Content Rules Top 10 Digital Signage Trends for 2010

Content will continue to be king for digital signage in 2010, according to longtime industry practitioner Keith Kelsen, who also believes that engagement, measurement, better standards and more investment will play significant roles in helping the industry grow and evolve.

In addition to noting that the digital signage industry still grew 25% in economically challenged 2009, Kelsen - who recently founded “The 5th Screen Project to accelerate digital signage deployments, detailed the top 10 trends he expects to see this year in a recent article in Digital Signage Today:

The top 10 digital signage trends, according to Kelsen:

1. Content will continue to be the #1 trend: Content strategies and discussions, which began to rise to the top of the heap in 2009, will dominate the launch of new networks and the re-thinking of older networks this year. Moreover, content for DOOH will increasingly stand alone during its creative production, but will have more continuity with the other four screens (cinema, TV, PC and mobile) to echo its message across the digital landscape.

2. Experience, engagement and interaction: The engagement factor in digital signage took big leaps in late 2009 with various implementations, but most important was the growth of DOOH billboard interactions with mobile and User Generated Content (UGC). This year the trend will continue to break out with new methods of engagement and more continuity with mobile platforms.

3. Strategic sensibility: Any new network that plans to be a success will take a new strategic approach to creating what Kelsen calls a “Strategic Blueprint.” In addition, those networks will also create a “Network Guideline” - the details and plan for acceptable content that runs on the network. The knowledge base has grown over the last few years and has reached the point where the industry now understands what it takes to meet the ROI and ROO (Return on Objective) requirements. Consulting firms also are on the rise to help guide the uninitiated into creating successful networks.

4. Measurement and acceptance: In 2009 there was a lot of headway made with agencies, partly because of the economic downturn, but also because of aggregators such as SeeSaw and Adcentricity. Moreover, many ad-based networks themselves have made significant inroads into the agencies and brands, aided, in large part, by widely acclaimed and accepted OVAB standards. Further, getting qualified data from respected measurement companies is key to getting agencies and brands on board.

Voor de rest van de top 10 klik hier