Narrowcasting
Also called: digital signage or digital out of home(DOOH)
Narrowcasting is a form of communication that reaches audiences in a particular location through a limited network of audiovisual displays (television screens). The term narrowcasting is the opposite of broadcasting, which is not site-specific and is used to reach large audiences.
A target audience is reached with content controlled by the owner of the screens. This can consist of advertising messages but can also be informational in nature. It is a digital version of out of home advertising.
Narrowcasting can be used in a store to inform customers about new products and offers. Marketing aimed at influencing the behavior of a store's visitors is also called in-store marketing. Narrowcasting is increasingly used in public transport, especially to offer travelers up-to-date travel information. In the hospitality industry, in hospitals and simply on the streets digital signage is also becoming more common.
Emergence of narrowcasting
The rise of digital signage has taken off in the past decade. The advent of LCD and plasma screens has made digital signage easier to use and more widespread. By using Internet technology, a digital signage network is also no longer tied to one location and the content of the digital signage channel can also be more easily updated by the owner or operator.
Increasingly, interactivity plays a role within digital signage. Information kiosks allow the viewer to influence the information displayed. The use of touch screens makes it possible to create intuitive interfaces on the screen.
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