My Reading Nook

The National Association of Broadcasters (NAB) has sponsored one of the first books to explain the business of digital signage. Out-of-home digital displays offer a powerful extension of or a cost-effective alternative to television advertising.

The greatest benefit is in the degree to which “Digital Signage: Software, Networks, Advertising, and Displays: A Primer for Understanding the Business” (NAB Executive Technology Briefings) by Jimmy Schaeffler, describes digital signage. Also beneficial are explanations on how it fits into the marketing and communications mix, and what to consider when investing, deploying or using this medium.
Also referred to as “dynamic display”, “retail TV”, “narrowcasting” or “electronic signage”, digital signage has accelerating momentum as a powerful marketing, staff and patron communications instrument.
The book describes various business models for digital signage in a wide range of applications including retail, transportation, hospitality, banking, education, automotive, houses of worship, medical, consumer services and staff, visitor and patron communications. It also references deployments around the world with a focus on North America, Asia, Europe and South America.
The history and emergence of digital signage are addressed by reflecting on the use of videotape runway shows used by New York fashion houses in the late 70’s. The current state of deployments and ad spending presented in the early chapters help to clarify the megatrend toward out-of-home dynamic display.

The characteristics and inherent capabilities of digital signage are well articulated, along with trends and key reasons that are driving the exponential growth of digital signage.

Digital Signage: Software, Networks, Advertising, and Displays: A Primer for Understanding the Business” (NAB Executive Technology Briefings) by Jimmy Schaeffler
Published by Focal Press April 10, 2008
ISBN 978-0-240-81041-6