Italy's 14 major rail stations to expand their digital offerings and add audience measurement.
Grandi Stazioni S.p.A., owner of the Grandi Stazioni Media digital signage network, has converted to BroadSign International, LLC's cloud-based digital signage software platform. The company plans to extend its current portfolio of 1,100 55" screens, 80 interactive totems and 10 LED/LCD billboards to 1,300 55" and 70" screens, 250 interactive totems and 30 LED/LCDs by the end of 2015. The Grandi Stazioni network reaches 700 million people annually, over one half of this traffic generated from the Roma Termini, Milano Centrale, Torino Porta Nuova and Napoli Centrale stations. All advertising campaigns are monitored by Nielsen, and accounted for 15% of transit and 44% of DOOH advertising in Italy in 2012. "We selected BroadSign's digital signage software to power our rail station network after a six month evaluation of the market leader," said Fabio Battaggia, CEO of Grandi Stazioni. "BroadSign's campaign management features, such as excellent reporting and the ability to integrate with audience metrics software, are perfectly suited to our goals of providing advertisers with direct feedback on their ROI and affirming a prominent position in the Italian DOOH market." All screens are strategically positioned in food courts, shopping galleries, rail platforms, waiting areas, subway entrances and external spaces. Loop lengths differ based on location and dwell time. These touch points allow advertisers to create and maintain a strong and engaging dialogue with targeted consumers during the commuting and traveling journey. To enhance this experience, Grandi Stazioni is moving from a purely advertising model to one that incorporates rail traffic information, news and local store promotions. In addition to traditional video ads, the network's over 200 DOOH customers are beginning to use rich media format and interactivity to communicate with consumers. Recent campaigns include a Discovery TV show launch based on Twitter, a Kellogg's charity spot using augmented reality and a live YouTube connection, and a SkyTV Video on Demand launch using augmented reality and a Twitter wall. "The successful conversion to BroadSign's software and current extension of Grandi Stazioni's network provides yet another example of how in using BroadSign's cloud-based platform, companies are able to quickly and easily manage impressive campaigns with limited operational costs and high flexibility," said Brian Dusho, BroadSign's CEO.
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