Gail Chiasson, North American Editor
The four-part Digital Signage Seminar Program at #dse2015 designed specifically for advertising agencies and content creators will include an hour-long session titled, ‘The Importance of Developing a ‘Liquid’ Content Strategy for Digital Communications Networks’.
Motion graphic and video-based advertising in retail spaces is now recognized as one of the most effective ways to reach consumers at the ‘moment of truth.’ Marketers and their advertising agencies must be prepared to support all media, including digital in-store networks. This seminar will identify best practices in the strategy of content development for motion graphics and video across channels.
DSE Advisory Board members recently commented on this timely topic:
- Christina Radigan, director of marketing and communications, Outdoor Media Group, said, “Preparing content for use across screens should take into consideration that the viewer will be exposed to messaging on disparate screen sizes and types, in a plethora of environments (both in- and out-of-home), while engaging in various behavior(s) and of course dwelling for different lengths of time.”
- Jeremy Gavin, head content chef, ScreenFeed, said, “Digital signage is a unique medium and to get the most return on the medium, one should plan for its unique characteristics, especially in content. The key difference in digital signage is it most often broadcasts to a crowd – it is not a personal media consumption device. Viewers don’t choose the content, the content is pushed. This is not a bad thing, it’s unique.”
- And Mark Zwicker, vice-president, strategy, St. Joseph Content, said “As a content developer, when describing motion graphics, you would expect us to use terms like “dynamic,” “creative,” “pace” and “transition.” But our vernacular now needs to include terms like “pre-planning,” “leveraging,” “repurposing” and “value engineering.” While it’s very satisfying to create award-winning content, what’s even more rewarding is to create content that, with a few tweaks, can be deployed on other media.”
Registration for ‘The Importance of Developing a ‘Liquid’ Content Strategy for Digital Communications Networks‘ or any of the #dse2015 educational conference seminars, which are sponsored by BroadSign International and are eligible for Digital Signage Expert Group (DSEG) certification renewal credits, is available here.
#dse2015, co-located with the Digital Content Show and Innovator Zone, is scheduled for March 10-13, 2015, with access to the Exhibit Hall March 11 & 12 at the Las Vegas Convention Center in Las Vegas. DSE, produced by Exponation LLC, is the world’s largest and longest running conference and trade show exclusively dedicated to showcasing innovative digital communications and interactive technology solutions for customer- and employee-facing organizations.
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