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?
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 on 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.
The Rise of Narrowcasting
The rise of narrowcasting has taken off over the past decade. With the advent of LCD and plasma screens, digital signage is easier to apply in more places. By using internet technology and AI software solutions, a narrowcasting network is 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 information pillars, the viewer himself has influence on the information that is displayed. The use of touch screens makes it possible to create intuitive interfaces on the screen.
How is narrowcasting used?
Narrowcasting is suitable for a number of applications. Common examples include the following:
1. Internal communication
For large organizations, narrowcasting is a good way to share company news with employees. On the screens, for example, you can show certain business KPIs, make company announcements, or introduce a new employee.
2. Sharing of information
Narrowcasting is also very suitable for sharing certain information with your target group. For example, a bus company can share up-to-date travel information with its passengers on the bus and at stations. You can also show the guests at the reception the weather forecast and fun activities in the area.
At the office, you can provide visitors with relevant information in the waiting room. While they wait for their appointment, you can inform them about the latest company developments via video screens.
3. Product presentations
Narrowcasting is also perfect for showing your products. On the screens, you can showcase new products, highlight promotions and offers.
The big advantage of narrowcasting is that you can reach your target group on location. For example, as soon as potential customers enter your showroom, you can show the latest products on displays. This can also enhance the atmosphere.
Another major advantage of digital signage is that it stands out. Moving images have a greater appeal to visitors than static ones. Because narrowcasting makes a link with Content Management Systems (CMS), you can also update the information quickly and easily. This way you always display up-to-date information and you save a lot of costs on printed material.