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Unleashing the Power of Digital Signage Content Strategies for the 5th Screen
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Table of Contents
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"
The New Medium: The Fifth Screen and the Power of Content
Methodology and Process
Establishing the Type of network
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
Wait time and Dwell Time
Speed and Length of Message
Media that Relates to Flow
Informational content (news, weather, trivia, information
Feeding the Monster
Buy or create - Where to obtain your Content
Process for Creating Great Content
Analyzing Current Traditional Media
Utilizing Existing Assets
Specifications for Content
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
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
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.
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The Digital Reporter's Notebook
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