• ABOUT
  • Keith Kelsen
  • 5th Screen
• FIGURES
  • Introduction
  • Chapter 1
  • Chapter 2
  • Chapter 3
  • Chapter 4
  • Chapter 5
  • Chapter 6
  • Chapter 7
  • Chapter 8
  • Chapter 9
  • Chapter 10
  • Chapter 11
  • Chapter 12
• PREVIEW
• RESOURCES

About the Book

With an estimated 155 million adults in the US viewing out-of-home digital signs each month, this new medium is well on its way to becoming a core element in every  professional communicator’s media mix. Yet, the vast majority of communications experts involved with digital signage networks have limited knowledge and expertise to develop and execute a content strategy that will yield an optimal return. This book is written for a new generation of communicators. It is the first book to focus exclusively on content, the fundamental element which ultimately leads to the very success, or failure, of a digital signage deployment. Digital signage is unlike television, the web, or print and, as such, requires it’s very own, uniquely focused approach.

 

"… 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

With this book in hand, professional communicators, including creative directors, video producers,  content creators, merchandising managers, brand and message strategists, campaign managers, and  corporate communicators will have the knowledge and know-how to design and execute a content strategy for their digital signage projects. “Unleashing the Power of Digital Signage: Content Strategies for the 5th Screen” delivers the strategic council, sage advice and pragmatic methodology to realize success in this burgeoning market.

The book covers a wide variety of content-related strategies and implementation practices. It breaks the market into three core network types:  Point of Wait, Point of Transit, and Point of Sale, and organizes content strategies, network programming methodologies, and content development by each. Beyond concept, the book includes interviews with more than 45 experts, who’ve deployed and operated successful digital signage networks, and highlights the elements they consider crucial.

Inside you’ll discover:

• how to create a strategic communications blueprint  and style guide for your network  and how to define your goals
• pragmatic advice on how to design and create highly effective content for each of the three types of networks
• an understanding of the importance of content relevance, and to keep content flowing automatically
• how to define and build a programming schedule that relates to viewers and traffic
• how to measure the effectiveness of your communications network
• techniques that guide you through the process of ongoing improvement and refinements
• legalities of acquiring and re-purposing content
• where the future of content will lead us

 © 2009 5thScreen.  All rights reserved.
Book Images and descriptions © 2010 ELSEVIER Inc. All rights reserved.
No part of this website may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording, or any information storage and retrieval system, without permission in writing from the publisher. Details on how to seek permission, further information about the Publisher’s permissions policies and our arrangements with organizations such as the Copyright Clearance Center and the Copyright Licensing Agency, can be found at our website: www.elsevier.com/permissions. The book website and the individual contributions contained in it are protected under copyright by the Publisher (other than as may be noted herein).