10 Taking Content Across Platforms


In the previous several chapters we’ve discussed the path to creating content that’s specific for digital signage—the art of taking advantage of the unique aspects and attributes of the 5th Screen. We’ve emphasized the differences in content among the various screens in the digital landscape, but it’s clear that there is a sea of content designed specifically for each screen. The role of a marketing or ad agency is to deliver results across whatever medium will yield the necessary impressions or cause a sale. That presents many network operators with a daunting task of not only creating content for each of the media the consumer may encounter but also adding digital signage to the traditional mix. So it’s ...

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