Customer Reviews

Digital Signage: Software, Networks, Advertising, and Displays: A Primer for Understanding the Business (NAB Executive Technology Briefings)

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Length:: 1:52 Mins

As digital signage continues to grow as a core industry, more books are being written. This one is from 2008. This book is a good companion to Digital Signage Broadcasting: Broadcasting, Content Management, and Distribution Techniques (Focal Press Media Technology Professional Series)

In addition to getting a general overview of the industry (what digital signage is, who the stakeholders and some of the bigger players are, possible business models and approaches to measuring return on objectives and investments), you will also get high-level discussions of the roles played by different stakeholders in the digital signage value chain (Set Goals -> Content Creation -> Content Production -> Content Management -> Content Distribution -> Content Publication) and what capabilities successful systems must provide (e.g., planning and scheduling, content security, proof of playback, dynamic screen zones, network control). Overall, a good primer!

Very good book to start and understand this new business of Digital Signage from a general point of view

Very well written and easy to follow. Gives a complete breakdown of the industry and the technology behind Digital Signage. Highly recommended to anyone looking to get an overview of the Digital Signage market.

The world of advertising is changing. This book goes to the heart of how that's playing out in public spaces everywhere as posters and billboards go digital.

Digital signage platforms offer a compelling alternative for advertisers seeking a complete marketing mix. Jimmy Schaeffler's book of the same name, Digital Signage: Software, Networks, Advertising, and Displays, is a guide to the fundamentals behind this new movement that gets past the buzz and into the key business and technology drivers.

Schaeffler, the consummate new media analyst, brings a unique perspective to these developments for the benefit of the reader.

As I've written elsewhere about the bigger picture ("Give me a digital sign", 07/08, ©2008 Howard Greenfield):

The days of static billboards, posters and traditional advertising signage are numbered. Marketers can now reach their audience in new places. Digital signage will be a $2.6B business by 2010.

This new world of "remotely managed digital display, typically tied in with sales, marketing, and advertising" is available today (think Times Square), and will become more dominant in the next few years, says Carmel Group analyst Jimmy Schaeffler in his new book, Digital Signage.

According to Schaeffler, advertising is moving to digital signage because new ads, communication campaigns, and specials can be updated and targeted to specific audiences in real time. With sleek, flat-screen display hardware costing a tenth of what it did only a few years ago, the wait is over for functional, cost-effective digital signage deployment. Marketers should jump in! Just keep three tips in mind:

1. Plan projects and content around expected audience growth.
2. Test. Conduct measured testing to make sure the system and audience reaction are on target.
3. Expand. Map out the growing market, and move quickly.

Digital signage is a new medium that follows traditional direct marketing principles. "The key" says Graeme Spicer, Director of Retail Strategy at Canada's DW+Partners, "is to get the right content into the right place to the right person." Just make sure you understand its unique public-space and scalability issues when deploying it.

The Point: Techno advances are turning billboards and other signs live! It's time to consider a major jump into digital signage. In this rapidly emerging field, Schaeffler's book is an essential read for those wishing to stay apprised of what's happening today and what's just around the corner.

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