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Digital Signage

Book Description

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

  1. Front Cover
  2. About the Series
  3. Title
  4. Copyright
  5. Dedication
  6. Contents
  7. Acknowledgments
  8. About the Author
  9. Executive Summary
  10. Introduction
  11. Chapter 1 The Big Picture: An Overview of Digital Signage
    1. What Is Digital Signage?
      1. It’s Not TV
    2. The Scope of Digital Signage
    3. Core Opportunities and Challenges
      1. Digital Signage Today
    4. Purposes of Digital Signage
      1. Commercial
      2. Informational
      3. Experiential
      4. Behavioral
    5. Screens or Displays
      1. Scrolling Message Boards
      2. Plasma Displays
      3. LCDs
      4. LED Displays
      5. Electronic Billboards
      6. Projection Screens
      7. Round Screens and Images on Windows
      8. Electronic Paper
      9. Self-Illuminating Digital Paper
    6. Hardware Infrastructure
    7. Content
    8. Distribution
    9. Trends Propelling Digital Signage
    10. Digital Signage Stakeholders
      1. Advertisers
      2. Network Operators
      3. Mobile, Interactive, Touch Screen, and RFID Technology Providers
      4. ISP, Satellite, Cable, Telco, and Wireless Providers
      5. Traditional Billboard Companies
      6. Kiosk Providers
      7. Flat-Panel Display Providers
      8. System Contractors
      9. Software Suppliers
      10. Store Fixture Providers
      11. Digital Printers
      12. Audio/Visual Professionals
      13. Buyers and Location Owners
        1. Restaurateurs, Hospitality, and Entertainment
        2. Retailers
        3. Integrators
        4. Banks and Financial Institutions
        5. Transportation Hubs
    11. Costs
    12. Consumer Receptivity
      1. 2005 Arbitron Retail Study
      2. 2006 JC Decaux/TescoTV Study
    13. The Future of Digital Signage
  12. Chapter 2 What Is Digital Signage?
    1. History
      1. Early Usages
      2. Successful Installations
      3. Current Opportunities
    2. Forms
      1. Non-Commercial
      2. Commercial
    3. Technology
    4. Software
      1. Content On-Screen
      2. Software Control System
    5. Hardware
    6. Installation
    7. Maintenance
    8. Key Players
      1. Audience
      2. Stakeholders
        1. Location Owners
        2. Network Operators
        3. Hardware and Software Providers
        4. Distributors
        5. Installation and Maintenance
      3. Investors
    9. Trends
    10. Challenges
      1. Implementation
      2. Profitability (and Other Measures of Success)
      3. Operations
      4. Industry Adoption
      5. Audience Receptivity
    11. Opportunities
  13. Chapter 3 What’s Driving Digital Signage?
    1. Ten Key Reasons Drive the Success of Digital Signage
      1. Return on Investment
      2. Ad Solutions
      3. Connectivity
      4. Flexibility
      5. Quality
      6. Affordability
      7. Manageability
      8. Accessibility
      9. Acceptability
      10. Longevity
      11. What’s Driving the Hardware?
        1. Outdoor Signage
        2. Indoor Signage
      12. What’s Driving the Software?
    2. Usage Is Driven by Where Digital Signage Is Used
      1. Retail
      2. Service
      3. Travel
      4. Educational
      5. Events
      6. Miscellaneous
    3. Users: Who Uses Digital Signage Is Driving Its Success
      1. Business Owners
      2. Brand Marketers and Ad Agencies
    4. Opportunities
    5. Challenges
    6. The Future Is Driving Digital Signage
  14. Chapter 4 When and Where to Use Digital Signage?
    1. Use
    2. Display
    3. Control
      1. In-House Control
      2. Outside Control
  15. Chapter 5 Content
    1. Understanding the Audience
    2. Content Placement
    3. Types of Content
      1. Stills
      2. Animation
      3. Video
      4. Data
      5. Miscellaneous (Text, Objects, Logos, etc.)
      6. Audio
    4. Consumer Dwell Time
    5. Future Content
  16. Chapter 6 Who’s Right for Digital Signage?
    1. The Basic Criteria
    2. More Ingredients
    3. Organizational Types
      1. Ad Agencies and Their Clients
      2. Retailers
        1. Inside Ads
      3. Broadcasters and Multichannel Providers
      4. Corporate Users
      5. Government Users
      6. Educational Users
      7. Hospitality and Entertainment
      8. Transportation
        1. Taxis, Subways, Busses, and Trains
        2. Airports
      9. Health Services Providers
      10. Houses of Worship
      11. Miscellaneous
  17. Chapter 7 Choosing a Digital Signage Configuration
    1. Implementing a Turn-Key Solution
    2. Building a System Piecemeal
    3. Reliability
    4. Factors for Success
  18. Chapter 8 Business Models and Benefits
    1. Return on Objectives
    2. Return on Investment
    3. Business Models
      1. ROI Business Model #1: Content Developer and Owner Model
      2. ROI Business Model #2: Leasing Advertising Space Model
      3. ROI Business Model #3: Hybrid Model
    4. Pilot Programs
  19. Chapter 9 International Digital Signage
    1. Asia
      1. India
      2. China
      3. Japan
      4. Taiwan
      5. Philippines
      6. Singapore
      7. Malaysia
      8. New Zealand
    2. Europe
      1. United Kingdom
      2. Germany
      3. Switzerland
      4. The Netherlands
      5. Croatia
      6. Russia
    3. Elsewhere
      1. Mexico
      2. Brazil
      3. Saudi Arabia
      4. Africa
  20. Chapter 10 Where and How to Start Considering Digital Signage?
    1. Where to Start?
      1. Stage 1: Project Beginning and Development
        1. Goal Setting, Goal Determination, and a Development Plan
        2. Development Plan
        3. Assessing the Content
        4. Assessing the Environment
        5. Assessing the Technology
      2. Stage 2: Pilot Program
        1. Measurement
      3. Stage 3: Future Growth
    2. When to Start?
  21. Chapter 11 The Future of Digital Signage
    1. The Impact of Digital Signage
      1. For Advertising Agencies
        1. Future Developments
        2. Future Locales
      2. At Retail
      3. In Education
      4. In Other Venues
      5. Specific Future Applications
        1. RFID
        2. Interactive
      6. Business Projections
      7. Return on Investment Models/Case Studies
      8. Network Integration
      9. Key Growth Factors
  22. Appendix A: Directory of North American Digital Signage
  23. Appendix B: Glossary
  24. Index