The new digital signage concept has been integrated and implemented in almost 62 stores of umdasch The Store Makers, with further stores in the planning stage. The programmatic playback of content is tailored to target groups and minimizes scattering loss. The Grassfish CMS platform is used to centrally manage and transfer target-specific content to the screens.
For Telefonica Deutschland, this means that the media play on the stores could also be harmonized with programmatic approaches already used in other marketing channels.
"Since the future of this programmatic approach will also be relevant for in-store advertising, O2 is taking an important step towards the digital future" said Frank Goldberg of the Digital Media Institute.
"Our programmatic playback concept is rollout-ready and scalable compared to many other technologies in the Digital Signage space that we and many other retailers in Germany have tried. In addition, this approach allows us to create a platform that is suitable for innovative developments in terms of playback logic." - Sami Abubaker Trade Marketing Manager at Telefonica Germany