Narrowcasting has traditionally consisted of a specific set of information delivered to a particular group of individuals. Examples of this definition are television and radio transmissions, although in recent years the term has evolved to incorporate a new meaning: content delivered across a digital signage network.

The qualifications for this new definition are based on the fact that narrowcasting across digital signage and similar products have become a powerful advertising tool, giving new power and adaptability to the narrowcaster and allowing for a more targeted end-user experience. By using these technologies to identify consumers, advertisers and marketers can apply a more direct strategy for delivering content to their audience.

Dynamic Visual Messaging

Sometimes called “dynamic visual messaging” or “the outernet,” digital signage narrowcasting allows for specified content to be delivered to a narrow demographic in any location. From promotional specials in bars or restaurants to flight information at airports, narrowcasting can be a powerful tool in your marketing arsenal. And the applications of digital signage are limitless. Educational facilities, hospitals, shopping malls and many other venues are potential profit centers for this emerging advertising medium.

Using CMS capabilities, the digital sign administrator at a retail location can schedule specific content to be played earlier in the day to appeal to senior citizens and families, while later evening schedules would incorporate content that would appeal to a younger demographic. Through the use of dynamic reporting tools, your narrowcasted information can be changed on-the-fly, to keep up with the highly demanding need for fresh content and up-to-the-minute information.

Narrowcasting can also diminish the need for support personnel, by providing directions, schedules, and other necessary information to consumers at the point-of-purchase. Or in educational facilities, upcoming schedules and resources can be displayed in an engaging way. By bringing motion, sound, and video to your information, you can ensure a greater saturation rate and deliver more effective content to your users.