Network of digital signs Grandi Sazioni Media, which includes fourteen major stations of train of Italy and more than a thousand large-format screens, will extend its digital offering in the next two years with the software of digital signage based on 'cloud' of Holdings and audience measurement systems.
Grandi Stazioni SpA, owner of the network of digital signage in the main Italian railway stations, will increase the number of screens and digital systems with the software platform based on 'cloud' of BroadSign, provider of software as a service in digital signage networks, to expand its digital proposal and add audience measurement systems.
According to the terms of this project, the company plans to expand its current network of digital signage - composed of 1,100 55 inch screens; 80 interactive totems and a dozen systems of digital signage LCD/LED from different providers - to 1,300 screens 70 inch, 250 interactive totems and 30 LCD/LED at the end of 2015
The digital network of the Grandi Stazioni group reach an audience of some seven hundred million people a year, of which more than half of this traffic is generated in the most important stations of the country, including Rome Termini, Centrale Milano, Torino Porta Nuova and Napoli Cen trale.
All digital advertising campaigns on the network are monitored by the specialist Nielsen, yielding very positive data according to Grandi Stazioni, with 15% of transit and 44% of advertising DooH performed last year in Italy, sufficient arguments so that the company has decided to increase the number of screens from the network and add new features.
Analysis of audience
As explains Fabio Battaggia, CEO of Grandi Stazioni, "we chose holdings digital signage software to power our network of railway stations, after test and evaluate this powerful platform on the market for six months. Management functions of campaigns offering holdings, as well as an optimal reporting and its ability to integrate with software analysis and audience metrics are perfectly suited to our goals and our advertisers, to the proportional direct information on the return on your investment in the DooH market".
He more than thousand of digital screens are located strategically in areas with more transit stations, such as platforms and waiting areas, entrances to the subway, restaurants and shopping and on the outside of the station. Commercial content and the time of each loop differs depending on the location of the screen and the time spent in that area of the potential audience.
With the aim of improving the user experience of the stations with the new digital systems, makers of Grandi Stazioni contemplated for this new project a model that is not purely commercial, but incorporating traffic information Railway, news and traditional promotions of local, tourist shops, etc. with interactive elements, as well as video ads.
So far, more than two hundred DooH network clients have begun to use this new rich, interactive multimedia format that have played host to communicate with your potential consumers. Furthermore, the issue of a popular Discovery Channel television program; interaction with major social networks and the promotion of some brands using augmented reality technology.
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• Section: Study cases, OUTSTANDING, Case Study SPOTLIGHT, Digital signage, Display, dynamic Advertising