Gail Chiasson, North American Editor
A four-part Digital Signage Seminar Program at #dse2015 designed specifically for advertising agencies and content creators will include an hour-long session titled, ‘Designing Effective Long-Form Content for Digital Signage Networks’.
Historically the province of television programmers and advertising specialists, the creation of long-form content for digital signage networks requires a unique perspective and approach in order to be impactful and to enhance a communication network’s value proposition.
This interactive session, led by Scott Kushner, CEO, MediaPlace, will not only provide an understanding of the creative development process, but attendants will also participate in a collaborative exercise to devise a strategy that includes content acquisition, original production and delivery.
DSE Advisory Board member Bryan Meszaros, managing partner, OpenEye, says, “Developing long-form content for digital signage is an art form! It’s takes a balance of keeping the audience entertained for a long period and the ability to deliver relevant information. The key component is ‘story-telling’, how compelling you can make the content so the audience would be willing to stand there for an extended period.”
Advice from DSE Advisory Board member Jeremy Gavin, head content chef, ScreenFeed, is “In the digital signage medium, you can’t assume that someone will start watching the piece at the beginning. (Therefore)… it is key to provide a way for the viewer to easily ‘catch up” by having the title or main message of the screen always visible throughout the clip. If there is a call to action, this call to action should remain on screen as long as possible.”
Registration for Designing Effective Long-Form Content for Digital Signage Networks or any of DSE 2015 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 and 12, at the Las Vegas Convention Center in Las Vegas.
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