BroadSign Mobile used to bridge DOOH with smartphones in retail

BroadSign's mobile digital signage campaign software has been deployed by United States ad-based Dooh provider Xprnc Media to directly engage with customers via their smartphones.

Michael Fitts, Xprnc Media president and chief executive, says the addition of a mobile solution to BroadSign's platform allows Xprnc Media to utilise media industry content to directly engage with consumers.

"This comes at a time when 85% of all consumers use their mobile devices at retail to obtain product information toward purchase decisions, as well as coupons and discounts," Fitts says.

"Our media consumers are the perfect niche to reach on mobile devices based on their desire to see and hear media before purchasing.

Xprnc Media provides ad-based digital out of home to top media retailers and plans to grow to 300 locations in the next two years.

Xprnc, which reaches more than 300,000 consumers monthly, says BroadSign Mobile has opened the door to lasting communications with consumers once they've left a store.

The system encourages viewers to the mobile experience using digital signage ads with QR codes and NFC tags. By interacting with the mobile menu, consumers can access product details, special offers, discounts, streaming media and any URL desired by the advertiser.

Xprnc Media's 55-inch plasma displays run five minute loops with 15-second ad slots, based on statistics which show shoppers browse in-store for between 15 minutes to 30 minutes per visit. Half of the content is dedicated to advertising, with 20% of screen time used for custom messaging, created through BroadSign Creator.

The loop also provides 'mobile listening stations' and concert screenings broadcast to all locations on Friday nights.

Jean Beaudry, BroadSign COO, says the addition of BroadSign Mobile now allows Xprnc Media to further engage with viewers while efficiently attracting ad revenue from Dooh and mobile budgets.