Content strategies and discussions will dominate the launch of new networks and the re-thinking of older networks. Content began to rise to the top of the agenda in 2009 and now in 2010 it takes a front and centre seat.

No matter what shape or size the display is, content is the fundamental element which ultimately leads to the very success, or failure, of a digital signage deployment. Some of the greatest success stories for brands in 2009 have been achieved by creating content that is relevant to the experience and activities that the consumers are engaged with at the time of interaction.

Keith Kelsen, author of “Unleashing the Power of Digital Signage” and CEO of the 5th Screen, says:

“Any team that is operating a digital signage network or is planning a network has a unique opportunity to bring excellence to this emerging industry and set some precedents. We can see this already in the work of some networks that have focused on research with innovative approaches using content as the source and cause for relevant messaging that is useful, helpful and provides a positive experience for the viewer.

“Content for DOOH will stand alone during its creative production, but content will have more continuity in 2010 with the other four screens (cinema, TV, PC and mobile) to echo its message across the digital landscape of screens. As for every screen that is put into this new landscape, it will be the experience that the consumers will take away, and what better way to impact that experience than with great content.”