Narrowcasting is audiovisual communication on displays that focuses on a specific target group. It is derived from the word broadcasting, but broadcasting is aimed at a much larger target group, such as television commercials. Digital signage, as the word ‘narrow’ suggests, focuses on a smaller and more specific target group. Think of advertising screens in shops or the screens with the menu at a take-away restaurant. For many companies with physical locations, it is an indispensable function to send information to the target group.
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Digital signage is becoming more and more popular. For example, it is the digital advertising screens in stores that tell you everything you are looking for while shopping. But what exactly does narrowcasting mean? We will explain that to you here.
But why is narrowcasting so important?
Narrowcasting is a very important and effective tool on the shop floor, for several reasons.
Narrowcasting enables retailers to communicate directly with customers on the shop floor. They may show information about products, offers, promotions, events and other relevant details.
Narrowcasting allows retailers to influence consumer behavior because you reach your target group at the right time: namely during the decision phase. This can lead to more impulse purchases and therefore a higher turnover.
It creates an interactive ‘shopping experience’ because it offers customers the opportunity to, for example, look up information, compare products or share their opinion. So they are involved in the shopping process.
It takes work off your hands because, for example, the paper shop brochures and posters do not always have to be replaced. This not only saves money, but is also better for the environment.
And there are countless other advantages of narrowcasting.
Inspire your target group during the all-decisive purchase phase
What is the difference between narrowcasting and digital signage?
Both words are often used synonymously. Where in the Netherlands the word narrowcasting comes to mind more often worldwide, the term digital signage is used more often. If you then look critically at a difference between the two words, it comes down to that digital signage contains all forms of screen communication, and narrowcasting specific expressions at a specific location.
Is narrowcasting a difficult systeem?
No, that’s great. Digital signage consists of only 3 components. A screen on which the messages can be seen, the media player where all files are stored and the software that makes it possible to operate and monitor the screens from a central point.
AVEX can help your company with the complete installation and management of a narrowcasting project.
