Italian Digital OOH Rail Network Gets On Track Via BroadSign
January 9, 2014 by Dave Haynes
This is a nice little account win for BroadSign.
The Grandi Stazioni Media digital OOH network, which has more than 1,000 displays running in Italy’s big city rail stations, has converted from an in-house system to BroadSign’s cloud-based, ad-focused platform.
The Grandi Stazioni network reaches 700 million people annually, with a big chunk of that generated from the Roma Termini, Milano Centrale, Torino Porta Nuova and Napoli Centrale stations. All advertising campaigns are monitored by Nielsen, and accounted for 15% of transit and 44% of DOOH advertising in Italy in 2012.
The company plans to have 1,300 55” and 70” screens, 250 interactive totems and 30 LED/LCD billboards by the end of 2015.
“We selected BroadSign’s digital signage software to power our rail station network after a six month evaluation of the market leader,” said Fabio Battaggia, CEO of Grandi Stazioni. “BroadSign’s campaign management features, such as excellent reporting and the ability to integrate with audience metrics software, are perfectly suited to our goals of providing advertisers with direct feedback on their ROI and affirming a prominent position in the Italian DOOH market.”
The screens were all ads, all the time, but the media company is now moving from a purely advertising model to one that incorporates rail traffic information, news and local store promotions.
Me: News, who cares. Rail traffic information, hell yes.