The name of our industry is still up in the air. Terms like narrowcasting, digital signage, digital messaging and out of home networking have all made the short list, but the winner has not been officially named. In the meantime, as we wait for the official winner, we are going to call it Narrowcasting. “Narrowcasting 101” is intended to give a brief overview of this evolving industry and highlight the areas that will aid in developing a general understanding. 

"Narrowcasting has been defined by CAP Ventures Inc. as the digital delivery of visual content through a centrally managed network of displays in an out-of-home or public setting. We will break this definition into segments, analyzing and explain each part. Please hold your questions until the end.

Delivery – refers to moving or transmitting information in a digital format from one location to another. This transmission can be done via a medium such as cable, satellite or even radio frequencies. 

Content – in narrowcasting the content is what is delivered. It is typically a dynamic and stimulating visual message. However, it can also be audible and sometimes both. 

Centrally Managed – this refers to the software application that is used to control, organized and disseminated the digital content.

Network of Displays – CRT, Plasma, LCD Flat Panel and Projections are all types of displays. In a narrowcasting system this is the location where digital content is viewed. 

Out-of-home or Public Setting – the location of the displays or the target of the digital content.

In summary, Narrowcasting means delivering highly targeted and customized digital messages to audiences in public locations at scheduled times.

Are there any questions?