Last week, LocaModa announced a new white paper published by Senior Platform Architect Jacob Elder, which examines the technical and operational challenges of streaming real-time social media content on place-based screens.
Using Elder’s paper as inspiration, I wanted to point up a some of the unique features of custom LocaModa campaigns that prove why these executions aren’t as cut-and-dry as plugging in a monitor at an event and calling it a ‘feedback channel.’
1. Ability to automatically filter URLs from Twitter messages for place-based displays
According to Costin Raiu, Chief Security Expert at Kaspersky, 26% of Twitter messages contain a URL (and half of those are spam). In a standard DOOH Twitter to Screen execution (without touch screen ability), these links often serve as eyeball clutter for viewers. While some URLs within Twitter messages may be paired with enough context to make sense, the ambient nature of the application doesn’t assign them enough value to compensate for the screen real estate they occupy.
This proves particularly resonant for messages containing bit.ly links, where the context is hidden from the viewer. In a way, it’s the DOOH equivalent of going to a wine tasting with a burnt tongue and a stuffy nose.
That said, many clients choose to include links, which is their preference (we’re happy to guide the experience, but it’s up to the individual needs of the event or venue). But with one simple step in the LocaModa admin panel, all messages containing “http” or “www” or “bit.ly” can be removed.
2. Ability for a ‘Screen Reveal’
Sometimes, the background of a Twitter to Screen, Text to Screen, or Photo to Screen display is ultra cool, yet we never get to see it behind all of the streaming social media content. Enter the ‘screen reveal’ feature. Opt for this, and the messages will disperse in set intervals (1 min, 3 minutes, etc). The screen below was used for Foursquare founder Naveen’s birthday ‘prom’… we had to showcase that hot background image!
These features are available as custom LocaModa executions - Check out our App Store for a general overview of content options.
Tags: cross channel campaign, digital display, Digital Out-of-Home, digital signage, DOOH, foursquare, interactive campaigns, LocaModa, location based services, place based screens, place-based social media, place-based social media platform, real-time content, Social Media, text to screen, txt to screen, Wiffiti
July 28th, 2010 at 8:30 am
[...] for Displaying Social Media Content on Place Based Screens. Previous posts in the series discussed removing URLs and revealing backgrounds and the value of [...]