An increasing number of content authoring tools are now capable of publishing to multiple platforms, resulting in significant improvements in efficiency. A ‘smart template’ approach, adapted from broadcast graphics, lets users of all skill levels create professional-quality dynamic content, based on existing templates, data, graphics and other elements. Layout is rearranged based on the form factor of the target device where the content will be viewed.
Touch screens were set up at the Rogers Cup that allowed visitors to view highlights and other content.
A different look and feel can be applied to content, while using ‘style sheets’ will ensure appropriate branding across templates with less effort. On-the-fly formatting is handed in a manner akin to website design, which has also had to address multiple-screen content.
Standardization—the holy grail?
Despite these numerous advances, however, the ubiquity of screens in today’s world has not solved the problems that have plagued content producers in the past, nor has it simplified the road ahead. There have always been many different tools, platforms and standards. And today, as the field continues to advance, a multitude of new tools and platforms are still being developed.
Some experts hold out hope for the realization and adoption of a single standard. And indeed, there have been some positive trends supporting this possibility.
HyperText Markup Language (HTML) 5 is under development and has generated a lot of buzz with its potential to standardize content delivery. It is already supported by multiple operating systems (OSs), web browsers and major mobile devices. Adobe, for example, recently announced it would phase out its Flash plug-in for mobile devices and instead adopt HTML 5.
The promise of HTML 5 is significant. Nevertheless, the language as it exists today is not a cure-all. For one thing, the term ‘standard’ may be misleading in reference to HTML 5. While many of its features have been designed to run on smart phones and tablet computers, it is supported in different ways by different manufacturers, software developers and service providers—to the point where, so far, it has proven quite challenging to use HTML5 to deliver video content that will work uniformly across devices.
Yet, both in spite of and as a result of the many popular tools, platforms and potential standards, successful multi-screen content delivery is possible today. By using technical advances and optimizing both content creation and delivery workflows, digital signage companies can provide engaging viewing experiences for effective communications across a variety of media.
David Wilkins is president and CEO of X2O Media, a Montreal-based provider of software, network management and content services for visual communication applications, including digital signage. For more information, visit www.x2omedia.com.
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