There’s quite a lot of content out there on the Internet but this is the very first time I’ve actually stumbled across a Video Discussion on digital signage. I have learnt quite a lot just from watching these videos and I thought why not share it with our readers.

Now this discussion was organised/sponsored by Dynamax (thanks guys) and the companies involved included Dogobert, DigiCom, Stand Media, Imperative Group and Rocket Communications.

The main topic of the discussion was “Digital Out of Home is a multi channel multi touch-point communications medium. How should we design for the future to maximise viewer and user relevancy?”

The actual discussion was divided into several questions and there were:

PART 1 What do we mean by “multi touch-point” (devices/access points etc) in the context of Digital Out Of Home and what is it trying to achieve for viewers and/or users? (relevancy?)

PART 2 What does the existing Digital Out Of Home solution need to do more of to enhance the medium’s relationship with the end user? What – if anything – should we also stop doing?

PART 3 Does ‘multi touch-point’ mean ‘two-way’ communication? If so, how and where should this be designed into the medium to offer view & user value (however you choose to define that) when out of the home?

PART 4 How can multi touch-point digital media generate experiential value for users? Is this value easy to identify and reconcile commercially?

PART 5 What creative design elements are considered to be best of breed today and what trends are likely to emerge in the next 12 months?

PART 6 What physical design elements are considered to be best of breed today and what trends are likely to emerge in the next 12 months?

PART 7 What is the commercial challenge of delivering DOOH across multiple touch-points and how can this be best planned & managed?

Part 8 What challenges does the transactional nature of a multi touch-point model mean in terms of capturing, managing, storing and commercialising data?

PART 9 The collection of data means we can offer the viewer or the customer more value; what value does this offer?

PART 10 Which component parts of a multi touch-point proposition may offer the most commercial opportunities over the next 12 months and why?

PART 11 Does opening up the medium to users generating their own content necessarily make the medium more ‘relevant’?

Source: http://www.ddrmag.co.uk/links.php

Here’s the video of the first part of the discussion:

If you were present in the discussion, how would you have answer this question:
“What do we mean by “multi touch-point” (devices/access points etc) in the context of Digital Out Of Home and what is it trying to achieve for viewers and/or users? (relevancy?)”

Feel free to submit your answer as a comment.

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