1The New Medium: Digital Signage and the Power of Content


One finds oneself faced with a plethora of choices for media placement and creativity in the vast digital landscape of information and advertising. Whether an agency, creative production facility, brand, or media conglomerate, one now must consider the latest installment, digital signage or Digital Out Of Home (DOOH). This latest screen, the 5th Screen, has its own characteristics, its own content methodology, and its own strategy to ensure success.

Every screen has been used in one way or another by advertisers to deliver messages. Just as the Internet, in the beginning, became part of our daily lives, content was approached from a printed brochure mind-set as opposed to creating media ...

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