October 20, 2021


Digital Signage, DOOH News and Information

Italy’s Major Airports Feature ICMoving Infotainment Channel Powered by Scala

4 min read

Nationwide Network Connects to More than 100 Million Travellers

When ICMoving set forth on a mission to become the first outdoor digital network providing information and entertainment to the public in Italian airports, the company knew it would change the television experience. The new ICMoving TV Network is an infotainment platform that broadcasts general information, advertising, entertainment and services throughout six major airports in Italy.

Working with Scala Certified Partner M-Cube, ICMoving launched the TV network, which spans 170 high-definition LCD displays in high-traffic airport locations. ICMoving uses Scala 5 software to manage all content that is driven to the screens. Through this set-up, the company can carry out its vision: Interacting with a large audience in various airports and enhancing the airport customer’s experience by broadcasting the highest level of information and entertainment.

The main benefit of the new Scala-based system is that ICMoving Channel can now guarantee much higher stability compared to the old network. In addition, the time needed to update content is significantly lower than before, and the system is much more user friendly. Most importantly, airport visitors no longer see the screens as traditional televisions, but as a modern and valuable infotainment platform.

“By using Scala, the entire network infrastructure guarantees precise real-time monitoring of all screens. Plus, our investors (the airports) can implement tailor-made solutions and broadcast content on single screens or clusters of screens,” said Marco Musacchio, ICMoving Managing Director. “They can also choose to broadcast to one or more airports, and it is possible to differentiate the broadcasts depending on time of the day.”

The ICMoving TV network is now broadcasting at the Roma Fiumicino, Milano Malpensa, Milano Linate, Bergamo Orio Al Serio, Venezia Marco Polo and Treviso Canova airports.

For a full case study about the ICMoving TV installation, visit www.scala.com/news/studies/ICMoving.

About ICMoving

ICMoving Channel means communication on the move, a new way to channel impressive information and advertising to the exclusive audience present at the Italian airports. Its mission is to target consumers and their lifestyles with a series of digital advertising messages that perfectly turn into theirs state of mind, moving content that catches their eyes and offer an opportunity to engage with all screens throughout the airport journey.

ICMoving broadcasting can be viewed at the airports of Milano Malpensa, Milano Linate, Bergamo Orio al Serio, Venice Marco Polo e Treviso Canova. ICMoving Channel is also present at Roma Fiumicino airport “Leonardo da Vinci” with its largest deployment of digital TV outdoor domination and video walls, offering the most coverage, frequency and ubiquity in any airport worldwide.

The company’s clients include many worldwide brands, such as SKY, ENEL, Telecom, Swisscom, Mont Blanc, Nissan, Audi, Volkswagen, Volvo, Walt Disney, Samsung, LG, Sharp and many others.

About M-Cube

In order to meet the ever growing expectations of POS communica¬tion, M-Cube is focused on the delivery of hardware, software and ser¬vices. Estab¬lished in the year 2000, M-Cube is dedicated to the broad¬cast of multimedia contents and specifically tailored for large com¬mercial organizations, such as in-store au¬dio-video communication systems, displays, interactive kiosks, and multi¬media totems. The company’s clients include many famous brands and recognized names in the Italian market, such as Stefanel, Benetton, Bernardi, Bricofer, Go-Kids, Obi, Acqua & Sapone, Euronics, Ubi Bank, Cariparma, ATM Milano, Illy, Despar, Walberand many others. M-Cube has received many awards for its creativity in in-store marketing, winning the POPAI ITALIA 2004 and POPAI EUROPE 2005awards with the introduction of the Totem Trisensor, a revolutionary advertising and communications medium capable of integrating sounds, images, colors and scents and POP AWARD 2007 for creativity in the in-store marketing. M-Cube is a subsid¬iary of Media Technologies; a com¬pany specialized in web-based ap¬plications for both the public and private markets. More information is available at www.mcube.it.

About Scala

Driving more than 500,000 screens worldwide, Scala is a leading global provider of digital signage and advertising management solutions. Scala is the world’s first connected signage company, offering the leading platform for content creation, management and distribution in digital signage networks and the first unified platform for advertising management of both traditional and digital signage networks. The company’s digital signage customers include Rabobank, IKEA, Burger King, T-Mobile, Virgin MegaStore, Warner Brothers, The Life Channel, Rikstoto, Repsol, NorgesGruppen, Audi, ECE Flatmedia, Kaufhof (Metro Group) and thousands more. Advertising management customers include CBS Outdoor, Clear Channel Outdoor and Magic Media, among others. Scala is headquartered near Philadelphia, USA, and has subsidiaries in Canada, The Netherlands, France, Norway, Germany and Japan, as well as more than 450 partners in more than 60 countries. More information is available at www.scala.com.

Source: Scala

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