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The term "Content is King" has resonated as dynamic out-of-home and digital signage networks present messages on digital display screens in out-of-home points of purchase, transit, gathering, work and study. The estimated 1.4 million displays operational in North America offer highly targeted, centrally-controlled rich media and it is this "content" that delivers communications and marketing results.

This paper addresses some of the key elements related to dynamic media content to define a baseline for conduct related to content, and establish a clearer vantage point from which to advance the practice and application of dynamic media content.

Table of Contents

A. Dynamic Place-based Media

A1. “Dynamic Place-based Media” by any name
A2. Status of Dynamic Media Networks
A3. Inherent Capabilities
A4. Performance of Dynamic Signage
A5. “Content” in Context

B. Content - Opportunity

B1. $3.5 billion and growing
B2. Providers: Current and Emerging
B3. Cost of Content

C. Standards of Practice

C1. Key elements of Design
C2 Content Creation – Simple Guidelines
C3. The “Call to Action”
C4. Templates
C5. Content and Advertising Standards
C6. Dynamic Content Provisioning
C7. Analytics

D. Improving Content Practices

D1. Awards
D2. Associations
D3. Publications
D4. Events and Training

E. Critical Success Factors

E1. Clear Communications Objectives
E2. Technology System for Content Effectiveness
E3. Operating Efficiencies

F. Outlook and Conclusion

F1. The “Future Isn’t What it Used to Be”

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