      3. 2.1.3 Point of Wait
        1. Health Care Waiting Rooms
        2. Fitness Centers
        3. Bars and Restaurants
        4. Lines for Service
        5. Elevators and Office Networks
        6. Internal Communications
    2. 2.2 Digital Signage and Traditional Communications and Marketing Strategy
    3. 2.3 Who's involved in the Message and Why?
    4. 2.4 Digital Signage Networks Beyond Sales
      1. 2.4.1 Consumer Experience
      2. 2.4.2 Brand Equity
      3. 2.4.3 Training
    5. 2.5 Summary
  11. 3. Creating Content Relevance
    1. 3.1 Basic Demographics
    2. 3.2 Behavioral Attitudes
    3. 3.3 Shaping Content Relevance
      1. 3.3.1 Types of Viewers
      2. 3.3.2 Emotional Relevance
      3. 3.3.3 Working with the Eight Positive Emotions
    4. 3.4 Adding Relevance to Any Network
      1. 3.4.1 Location
      2. 3.4.2 Wait Time, Dwell Time, and Loop Length
      3. 3.4.3 Visit Frequency
      4. 3.4.4 Day Parting
      5. 3.4.5 Speed and Length of Message
    5. 3.5 Summary
  12. 4. Keeping the Content Flowing
    1. 4.1 Keeping it Fresh
    2. 4.2 Templates
      1. 4.2.1 The Template Formula
    3. 4.3 Snack Size Versus Long Form
    4. 4.4 Educational Content
    5. 4.5 Advertising
    6. 4.6 Informational Content
    7. 4.7 Eye Candy
    8. 4.8 User Generated Content
    9. 4.9 Buy or Create Content
    10. 4.10 Data-Driven Content
    11. 4.11 Summary
  13. 5. Process for Creating Great Content
    1. 5.1 Analyzing Current Traditional Media
    2. 5.2 Considering Content on Two Levels
      1. 5.2.1 Network Identification with Consistent Guidelines
      2. 5.2.2 Concept Creation and Storyboards
    3. 5.3 Building Great Content
      1. 5.3.1 Preproduction
      2. 5.3.2 Production
      3. 5.3.3 Postproduction
    4. 5.4 Sound or No Sound?
    5. 5.5 Summary
  14. 6. Specifications For Content
    1. 6.1 Aspect Ratios: How Content Shapes Up
    2. 6.2 Screen Zones: To Subdivide or Not?
    3. 6.3 Text
    4. 6.4 Color
    5. 6.5 Content Formats
      1. 6.5.1 Common Video Formats
        1. AVI
        2. MPEG Formats: MPEG-1, MPEG-2, MP3, and H.264 (MPEG-4 Part 10)
        3. WMV
    6. 6.5.2 Animated Graphics
    7. 6.5.3 Still Images
      1. BMP
      2. PNG
      3. JPEG
      4. PDF
      5. PowerPoint
    8. 6.6 High Definition Impact
    9. 6.7 Summary
  15. 7. Programming the Network
    1. 7.1 Making a Network a Network
    2. 7.2 Determining Segment Length
    3. 7.3 Managing and Delivering the Content
    4. 7.4 Top Features to Consider
    5. 7.5 The Future of Programming Software
    6. 7.6 Summary
  16. 8. Measuring the Effectiveness of Conten
    1. 8.1 Foundation of Measurement
    2. 8.2 Network Accountability
      1. 8.2.1 Point of Sale
      2. 8.2.2 Point of Transit
      3. 8.2.3 Point of Wait
    3. 8.3 Audience Unit Measurement
    4. 8.4 Seven Keys to a Successful Network
      1. 8.4.1 Content
      2. 8.4.2 Relevancy
      3. 8.4.3 Interaction
      4. 8.4.4 Scheduling
      5. 8.4.5 Placement
      6. 8.4.6 Refresh
      7. 8.4.7 Attraction
    5. 8.5 Summary
  17. 9. Interacting with the Viewers
    1. 9.1 Engaging Through Touch
      1. 9.1.1 An Example Touch Engagement
    2. 9.2 Gesture Technology
    3. 9.3 Interacting with Mobile Devices
    4. 9.4 Content for Kiosks Versus Digital Signage
    5. 9.5 Summay
  18. 10. Taking Content Across Platforms
    1. 10.1 Messages Across the Digital Landscape
    2. 10.2 Extending the Message Across the 4th Screen, Mobile Devices
    3. 10.3 Extending the Message to the 3rd Screen, Personal Computers
    4. 10.4 Utilizing Messages from the 2nd Screen, Television
    5. 10.5 Summary
  19. 11. Legal Content Use
    1. 11.1 Copyright
    2. 11.2 What's Covered?
      1. 11.2.1 Obtaining Permission
        1. What do you Want to do with the Content?
        2. How Often Will you Use the Content?
        3. How Big is the Potential Audience?
        4. When and Where will the Content be Seen or Heard?
        5. Will the Content be made Interactive?
        6. Will the Content be Needed For Secondary Material or Uses?
        7. Who can Use the Content?
      2. 11.2.2 Parts of a License
      3. 11.2.3 Rights Agencies
        1. Music
        2. Film and Video
        3. Still Photos and Graphics
    3. 11.3 Trademark
    4. 11.4 Protecting your Original Work
    5. 11.5 Summary
  20. 12. Where Will Content Lead Us?
    1. 12.1 The Path of Innovation
    2. 12.2 Interaction as the Driver
    3. 12.3 Neuromarketing
    4. 12.4 Summary
  21. Glossary
  22. Index

Product information

  • Title: Unleashing the Power of Digital Signage
  • Author(s): Keith Kelsen
  • Release date: November 2012
  • Publisher(s): Routledge
  • ISBN: 9781136023859