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2 Content Strategy: Methodology and Process

Figure 2.1

Figure 2-1Three types of networks and subnetwork categories.

 

 

 

 

Figure 2.2

Figure 2-2Simplifying messages for digital billboards is critical for the fast paced, on-the-go viewer.
©2009 Lamar Advertising

 

 

 

Figure 2.3

Figure 2-3Transit hub DOOH can also have relevant information along with full-screen advertising.
©2009 Neo Advertising.

 

 

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Figure 2.4

Figure 2-4The movie Coraline is promoted in a storefront window using interactive gesture technology to engage the viewer.
©2009 GestureTek and Laika Films.

Figure 2.5

Figure 2-5Projected window screen in front of a real estate office in Malmo, Sweden.

Figure 2.6

Figure 2-6Retail screen built into the environment, Lindri Clothing, Sweden.

Figure 2.7

Figure 2-7Brand-owned retail screen at the shelf.
©2009 Hunters Specialty.

Figure 2.8

Figure 2-8Brand-owned Buffalo digital signage display at the shelf reported an 18 percent uplift in sales

Figure 2.9

Figure 2-9A large video wall greets shoppers at Incredible Connection in South Africa. 
Image courtesy of Tactile

Figure 2.10

Figure 2-10Apparel stores are using digital signage to enhance the experience.
©2009 Retail Entertainment Design

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Figure 2.11

Figure 2-11Essentials is engaging content that attracts shoppers in malls.                                    
©2009 Adspace Networks. 

Figure 2.12a

Figure 2-12aFitness centers often have several types of networks within their digital signage deployment.
©2009 Zoom Media Networks.

Figure 2.12b

Figure 2-12b

Figure 2.12c

Figure 2-12c

Figure 2.13

Figure 2-13Digital jukeboxes take advantage of people who seek them out and spend time in front of them by delivering advertising.
©2009 TouchTunes.

Figure 2.14

Figure 2-14While a customer sits down to drink coffee or eat a bagel, the customer encounters content that is relevant to his or her neighborhood.
©2009 Ripple TV

Figure 2.15

Figure 2-15The perception of time while waiting in line at checkout in a grocery store can be altered with digital signage that promotes front-end items.

Figure 2.16

Figure 2-16Taking advantage of shoppers’ dwell time near the deli.
©2009 CBS Outernet

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Figure 2.17

Figure 2-17Captivate Network provides sports, weather, local news, and trivia content along with advertising in 15-second increments for dwell time viewers in elevators
©2009 Captivate Network

Figure 2.18

Figure 2-18Wall Street Journal Office Network uses editorial from the Wall Street Journal to capture attention.
©2009 Wall Street Journal Office Network.

Figure 2.19

Figure 2-19 Lilly TV helps drive employees to seek out more information about something that was delivered on the network.
©2009 Eli Lilly.