Digital Signage Content and Media Expert (DCME) Program

Friday, February 14, 2014
9:00am - 5:00pm


Alan Brawn
Principal & Co-owner
Brawn Consulting
Jonathan Brawn
Principal & Co-Owner
Brawn Consulting

DSEG Certification or Renewal Credit: 8

One of the most important yet misunderstood of the 7 Key Elements of Digital Signage/Digital Out-of-Home (DOOH) that go into every project and network is content. The Digital Signage Experts Group (DSEG) has therefore created the Digital Signage Content and Media Expert (DCME) certification, which is designed to lift the level of understanding of content and media far beyond the obvious limitations of "conventional wisdom" and provide the details and in-depth understanding of the major parameters affecting this critical area.

The DCME begins by defining what content is, its history and its impact on a viewer. It then explores the importance of content and how it fits into a digital signage or DOOH system. This leads into a discussion of how content performs its tasks and the results and after-effects of having good and bad content.

After establishing what content is and what it can do for us, the DCME embarks on an examination of one of the key areas in content development — the objectives of engagement. These objectives establish a plan for what your content needs to do, and in the process, we examine different types of content and how they actually engage the viewer. We discuss the details of a content strategy, and the importance of having one that is clearly articulated.

Now that we understand where the content fits, we can discuss how to classify content and review the principles of developing good content. The final section will discuss the types of content providers, the costs of content and how to measure content success through the proper use of analytics.

DCME Course Outline:

  1. Introduction to the DCME Certification course
  2. What is content?
  3. The importance of content
  4. Performance of content
  5. The objectives of engagement
  6. The context of content
  7. The importance of strategy
  8. The relevance of content
  9. Classifying content
  10. The principles of content
  11. Understanding Venue Verticals
  12. Types of Content Providers
  13. The costs of content
  14. Analytics and measurement

Packages & Pricing

Brawn Consulting LLC, an audiovisual and digital signage education and research consulting firm, in conjunction with recognized experts in the commercial AV and digital signage/DOOH industries, has founded the Digital Signage Experts Group (DSEG), an impartial, agnostic and vendor neutral certification organization offering training and certifications to the industry as a whole. A key part of the program is a one-day Digital Signage Content and Media Expert (DCME) program — which Digital Signage Expo is pleased to offer in conjunction with our 2013 show. The DSEG certification program is recognized by the Digital Signage Expo, the Digital Signage Federation and the major manufacturers, distributors, resellers, content providers and network operators that make up the digital signage/DOOH industry. Continuing education credits for seminars taken at the Digital Signage Expo will be applied toward renewal of all DSEG certifications.

Alan Brawn is a principal of Brawn Consulting LLC, an audiovisual and IT consulting, educational development and market intelligence firm with national exposure to major manufacturers, distributors, consultants and integrators in the industry. He has been president of Telanetix and national business development and product marketing director of Samsung Electronics. Brawn is an AV industry veteran with experience spanning three decades, including management of an AV systems integration company and founding of Hughes-JVC. He is the director of the Digital Signage Experts Group, certifying professionals in the digital signage industry, and most recently became the secretary/treasurer of the Digital Signage Federation.

Jonathan Brawn is a principal of Brawn Consulting, an audiovisual consulting, educational development and marketing firm with national exposure and connections to the major manufacturers and integrators in the AV and IT industries. He has previously been director of technical services for Visual Appliances and head of Brawn & Associates. Brawn has extensive experience in AV and IT systems design and integration as well as the development of educational development programs. He is co -founding director of ISF Commercial, a display calibration and certification standards body, and a founding member of the Digital Signage Experts Group. 

DSE on Facebook