Poland has witnessed a significant shift in advertising expenditure from traditional media to outdoor media over the past five years. Despite this trend, static outdoor media often fails to fully capture and retain viewers’ attention. Recognizing this gap, Polish media company Onmedia has pioneered an innovative solution for outdoor advertising.
Launch of Poland’s First Country-Wide Digital Signage Media Network
Collaborating with local governments and technology partners, Onmedia has launched Poland’s first national digital signage network. Initially featuring 10 screens in eight major cities including Olszyn, Gdynia, Katowice, and Bydgoszcz, the network now boasts 80 screens strategically placed in urban hotspots.
Strategic Goals and Achievements
Onmedia’s digital signage network aims to:
- Attract and maintain audience interest
- Centrally manage the network efficiently
- Gain support from local governments
The network’s high-definition LED screens display a mix of social/public content (such as news, weather, and bus schedules) and commercial content (including advertisements and videos). Positioned near busy bus stops and high pedestrian traffic areas, these screens ensure dynamic digital content that captures the attention of passersby.
Support from Major Advertisers and Local Governments
Major Polish advertisers like Indykpol, Family.pl, Mok, and Anitech ERA have already invested in the new network. Local governments have also embraced the system as an effective platform for disseminating information about schedule changes, bus routes, promotions, and ticket prices to citizens.
Robust Content Management with Scala
Onmedia has partnered with Scala to provide robust software for content design and management. Scala Players ensure stability and high quality by driving content to the screens. The software allows a single point of control for creating and distributing content and news feeds across all screens, facilitating an efficient and highly controlled content management process.
Industry Impact and Future Prospects
“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, opening the door for advertisers to target a large, captive audience day and night.”
