CHOSEN MEDIA Co. Ltd. owns a lot of successful experience in digital signage field worldwide, and noticed McDonald’s in Taiwan has the advantage of more than 300 chain stores. It represents the definite narrowcasting market. Through the digital signage system installed since November 2006, CHOSEN MEDIA has been delivering the information and advertising from south to north of Taiwan for 2 months. It leads CHOSEN MEDIA becoming the first channel-based medium in Taiwan.
According to the interviews, the intended viewers generally consider this kind of installation play the role in enriching the process of the meal time, especially in the fast food chain store. Not only have lunch by alone but also have a date with friends. In other words, the display has become one part of the entertainment.
The digital signage installation powered by CHOSEN MEDIA dislikes other traditional outdoor media solely playing advertising. It delivers plenty of contents such as travel, knowledge or cartoon program, etc. Therefore CHOSEN MEDIA established some kind of “TV-like” entertainment. Even a part of consumers in stores have ever telephoned to CHOSEN MEDIA asking” What is the channel of the current program?” People hope they can watch the same channel in home. All of the feedback improved that most viewers are impressive to this installation.
So, what about the effective？First of all, all the content must be arranged to attract the in-store consumers, and the target analysis can get from the McDonald’s Taiwan. With this analysis it will show who and where you can exposure the information. Moreover, there will be more events held by CHOSEN MEDIA to enhance the intended viewers participating in the new medium, which means it will provide the advertising clients more data of the target in the future. In addition, the billing function can define advertising charges and customize advertising pricing models.
The content alternated between various programs of 10 minutes and advertising of 12 minutes. Along with the opening hours from 7 am to 11 pm per day and deliver the content from south to north of Taiwan with more than 300 stores. All information or advertising can be reached to over four million targets per week through CHOSEN MEDIA. In conclusion, the channel-based medium provides the clear and definite CPM as well and the analysis of the intended viewers.
