Unleashing the Power of Digital Signage: Content Strategies for the 5th Screen

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9780240813028: Unleashing the Power of Digital Signage: Content Strategies for the 5th Screen

"A reference the digital signage industry was missing. Now the digital signage networks operators, creative agencies and advertisers have a method to Unleash the power of Digital Signage."-Christian Vaglio-Giors, ceo, Neo Media Group

". a great primer for the ad agencies, and a great reference for the pioneers in the digital signage industry. It's an excellent resource for anyone planning to use this medium effectively." -Jake Lambert, vp, content director, Draftfcb

". everyone, from digital signage novice to expert, will learn something to achieve better results with digital signage, regardless of goal. Kelsen covers it all, from the basic mechanics of digital signage, to the breadth of content types, delivery mechanisms, execution methods and performance measurement." -Leslie Hand, research director, IDC Retail Insights

"Keith truly illustrates, that with proper planning and a solid content strategy, digital signage will return on its objectives and provide uniquely targeted, relevant messaging." -Michael Chase, vice president, marketing, sales & creative, St. Joseph Content

"Finally a must read comprehensive book that addresses the issues of content. .Keith Kelsen has brought forth the ingredients to create great content for any of the diverse types of digital signage networks." -David Drain, executive director, Digital Signage Association

"Good content is a large reason why digital signage networks are successful, but up until this point there has not been one comprehensive reference point on the subject. Unleashing the Power of Digital Signage fills a much-needed gap in this industry."- -Bill Yackey, editor, DigitalSignageToday.com

Reseña del editor:

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"

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Keith Kelsen
Verlag: Taylor & Francis Ltd. Mrz 2010 (2010)
ISBN 10: 0240813022 ISBN 13: 9780240813028
Neu Taschenbuch Anzahl: 1
(Einbeck, Deutschland)

Buchbeschreibung Taylor & Francis Ltd. Mrz 2010, 2010. Taschenbuch. Buchzustand: Neu. 231x154x20 mm. Neuware - The combination of several modern technologiesflat-panel screens, cellular wireless networks and the Internethave made possible a distinct new communications medium: digital signage. Digital signage, alternately referred to as digital-out-of-home (DOOH) or the 5th Screen, allows the delivery of narrowcast messages directly to individuals when and where they are most receptive. The power of the 5th Screen derives from its ability to deliver motivating content at a time and place where the individual viewer is most likely to respond to it. Messages, refresh times, and more can be managed efficiently through a central network broadcast hub. Unleashing the Power of Digital Signage focuses on the most important aspect of a digital signage with detailed, 'how-to' information on developing content for the fifth screen: type, mix, timing, screen share, audience dynamics, etc. 272 pp. Englisch. Artikel-Nr. 9780240813028

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