Purpose of Best Practices for Content Series
Digital signage is a concept familiar to the marketplace, and it is more established and understood now than it was just a couple of years ago. We have come a long way, baby!
But while many people are comfortable talking about screens, mounting and connectivity, the most significant component of a successful digital signage deployment often fails to get its due: Content. It is king, and the monarchy content leads is different from the ones that came before.
One of the previous, of course, was television. In its early years, TV was described as “radio broadcast pictures.” It was an entirely new medium. What a dynasty it had. Enter the PC and the World Wide Web, and again we have entirely new media for advertisers and content. Now, arguably, the third screen is the mobile screen (cell phone), which again has a new size and purpose with a new media and new ways to advertise.
The fourth screen? Digital signage. A completely new format. And the best part of this advancement is that by being involved in the creation and deployment of digital signage, you are part of a revolution in media, something we have not seen the likes of since the launch of media on the www a little over a decade ago.
Digital signage media is special. It is not TV. It is not a PC. It is not a newspaper circular. The content created for it is new, refreshing and different from any other medium we have encountered.
This guide, “Best Practices for Digital Signage Content,” is the first in a series of planned Best Practices guides designed to help you harness the power of one of the most exciting media for messaging of our time. In future editions, we will delve into verticals in specific markets while addressing specific needs of each major developed and developing markets. Here, though, we give the king its due.
