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Mexico City Metro gets on the digital signage train

Switzerland-based Navori's digital signage software is driving the rollout of ISA Corporativo's digital signage network in the Mexico City Metro, the second largest metro system in North America.

May 1, 2015

Switzerland-based Navori's digital signage software is driving the rollout of ISA Corporativo's digital signage network in the Mexico City Metro, the second largest metro system in North America, according to a Navori announcement.

Advertising specialist ISA Corporativo opted for a Navori Labs QL digital signage engine to manage and deliver targeted content across multiple underground stations. Mexico City Metro's footprint spans 195 stations and 12 lines, with the eighth highest ridership in the world, the announcement said.

The rollout of the network, branded as ISA TV, began as a three-screen, single-location pilot and quickly scaled to nearly 80 screens following its initial success, with the potential for further expansion. According to Miriam Aline Pablo, systems manager for ISA Corporativo, Navori Labs accelerated the transition from print-based advertising due to its scalability and overall ease of use.

"Advertising networks are increasingly moving to digital media, and we needed a manageable Web-based solution that made deployment over many screens and locations easy and reliable," Pablo said. "Navori Labs has helped us move away from paper and ink to a more dynamic advertising platform that delivers timely information on a precise schedule. It's an especially effective out-of-home communications platform for transportation systems."

The intuitive scheduling tools are a key factor in the operation of the ISA TV network, the company said, simplifying dayparting across prime time and "regular time" and transitioning between two playlists. With five users between two departments (operations and engineering), playlist updates can be made on the fly as required. The QL user interface had the entire staff managing and scheduling content within two training sessions from ISA Corporativo's local Navori Labs sales representative.

The QL digital signage engine is deployed as an on-premise system, with a single server driving content to USB players across all screens and locations, and its flexibility in updating content online and offline is especially valuable given the subterranean location of the underground stations, where Internet connections are spotty or non-existent.

"In the absence of internet connectivity, the ability to update ISA TV's content in offline mode, from ads to news and weather tickers, solves the problem of reliable underground delivery," Pablo said. "Considering the value of these benefits, along with the dynamic scheduling functions and advertising capabilities that impact more than 3.2 million people a day, we fully expect that Navori Labs will provide us with a very quick return on investment."