Italian transit network shifts to cloud-based digital signage platform

Jan. 9, 2014

Grandi Stazioni S.p.A., owner of the Grandi Stazioni Media digital signage network, has converted to BroadSign International LLC's cloud-based digital signage software platform, according to an announcement from BroadSign.

The company plans to extend its current portfolio of 1,100 55-inch screens, 80 interactive totems and 10 LED/LCD billboards to 1,300 55-inch and 70-inch screens, 250 interactive totems and 30 LED/LCDs by the end of 2015, the announcement said.

The Grandi Stazioni network reaches 700 million people annually, over one-half of this traffic 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 percent of transit and 44 percent of DOOH advertising in Italy in 2012, according to the announcement.

"We selected BroadSign's digital signage software to power our rail station network after a 6-month evaluation," Grandi Stazioni CEO Fabio Battaggia said in the announcement. "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."

All screens are strategically positioned in food courts, shopping galleries, rail platforms, waiting areas, subway entrances and external spaces. Loop lengths differ based on location and dwell time. To enhance this experience, Grandi Stazioni is moving from a purely advertising model to one that incorporates rail traffic information, news and local store promotions. In addition to traditional video ads, the network's more than 200 DOOH customers are beginning to use rich media formats and interactivity to communicate with consumers.

"The successful conversion to BroadSign's software and current extension of Grandi Stazioni's network provides yet another example of how, in using BroadSign's cloud-based platform, companies are able to quickly and easily manage impressive campaigns with limited operational costs and high flexibility," BroadSign CEO Brian Dusho said in the announcement.

Learn more about cloud-based digital signage.

Topics: Advertising , Audience Measurement , Cloud-Based Digital Signage , Content Management , DOOH Advertising

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