Digital Signage gives you macro and micro views of the burgeoning digital signage industry. Whether you are looking for new opportunities or to expand your business, with this book you will be able to clearly understand and accurately analyze the developments, trends and projections. As part of the NAB Executive Technology Briefing series, this book features the future impact of the technology across many different industries and platforms. Explanations of hardware such as displays, servers, and PCs, software such as dynamic on-screen content and software management programs, and technologies like systems integrations and network infrastructures are all covered.
Table of Contents
About the Series
About the Author
Chapter 1 The Big Picture: An Overview of Digital Signage
What Is Digital Signage?
It’s Not TV
The Scope of Digital Signage
Core Opportunities and Challenges
Digital Signage Today
Purposes of Digital Signage
Screens or Displays
Scrolling Message Boards
Round Screens and Images on Windows
Self-Illuminating Digital Paper
Trends Propelling Digital Signage
Digital Signage Stakeholders
Mobile, Interactive, Touch Screen, and RFID Technology Providers
ISP, Satellite, Cable, Telco, and Wireless Providers
Traditional Billboard Companies
Flat-Panel Display Providers
Store Fixture Providers
Buyers and Location Owners
Restaurateurs, Hospitality, and Entertainment
Banks and Financial Institutions
2005 Arbitron Retail Study
2006 JC Decaux/TescoTV Study
The Future of Digital Signage
Chapter 2 What Is Digital Signage?
Software Control System
Hardware and Software Providers
Installation and Maintenance
Profitability (and Other Measures of Success)
Chapter 3 What’s Driving Digital Signage?
Ten Key Reasons Drive the Success of Digital Signage
Return on Investment
What’s Driving the Hardware?
What’s Driving the Software?
Usage Is Driven by Where Digital Signage Is Used
Users: Who Uses Digital Signage Is Driving Its Success
Brand Marketers and Ad Agencies
The Future Is Driving Digital Signage
Chapter 4 When and Where to Use Digital Signage?
Chapter 5 Content
Understanding the Audience
Types of Content
Miscellaneous (Text, Objects, Logos, etc.)
Consumer Dwell Time
Chapter 6 Who’s Right for Digital Signage?
The Basic Criteria
Ad Agencies and Their Clients
Broadcasters and Multichannel Providers
Hospitality and Entertainment
Taxis, Subways, Busses, and Trains
Health Services Providers
Houses of Worship
Chapter 7 Choosing a Digital Signage Configuration
Implementing a Turn-Key Solution
Building a System Piecemeal
Factors for Success
Chapter 8 Business Models and Benefits
Return on Objectives
Return on Investment
ROI Business Model #1: Content Developer and Owner Model
ROI Business Model #2: Leasing Advertising Space Model
ROI Business Model #3: Hybrid Model
Chapter 9 International Digital Signage
Chapter 10 Where and How to Start Considering Digital Signage?
Where to Start?
Stage 1: Project Beginning and Development
Goal Setting, Goal Determination, and a Development Plan
Assessing the Content
Assessing the Environment
Assessing the Technology
Stage 2: Pilot Program
Stage 3: Future Growth
When to Start?
Chapter 11 The Future of Digital Signage
The Impact of Digital Signage
For Advertising Agencies
In Other Venues
Specific Future Applications
Return on Investment Models/Case Studies
Key Growth Factors
Appendix A: Directory of North American Digital Signage
Appendix B: Glossary