【Local Bus Terminal】Digital signage increases advertising value
Easy-to-read, high-impact digital signage ads increased the number of sponsors.
Shinko Kikaku Co.,Ltd
Interviewee
Mr. Enomoto
Shinko Kikaku Co., Ltd. is a general advertising agency that handles a variety of advertising media in Niigata's premier commercial district, Bandai City, and Niigata Station. The Bandai City Bus Terminal uses CMP to operate its digital signage advertising, and we spoke with Mr. Enomoto about the situation before and the changes that have taken place since the introduction of CMP.
Highly visible digital signage
- What was the situation before the introduction of CMP?
We had a paper advertising space above where the bus timetable was posted, but it was not popular. The bus terminal was a place that was not very crowded and only used by people taking the bus.
When the bus center was renovated, the lighting and flooring were changed so that it can now be used as a passageway by people other than bus users. The change to digital signage for advertisements was also a very significant change.
- How is the effectiveness of digital signage?
Before, the timetables were also paper-based, with cellophane tape stuck on top. Now that it is digital, it is easier to read, and everything is cleaner, so the number of people who can see the timetable has increased dramatically compared to before.
It also now displays what time the next bus is coming, which I think is very convenient. Since they can see at a glance which bus is coming next, we have seen an increase in the number of users who use their free time to go shopping in the surrounding areas.
Increased number of sponsors with eye-catching media
- What changes have you seen with the switch to digital signage advertising?
The timetable section above the ads is the same to some extent, so it is refreshing to see the ads below change one after another, and the movement is eye-catching. The change to digital has led to an increase in inquiries and a significant increase in the number of sponsors. We now have contracts with about 30 sponsors, which is double the number of sponsors we had before the introduction.
- How about the function of switching ads on all display units at the same time?
I think that function makes it a valuable medium. In fact, I have had sponsors mention this to me. I have heard that because there is a timing when still images switch to video all at once, even still images are not in the form of fixed signs, they leave a lasting impression.
Location free
- How often do you sign contracts with sponsors?
Basically, it is on a monthly basis, but since there are a certain number of sponsors, the beginning and the end of each period are different. In some cases, the ads are not changed for a week or two; in other cases, they are changed within a day or two.
- So the schedule is registered and delivered by CMP for the duration of that contract.
- How about the operation of the CMP?
We have had no problems with it. We have also updated the system, which has helped speed up the distribution process. It doesn't take much time and I haven't experienced any problems with data distribution. The good thing is that as long as I have one computer, it is available 24 hours a day, no matter where I am.
- Thank you very much. We will continue to make every effort to meet your expectations.