Digital Signage: Software, Networks, Advertising, and Displays: A Primer for Understanding the Business (NAB Executive Technology Briefings)

Digital Signage: Software, Networks, Advertising, and Displays: A Primer for Understanding the Business (NAB Executive Technology Briefings)
By Jimmy Schaeffler

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Product Description

Digital Signage gives you macro and micro views of the burgeoning digital signage industry. Whether you are looking for new opportunities or to expand your business, with this book you will be able to clearly understand and accurately analyze the developments, trends and projections. As part of the NAB Executive Technology Briefing series, this book features the future impact of the technology across many different industries and platforms. Explanations of hardware such as displays, servers, and PCs, software such as dynamic on-screen content and software management programs, and technologies like systems integrations and network infrastructures are all covered.

Product Details

  • Amazon Sales Rank: #2018706 in Books
  • Brand: Brand: Focal Press
  • Published on: 2008-04-09
  • Released on: 2008-05-15
  • Original language: English
  • Number of items: 1
  • Dimensions: 9.00" h x .67" w x 6.00" l, 1.20 pounds
  • Binding: Paperback
  • 296 pages


  • Used Book in Good Condition

Editorial Reviews

"As digital signage grows and is becoming prolific, and has teetering from being a 'technology push' to being a 'market pull' many new suppliers, system integrators, content producers and network operators are getting on the bandwagon. This book is a 'must read' for such companies and those seeking to leverage existing offerings, organization or infrastructure to serve or diversify into this new market."

- Lyle Bunn, Principal & Strategy Architect of Bunn Co. and noted authority on the digital signage industry

About the Author
Jimmy Schaeffler is chairman/CSO of The Carmel Group, a telecommunications, computer, and media industries consultant located in Carmel-by-the-Sea, CA, since 1995. The company provides consulting services with focused expertise in cable, satellite, wireless and telephony, and such new, advanced services as VOD, DVRs, HDTV, interactive TV and satellite radio. Schaeffler's insights and views are reported in such publications as Investor's Business Daily, Time Magazine, Business Week and The Wall Street Journal. He is also a regular speaker at NAB, NCTA Cable Show, and CES.

Customer Reviews

Most helpful customer reviews

4 of 4 people found the following review helpful.
3A worthy resource for understanding digital signage
By Paul Flanigan
[[VIDEOID:mo3RM4UQRTS4W01]]As digital signage continues to grow as a core industry, more books are being written. This one is from 2008. This book is a good companion to Digital Signage Broadcasting: Broadcasting, Content Management, and Distribution Techniques (Focal Press Media Technology Professional Series)

0 of 0 people found the following review helpful.
2Just too outdated
I was looking for a good overview of Digital Signage. I bought this book in 2013 and found it too be outdated to be very useful.
I would not consider it unless an updated second volume is available.

2 of 2 people found the following review helpful.
5Light up the future with Digital Signage
By Amazon 94062
The world of advertising is changing. This book goes to the heart of how that's playing out in public spaces everywhere as posters and billboards go digital.

Digital signage platforms offer a compelling alternative for advertisers seeking a complete marketing mix. Jimmy Schaeffler's book of the same name, Digital Signage: Software, Networks, Advertising, and Displays, is a guide to the fundamentals behind this new movement that gets past the buzz and into the key business and technology drivers.

Schaeffler, the consummate new media analyst, brings a unique perspective to these developments for the benefit of the reader.

As I've written elsewhere about the bigger picture ("Give me a digital sign", 07/08, ©2008 Howard Greenfield):

The days of static billboards, posters and traditional advertising signage are numbered. Marketers can now reach their audience in new places. Digital signage will be a $2.6B business by 2010.

This new world of "remotely managed digital display, typically tied in with sales, marketing, and advertising" is available today (think Times Square), and will become more dominant in the next few years, says Carmel Group analyst Jimmy Schaeffler in his new book, Digital Signage.

According to Schaeffler, advertising is moving to digital signage because new ads, communication campaigns, and specials can be updated and targeted to specific audiences in real time. With sleek, flat-screen display hardware costing a tenth of what it did only a few years ago, the wait is over for functional, cost-effective digital signage deployment. Marketers should jump in! Just keep three tips in mind:

1. Plan projects and content around expected audience growth.
2. Test. Conduct measured testing to make sure the system and audience reaction are on target.
3. Expand. Map out the growing market, and move quickly.

Digital signage is a new medium that follows traditional direct marketing principles. "The key" says Graeme Spicer, Director of Retail Strategy at Canada's DW+Partners, "is to get the right content into the right place to the right person." Just make sure you understand its unique public-space and scalability issues when deploying it.

The Point: Techno advances are turning billboards and other signs live! It's time to consider a major jump into digital signage. In this rapidly emerging field, Schaeffler's book is an essential read for those wishing to stay apprised of what's happening today and what's just around the corner.

©2008 All Rights Reserved

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