BroadSign will manage more than a thousand screens of the new digital signage network of Grandi Stazioni in Italy

The Grandi Sazioni Media digital signage network, which includes fourteen of the main train stations in Italy and more than a thousand large format screens, will extend its digital offering in the next two years with cloud-based digital signage software’ BroadSign and audience measurement systems.

Grandi Stazioni SpA , owner of the digital signage network deployed in the main Italian train stations, will increase the number of digital screens and systems with the cloud-based software platform’ of BroadSign, software as a service provider in digital signage networks, to expand your digital proposal and add audience measurement systems.

According to the terms of this project, The company plans to expand its current digital signage network - made up of 1.100 screens of 55 inches; 80 interactive totems and a dozen LCD/LED digital signage systems from different suppliers- a 1.300 screens of 70 inches, 250 interactive totems and 30 LCD/LED late 2015

The Grandi Stazioni group's digital network reaches an audience of around seven hundred million people a year, of which more than half of this traffic is generated in the most important stations in the country, as Rome Termini , of Milan Central , Turin Porta Nuova and Naples Central.

All digital advertising campaigns of said network are monitored by the specialist Nielsen, yielding very positive data according to Grandi Stazioni, with a 15% of traffic and 44% of DooH advertising carried out in the last year in Italy, sufficient arguments for the company to have decided to increase the number of network screens and add new functionalities.

Audience analysis

As Fabio Battaggia explains, CEO of Grandi Stazioni, “We chose BroadSign digital signage software to power our network of railway stations, after testing and evaluating this powerful market platform for six months. The campaign management features offered by BroadSign, as well as optimal reporting and its ability to integrate with audience analytics and metrics software are perfectly suited to our objectives and that of our advertisers., by providing them with direct information about the return on their investment in the DooH market”.

The more than a thousand digital screens are strategically located in the busiest areas of the stations., such as platforms and waiting areas, subway tickets, restaurant and shopping area and outside the station. The commercial content and time of each loop differs depending on the location of the screen and the time spent in that area by the potential audience..

With the aim of improving the experience of station users with new digital systems, Those responsible for Grandi Stazioni are contemplating a model for this new project that is not purely advertising, but also incorporates railway traffic information, news and promotions from local stores, tourist, etc. with interactive elements, in addition to traditional video ads.

Until now, More than two hundred clients of the DooH network have begun to use this new rich and interactive multimedia format, which they have adopted to communicate with their potential consumers. Added to this is the broadcast of a well-known television program on the Discovery channel; interaction with the main social networks and the promotion of some brands using augmented reality technology.