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Zurich’s “50 digital bars? | Digital Signage Case Study

Zurich’s 50 digital bars digital signage case study

The enthusiastic team at Switzerland’s screenIMAGE had a vision and a corresponding business plan: a wide-area digital display network across 50 select, upscale bars that would generate sales and increase profits for all parties using Point of Sales (POS) advertising.

screenIMAGE therefore needed to come up with a pricing model that wouldn’t cost the bars any cash outlay. The company decided to fund the installation of the screens, to generate income by selling advertising, and to share profits from the advertisers with the bars. Today this is a very common pricing model for digital signage applications but again, at the time, it was as revolutionary as the idea of the application itself.

The challenge
In the end that is exactly how it happened. screenIMAGE found partners who believed in their project and helped them get it off the ground, and with a relatively small initial budget, they were able to install screens in their select 50 bars & clubs. Partners included hardware manufacturers such as Minicom, financial partners, and content partners.

The pricing model
ScreenIMAGE funded the installation of the screens. Advertisers would pay them to screen content at the bars. In return for broadcasting the advertising, the bars received a percentage of the time to narrowcast their own content, including menu specials, upcoming events, and photo galleries from previous events. The bars would profit from customer response to the POS advertising, and income from the advertisers would go at first towards paying of the initial costs and eventually to profit for the integrators.

Read the “Zurich’s “50 digital bars?” case study in detail

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