It is imperative then, that as the number of displays of this medium grows, content must become better and more performance-focused. New and improved approaches to content development – closely linked with measurement of objectives – will be necessary if Dynamic Signage network owners, operators, suppliers and advertisers are to achieve success.
As one of the newest marketing communications tools, Dynamic Digital Signage can adapt their graphic, text and audio elements from existing TV, print or web ads. In doing so, the cost and production timelines for DDS spots can be minimized, while brand standards are more easily maintained. This paper describes the framework for successfully adapting existing content for DSS spots as well as the key roles, issues, opportunities, processes and benefits related to content development for dynamic display.