Case Study

C-store signage network focuses on scalability, measurement

August 13, 2009

Founded in late 2006, Digital Promo Network is a privately held company that places digital screens in convenience stores, then sells advertising space on those screens to the brands whose products can be found on the shelves nearby.

Company founder and president Jim Colony said DPN launched its initial pilot using entry-level digital signage software, but quickly realized it needed something more. “We tried a smaller software company for the initial deployment, but after about four months we decided that, although they were great to work with, they couldn’t demonstrate to us the ability to manage a network with thousands of sites,” he said. Colony said scalability was and is his No. 1 criteria for software to power the network. DPN has 200 screens deployed and another 500 under contract, with plans to reach 2,000 by the end of 2008.

After several months of research, DPN settled on BroadSign’s hosted software solution BroadSign Suite. BroadSign’s software engineers worked with DPN to create custom middleware that allows the network’s content routing and managing system to connect directly with BroadSign Suite’s campaign execution functionality. The result, Colony said, is a system that is as close to fully automated as it can be.

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