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 informative 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 the visitors of a store is also called instore 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 narrowcasting has taken off in the past decade. With the advent of LCD and plasma screens, narrowcasting is easier and can be applied in more places. 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.
More and more interactivity plays a role in narrowcasting. With information kiosks the viewer can influence the information that is shown. The use of touchscreens makes it possible to create intuitive interfaces on the screen.
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