In the last five years, Poland – like many European countries – has experienced a significant shift in advertising expenditure away from traditional media to outdoor media. But research still suggests that this static media may not fully capture and retain spectators’ attention. Recognizing the opportunity, Polish media company Onmedia developed an innovative approach to outdoor media advertising for its clients.
Working with local governments and technology partners, Onmedia launched Poland’s first country-wide digital signage media network with a system of 10 screens in eight major Polish cities starting with Olszyn, Gdynia, Katowice and Bydgoszcz. To date, Poland’s Scala-powered digital signage network consists of 80 screens strategically positioned in urban hot-spots.
The network is proving a success, according to Onmedia, due in part to a defined strategy with the following goals: attract and maintain the audience’s interest; establish an efficient way to centrally manage the network from a single location; and secure buy-in of the project from local governments.
Poland’s new nationwide network has met all of these goals. It consists of high-definition LED screens split to display both social/public content (news, weather, bus schedules, etc.) and commercial content (advertising, videos). Screens positioned near busy bus stops and high pedestrian traffic areas continually present dynamic digital content to attract and hold the attention of people passing by the displays.
Major Polish advertisers — Indykpol, Family.pl, Mok, Anitech ERA and more — have already invested in the new network. Additionally, local governments have embraced the system as an excellent platform to keep citizens up to date about changes in schedules and bus routes, as well as information about promotions, ticket prices and more.
Onmedia contracted with Scala to provide robust software for the design and management of all content. In addition, Scala Players drive all content to the screens to ensure stability and high quality. Scala software enables a single point of control for the creation and distribution of relevant content and news feeds to all screens, ensuring an efficient, highly controlled content management process.
“We are very happy to be part of such a landmark project in Poland,” said Oscar Elizaga, Vice President of Scala, EMEA, India and Latin America. “Onmedia did an excellent job creating a ‘guaranteed to watch’ audience with live timetable feeds for public transportation. Plus, the section dedicated to advertising means that promotions can run 24/7, which opens the door for advertisers to target a large, captive audience day and night.”
Onmedia (onmedia.com.pl) is unique in the Polish market. Onmedia was founded in 2007. Its founders are people with passion and great experience in the advertisement industry. In September 2009 Onmedia launched the first country-wide, innovative modern communication media advertising network.
Driving more than 500,000 screens worldwide, Scala (scala.com) is a leading global provider of digital signage and advertising management solutions. Scala is the world’s first connected signage company, offering the leading platform for content creation, management and distribution in digital signage networks and the first unified platform for advertising management of both traditional and digital signage networks. The company's digital signage customers include Rabobank, IKEA, Burger King, T-Mobile, Virgin MegaStore, Warner Brothers, The Life Channel, Rikstoto, Repsol, NorgesGruppen, Audi, ECE Flatmedia, Kaufhof (Metro Group) and thousands more. Advertising management customers include CBS Outdoor, Clear Channel Outdoor and Magic Media, among others. Scala is headquartered near Philadelphia, USA, and has subsidiaries in Canada, The Netherlands, France, Norway, Germany and Japan, as well as more than 450 partners in more than 60 countries.