News

Digital signage in the loo goes with BroadSign

Captive Media Ltd., which bills itself as "the first and only provider of digital signage in washrooms across the United Kingdom," has converted its network to BroadSign's cloud-based software platform.

January 27, 2015

Captive Media Ltd., which bills itself as "the first and only provider of digital signage in washrooms across the United Kingdom," has converted its network to BroadSign International LLC's cloud-based software platform, according to an announcement from the companies.

After deploying 60 screens in London in 2014, another 160 will be installed in major regional cities over the next few months, contributing toward an expansion goal of 1,500 screens by 2017, the announcement said.

Captive Media screens situated in the restrooms of bars, pubs and clubs reach a targeted audience of males between 18 and 35 years old. Each 12-inch LCD screen generates around 800 impressions per week for a total of just under 100,000 weekly impressions across the current network.

The company chose BroadSign for its ad-based network capabilities and because it was "one of only a few that would allow us to distribute interactive games in addition to regular video assets," said Gordon MacSween, founder and director at Captive Media, in the announcement.

Network content is meant to entertain, promote and engage, with 10-second slots contributing to a 90-second loop, half of which is entertainment including RSS-fed pictorial news with the other as ads. The interactive portion lasts about 55 seconds (the average dwell time) and contains branded content and games ideal for brands targeting a male, Gen Y audience, such as Guinness, Smirnoff and Captain Morgan, the company said.

"By minimizing scheduling time, Captive Media can focus on venue and advertiser acquisitions to expand its highly successful network rather than occupy resources with software development," said Skip Beloff, vice president of sales at BroadSign, in the announcement.