The Digital Signage Expert

I’ve been in the Digital Signage business now for nearly 9 years. During that time I’ve seen and read many marketing, management, leadership and Computer books. With the speed of development in Digital Signage as breathtaking as it is, there wasn’t much in the way of books to help in guidance. The first system I owned was some strange software with an even stranger name, a bundle of wires and some expensive screens. Many mistakes were made as we gained experience.

What has changed? It all got cheaper, yet the ROI increased phenomenally. The software is already enough to get creative juices not only flowing but virtually erupting.
It all was an elusive butterfly however for the end user or newcomer. Little in the form of guidance could be found. Suppliers made it all sound very complex. You can imagine my joy when after a session at The Academy held by MultiQ, Lars-Ingemar Lundstroem presented me with his book titled, “Digital Signage Broadcasting, Content Management and distribution Techniques” Paperback, 352 pages, publication date: JAN-2008 ISBN-13: 978-0-240-80976-2 ISBN-10: 0-240-80976-9 Imprint: FOCAL PRESS. Lars wrote and Merrill Weiss edited it.

Who’s the audience? Frankly anybody even thinking about using digital signage in any form or other. It doesn’t matter what you use it for, the core technology remains the same. And like learning to play the piano, you need to understand structure. Once you’ve understood the concept and basic engineering you will then, and only then be able to outline what you want from your supplier.

Here the Contents: 1. Digital Signage Explained 2. Display Systems 3. How to Use Displays 4. Media Player Feeds 5. Content and Content Management 6. The Site Server 7. Content Distribution 8. Digital Signage Broadcasting 9. Getting Content to the Content Management Server 10. Operational Aspects of Digital Signage Systems 11. Creating Digital Signage Environments 12. The Future of Digital Signage Systems.

Well written and easy to understand, I have it as a reference manual on my bookshelf and recommend you buy a copy, now. Lars will help dispel all the myths that have evolved over the years.

The second book is of the same subject but a different part of the that mystery tour. I liken it to a wonderful home stereo system, expensive and beautiful yet worthless without: Content.
Yes you can switch the system on and enjoy the pretty lights and the sound of electricity humming but you will soon turn away if you don’t have: Content. The title of this book is “Unleashing the Power of Digital Signage, Content Strategies for the 5th Screen” Paperback, 264 pages, publication date: JAN-2010 ISBN-13: 978-0-240-81302-8 Imprint: FOCAL PRESS. Written by Keith Kelsen, a leading expert, strategic consultant, and sought-after speaker. He is chair of the Content Best Practices Committee for the International Digital Signage Association, directing an accomplished team to improve the understanding and use of this powerful and influential medium. The core element here is: Content Strategy. Keith does know plenty about the content industry, he comes from it. True to form he also introduces his own book in the best way possible, with a video clip. Watch this 3:37 minute video and let him talk about it.

The book will provide you with enough material to be able to plan what you are going to present, where and how. A myriad of detail is provided, but in such a manner that it will set your creative mind afire. Easy to read and understand, it will have you wanting to get your system up and running as soon as possible. The work doesn’t stop there, just like the home stereo; you will constantly be seeking out what is popular, fashionable and enjoyable all the time. The technologies outlined in Lar’s book combined with the input content methods in Keith’s book will make you a valuable person to have on your company’s staff.

These are two foundation books which have helped me in my consultancy business. Take the time to read both, then and only then begin to put the pieces together for a great network. The power is now in your hands.

James van Etten, editor The London Morning Paper