Narrowcasting with Digital Signage Maurice Doran Marketing Manager Navori SA

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NAVORI SA World Trade Center, Avenue Gratta Paille 2, CH-1000 Lausanne, Switzerland

Phone: +41 21 641 19 60 www.navori.com

It seems like you can’t leave your home without encountering a LCD screen displaying advertising and a live news ticker. There is no denying it, Narrowcasting or “digital out-of-home advertising” is hot! There are many factors contributing to this phenomenon. Technology costs have been steadily decreasing to the point where acquiring and deploying equipment is no longer an issue. Internet access is more pervasive and affordable. Content is created digitally and these assets are more portable than ever. Videos, photographs and animations originally created for other delivery methods can easily be re-purposed for use in digital signage. In fact, many Web technologies like XML are used to provide real-time information displayed on many digital signage networks across the globe. Narrowcasting uses the same underlying technology that brought us the Internet. You can trace its roots to “push” based screen saver applications back in the early 90’s. Back then a few companies launched free services that displayed live news and related content using a screen saver application on PC desktops. Today, a few service providers use the Internet and web browsers to push content onto large format screens but these tend to be entry-level applications. This is mostly due to reliability issues with running a web browser to display content 24/7. Web browsers were not really meant for this type of application so most digital signage operators still rely on proprietary solutions to address their narrowcasting needs. There are various digital solutions commercially available. Some rely on hardware devices, essentially low cost, single purpose hardware units with limited content support. Others offer software based solutions consisting of some type of content server/scheduler and a dedicated media player component. One such solution is the Navori Tycoon digital signage software platform. Swiss based Navori has been marketing the Tycoon software for the past 12 years, establishing itself as a strong contender in the digital signage marketplace. With its support for most mainstream multimedia file formats and its friendly interface, Tycoon has been steadily gaining market share since its introduction back in 1996. Anyone looking for a narrowcasting solution should seriously consider the Navori Tycoon digital signage suite to drive their signage network. Tycoon is a purchased solution that is currently used in more than 30 countries. Tycoon is available in single administrator (Standard Edition) and multi-administrator (Enterprise Edition). Furthermore, Tycoon Server Enterprise Edition supports Windows and Web Browser management so you and your staff can control your screen network from any location. To find out more about the Tycoon digital signage software platform, please visit the Navori web site at www.navori.com