Digital Signage Goes Niche with Tailored Channels, Ads for Verticals

Looking to chase the long tail of “place-based” online video content for digital signage, video marketing specialist Spectrio has tapped Wovenmedia’s cloud-based Video Publishing Service to create, manage and publish branded video channels for specific verticals, in a bid to reach audiences across multiple demographics.

The Wovenmedia Video Publishing Service combines a suite of Web tools with access to a licensed pool of third-party content from premium providers, which will be displayed alongside custom video messages created by Spectrio, tailored to each network. For instance, a network delivered to a pixel screen in a auto dealership could feature a rundown of detailing tips along with an ad for a new model of car.

 “This partnership with Wovenmedia will be beneficial to our clients by allowing us to offer them custom-created branded networks, targeted to the right audiences using our video messaging solutions,” said Aaron Kleinhandler, principal and CEO of Spectrio. “We believe Wovenmedia’s cloud video solutions will help us provide a fully realized video messaging and content solution to our clients based in a variety of industries, including healthcare, auto dealerships and quick-service food restaurants.”

Digital signage with custom advertising continues to grow as a medium, with pixel screens cropping up everywhere from elevators to New York City taxis to hotel lobbies to gas station pumps. Research firm Kinetic, in its 2011 Global Digital Out of Home Handbook, said that the global market the global digital place-based advertising industry last year was around $3.3 billion, and the U.S. market makes up $1.1 billion. Taking a vertical, niche-content approach that is tied to a location is a relatively new tactic, however—much content tends to be news, sports, entertainment and other general interest information, tied to general-interest ads.

“Wovenmedia gives businesses a cost-effective way to manage and deliver custom video experiences to better connect with their audiences on TV, web or mobile screens,” said Susie Opare-Abetia, co-founder and CEO of Wovenmedia. “We give our customers access to a unique suite of easy to use Web tools and great content, and we are thrilled to be partnering with a strong audio-video marketing company like Spectrio.”