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

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

Grandi Stazioni SpA , Owner of the digital signage network deployed in the main Italian train stations, Increase the number of digital displays and systems with cloud-based software platform’ of BroadSign, Software as a Service Provider in Digital Signage Networks, to expand your digital proposition and add audience measurement systems.

Under the terms of this project, The company plans to expand its current network of digital signage -composed of 1.100 screens of 55 Inch; 80 interactive totems and a dozen digital LCD/LED signage systems from different suppliers- to 1.300 screens of 70 Inch, 250 interactive totems and 30 LCD/LED at the end of 2015

The digital network of the Grandi Stazioni group reaches an audience of about 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 Roma Termini , of Milano Centrale , Torino Porta Nuova and Napoli Centrale.

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

Audience analysis

As Fabio Battaggia explains, CEO of Grandi Stazioni, "We chose BroadSign's digital signage software to power our network of railway stations, After testing and evaluating this powerful marketplace platform for six months. The campaign management features offered by BroadSign, as well as optimal reporting and its ability to integrate with the analysis software and audience metrics are perfectly suited to our objectives and that of our advertisers, by providing direct information on the return on your 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, Metro tickets, Restaurant and commercial area and outside the station. The commercial content and the time of each loop differs depending on the location of the screen and the time spent in that area of the potential audience.

With the aim of improving the experience of station users with new digital systems, those responsible for Grandi Stazioni contemplate for this new project a model that is not purely advertising, but incorporate rail 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 customers of the DooH network have started using this new rich and interactive multimedia format, to which they have accepted to communicate with their potential consumers. To this is added the broadcast of a well-known television program of the Discovery channel; interaction with major social networks and promotion of some brands using augmented reality technology.

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