News

BroadSign digital signage goes shopping in Poland

March 22, 2012

Call2Action, a digital signage network operator in Poland, has completed the deployment of BroadSign's software-as-a-service platform on its 3,400-screen network and is installing new digital signs in big grocery stores across the country, according to an announcement today from the companies.

Call2Action will add 600 new screens by the end of March, bringing the total number of locations to 239. The expansion will allow the company to reach up to 30 percent of adult Poles, the announcement said.

As the Call2Action network's growth accelerated, the company said it recognized the need for a software platform that could manage the increasing number of locations, complex schedules and content loops without adding overhead costs. After substantial research, Call2Action decided to choose BroadSign's SaaS.

Among the decisive factors in choosing BroadSign were the advertiser-friendly campaign reporting system and responsive technical support, the company said. BroadSign's support team helped Call2Action migrate 3,400 existing screens to its software quickly and seamlessly, and start the new installations immediately.

"BroadSign and Call2Action form a symbiosis," said Michal Maciuk, a senior executive at Call2Action, in the announcement. "BroadSign equips us with a powerful and versatile system for communicating with the customers. Our screens become part of the shopping process; moreover, they enhance it."

Call2Action is an advertising-supported business, and its networks in Tesco hypermarkets, the Alma delicatessen chain and Piotr i Pawe? supermarkets offer national reach to brands. The content is produced in partnership with TVN News Agency, and advertising sales are brokered by TVN Media. Both partners belong to TVN Group — the largest media group in Poland.

Call2Action delivers two types of what they call "consumer television" programming: Wait TV, aimed at shoppers in the checkout lines, and Shopping TV that is aired on the screens inside the store. Wait TV's content loop is 6 minutes long, while Shopping TV's loop length is 12 minutes. Both channels feature 5- to 30-second ad spots that are placed between informational segments.

According to studies conducted by Polish research firm Millward Brown SMG/KRC, 26 percent of shoppers' contacts with Call2Action ads resulted in a purchase of the products advertised. And 64.3 percent of customers reported that Wait TV screens kept them entertained at checkout. Sixty-nine percent of patrons said that the screens inside the store (Shopping TV) were a good source of information relevant to their shopping goals.

"Call2Action belongs to the new generation of digital signage networks'", said Brian Dusho, CEO of BroadSign. "They are focused on the media side of the business and they cater to major agencies and national advertisers. Our SaaS platform is designed to empower media companies so they could conduct their digital signage business and not worry about technology."

Read more about digital signage software.