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Retail and Hospitality

Dublin buses get dynamic digital ads

Bravo Outdoor Advertising has adopted a Microsoft-powered intelligent system that delivers dynamic content on digital panels in buses in Ireland.

This was achieved with the help of Pica Vision, a local provider of digital media products.

Bravo, which manages the advertising for Ireland’s national transport system, Córas Iompair Éireann (CIÉ), started adding digital panels inside buses in 2011.

A Global Positioning System delivers customised content for each route, time of day and vehicle.

Bravo schedules the advertising and monitors playback time and locations. This means that commuters could watch an ad for the Brazen Head, Dublin’s oldest pub, just as they pass the grey brick entrance.

Digital advertising is a game-changer in outdoor advertising

Adrian O’Farrell, Bravo Outdoor Advertising
Bravo is also able to provide its end customers with written reports.

In addition to advertisement, passengers can watch news and entertainment programming from broadcast networks.

By the end of 2013, Bravo and Pica Vision are aiming to operate 1,800 digital displays throughout the country and deliver content to 170 million bus passengers each year.

Bravo believes that the CIÉ TV channel delivered by Pica Vision on a Microsoft platform can become one of the biggest television channels in the country.

“Digital advertising is a game-changer in outdoor advertising,” said Adrian O’Farrell, former marketing director for Bravo Outdoor Advertising.

Pica Vision chose to power the digital displays with the Windows Embedded Standard operating system, Windows Server, Microsoft SQL Server data management software and web services based on the Microsoft .NET Framework.

For content delivery, Pica Vision decided on Windows Azure SQL Database, which extends SQL Server capabilities to the cloud.

“Our clients range from large, international firms, such as Coca-Cola, to the small business sector, like the local florist,” said O’Farrell. “With the technology of digital panels, we’re able to provide a solution that fits the needs of all types of businesses.”

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