Digital Signpost: Any Content to Any Screen

Digital signage has evolved far beyond the traditional concept of plasma screens in public areas. 1/20/2012 7:46 AM Eastern

Digital Signpost: Any Content to Any Screen

Jan 20, 2012 12:46 PM, By Vern Freedlander, vice president, production, X2O Media

Digital signage has evolved far beyond the traditional concept of plasma screens in public areas. While these screens continue to be staples in certain venues, such as retail environments and airports, the fact is that audiences today have a variety of more effective ways to receive targeted, relevant content. In fact, even the term “digital signage” itself has become very limiting. Perhaps a better way to think of it is “any content delivered to any screen at any time,” pushing content to a variety of platforms and screen types including desktops, tablets, and smartphones. The plasma screen is, in fact, just one output of many.

Consider a corporate organization. Content and its distribution are not one-size-fits-all for employees and other stakeholders. Depending on their function, employees should have their own specific channel geared around what they need to know, optimized for the screens that make the most sense. For example, sales personnel on the road can receive updates on sales figures, important product announcements, and other vital information right on their tablet, which is the device that makes the most sense for this group to receive this kind of content. At the same time, employees on the corporate campus can receive information on building maintenance schedules, lunch specials, and more on their desktops. And all of these various content channels can still be centrally controlled, either corporate wide by the human resources department or on a local level by the manager of a specific department. Plus content can be a powerful mix of industry, company, and department information.

As digital signage continues to evolve, content and how it is presented remains the most important consideration. However, targeting the right content to the right device is now a major factor, and taking that into account can dramatically increase the effectiveness of your network.

Vern Freedlander is vice president of production services for Montréal-based X2O Media, a full-service provider of technology, network management, and content services for professional digital signage applications. With more than 20 years of broadcast television experience as a producer, director, and executive, Freedlander oversees all of X2O Media’s content initiatives. He can be reached at

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