Unleashing the power of digital signage : content strategies for the 5th screen / Keith Kelsen.

Format:

Book

Author/Creator:

Kelsen, Keith.

Language:

English

Subjects (All):

Digital signage.

Advertising--Audio-visual equipment.

Advertising.

Signs and signboards.

Physical Description:

1 online resource (255 p.)

Edition:

1st edition

Other Title:

Content strategies for the 5th screen

Place of Publication:

Burlington, MA, USA : Focal Press, 2010.

Language Note:

English

System Details:

text file

Summary:

<P>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. </P><P>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.i

Contents:

Cover; Title Page; Copyright Page; Table of Contents; Dedication; Acknowledgement; Foreword; Introduction; 1. The New Medium: Digital Signage and the Power of Content; 1.1 Types of Digital Signage Networks; 1.2 Keeping it Relevant; 1.3 Where is the ROI?; 1.4 A Green Solution; 1.5 How DOOH will Change Marketing and Communications; 1.6 Digital Signage as an Internal Communication Tool; 1.7 Why Content Matters Most; 1.8 Summary; 2. Content Strategy: Methodology and Process; 2.1 Establishing the Type of Network; 2.1.1 Point of Transit; Digital Billboards; Transit Hub Signage

Exterior-Facing Retail Signage2.1.2 Point of Sale; Brand-Owned Network; Retailer-Controlled Network; Public Areas of Shopping Malls; 2.1.3 Point of Wait; Health Care Waiting Rooms; Fitness Centers; Bars and Restaurants; Lines for Service; Elevators and Office Networks; Internal Communications; 2.2 Digital Signage and Traditional Communications and Marketing Strategy; 2.3 Who's Involved in the Message and Why?; 2.4 Digital Signage Networks Beyond Sales; 2.4.1 Consumer Experience; 2.4.2 Brand Equity; 2.4.3 Training; 2.5 Summary; 3. Creating Content Relevance; 3.1 Basic Demographics

3.2 Behavioral Attitudes3.3 Shaping Content Relevance; 3.3.1 Types of Viewers; 3.3.2 Emotional Relevance; 3.3.3 Working with the Eight Positive Emotions; 3.4 Adding Relevance to Any Network; 3.4.1 Location; 3.4.2 Wait Time, Dwell Time, and Loop Length; 3.4.3 Visit Frequency; 3.4.4 Day Parting; 3.4.5 Speed and Length of Message; 3.5 Summary; 4. Keeping the Content Flowing; 4.1 Keeping it Fresh; 4.2 Templates; 4.2.1 The Template Formula; 4.3 Snack Size Versus Long Form; 4.4 Educational Content; 4.5 Advertising; 4.6 Informational Content; 4.7 Eye Candy; 4.8 User Generated Content

4.9 Buy or Create Content4.10 Data-Driven Content; 4.11 Summary; 5. Process For Creating Great Content; 5.1 Analyzing Current Traditional Media; 5.2 Considering Content on Two Levels; 5.2.1 Network Identification with Consistent Guidelines; 5.2.2 Concept Creation and Storyboards; 5.3 Building Great Content; 5.3.1 Preproduction; 5.3.2 Production; 5.3.3 Postproduction; 5.4 Sound or No Sound?; 5.5 Summary; 6. Specifications For Content; 6.1 Aspect Ratios: How Content Shapes Up; 6.2 Screen Zones: To Subdivide or Not?; 6.3 Text; 6.4 Color; 6.5 Content Formats; 6.5.1 Common Video Formats; AVI

MPEG Formats: MPEG-1, MPEG-2, MP3, and H.264 (MPEG-4 Part 10)WMV; 6.5.2 Animated Graphics; 6.5.3 Still Images; BMP; PNG; JPEG; PDF; PowerPoint; 6.6 High Definition Impact; 6.7 Summary; 7. Programming the Network; 7.1 Making a Network a Network; 7.2 Determining Segment Length; 7.3 Managing and Delivering the Content; 7.4 Top Features to Consider; 7.5 The Future of Programming Software; 7.6 Summary; 8. Measuring the Effectiveness of Content; 8.1 Foundation of Measurement; 8.2 Network Accountability; 8.2.1 Point of Sale; 8.2.2 Point of Transit; 8.2.3 Point of Wait; 8.3 Audience Unit Measurement

8.4 Seven Keys to a Successful Network

Notes:

Includes index.

ISBN:

9786612542176

9781136023859

1136023852

9781136023866

1136023860

9781282542174

1282542176

9780240813035

0240813030

OCLC:

610001456