OOH Vision Networks - Customer Success Stories
OOH Vision Networks, LLC, creates digital media networks for advertising, promotion and infotainment such as stock quotes, sports scores, traffic reports, weather reports and up-to-date news to reach consumers wherever they eat, shop and commune in public venues. As a creator of digital media networks, OOH Vision sees this market change as an opportunity to capture captive audiences out of the home. Specifically, OOH Vision identified casual dining environments, such as diners, as places with excellent demographics, long dwell times and high patron traffic on an annual basis.
To reach this audience in the most cost-effective and efficient manner, OVN needed a system that provided centralized management of all content including the ability to manage real time ticker content, video content and still graphics using IP broadband for connectivity and delivery.
THE CHALLENGE
The challenge was to build a next-generation, place-based, out-of-home private network that would reach consumers by delivering third-party advertising to more than 100 diners in affluent areas of New York, New Jersey, Connecticut and Philadelphia. Diner locations were chosen because they combine a large captive audience with multiple marketing opportunities. Design objectives included ensuring the system possessed the ability to capture and maintain the attention of diner customers and provide dynamic localized news, sports, weather, traffic and stock quote updates on a scrolling ticker with a direct feed from information sources.
From a technological standpoint, the system had to offer centralized management of all content including the ability to manage ticker-type content, video content, and still graphics; offer a cost-effective point-to-multipoint solution; and demonstrate clear ROI.
THE SOLUTION
Helius, Inc. presented OOH Vision with a solution that offered centralized management, real-time updates and the ability to mix high quality video with still images, animations and other on screen communications. The Helius MediaSignage solution gave OOH Vision the flexibility it needed to succeed. Because the Helius MediaSignage solution used Internet Protocol (IP) technologies, the system could easily use any broadband solution available at the remote location.
The initial rollout of this innovative Place Based network includes diners in New York, New Jersey, Connecticut and Pennsylvania (Philadelphia region). OVN knew that the diner market coupled with an effective delivery and playback system would not only reach a large captive audience but also yield solid advertising revenue.
“The average dwell time in a diner is 40 minutes,” said Craig Presser, CEO of OOH Vision networks. “We have created ‘ocean-front property’ that brings added value to an advertiser’s impression level, allowing each advertisement to be viewed nearly six times during the course of a meal. With this type of opportunity, it was important that we chose partners with the right solutions that could adapt to our specific needs.”
Content for the entire network is centrally managed and aggregated using the Helius MediaSignage server. The typical installation at each location consists of three to six plasma or LCD screens and a Helius MediaGate Router that receives and disseminates the content to the screens. Connectivity to each location is through IP broadband that can be satellite, DSL, cable or cellular.
THE RESULT
Currently, the “Diner Vision” network delivers digital signage with an average of 4,844,000 impressions a month for advertisers. More importantly, it reaches a captive audience at the right time and with a high probability that the content presented will be viewed multiple times.
The new system demonstrates an ability to efficiently manage and deliver content that captures the attention of and informs diner customers, while providing a revenue stream to OOH Vision and the location owners.