Screenmedia Magazine - digital signage, digital out-of-home, convergent media, screenmedia magazine

The operator of a digital out-of-home network targeting London businesspeople says it is now present in more than a hundred of the British capital’s largest office blocks.

ECNlive, formerly Executive Channel Europe, puts digital signage screens in foyer locations in the office buildings, which include Tower 42, CityPoint, The Broadgate Tower, Sixty Threadneedle Street, 25 Canada Square, 10 Exchange Square and Tower Bridge House.

Besides advertising, content includes news, business news, sports, weather and travel as well as localised information for specific buildings.

Said founder and chief executive Antony Ceravolo, who was also one of the founders of the popular DVD rental service Lovefilm: “ECNlive is opening up the corporate environment for brands, engaging a valuable and clearly defined business audience through the use of smart technology and live content.

Share this post

Just what does DOOH do?

According to Richard Corbett, CEO of British firm Eyetease Media, its principal role is to prompt audiences to find out more about an advertised product or service, whether online or offline.

And, he says, providing a call to action is therefore key to success in digital out-of-home.

“For digital out-of-home to interact and engage with today’s connected audiences, each prompt must be relevant,” according to Corbett. “By relevant, we mean in harmony with the audience’s mindset and journey. The more we are able to do this, the more integral our role will be in the advertising landscape.”

Corbett’s firm, Eyetease, is this year trialling its iTaxitop product in Europe and North America. It is based on two high-brightness, LED-backlit LCD displays mounted on the top of taxis, to show advertising that’s relevant to location as well as day-part.

Share this post