Scala Digital Signage Web

In Web marketing, analytics is a hot topic. How do you know whether your message is being seen, if it has any impact, and whether or not that impact is a positive one?

Many tools and services have been developed to examime the contents of log files and databases to answer those questions. Making use of this web intelligence is critical to success in marketing online.

But in the new era of place-based advertising and dynamic digital signage networks, how on Earth can you render the same analysis? Where does the raw data come from, and who is building the systems that can make your signage network a closed-loop feedback system with ever-increasing positive returns?

Scala InfoChannel now integrates with DS-IQ's Web-based Digital Signage Marketing Performance (DSMP) service. DS-IQ's service "can capture key information from Scala's playlogs -- where and when an ad played -- and then correlate it with detailed purchase information using proprietary technology developed just for retail in-store media networks. Easy-to-understand charts and dashboards present detailed results to authorized users. Since DS-IQ works over the Web, implementation for new or existing Scala networks is simple, secure and non-intrusive."

DS-IQ has applied the advantages of a feedback system, which are well-established in web marketing circles, to digital signage in a retail setting. Examining the data available for clues to your overall performance can serve to increase the "intelligence" of your system, helping management to make sound decisions that will drive sales.

For the full story: Scala integrates digital-signage suite with DS-IQ
Tags: digital signage | narrowcasting | Scala

We hear a lot about retail digital signage and POS/POP advertising displays, but following up on the SkiStar case study, we can now take a look at the Golf Channel. The Golf Channel is managed by Scala reseller ASVideo, providing a turnkey digital signage solution for the 18-hole Bonalba Golf Course in Alicante, Spain.

With 42" NEC plasma screens placed at high traffic areas, and a projector in the Club House, the Golf Channel is able to display golf programming from satellite television along with advertising and club-related information. Also of note is a news display powered by RSS, a very flexible way to transfer information such as news feeds.

Check out the press release here, for the complete scoop on the Golf Channel.
Tags: digital signage | narrowcasting | Scala

Check out yesterday's Digital Signage Update from Broadcast Engineering. They covered the SkiStar implementation (built by the Impact Europe Group) of Scala InfoChannel for use in a resort TV network, using InfoChannel's powerful media management and dynamic playback capabilities to display weather reports, ski lift and trail information, advertising, and more. All of this content is displayed on multiple screens, controlled from a central location which drives several resort-specific channels: SkiStar/TV Sälen, TV Åre and TV Trysil.

SkiStar is an excellent example of narrowcasting to a very specific set of audiences in a particular context. They combine graphical and textual content which is informative and pertinent to the immediate purpose of the venue (skiing) with advertisement and live programming. Highly focused slivercasting networks of this type, with narrowly targeted audiences, are gaining more and more attention as their value is realized in an increasing number of situations. For an interesting take on the slivercast phenomenon, check out this entry from The Future of Work.
Tags: digital signage | narrowcasting | Scala