Unleashing the power of digital signage : content strategies for the 5th screen
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 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