Blog: Keith Kelsen 

Keith Kelsen (bio)
Chairman & CEO
5th Screen Digital

Tuesday, 06 August 2013

In every DS network type, whether it is POT, POW, POS.the message changes as we arrive closer to our point of decision to make a purchase

In my last three blog posts, I talked about each type of digital signage DOOH network and how it directly relates to the content that one would put on that particular type of network and why recognizing a network type will get your mind wrapped around what type of content works.

It is interesting to note that as the consumer travels along the path of purchase and as they come across each type of network the message changes, not only by what type of network but also where in the path to purchase the consumer is.  So if one can keep the branding, the story, the look and feel similar and change the message then one can transform and peak the purchase decision at the right point in the path.

Transmedia is  to tell the story across many platforms.  If one can use the types of networks to begin the story and end the story, then one can influence the purchase at the right time, in the right context and lead the consumer.  For instance if we can start the story in a Point of Transit (POT) or Point of Wait (POW) network and end the story at a Point of Sale (POS) network then curiosity for the rest of the story can take place, even if the rest of the story is on a mobile device and the purchase takes place there.

The relationship between the story and stages of the story and the path that the consumer is on is something that in an omni-channel world is more likely to be a coordinated effort.

So start the story ACT I on a POT network, ACT II POW, ACT III POS.  Another way to look at this is to “peak the purchase moment”.  Leading up to the sale is the journey and it ends with a purchase.

As a brand, one would like to travel with that consumer along the journey all the way from the beginning, the middle and the end.  The brand can potentially tell a cohesive story with the right messaging at the right time using the various digital signage/DOOH networks and then prompt the purchase in-store or on a mobile device.  This is the true transmedia experience.

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