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

ISBN-10: 0240813022

ISBN-13: 9780240813028

Edition: 2010

Authors: Keith Kelsen

List price: $54.95
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Book details

List price: $54.95
Copyright year: 2010
Publisher: Taylor & Francis Group
Publication date: 1/20/2010
Binding: Paperback
Pages: 242
Size: 6.00" wide x 9.00" long x 0.50" tall
Weight: 1.100
Language: English

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.

Dedication
Acknowledgement
Foreword
Introduction
The New Medium: Digital Signage and the Power of Content
Types of Digital Signage Networks
Keeping it Relevant
Where is the ROI?
A Green Solution
How DOOH will Change Marketing and Communications
Digital Signage as an Internal Communication Tool
Why Content Matters Most
Summary
Content Strategy: Methodology and Process
Establishing the Type of Network
Point of Transit
Digital Billboards
Transit Hub Signage
Exterior-Facing Retail Signage
Point of Sale
Brand-Owned Network
Retailer-Controlled Network
Public Areas of Shopping Malls
Point of Wait
Health Care Waiting Rooms
Fitness Centers
Bars and Restaurants
Lines for Service
Elevators and Office Networks
Internal Communications
Digital Signage and Traditional Communications and Marketing Strategy
Who's involved in the Message and Why?
Digital Signage Networks Beyond Sales
Consumer Experience
Brand Equity
Training
Summary
Creating Content Relevance
Basic Demographics
Behavioral Attitudes
Shaping Content Relevance
Types of Viewers
Emotional Relevance
Working with the Eight Positive Emotions
Adding Relevance to Any Network
Location
Wait Time, Dwell Time, and Loop Length
Visit Frequency
Day Parting
Speed and Length of Message
Summary
Keeping the Content Flowing
Keeping it Fresh
Templates
The Template Formula
Snack Size Versus Long Form
Educational Content
Advertising
Informational Content
Eye Candy
User Generated Content
Buy or Create Content
Data-Driven Content
Summary
Process For Creating Great Content
Analyzing Current Traditional Media
Considering Content on Two Levels
Network Identification with Consistent Guidelines
Concept Creation and Storyboards
Building Great Content
Preproduction
Production
Postproduction
Sound or No Sound?
Summary
Specifications For Content
Aspect Ratios: How Content Shapes Up
Screen Zones: To Subdivide or Not?
Text
Color
Content Formats
Common Video Formats
AVI
MPEG Formats: MPEG-1, MPEG-2, MP3, and H.264 (MPEG-4 Part 10)
WMV
Animated Graphics
Still Images
BMP
PNG
JPEG
PDF
PowerPoint
High Definition Impact
Summary
Programming the Network
Making a Network a Network
Determining Segment Length
Managing and Delivering the Content
Top Features to Consider
The Future of Programming Software
Summary
Measuring the Effectiveness of Content
Foundation of Measurement
Network Accountability
Point of Sale
Point of Transit
Point of Wait
Audience Unit Measurement
Seven Keys to a Successful Network
Content
Relevancy
Interaction
Scheduling
Placement
Refresh
Attraction
Summary
Interacting with the Viewers
Engaging Through Touch
An Example Touch Engagement
Gesture Technology
Interacting with Mobile Devices
Content for Kiosks Versus Digital Signage
Summay
Taking Content Across Platforms
Messages Across the Digital Landscape
Extending the Message Across the 4th Screen, Mobile Devices
Extending the Message to the 3rd Screen, Personal Computers
Utilizing Messages from the 2nd Screen, Television
Summary
Legal Content Use
Copyright
What's Covered?
Obtaining Permission
What do you Want to do with the Content?
How Often Will you Use the Content?
How Big is the Potential Audience?
When and Where will the Content be Seen or Heard?
Will the Content be made Interactive?
Will the Content be Needed For Secondary Material or Uses?
Who can Use the Content?
Parts of a License
Rights Agencies
Music
Film and Video
Still Photos and Graphics
Trademark
Protecting your Original Work
Summary
Where Will Content Lead Us?
The Path of Innovation
Interaction as the Driver
Neuromarketing
Summary
Glossary
Index