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Narrowcasting

How today's tools make it easy to distribute content to digital signs, kiosks, and in-store TV networks

Narrowcasting refers to the targeted distribution of multimedia content (such as advertising and news clips) to specific venues and even individual displays within those venues. In contrast to broadcasting, where each location receives the same content, narrowcasting provides precise targeting to ensure that the content is timely and relevant to its intended audience. Narrowcasting networks can be a marketer's dream, since they allow for real-time marketing experiments and the near-instantaneous distribution of new advertising messages.

Narrowcasting display

Narrowcast software and hardware varies quite a bit, with many companies taking very different approaches to this task. Most narrowcasting solutions include remote scheduling software that allows the network operator to change content on one display, a group of displays, or the entire network at once, as well as tailor content based on the time of day. Given this common feature set, some products are designed to run on regular PC hardware, while others rely upon proprietary media players or other specialized AV equipment.

Narrowcasting networks frequently utilize plasma displays and LCD monitors to deliver messages that are targeted to a specific venue, time, and audience.

Our team has written numerous articles on maximizing the return-on-investment (ROI) for narrowcast networks. Although the titles refer to digital signage, the same recommendations apply for narrowcasting systems:

Here are some other articles you might find of interest: