Navori Labs Drives Digital Signage Ad Network In Mexico City Metro Stations
Gail Chiasson, North American Editor
As what is believed to be the second largest metro system in North America, Mexico City Metro’s impressive footprint spans 195 stations and 12 lines, with the eighth highest ridership in the world.
Recognizing the potential exposure and revenue-generating impact of a well-managed out-of-home advertising initiative, ISA Corporativo struck a deal with Mexico City Metro to roll out a digital signage network.
Upon evaluating several systems, the advertising specialist selected a Navori Labs QL digital signage engine to manage and deliver targeted content across multiple underground stations.
The rollout of the network, branded as ISA TV, began last December 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 fair price point, 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,” says Aline Pablo. “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 seamless operation of the ISA TV network. The Navori Labs QL system simplifies dayparting across prime time and ‘regular time’, seamlessly transitioning between two playlists.
With five users between two departments (operations and engineering), playlist updates can easily be made on the fly as required.
The simple learning curve of Navori’s QL, with its simple but sophisticated 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. The efficient content creation, management and delivery tools support exceptional visual quality and reliable playout across the network – a challenging proposition given the subterranean location of the underground stations, where Internet connections are spotty or non-existent. This makes the QL engine’s flexibility in updating content online and offline especially valuable.
“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,” says Aline Pablo. “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.”
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