Unleashing the power of digital signage: content strategies for the 5th screen
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Burlington, MA
Focal Press
2010
|
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Item Description: | Includes index. |
| Physical Description: | XX, 243 S. Ill. |
| ISBN: | 9780240813028 0240813022 |
Staff View
MARC
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| 245 | 1 | 0 | |a Unleashing the power of digital signage |b content strategies for the 5th screen |c Keith Kelsen |
| 264 | 1 | |a Burlington, MA |b Focal Press |c 2010 | |
| 300 | |a XX, 243 S. |b Ill. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 500 | |a Includes index. | ||
| 650 | 4 | |a Digital signage | |
| 650 | 4 | |a Advertising |x Audio-visual equipment | |
| 650 | 4 | |a Signs and signboards | |
| 650 | 0 | 7 | |a Interaktive Medien |0 (DE-588)4642838-0 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Netzwerk |0 (DE-588)4171529-9 |2 gnd |9 rswk-swf |
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| 856 | 4 | 2 | |m Digitalisierung UB Passau |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=018936170&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
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Record in the Search Index
| _version_ | 1804141077905539072 |
|---|---|
| adam_text | Contents
Dedication
ix
Acknowledgement
xi
Foreword
xiii
Introduction
xvii
1.
The New Medium: Digital Signage and the Power of Content
1
1.1
Types of Digital Signage Networks
3
1.2
Keeping it Relevant
5
1.3
Where is the
ROI?
6
1.4
A Green Solution
7
1.5
How DOOH will Change Marketing
and Communications
8
1.6
Digital Signage as an Internal Communication Tool
10
1.7
Why Content Matters Most
11
1.8
Summary
12
2.
Content Strategy: Methodology and Process
13
2.1
Establishing the Type of Network
14
2.1.1
Point of Transit
15
Digital Billboards
15
Transit Hub Signage
16
Exterior-Facing Retail Signage
18
2.1.2
Point of Sale
20
Brand-Owned Network
22
Retailer-Controlled Network
24
Public Areas of Shopping Malls
27
2.1.3
Point of Wait
28
Health Care Waiting Rooms
29
Fitness Centers
29
Bars and Restaurants
30
Lines for Service
32
Elevators and Office Networks
35
Internal Communications
37
2.2
Digital Signage and Traditional Communications
and Marketing Strategy
38
2.3
Who s involved in the Message and Why?
40
2.4
Digital Signage Networks
Beyond Sales
40
2.4.1
Consumer Experience
41
2.4.2
Brand Equity
41
2.4.3
Training
41
2.5
Summary
42
3.
Creating Content Relevance
43
3.1
Basic Demographics
43
3.2
Behavioral Attitudes
47
3.3
Shaping Content Relevance
48
3.3.1
Types of Viewers
49
3.3.2
Emotional Relevance
50
3.3.3
Working with the Eight Positive Emotions
51
3.4
Adding Relevance to Any Network
54
3.4.1
Location
58
3.4.2
Wait Time, Dwell Time, and Loop Length
59
3.4.3
Visit Frequency
60
3.4.4
Day Parting
61
3.4.5
Speed and Length of Message
62
3.5
Summary
64
4.
Keeping the Content Flowing
65
4.1
Keeping it Fresh
65
4.2
Templates
67
4.2.1
The Template Formula
71
4.3
Snack Size Versus Long Form
73
4.4
Educational Content
74
4.5
Advertising
77
4.6
Informational Content
79
4.7
Eye Candy
83
4.8
User Generated Content
85
4.9
Buy or Create Content
86
4.10
Data-Driven Content
88
4.11
Summary
89
5.
Process For Creating Great Content
91
5.1
Analyzing Current Traditional Media
91
5.2
Considering Content on Two Levels
95
5.2.1
Network Identification with Consistent Guidelines
96
5.2.2
Concept Creation and
Storyboards 98
5.3
Building Great Content
102
5.3.1
Preproduction
107
5.3.2
Production
107
5.3.3
Postproduction
107
5.4
Sound or No Sound?
107
5.5
Summary
110
6.
7.
Specifications For Content
111
6.1
Aspect Ratios: How Content Shapes Up
111
6.2
Screen Zones: To Subdivide or Not?
