Digital Signage: how to create and manage multimedia content effectively

Interview with Massimo Petrella, President and CEO @Tailoradio

Massimo Petrella
CEO @ Tailoradio

An effective in-store Digital Signage provides targeted and relevant content that engages visitors, while being easy to use on an operating level, with centrally-controlled remote management, but also accessible locally in the store. 

How can this be achieved? What are the most suitable tools? We’re about to discuss this with Massimo Petrella, President and CEO of Tailoradio, the company that has developed VideoMOOD, a solution for the simple management of in-store video streaming.

Q: Why should Digital Signage not be missing in the store digitization process?

A: The answer lies in the investments and strategic choices made by retailers: they are now fully aware of the potential and results of in-store video communication. In short, the benefits are the emotional impact and the engagement, but also the simplicity and speed of updating content, compared to traditional signage.

In addition, for us at Tailoradio digitization also means integrability, and Digital Signage is even more effective in a connected and coordinated in-store ecosystem. Our systems are in fact conceived and designed in API logic in order to be as integrable and flexible as possible. In this sense we have just launched a new release of VideoMOOD in AllDSplay version, which can be installed directly in the operating system of any display, of any brand and format, without the need for an external media player.

Q: Converting the consumer's attention in a more direct and immersive way. What is the role of multimedia content in this process, and why is it important to build a specific editorial plan?

A: A store should be a seamless combination of stimuli that leaves its mark, an emotion, an experience. In this sense, multimedia tools play a central role, especially when combined with multisensoriality.

Technology, however, needs the strength of content to be effective with the target audience: for this reason, we must consider the specifics features of each communication channel.

Digital Signage, like Radio In Store, follows different rules from television, radio advertising or generalist broadcasters. When the environment is a store, it is necessary to create an editorial plan that takes into account the visitors’ expectations, their wishes, but also the average time they will be spending there, in a context that is a physical touchpoint with the brand and its products.

Since the expectations of in-store visitors have changed a lot in recent years and are constantly evolving, it is also possible to intervene in real time on the programming, dynamically modifying it according to the actual target present in the store. Thanks to advanced in-store analytics and face recognition systems, our platform is able to adjust the selection of content to display the most fitting videos for the prevailing target detected in the shop, in real time.


Q: How does the synergy between Digital Signage and Content Management platforms become an effective and punctual communication and control tool for brands? Can you tell us about your personal experience with VideoMood and THRON?

A: The THRON platform was immediately elected as the CMS for VideoMOOD. Our Digital Signage solution for content management is natively integrated with THRON and constantly developed with it: not only because of its extreme integrability, but above all because videoMOOD and THRON share the same "content driven" philosophy of content centrality and enrichment.

The use of metadata and tags linked to the individual pieces of content can be exploited by videoMOOD to program or instantly modify visual communication in stores, going one step beyond any other traditional Digital Signage platform on the market.

We can mention two excellent use cases that highlights the effectiveness of the synergy between THRON and videoMOOD: Dainese and Lagardere. These brands manage their Digital Signage by uploading content directly to the DAM, with the certainty of a correct playback on any screen, thanks to the automatic adaptation to format and device.

In addition, especially for Lagardere, which has to distribute content on numerous screens distributed in various locations, the ease of use of VideoMOOD allows a centralized cloud management of all content and connected screens, with the possibility of creating dedicated programming for each brand of the Group.

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