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18 February 2019

3 Ways Narrowcasting can enhance your communication

Narrowcasting is everywhere. You can find it in waiting rooms, gas stations, restaurants, train stations, and even shopping malls. It is increasingly used because companies are faced with various challenges: How can we make waiting more pleasant for visitors? How do we ensure that important information comes across effectively? How do we maximize revenue?


To address these challenges, many businesses have turned to narrowcasting as a solution. With powerful content on stylish digital displays, narrowcasting makes it possible to distribute information in a targeted manner, adapted to the target group, the moment, and the place. But what exactly is narrowcasting? In this article, we will answer this question and provide you with further insights into how you can use it for your business.


What is Narrowcasting?

Narrowcasting, also known as digital signage, is a form of communication in which an audience at a certain location is reached by means of audiovisual digital displays (television screens). While broadcasting is the transmission of a program or messages to a large audience, narrowcasting is specific. It is transmission to a selected small group of people, also known as niche marketing.

A target group is reached with content controlled by the owner of the screens. This can consist of advertising messages but can also have an informative character to it. The location can vary considerably. You can use it in the office, at the reception, in the showroom, but also in public transport and the catering industry.

Common examples of narrowcasting in use include the following:

  • Retail shops use narrowcasting to inform customers about new products and offers.
  • Public transport uses it to offer travelers up-to-date travel information.
  • Medical centers use narrowcasting to inform patients about their services and to share important health-related information.


The Rise of Narrowcasting

Narrowcasting has taken off over the past decade. With the advent of LCD, LED, and plasma screens, digital signage has become easier to apply in more places. By using internet technology and AI software solutions, a narrowcasting network is also no longer tied to a single location and the content of the narrowcasting channel can be more easily updated by the owner or operator.

Increasingly, interactivity is playing a role in digital signage. With interactive screens – such as touch screens – the viewers themselves have an influence on the information that is displayed.


How narrowcasting enhances communication

Narrowcasting is suitable for a number of applications. We’ve already touched on some of these, and now it’s time to have a closer look:

1. Internal communication
For large organizations, narrowcasting is a good way to share company news with employees. With corporate signage you can show certain business KPIs, make company announcements, share major achievements, publicize company events, and introduce new employees.

2. Information sharing
Narrowcasting is highly suitable for sharing relevant and timely information with your target group. For example, a bus company can share up-to-date travel information with their passengers on the bus and at stations. Hotels can show their guests at reception the current weather forecast and fun activities in the area. Medical centers can improve their patients’ waiting room experiences by showing them health-related information, as well as practical information such as opening hours, doctors on duty, and whom to contact in case of emergency.

3. Product presentations
Narrowcasting gives you the perfect opportunity to showcase your products. You can use the digital displays to promote new products and highlight special offers to a relevant audience.

One big advantage of narrowcasting is that you can reach your target group on location. If you own a retail store, you can use digital signage to promote daily discounts available in-store, prompting shoppers to make purchases right away.

Another major advantage of digital signage is that it stands out. Moving images have a greater appeal to visitors than static ones. Because narrowcasting integrates with Content Management Systems (CMS), you can also update the information quickly and easily. This way, you always display up-to-date information that is relevant to your target audience, and you save a lot of money on printed material.

Enhance your narrowcasting with audience analytics

While narrowcasting alone is a powerful tool, its value increases when you combine it with Audience Analytics Software

Audience analytics software can give you real-time, actionable insights into your viewers, and when combined with a CMS integration, it allows you to tailor your displayed content to your audience in real time.

Delivering this level of tailored content not only enhances the viewers’ experience, but also increases the ROI of the displayed content.

By Sightcorp

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About the Author

Sightcorp is the anonymous audience analytics intelligence specialist for Digital Signage, DOOH, Out of Home Media, and In-Store Analytics. Making lightweight AI edge software solutions that bridge the gap between the online and real world. Providing anonymous in-store analytics to Retailers and powering the DOOH ecosystem with ad performance metrics for advertisers, real-time audience reach for media network owners, and an industry-recognized impression-based currency for programmatic advertising.