Outdoor ASIA - July 2018

50 August 2018

THINK DIGITAL

‘Locally specific content adds a

level of context to the screens’

W

hy is locally targeted content so important for a

large network?

The one-size-fits-all approach to content is not ideal.

With differences in local audience needs and interests,

a message that works on one screen might be completely

irrelevant on another. Take a healthcare network, for

example. With screens in paediatric clinics, dermatologist

offices and even hospitals, messaging that works in one

healthcare location will likely be of no relevance in the

other.

Enabling local employees, like receptionists, store

managers or office managers, to update their content

is also a way to better engage their unique audience.

While the network’s main content should be relevant and

exciting, locally specific content adds a level of context to

the screens. Something as simple as store opening hours

during holidays, staff news and updates, or upcoming

community events can pique the audience’s interest and

keep them engaged.

This month, Broadsign launched Broadsign Publish, the

newly-improved next generation of Broadsign Creator.

Tell us about the decision, what it means for Broadsign

customers, and how Publish will help Broadsign

customers display unique content for unique locations.

Broadsign Creator was our first adventure into local

content management. It was a good tool, yet as technology

has evolved and after speaking to our customers, we saw

that a more flexible and modern solution was needed for

local messaging. Network operators needed something

that enabled them to maintain brand control on every

Francois Hechme, VP - Products, Broadsign talks about the newly launched

Broadsign Publish, the next generation of Broadsign Creator, in an interview to

Rajiv Raghunath. He explains that network operators needed something that enabled

them to maintain brand control on every message without having to micromanage

each content change. Broadsign Publish has been architected to address this critical

business need.

message without having to micromanage each content

change.

To better enable local employees to produce great looking

content, we made some key improvements, including an

easier to use, more modern interface, a clear end-user

workflow with simple tooltips, and HTML5 support for

dynamic, creative and responsive content.