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The Evolution of Hyper-local Digital Signage

Jan 10, 2011 12:00 PM, By Vern Freedlander X2O Media, Vice President, Production

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Digital signage represents an exciting and important part of the evolution of information content. If you look at how information on screen and its distribution has changed over the years, digital signage has become the very definition of hyper-hyper local content. At one end of the spectrum there are national broadcasters who attempt to win as many viewers as possible with news and information content that appeals to a general public. Next are cable channels that target specific demographics or audiences interested in a specific subject matter. Then local television goes further by taking aim at viewers who are interested in news and events around their town or city. The Internet digs deeper, providing content that is entirely personalized. Finally, digital signage uniquely combines the best of broadcast and the Internet, creating a media platform that continues to “zoom in” on the audience.

System integrators working on digital signage projects should keep in mind that the potential of their networks lies in delivering highly focused content to a highly focused audience. Digital signage, if deployed properly, tells venue-specific stories, consistently serving up the right content, to the right audience, at the right time. For the first time we have an opportunity to communicate company- or department-specific content and chain-focused messaging to appeal to viewers on a location-specific basis. If we add a strong interactive component, digital signage leverages the best of the Web, delivering ads and related content based on the user’s navigation preferences.

You can’t get more local than that!

Vern Freedlander is vice president of production services for Montréal-based X2O Media, a full-service provider of technology, network management and content services for professional digital signage applications. With more than 20 years of broadcast television experience as a producer, director and executive, Freedlander oversees all of X2O Media’s content initiatives. He can be reached at

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