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Campus Dynamic Signage Networks: Communications Value and New Revenues, Part IV
By Lyle Bunn
Sponsored messages could provide instruction and counsel on financial management, nutrition, health, enabling technologies and other areas that can contribute to the success of students during and after the post-secondary experience.
These exceptions can be easily managed in the ad sales and review process to assure compliance of ads with campus policies. The following Standards of content suggest a further framework related to acceptable advertising.
Standards of Content
Standards of practice on digital signage content in the style guide for a network operator, content producer, communicator or advertiser should reflect that content presented on Digital Signage should not;
A Code of Advertising Standards published in Canada offers a comprehensive framework for marketing and other communications. See http://www.adstandards.com/en/Standards/canCodeOfAdStandards.aspx
A good way to improve dynamic signage content design and composition skills is to look at content spots and gauge the ways that you are affected. Be the judge by asking yourself the following while considering the viewing environment;
b) What was good about it?
c) Was the value proposition clear?
d) Was the requested action clearly presented and compelling?
e) What was a distraction or not essential to the message?
f) What would you change to simplify or empower the message?
Outlook and Conclusion
Advances in the use of the medium by communicators willing to pay for message display and the infrastructure available to support this commerce efficiently can bring significant new value to campuses.
New Value - New Revenues
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, play out, 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.
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.
Operating costs can be minimized and the effectiveness of the media maximized toward the achievement of business goals through the use of functionally rich, robust technology infrastructure.
Infrastructure that impedes the use of content, requires reformatting or significant efforts to plan and manage play out 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.
Other Useful Materials
NEC DISPLAY SOLUTIONS FOR HIGHER EDUCATION -
DIGITAL SIGNAGE AND EMERGENCY MESSAGING ON CAMPUS
Rise Vision offers several education sector case studies and many photographs at the following websites.
"FAIL TO PLAN - PLAN TO FAIL".
THE CONTENT FOR DYNAMIC PLACE-BASED SIGNAGE. March 2011.
Dr. Lyle Bunn (Hon.), Principal and Strategy Architect, BUNN Co. - Lyle Bunn has been recognized with an Honorary Doctorate for his significant contributions to education and the development of the Dynamic Place-based Media industry. He is one of North America’s most highly regarded independent consultant, advisor, commentator and educator to investors, operators, suppliers and users of Digital Signage and Digital Out-of-Home (DOOH) Media. For more information visit www.lylebunn.com
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