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![]() The CONTENT of Dynamic Place-based Media - The Rise of the 'Content is King' Monarchy, Part VI: Critical Success Factors
By Lyle Bunn
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Critical Success Factors Specific ROI can be measured through viewer response and awareness analytics. Interview and observation can be used to determine the return being realized from dynamic media on less measurable objectives. The initial creation and development, and subsequent refinement of content should continuously focus on clearly defined objectives and the way in which this achievement might be measured. The business and communications benefits that can be achieved by dynamic media are included in a separate paper available at www.LyleBunn.com titled "The "Why" of Digital Signage.
Technology System for Content Effectiveness
Operating Efficiencies The primary role of the technology infrastructure of a dynamic media display or network is to present the required media needed to achieve communications goals at minimal cost. The way in which this ecosystem of integrated technologies content management, distribution, playout, presentation and analytics handle "content" is key to the return on investment (ROI), high functionality, ease of use and lowest costs of ownership and ongoing operations that the network operator and users can enjoy. It is common that through the use of the system, the demands of content management and presentation on the technology are increased. The problems of inadequate functionality are negated by carefully planning content approaches toward suitable hardware and software selection and deployment. A similar process is used related to the upgrade of the technology infrastructure to optimize content opportunities and operations.
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The 4 to 9 year term of use that is expected from most dynamic media installations includes initial capital costs (which can often be financed and amortization), followed by ongoing operating costs. While technology prices have been declining and performance increasing (i.e. the declining price/performance equation), operating costs which are human resource intensive have been increasing for design, network installation, hot line support, repair, training and content and playlist administration. These trends are expected to continue. In the interest of minimizing operating costs related to content and maximizing the effectiveness of the media that can be presented in order to achieve business goals, the use of functionally rich, robust technology infrastructure provides best value. Infrastructure that impedes the use of content, requires reformatting or significant efforts to plan and manage playout deters from system success. Minimal operating costs and greater content effectiveness are realized when the technology infrastructure, including the critically important Content Management System, includes as the following key features.
Outlook and conclusion It is a testament to the power of dynamic place-based, out of home media that it has established an excellent record of communications outcome, even as the expectations of "content" performance have been relatively low. While the domain of excellent has been the exercise of moderately few content providers, and limited information has actually been published in this important area, it is clear that the monarchy where "Content is King" is moving forward. The expectation of Content performance should be both clear and high; creative processes should be used to develop spots, which through their standard will merit viewer attention; and lastly, content spots should seek to gain measureable outcomes.
About the author Lyle Bunn is broadly recognized as a leading figure in the high growth Dynamic Media industry. Lyle was the only individual named to the Digital Signage Forum's 2005 Digital Signage Top Ten List, among such corporations as Thomson, 3M, Clear Channel, Focus Media and others. Through his advisory and education services, he has contributed to the development of hundreds of networks in retail, consumer services, hospitality and corporate environments for consumer, patron, staff and student communications. His eBook titled the "Digital Signage Planning Guide," was released in its 5th edition in June 2010 and is used around the world. The "SPEED" Digital Signage Training Program, which was launched in late 2008, has been presented to over 2000 end users, advertising, integrator and supply professionals to accelerate projects and supply capability. In addition to private corporate programs, SPEED is provided at major industry events such as Digital Signage Expo. He Chairs or presents at every major North American digital signage event. He is also among the first to carry Digital Signage, Digital Out-of-home and Enterprise Media perspectives into the broadcasting, consumer electronics, audio-visual industries and Silicon Valley technology sector with presentations at the National Association of Broadcasters (NAB), Consumer Electronics Show (CES), InfoComm and others. Lyle serves as Academy Faculty of InfoComm International, on the Digital Signage Expo Advisory Board Industry Consultant's Council and on the Board of Advisors of Customer Engagement Technology World (formerly KioskCom/Self Serve Expo - Digital Signage Show). He serves on the judging panels of the DIGI, POPAI and the NEC Best of InfoComm awards. Your comments on this whitepaper are welcomed at: Info@LyleBunn.com For more information visit www.lylebunn.com Read on, go to: Part 1, Part II, Part III and Part IVand Part V
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