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
by David Keene