Callao City Lights: a profitable example DooH in the workshops of BIT Broadcast 2014 Con un t tulo pragm tico y realista: Ya tengo una pantalla DooH, y ahora qu hago , el workshop de la empresa Espect culos Callao, que ha desarrollado el proyecto interactivo Callao City Lights, ha dejado claro que un modelo de negocio y explotaci n de los soportes digitales bien planificado y basado en aportar valor para los clientes es rentable.
The director general of Callao City Lights, Gerardo Baranowski, ha explicado en el workshop impartido en BIT Broadcast 2014 c mo emprender un proyecto de comunicaci n digital interactiva en una c ntrica v a p blica de Madrid, mediante una planificaci n adecuada de necesidades, modelo de desarrollo y explotaci n del sistema de pantallas, puede ser un negocio rentable.
El camino para conseguirlo no ha sido sencillo, ya que han tenido que pasar m s de diez a os y tres legislaturas de Gobierno para explicar nuestro proyecto y lograr la licencia -explica Baranowski-. En ese tiempo tambi n hemos viajado mucho para conocer ideas, preguntar y copiar los buenos proyectos que se realizaban en otros pa ses .
En este sentido, Callao City Lights se basa en el modelo de Nueva York, aunque a un nivel menor en cuanto a despliegue de soportes visuales: una plaza en el centro de la ciudad, con un tr fico de personas intenso, donde se producen m ltiples actividades que se muestran en las pantallas y captan la atenci n de la gente, que participa a trav s de las redes sociales y dispositivos, creando una experiencia muy positiva.
Con ese concepto, en el a o 2003 se empieza a plasmar el primer boceto de Callao City Lights, as como su planteamiento de negocio, en cuanto a qu experiencia quer amos mostrar a las personas, que valor pod amos ofrecer a los anunciantes y c mo retroalimentar los sistemas y la interactividad con un modelo de negocio que fuera rentable , apunta este directivo.
Kil metro 0 de la cultura
Las coordenadas para su puesta en marcha estaban claras, ya que part an de una c ntrica plaza en el centro de Madrid de m s de 3.000 metros cuadrados, en la arter a vial de mayor afluencia de turistas y ciudadanos, con una amplia oferta cultural y espect culos.
Empezamos a trabajar el concepto Km. 0 de la Cultura', ya que aunque somos un cine, en esta rea ocurren muchas cosas diariamente y hay una amplia oferta de espect culos -puntualiza-. Nuestro reto pasaba por ofrecer calidad en los contenidos, generar valor al anunciante con un mayor impacto comercial, puesto que nuestra limitaci n es precisamente que cubrimos s lo una plaza, no una red de pantallas global, por lo que no podemos competir en cantidad y cobertura de soportes, sino en calidad .
El resultado de este planteamiento es que los clientes adaptan su contenido a la capacidad de las pantallas y actividades de la zona de Callao City Lights, y eso es precisamente lo que le da valor -asegura Baranowski-. Adem s, realizamos continuamente acciones especiales, como premieres y visita de estrellas internacionales de cine y del espect culo; desarrollamos y participamos en las actividades que se realizan en la plaza, como retransmisi n de eventos musicales en nuestras pantallas, cine de verano en calidad HD, videojuegos , todo ello para que las personas lo pasen bien e interact en en las redes visualiz ndose en las pantallas, donde ofrecemos sistemas de geolocalizaci n, c digos QR, etc. que aportan los anunciantes para promociones en tiempo real . Todo este proceso se sustenta en una organizaci n, compuesta por quince personas, que sigue un modelo de estructura similar al de una televisi n, puesto que en Callao City Lights se realiza emisi n, continuidad, contenidos, actividad comercial
Versatile technology and CMS
En este sentido, Daniel Gonz lez, director de cuentas TV&Media de Ericsson, empresa encargada de implementar estos sistemas, explic a los profesionales que todo este modelo de negocio se basa en una tecnolog a vers til. El xito en DooH es tener un punto de informaci n adecuado, con un dise o de tama o de pantalla bien definido, un gran ngulo de visualizaci n y una luminosidad en la que se minimice al m ximo los cambios de luz y la incidencia del sol; as como contenidos de valor .
Este soporte interactivo y comercial que ofrece Callao City Lights, basado en cinco grandes pantallas LED y Full HD del fabricante norteamericano Daktronics en las fachadas de los hist ricos cines y en las marquesinas del Palacio de la Prensa, se sustenta en un potente sistema de gesti n de contenidos digitales (CMS), que permite transferir todos esos contenidos, en torno a treinta contenidos diferentes diarios en cada una de las pantallas, con flujos de trabajo eficientes, catalogaci n, seguridad y copia legal, etc. basado en metadatos , especifica Gonz lez.
Para ambos directivos, el proyecto de Callao City Lights es un xito y se ha convertido en un referente de la publicidad digital exterior, ofreciendo a usuarios y anunciantes capacidades interactivas, realidad aumentada y emisi n de im genes 3D para conectar con los m s de 113 millones de personas que pasan cada a o por esta plaza peatonal.
Las pantallas DVX LED de Daktronics, de 101 m2 de picht 10 (1.009.800 pixeles); otra de 130 m2 de picht 10 (1.396.000 pixeles), ambas con capacidad de emisi n de im genes en 3D; junto con las marquesinas ubicadas en el Palacio de la Prensa, de 36m2 de picht 10 (356.400 pixeles) en el frontal, y dos laterales de 8,80 m2 , con vistas a la Gran V a, ofrecen en total m s de 10.900.000 impactos diarios.
Acceso al Especial BIT BROADCAST 2014
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Callao City Lights: a profitable example DooH in the workshops of BIT Broadcast 2014 Con un t tulo pragm tico y realista: Ya tengo una pantalla DooH, y ahora qu hago , el workshop de la empresa Espect culos Callao, que ha desarrollado el proyecto interactivo Callao City Lights, ha dejado claro que un modelo de negocio y explotaci n de los soportes digitales bien planificado y basado en aportar valor para los clientes es rentable. 
