On cross-channel content and digital signage
For digital signage a tipping point has been reached in 2010. In 2011 integration with mobile and social media will be the trend. And creating content objects and using digital asset management systems to manage the vast amount of content that exists to feed all screens with consistent messages is rising to a critical nature to offset the costs of creating media.
Great article pointing out the major trends in digital signage for 2011 by Keith Kelsen. I have selected a few important paragraphs from this article:
"The complex path to reaching the consumer will drive a technology and media integration that will bring seamless transitions from screen to screen over the next few years."
"The reality is that mobile and digital signage integration have begun to blur the lines. Driven by smart phones' newfound abilities, digital signage has embraced this simply because DOOH is a key activation and engagement point for mobile interaction in the marketplace."
"In addition, the content creation process has been re-evaluated to include "all digital." Creating content objects and using digital asset management systems to manage the vast amount of content that exists to feed all screens with consistent messages is rising to a critical nature to offset the costs of creating media."
"Content strategies and discussions began to trend quickly in 2010. More presentations were made on content at shows in 2010 than the three previous years of trade show presentations combined. It has been estimated that content accounts for approximately $3.5 billion of services for creating content that plays on digital signage ... that is more than the $2.5 billion in the technology sector and more than the $2.1 billion in advertising placed on DOOH (in the USA)."
"As the lines of technology blur screen to screen, so does content creation to deliver content that can run across all platforms."
"More sophisticated content that addresses engagement and interaction will be the trend for 2011."
Now combine all this with social media and you have the recipe for an engaging and effective way to communicate and set up conversations with people who are gradually becoming harder to reach!
