Call2Action, a prominent digital signage network operator in Poland, has significantly expanded its reach through a strategic partnership with BroadSign. This collaboration has enabled the installation of BroadSign’s software-as-a-service (SaaS) platform across Call2Action’s extensive network of 3400 screens, with an additional 600 screens anticipated by the end of March. This expansion is set to elevate the network’s reach, targeting up to 30 percent of the adult population in Poland.
The integration of BroadSign’s advanced digital signage software is a response to Call2Action’s rapid growth and the increasing complexity of managing multiple locations and advertising campaigns. Key features that influenced Call2Action’s choice include BroadSign’s efficient campaign reporting and responsive technical support, which facilitated a smooth transition for the existing screens and the seamless addition of new ones.
Call2Action utilizes its digital screens strategically placed in major grocery chains such as Tesco hypermarkets, Alma delicatessen, and Piotr i Pawel supermarkets, to offer a dynamic advertising medium dubbed “consumer television.” This includes two main formats: Wait TV, designed to engage shoppers in checkout lines with 6-minute loops, and Shopping TV, which provides 12-minute content loops inside the stores. Both formats cleverly intersperse advertisements with informative content, aiming to enhance the shopping experience and promote advertised products effectively.
The effectiveness of Call2Action’s advertising strategy is underscored by research conducted by Millward Brown SMG/KRC, which indicates a significant impact on consumer behavior, with 26 percent of ad exposures leading to purchases. Furthermore, the screens are not only a commercial success but also add value to the customer experience, with high percentages of shoppers appreciating the entertainment and information provided.
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