Comfersa installs its “Dynamic Digital Advertising” circuit at the Atocha station

Comfersa has presented the “Dynamic Digital Advertising” circuit that it has installed at the Atocha station, composed of 39 new horizontal screens, three touch supports and two 7-inch video walls×4 m y 3×3 m. The screens will be distributed throughout all the rooms of the Puerta de Atocha departures area., on its two floors, shopping area, platforms and club room, where two interactive totems have been installed.

Comfersa has presented its “Dynamic Digital Advertising” circuit at the Atocha station with the implementation of 39 new horizontal screens, 3 touch supports and two video walls of 7×4 m y 3×3 m respectively. “Dynamic Digital Advertising”, which Comfersa sells exclusively, It is based on Digital Signage and consists of a technologically innovative system that combines audiovisual media with supports placed strategically and sequentially., according to the flow of travelers, to seek the impact and success of the message.

These supports are prepared for two types of content: commercial spots and tactile and interactive totems with traveler service information (local news, institutional, hotel search and reservation, car rental, ticket reservation, etc.)

Dynamic Digital Advertising was launched coinciding with the inauguration of the Madrid-Valencia High Speed ​​line and after the expansion carried out it is made up of 210 screens of different formats and a limited number of advertisers to avoid saturation. The screens emit 18 h/day (of 6:00h a 24:00h), spanning from the first to the last daily train. The spots have a duration of between 10” and 20” and the estimated time it takes for travelers to get off the train and reach the station exit is 6 a 8 minutes.

As advantages of the system, the possibility of segmentation in maximum detail is pointed out, an efficiency ratio of 60% higher than static, and 33% On average, people look at the screen for more than a second in front of the screen. 15% of static and an increase in sales of the 24%, according to Kinetic.