"Developing and delivering information that can dramatically improve the effectiveness of a digital signage deployment is a key goal of the Digital Signage Association," said David Drain, DSA's executive director. "I am especially grateful to all contributing members the Content Best Practices Committee, and especially to its chairperson, Keith Kelsen of MediaTile
, for directing this effort and presenting a preview of this work at this week's event."
Content Best Practices Committee members include Charles Ansley, president and chief executive of Symon Communications
; Jimmy Dun, vice president of business development for DYNASIGN
; Linda Hofflander, vice president and chief marketing officer for Wireless Ronin
; Nancy Radermecher, president and managing director of John Ryan; and Greg Weaver, manager of digital signage networks for Microspace
"Digital signage is a new medium, and to gain the most from it, a comprehensive content strategy and plan must be created, delivered and managed," said Kelsen, who also is the CEO of MediaTile. "By collaborating with other industry leaders, we are delivering a wealth of knowledge that will ensure the ongoing success of every network."
Key elements of the report include general and venue-related digital signage considerations:
- Understanding average wait times, number of visits to location and audience demographics;
- Appreciating content specific considerations for building an interesting and compelling playlist sequence, while also integrating educational information and eye-catching elements;
- Creating a message matrix and scheduling tips that simplify the process of mapping viewer demographics to scheduled playtimes, day-part calendars or special events; on-screen zoning practices and playlist tips that will help ensure maximum message delivery, without overloading viewers;
- And other subjects such as operator tips and the formulation of a complete content plan.