Narrowcasting, what is it and what can it mean for you?

The term narrowcasting, also known as “Digital Signage”, won’t immediately ring a bell for many people. Yet we’ve all come across it at some point. You might encounter it in your favourite clothing shop, the fast food restaurant on the corner, or within your own company. What it actually is and what it can mean for you, we’ll explain in this blog.

What is narrowcasting?

Simply put, these are informative, persuasive or entertaining messages on a screen. These screens hang in strategic spots within a building to reach as many customers/visitors as possible. By using narrowcasting, you essentially create your own TV channel. Within this channel, you decide what’s broadcast. This way you can reach a specific target audience with a specific message. Whatever industry you’re active in, narrowcasting can mean something for you.

Examples of narrowcasting

The content you share differs per sector. But narrowcasting is almost always intended to persuade, inform or entertain the viewer. To get an idea of it, we’ve listed a number of examples:

1. Hospitality

Think here of digital menus hanging above the till, or a digital advertising board with the latest promotions. In addition, fast food restaurants often have a screen showing information about placed orders.

2. Cinema

In cinemas you’ll often find displays with information about the films currently showing, the films coming soon, or a number of interesting promotions. This way the cinema can inform its visitors about the film offering.

3. Stations and airports

At stations and airports, you’ll always find large screens with relevant information such as departure and arrival times. Interspersed with adverts from nearby shops or special travel deals. This way the audience is informed and persuaded to make a purchase.

What can narrowcasting mean for you?

By deploying screens as a digital communication tool, there are benefits to be gained for every industry. Think of increasing revenue or visitor numbers, steering product purchases and creating the ultimate customer experience in retail. In healthcare institutions and waiting rooms, you could think of purposefully informing about the care process or a specialist’s running time, and easing the waiting time. But even in hospitality or at large events, there’s benefit to be gained by deploying narrowcasting. Highlight the deal of the day or guide visitors the right way through a space. In addition, there are a number of general benefits that apply to every industry:

1. Savings by stopping printed materials and other physical communication tools
2. Digital is flexible, quick to adjust and saves time and money
3. Easily reach specific target audiences with the right message
4. Easily inform, entertain or persuade

The possibilities are endless and can be expanded to your specific wishes and needs. With the accompanying Content Management System (CMS), you decide for yourself which message you play on which screens. This way you can make sure you’re able to show a relevant and current message on every screen.

Interested in narrowcasting?

Are you interested in narrowcasting? Get in touch with us, no strings attached, to go through the possibilities. We’re happy to think along with you about applying narrowcasting to grow your business.