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