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Simplifying Content Management in Airport-based Digital Out-of-Home Networks
Network owner JCHEBLY optimizes ad networks in Brazilian airports
Digital out-of-home advertising has been on the rise for the past few years, but in 2010, it may finally take off. With innovations in low-cost digital signage technology allowing more media companies to invest in ad networks, consumers likely will see more digital out-of-home advertising in airports, malls, supermarkets and other public arenas.
However, the management of innovative content has continued to challenge advertisers. Rather than create new ads that media owners can blast out to digital networks, companies have been repurposing TV ads that are already in a digital format. These commercials often fail to reach the ever-changing consumer marketplace because they provide one line of messaging that isn’t specific to any particular venue or audience.
That’s why JCHEBLY, a digital out-of-home network provider based in Belo Horizonte, Brazil, turned to Scala. By using Scala 5 Content Manager software to control its digital networks, JCHEBLY can update advertisers’ content on any screen across the JCHEBLY network with the push of a button. This ensures that advertisers can reach their targeted audience at the right place and right time.
Digital Networks Take Flight
While JCHEBLY specializes in selling and operating digital media spaces in bus depots, restaurants, drugstores and gas stations, a large portion of its screens reside in Brazilian airports. In total, JCHEBLY operates 150 screens in airports across the country. These networked displays broadcast specific images, stories and vignettes from advertising clients, and the images are linked from one screen to the next.
Originally, JCHEBLY used its own software to operate the screens. However, the company soon realized it required a more robust, professional solution to meet its network demands. After researching options, they found Scala was the most suitable for their needs.
“The resources made available by Scala to manage the content and scheduling of our digital networks have made our selling options more flexible,” said Juliano Maia, Digital Media Director of JCHEBLY. “Scala improved our business by making content management simple.”
Currently, JCHEBLY has 150 Scala software licenses. The software is used by the JCHEBLY team to create and manage content appearing on most of its airport screens.
In a recent deployment at Tancredo Neves International Airport, JCHEBLY installed a digital column comprised of four, 46-inch LCD screens. The column, which was strategically placed in the airport’s arrival hall, ensures any passenger entering the airport will see content on those screens. The screens show digital advertising campaigns, as well as other display images and vignettes.
JCHEBLY also provides the Airport TV network. This TV channel has been created especially for passengers and patrons of the mail Brazilian airports. Advertisers have embraced Airport TV because it reaches a highly qualified consumer audience with a presumed higher income level.
Airport TV’s 100 LCD screens are networked in five terminals across the Guarulhos, Congonhas, Santos Dumont and Confins airports. It broadcasts exclusive news coverage and other content that JCHEBLY updates daily. The programming plays daily from 6 a.m. to midnight on high-definition LCDs and other screens with audio. JCHEBLY uses Scala 5 to schedule the content appearing on the screens in these terminals.
In October 2008, JCHEBLY helped develop “Islands of Comfort” in the international airport. These areas, which are situated in the airport’s departure lounges, feature two screens with Airport TV, as well as laptop ports and telephone services.
“JCHEBLY decided to create these spaces to make life easier for airport travelers and to make waiting for flights more enjoyable,” said Daniela Campos, JCHEBLY’s Commercial Coordinator. She added that JCHEBLY is considering expanding the service to other terminals in order to market the Airport TV space to more advertisers.