Course Description

No matter what segment of the digital signage industry that a person participates in, one fact that we can all agree upon is that content is critical. It is the method to deliver on the messages set forth in the objectives that should be the central focus points of each display that is deployed.

The Digital Content and Media Expert (DCME) program defines content and explains how content can be an effective communication tool.

It explores the history of communication and content and takes a closer look at what content can and cannot do.

The DCME looks at the impact and relevance of content, emphasizing the need to begin by clearly articulating the objectives. Then, it shows how to combine objectives and content to engage the viewer. It points out the necessity to create a strategy before moving forward and explores both applications and venues.

The course discusses the physical properties of content and introduces rules for good content design. It then reviews examples of the costs of content production, and various options for outsourcing.

Wrapping up, the DCME discusses the business side of content, and how analytics play into it as it relates to return on investment.

Course Outline

• Introduction to the DCME
• The 7 Key Elements of Digital Signage
• It Starts with Communication
  • Defining communication, and the history of communications
• The Importance of Content
  • Defining content
  • The importance of content
  • Understanding relevance
  • The impact of content
• The Importance of a Business Strategy
  • Understanding objectives
  • ROI defined
  • ROO defined
  • Tangible VS. intangible benefits
  • Measuring return
  • Mastering revenue
• The Return on Content
  • The return on content, and the investment in content
  • Digital signage business models
• Viewer Engagement
  • The objectives of viewer engagement
  • Factors in engagement
  • Multi-channel engagement
• What Good Content Does
  • The effects of content
• Content: Right Time, Right Place
  • The impact of content
  • The impact equation
  • Basics of dayparting
  • Longevity of content
• Physical properties of Content
  • Aspect Ratio
  • Resolution
  • Size
  • Brightness and contrast
  • Interactive and mobile
  • Types of content files
• Principles of Content Design
  • Basic principles of content design
  • Font basics
  • Color basics
  • Positioning in content
  • Text size
  • Keep it simple!
  • Motion
  • Layout and zoning
  • Standards of practice
  • Rules for audio
  • Content needs analysis
• From the Experts
  • Content Design 101, Ryan Cahoy – RISE Vision
  • The Right Software, Ryan Cahoy – RISE Vision
  • Design Tools, Jim Nista – Almo Pro A/V
• Content Providers and Outsourcing
• The Cost of Content
• Analytics and Measurement
• Venue Verticals
  • Understanding venues and applications
• Conclusion