News

CASE STUDY: The new captive audience

Helius, Inc. and Microspace Communications Corp. teamed up to provide OVN with a satellite-based content distribution system which met the design and technological demands of the model, but was also a cost-effective, point-to-multipoint solution.

May 16, 2006

The advent of technology like TiVo, digital video recorders and on-demand services is not only making it easier to catch your favorite programming, it is also allowing a consumer to skip commercials, thereby shortening an advertiser's reach. The term "captive audience" is becoming a misnomer in the home, which is forcing the advertising industry to rethink where and how to present their messages for maximum effect.

The result is the implementation of digital signage, a cost-effective, centrally managed, satellite-based content distribution system that provides rich media advertising and infotainment to an endless number of display endpoints simultaneously.  With digital signage capabilities, retailers can maximize dwell time - the time between when a person first enters a purchase environment such as a store or restaurant and the time a purchase is made.  By approaching customers in an out-of-home setting (the new captive audience), advertisers increase their opportunities for selling their products or attracting new buyers.

OOH Vision Networks, LLC (OVN), 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, OVN sees this market change as an opportunity to capture captive audiences out of the home.  Specifically, OVN developed a way to reach consumers by delivering ads via satellite to public gathering places. They identified casual dining environments, such as diners, as places with excellent demographics, long dwell times and high patron traffic on an annual basis.

Read more