Content Heating Up at April Digital Signage Show - AvNetwork.com

Content Heating Up at April Digital Signage Show

Author:
Publish date:

by David Keene

The Digital Place-based Advertising Association (DPAA), formerly know as OVAB, represents 27 Member companies that together have about 400K screens nationwide. And that number does not account for the hundreds of thousands more screens controlled by smaller network operators, independent small networks for doctors offices, hospitals, car dealerships, etc. But despite the ongoing rollout of digital screens, content best practices are still a work in progress. DPAA members are the big guns, but they have no real need to share content strategies or best practices. That’s their stock and trade, they know best practices, have honed skills over decades in other media, and they are trying to win market share top-down, not grow the market from the bottom up.

The rest of the market, including small network operators, and, importantly, large companies that were formerly just on the equipment side, have a different view. They need to educate about content best practices, to help grow the market as a whole. The Cooking Up Content Demonstration at The Digital Signage Show, April 14-15, at The Mandalay Bay Convention Center in Las Vegas, is shaping as not just a trade show one-off presentation, but another installment of an ongoing series that is bring much-needed attention to the content side.

The Cooking Up Content Demonstration, will, according to the producers, help “organizations, venues and advertisers need to clearly understand the content creation and development process from strategy to creative to execution.”

Cooking Up Content provides venues, brands, network operators and other interested attendees with an inside view of the content creation process – from strategy to creative to deployment of content for DOOH networks. The Cooking Up Content is presented by Harris Corp, and also is sponsored by Samsung.

Hosted by digital signage specialist and content guru Lyle Bunn, the two-day event will demonstrate to attendees the strategy, composition and presentation of content for Digital Out-Of-Home (DOOH) Media. The schedule is as follows:

Chapter 1: Strategic Briefing, April 14 @ 1:30 pm
This presentation will highlight the creative/strategy briefing for the project, including:
* The concept, focus and direction of the project, including the target audience/demographic
* The intention of the content: structure, timing. location and media assets
* Engagement strategies and ROI
* Measure of Success (ROI/ROE, Call to action – Sales lift, recall, traffic to website, downloads)

Chapter 2: Content Creation/Content Development, April 15 @10:15 am
This presentation will highlight the creative/development process for the project, including:
* Screen design & layout
* Use of media assets
* Storyboard preparation

Chapter 3: Final Play Loop/Final Content, April 15 @ 2:00 pm
The final play loop must be submitted to The Digital Signage Show. This presentation will highlight and demonstrate:
* How the communication objective was achieved (from the creative brief)
* Taking an idea from storyboard to final play loop
* The final play loop/content

For more information: www.thedigitalsignageshow.com/cookingupcontent.asp



Related

Ramping Up for NAB and The Digital Signage Show with Harris

by David Keene This year, for the first time I can remember, the gargantuan NAB show in Las Vegas is leading into The Digital Signage Show. NAB (April 10–15; Exhibits April 12–15; at the Las Vegas Convention Center), and The Digital Signage Show (April 14–15 at Mandalay Bay), are worlds apart in terms of attendance a

DSE Momentum as Calendar Heats Up

by David Keene Digital Signage Expo 2010 wrapped last Thursday with a good deal of energy, on all fronts: association news, new product debuts, and generally a great start to the digital signage industry event calendar year. As we now look to NAB, The Digital Signage Show, Digital Signage 2010 (the April 28 InfoComm/

Image placeholder title

LAX Unveils Content-Driven Digital Signage

This summer crews have just completed the first phase of renovations to the Tom Bradley International Terminal at LAX airport in Los Angeles. The totally renovated 850,000 square-foot, three-story terminal– long overdue for a major revamping– now boasts one of the most impressive display technology configurations in the world.

Image placeholder title

Toshiba Ramps Up Digital Signage Offerings

Toshiba is taking a different tack with their latest efforts– steering away from just selling AV/digital signage hardware to end users or AV dealers/integrators and instead focusing on offering turnkey digital signage solutions and digital signage managed services.

ISE Ramps up Digital Signage

By David Keene Integrated Systems Europe (ISE), incorporating InfoComm Europe, is preparing for its Feb. 2-4 Show and Conference in Amsterdam, and it promises a lot of digital signage activity. Too much new product news from ISE to list here, with new gear from Prysm, Christie, projectiondesign, SMART Technologies,