Digital Signage: Software, Networks, Advertising, and Displays: A Primer for Understanding the Business (Nab Executive Technology Briefings) | 
 enlarge | Author: Jimmy Schaeffler
Publisher: Focal Press
Category: Book
List Price: $39.95
Buy New: $32.11
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Avg. Customer Rating:  3 reviews
Sales Rank: 135214
Media: Paperback
Number Of Items: 1
Pages: 296
Shipping Weight (lbs): 1.2
Dimensions (in): 9.3 x 6 x 1
ISBN: 0240810414
Dewey Decimal Number: 659.136
EAN: 9780240810416
ASIN: 0240810414
Publication Date: April 10, 2008
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Shipping: International shipping available
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Product Description
Digital Signage gives you macro and micro views of the burgeoning digital signage industry. Whether you are looking for new opportunities or to expand your business, with this book you will be able to clearly understand and accurately analyze the developments, trends and projections. As part of the NAB Executive Technology Briefing series, this book features the future impact of the technology across many different industries and platforms. Explanations of hardware such as displays, servers, and PCs, software such as dynamic on-screen content and software management programs, and technologies like systems integrations and network infrastructures are all covered.
* Part of the NAB Executive Technology Briefing series, which brings you industry technology information in a non-technical fashion
* Comprehensive introduction to Digital Signage software, hardware, technologies, trends, projections and how to approach the industry
* Covers business aspects and market conditions
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| Customer Reviews:
 ALOOHA September 1, 2008
Very good book to start and understand this new business of Digital Signage from a general point of view
 One word "Superb" August 29, 2008
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.
Light up the future with Digital Signage July 22, 2008
1 out of 1 found this review helpful
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.
2008 All Rights Reserved
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