116
6.3
Text
120
6.4
Color
128
6.5
Content Formats
134
6.5.1
Common Video Formats
134
AVI
134
MPEG Formats: MPEG-l, MPEG-2, MP3,
and H.264 (MPEG-4 Part
10)
134
WMV
135
6.5.2
Animated Graphics
135
6.5.3
Still Images
135
BMP
135
PNG
135
JPEG
136
PDF
136
PowerPoint
136
6.6
High Definition Impact
137
6.7
Summary
137
Programming the Network
139
7.1
Making a Network a Network
139
7.2
Determining Segment Length
146
7.3
Managing and Delivering the Content
154
7.4
Top Features to Consider
155
7.5
The Future of Programming Software
155
7.6
Summary
156
Measuring the Effectiveness of Content
157
8.1
Foundation of Measurement
158
8.2
Network Accountability
159
8.2.1
Point of Sale
159
8.2.2
Point of Transit
160
8.2.3
Point of Wait
161
8.3
Audience Unit Measurement
162
8.4
Seven Keys to a Successful Network
165
8.4.1
Content
166
8.4.2
Relevancy
166
8.4.3
Interaction
167
8.4.4
Scheduling
167
8.4.5
Placement
168
8.4.6
Refresh
168
8.4.7
Attraction
168
8.5
Summarv
169
9.
Interacting with the Viewers
171
9.1
Engaging Through Touch
171
9.1.1
An Example Touch Engagement
173
9.2
Gesture Technology
174
9.3
Interacting with Mobile Devices
177
9.4
Content for Kiosks Versus Digital Signage
181
9.5
Summay
185
10.
Taking Content Across Platforms
187
10.1
Messages Across the Digital Landscape
187
10.2
Extending the Message Across the 4th Screen,
Mobile Devices
195
10.3
Extending the Message to the
3rd
Screen,
Personal Computers
196
10.4
Utilizing Messages from the
2nd
Screen, Television
196
10.5
Summary
199
11.
Legal Content Use
201
11.1
Copyright
202
11.2
What s Covered?
203
11.2.1
Obtaining Permission
204
What do you Want to do with the Content?
206
How Often Will you Use the Content?
207
How Big is the Potential Audience?
207
When and Where will the Content be Seen or Heard?
207
Will the Content be made Interactive?
208
Will the Content be Needed For Secondary
Material or Uses?
209
Who can Use the Content?
209
11.2.2
Parts of a License
209
11.2.3
Rights Agencies
210
Music
211
Film and Video
211
Still Photos and Graphics
212
11.3
Trademark
212
11.4
Protecting your Original Work
212
11.5
Summary
213
12.
Where Will Content Lead Us?
215
12.1
The Path of Innovation
215
12.2
Interaction as the Driver
216
12.3
Neuromarketing
227
12.4
Summary
228
Glossary
229
Index
237
|
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| illustrated | Illustrated |
| indexdate | 2024-07-09T22:10:09Z |
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| isbn | 9780240813028 0240813022 |
| language | English |
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| physical | XX, 243 S. Ill. |
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| publisher | Focal Press |
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| spelling | Kelsen, Keith Verfasser aut Unleashing the power of digital signage content strategies for the 5th screen Keith Kelsen Burlington, MA Focal Press 2010 XX, 243 S. Ill. txt rdacontent n rdamedia nc rdacarrier Includes index. Digital signage Advertising Audio-visual equipment Signs and signboards Interaktive Medien (DE-588)4642838-0 gnd rswk-swf Netzwerk (DE-588)4171529-9 gnd rswk-swf Kommunikationsstrategie (DE-588)4201794-4 gnd rswk-swf Kommunikationsstrategie (DE-588)4201794-4 s Interaktive Medien (DE-588)4642838-0 s Netzwerk (DE-588)4171529-9 s DE-604 Digitalisierung UB Passau application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=018936170&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Kelsen, Keith Unleashing the power of digital signage content strategies for the 5th screen Digital signage Advertising Audio-visual equipment Signs and signboards Interaktive Medien (DE-588)4642838-0 gnd Netzwerk (DE-588)4171529-9 gnd Kommunikationsstrategie (DE-588)4201794-4 gnd |
| subject_GND | (DE-588)4642838-0 (DE-588)4171529-9 (DE-588)4201794-4 |
| title | Unleashing the power of digital signage content strategies for the 5th screen |
| title_auth | Unleashing the power of digital signage content strategies for the 5th screen |
| title_exact_search | Unleashing the power of digital signage content strategies for the 5th screen |
| title_full | Unleashing the power of digital signage content strategies for the 5th screen Keith Kelsen |
| title_fullStr | Unleashing the power of digital signage content strategies for the 5th screen Keith Kelsen |
| title_full_unstemmed | Unleashing the power of digital signage content strategies for the 5th screen Keith Kelsen |
| title_short | Unleashing the power of digital signage |
| title_sort | unleashing the power of digital signage content strategies for the 5th screen |
| title_sub | content strategies for the 5th screen |
| topic | Digital signage Advertising Audio-visual equipment Signs and signboards Interaktive Medien (DE-588)4642838-0 gnd Netzwerk (DE-588)4171529-9 gnd Kommunikationsstrategie (DE-588)4201794-4 gnd |
| topic_facet | Digital signage Advertising Audio-visual equipment Signs and signboards Interaktive Medien Netzwerk Kommunikationsstrategie |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=018936170&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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