Unleashing the Power of Digital Signage
Content Strategies for the 5th Screen
- 1st Edition - December 21, 2009
- Imprint: Focal Press
- Author: Keith Kelsen
- Language: English
- eBook ISBN:9 7 8 - 0 - 2 4 0 - 8 1 3 0 3 - 5
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 ne… Read more
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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"
- Develop a strategy and methodology for creating cross platform content including mobile.
- Employ a return on message control that measures 7 key index factors to optimize digital signage results.
- Leverage existing traditional assets, TV PC, print and mobile to create powerful content for digital signage.
- Use real-world creative content deployments featured on the companion Web site to inform your own work.
Digital signage, broadcast and telecomm professionals, multimedia producers, advertising, media communications professionals, retail and marketing professionals.
- The New Medium: The Fifth Screen and the Power of Content
- Methodology and Process
- Establishing the Type of network
- Sub-networks
- Matching Content Purpose to Network Type
- Who’s involved in the message?
- The Fifth Screen and traditional communications and marketing strategy
- Enhancing the Consumer and Associate Experience
- Training and the Experience
- Research and Content Relevance
- Audience
- Location
- Wait time and Dwell Time
- Speed and Length of Message
- Visit Frequency
- Loop Length
- Media that Relates to Flow
- Informational content (news, weather, trivia, information
- Educational content
- Advertising
- Feeding the Monster
- Templates
- Buy or create – Where to obtain your Content
- Content stores
- Data-Driven Content
- Process for Creating Great Content
- Analyzing Current Traditional Media
- Creating Concepts
- Utilizing Existing Assets
- Specifications for Content
- Zones
- Font
- Color
- Formats
- Content and Measurement
- Seven Keys to Success
- Optimizing Fifth Screen Networks
- Audience Unit Measurement
- Interactivity -Bringing the Viewer into the Picture
- Touch Screen Content
- Kiosk vs Digital Signage
- Gesture Technology
- Creation of Cross-Platform Media
- Contiguous Campaign message across the digital landscape
- Extending your message to the "Fourth Screen"
- Extending the message to the "Third Screen"
- Utilizing the messages from the "Second Screen"
- Where will the content lead us?
- Is it the final screen?
- Will it be useful?
- How will affect us in the long term?
- What will our experience be like in 5 years?
- Glossary of Terms
- Edition: 1
- Published: December 21, 2009
- Imprint: Focal Press
- Language: English
KK
Keith Kelsen
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.
Affiliations and expertise
Keith Kelsen, is a leading expert, strategic consultant, and sought-after speaker. He is chair of the Content Best Practices Committee for the International Digital Signage Association, directing an accomplished team to improve the understanding and use of this powerful and influential medium. He is founder of MediaTile, the world’s first provider of cellular digital signage, where he has built a world-class company that delivers and supports award-winning digital signage products and servicesRead Unleashing the Power of Digital Signage on ScienceDirect