Unleashing the Power of Digital Signage

Content Strategies for the 5th Screen
1. Auflage 2010
ISBN: 978-0-240-81302-8
Verlag: Routledge

Buch, Englisch, 264 Seiten, Format (B × H): 152 mm x 229 mm, Gewicht: 434 g

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"

Zielgruppe

Professional Practice & Development

Autoren/Hrsg.

Kelsen, Keith

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

The New Medium: The Fifth Screen and the Power of Content; Methodology and Process; Research and Content Relevance; Feeding the Monster; Process for Creating Great Content; Specifications for Content; Content and Measurement; Interactivity-Bringing the Viewer into the Picture; Creation of Cross-Platform Media; Where will the content lead us?; Glossary of Terms

Über Autor(innen)

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.