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CAP Ventures New Study: Narrowcasting in Public Spaces, Future of Digital Signage

Press release from the issuing company

(Norwell, MA) July 31, 2001 - CAP Ventures Inc., the leading worldwide strategic consulting and market research firm for digital business communications and e-business revolution, today announced a new multi-client study entitled “Narrowcasting in Public Spaces – The Future of Digital Signage.” Digital signs take advantage of rapidly developing technologies for networking, scheduling, content management, and electronic displays. When integrated effectively, these technologies can deliver advertising and information in public venues that can be sold and/or delivered in “day parts,” just like radio and television. This special capacity of networked digital signage is what CAP Ventures has termed Narrowcasting in Public Spaces and others sometimes call “dynamic visual messaging” or “the outernet.” CAP Ventures will be examining four key segments of this market, including Point Of Purchase (POP), Visual Merchandising, Out Of Home, and Interactive Systems. “Many brand managers and creative directors are intrigued by the possibilities of narrowcasting technology and services to improve their marketing programs,” noted Jeff Hayes, Research Director at CAP Ventures. “However, narrowcasting systems have trade-offs and new or unknown economics compared with traditional media. Vendors and service providers need to understand the requirements and business metrics to accelerate demand for these new media solutions in key markets.” The study will examine the current state of narrowcasting technology and networks, analyze the experiences of early users, forecast the market for digital signage hardware as well as services and advertising spending, and provide recommendations to drive the market. CAP Ventures’ market research will include personal and telephone interviews with advertising agencies, brand managers, merchandisers, and leading vendors. The research will also feature extensive analysis to develop a comprehensive understanding of the opportunities and issues for narrowcasting technology and services. "Narrowcasting in Public Spaces represents a new paradigm for the efficient delivery of advertising and information in public venues such as roadways, shopping centers, retail stores, elevators, public transport, airports, restaurants and public buildings," stated Bill Collins, Senior Industry Analyst at CAP Ventures. "Vendors and service providers need to understand the applications, customer requirements and technology partners to successfully participate in this new media opportunity." Companies can now arrange for advanced participation at a discounted price and help direct the focus of the research. CAP Ventures anticipates the delivery of “Narrowcasting in Public Spaces – The Future of Digital Signage” in the fourth quarter of 2001. For more information, please access our Web site at www.capv.com or contact Stewart MacDonald at 781-871-9000 x 175. CAP Ventures is a strategic consulting firm for providers and users of business communication technologies and services. We deliver key research, analysis, forecasting, benchmarking, and strategy recommendations to make a competitive difference in our clients’ businesses. www.capv.com