PromoTV In Italy To Use Broadsign
Adrian J Cotterill, Editor-in-Chief
Brian Dusho, Chief Strategy Officer of BroadSign International says in their latest press release “I am glad another large operator with deep media background has joined the ranks of networks running on BroadSign platform. This validates our strategy towards making sophisticated program scheduling and micro-targeting easy and accountable for networks of any size.”
We say “I bet he is!!!!”, for far too long Broadsign in Europe have been reliant on Neo Advertising (and Neo subsumed POSTV) for any traction in venue numbers – with a European salesman living in isolation on an island in the middle of nowhere and having never met half of his current set of customers it’s no wonder their sales in Europe have stalled for a while.
Anyway, good to see that Broadsign have finally signed up a network in Italy (we are REALLY not sure this is the largest netfwork in Italy just yet, but more of that later)…
BROADSIGN’S SAAS TO POWER THE LARGEST DIGITAL OUT-OF-HOME VIDEO NETWORK IN ITALY
Local advertisers find targeting audiences via PromoTV’s screens effective and cost-efficient
FOLIGNO, ITALY, MINNETONKA, MN AND MONTREAL, JULY 28, 2008 – BroadSign International Inc., a worldwide provider of “Software as a Service” (SaaS) solutions for managing digital signage networks, and PromoTV Italia, a digital signage operator in Italy, have started deployment of PromoTV network targeting customers at hospitality, wellness, government and entertainment facilities.
The deployment follows a successful pilot of 500 screens in various venues that showed positive results in ad awareness, recall and sales lift. Most ads are placed by businesses seeking to reach local residents who frequent restaurants, gyms, hospitals, medical offices, government institutions and other public places.
Large LCD screens are being installed in prime locations across Italy to reach 2600 venues by the end of 2008, 6500 venues in 2009, and 10400 locations by 2010. The programming features local and financial news customized for each venue, combined with infotainment and advertising. The Tuscany, Sardinia and Umbria segments of PromoTV usually test various programming and advertising formats before they are expanded to the whole network.
“We were encouraged by the results of the pilot and the interest from advertisers, and decided to speed up the deployment,” said Fabrizio Ferrua, product manager of PromoTV. “We also needed a powerful software platform that would not require a lot of maintenance on our part, and at the same time support our growth, so we chose BroadSign’s Software as a Service.”
According to Fabrizio Ferrua, once in operation, PromoTV will be the largest digital signage network in Italy, offering the highest advertising ROI amongst all available media.
“I am glad another large operator with deep media background has joined the ranks of networks
running on BroadSign platform”, said Brian Dusho, Chief Strategy Officer of BroadSign International. “This validates our strategy towards making sophisticated program scheduling and
micro-targeting easy and accountable for networks of any size.”
PromoTV is planning to conduct regular audience measurement and advertising ROI studies in conjunction with leading research firms.