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
Most recent headlines
04/08/2024
Dalet, a leading technology and service provider for media-rich organizations, is excited to announce Santiago Solanas as its new Chief Executive Officer (CEO)....
03/06/2024
Dalet, a leading technology and service provider for media-rich organizations, a...
03/05/2024
An innovative learning tool to help media and civil society better understand ho...
03/05/2024
PARK CITY, UTAH - JANUARY 21: (L-R) Actors K stutis Cic nas and Greta Grinevi i t , Director Marija Kavtaradze and Producer Marija Razgute attend the 2023 Sunda...
03/05/2024
If you aren't familiar with Danny Ocean's music, it's only a matter ...
03/05/2024
Spotify has an unwavering commitment to supporting emerging artists across all genres, to helping them launch and thrive in their careers, and to connecting the...
03/05/2024
Como uno de los sonidos de mayor expansi n en el mundo, la M sica Mexicana va m ...
03/05/2024
As one of the fastest-growing sounds worldwide, M sica Mexicana is more than jus...
03/05/2024
NEW YORK FuboTV reported that it lost 110,000 subs in Q1 2024 but it exceeded its guidance for the quarter with double digit year-over-year increases across key...
03/05/2024
Only 3 Weeks Left To Enter The Creative Industries Most Award
Brie Clayton May 3, 2024
0 Comments
Creativepool is giving a last call to the creative i...
03/05/2024
WePlay Studios Transforms the Future of Live Event Storytelling with AJA Gear
Brie Clayton May 3, 2024
0 Comments
By 2032, the esports market is expec...
03/05/2024
WASHINGTON Shannon Bream, Fox News Sunday anchor and chief legal correspondent, sat for a keynote chat at The Business of TV News, with Tom Umstead, senior co...
03/05/2024
WASHINGTON Asked how important is local news, Martha Raddatz, who has covered foreign conflicts for decades and moderated presidential debates for ABC News, s...
03/05/2024
Sony Pictures and Apollo Global Management have made a $26 billion cash offer fo...
03/05/2024
CBS announced its 2024-2025 primetime schedule, which features the new dramas NCIS: Origins, Matlock and Watson, and new comedies Poppa's House and Georgie ...
03/05/2024
Sports-focused streaming service Fubo said it reduced its red ink in the first quarter, despite losing 110,000 subscribers since the end of the year....
03/05/2024
Walmart is reportedly about to release a new 4K streaming box/smart speaker hybrid device for Google TV that could retail for as low as $50, according to a repo...
03/05/2024
Enhancements to its Delivery Workspace solution provide increased content delivery robustness and security
By Matthew Corrigan
Published: May 3, 2024
Enha...
03/05/2024
According to reports, if the bid is successful, Sony would be the significant majority shareholder of the new private company
By Jenny Priestley
Published: M...
03/05/2024
Located in Manchesters Spinningfields district, the course aims to equip students with the skills, knowledge and industry insight for a career in the creative s...
03/05/2024
Lightbridge has created a new Cine Reflect Lighting System kit, dedicated to enabling artistic lighting with consideration of today's productivity practical...
03/05/2024
Broadcast media systems integrator BeckTV and Lawo worked together on a large-scale AES67 build of radio control rooms at KPBS, San Diego's NPR and PBS memb...
03/05/2024
Raleigh, NC, April 12, 2024 SmallHD announces PageOS 6, a powerful software update free for owners of SmallHD monitors, featuring increased functionality, exp...
03/05/2024
SmallHD announces the Quantum 32 a new 31.5 OLED monitor designed to provide reference HDR/SDR images for post-production final color grading, as well as cri...
03/05/2024
By 2032, the esports market is expected to grow to $9.29 billion, bolstered by a global player count and fan following that both continue to climb. The 2023 Lea...
03/05/2024
Amagi, the global leader in cloud-based SaaS technology for broadcast and connected TV (CTV), today announced that the 11th edition of the Amagi Global FAST Rep...
03/05/2024
Riedel Communications today announced that Westdeutscher Rundfunk (WDR) is relying on a media and intercom network based on Riedel technology for the renewal of...
03/05/2024
Broadpeak , a leading provider of content delivery network (CDN) and video streaming solutions for content providers and pay-TV operators worldwide, announced t...
03/05/2024
Media technology innovator Limecraft will exhibit the latest updates to its online platform on stand G79 at the 15-16 May 2024 Media Production & Technology Sho...
03/05/2024
Audio interface specialist Prism Sound is partnering with console manufacturer Solid State Logic, professional monitor manufacturer PMC and acoustic panel and d...
03/05/2024
Intinor, Sweden's leading developer of products and solutions for high-quality video over the internet, is set to join forces with its UK partner Zest Techn...
03/05/2024
NAKIVO Inc., a fast-growing software company dedicated to protecting physical, virtual, cloud, and SaaS environments, announced its Q1 2024 financial results to...
03/05/2024
Hiltron Communications announces an addition to its range of satellite communication products and systems: a field-upgradable motorisation kit specifically desi...
03/05/2024
Visit LiveU at Stand D30
With this year an exceptional one for major sporting events alongside multiple, key elections, the power and flexibility of LiveU'...
03/05/2024
Agile Content, the leader in the development of technology and solutions for the provision of television services over the Internet, announces Koldo Unanue as i...
03/05/2024
Eight co-signers representing streaming services, pay TV operators and public interest groups have sent a letter to Congressional leaders urging their Committee...
03/05/2024
BOSTON Brightcove has announced that it has implemented Amazon Q Business, a new generative AI assistant on Amazon Web Services (AWS)....
03/05/2024
NEW YORK CBS has declared that it will finish the 2023-24 season as Americas Most-Watched Network in primetime for the 16th consecutive season....
03/05/2024
A new survey indicates that U.S. businesses and consumers had an overall positive attitude towards their technology spending plans in the first quarter of 2024,...
03/05/2024
Sony and Apollo Global Management have sent an offer letter to Paramount Global's board of directors making an $26 billion all cash offer for Paramount Glob...
03/05/2024
EMG / Gravity Media has appointed Charlie Cubbon chief operating officer (COO) and Jamie Hindhaugh regional CEO for the U.K., U.S., Australia and the Middle Eas...
03/05/2024
Final 2024 Season Games to Air Saturdays on WRAL at 10:30am in May, Championship on June 1
Taping for the final episodes of the 2024 season of WRAL-TV's Br...
03/05/2024
Estrella MediaCo said it is expanding its connected TV portfolio by launching three new channels with Curiosity that will first appear on Samsung TV Plus....
03/05/2024
Nielsen said that actors' union SAG-AFTRA has selected Nielsen as its third-party provider of streaming content measurement....
03/05/2024
Cineverse said it has released a public beta version of cineSearch, its artificial intelligence-based system designed to help users find content to watch....
03/05/2024
Court TV said that its series Accomplice to Murder with Vinnie Politan is returning for a second season beginning May 5....
03/05/2024
Paramount Advertising said it is working with Mastercard and research and analytics company EDO to measure the impact of advertising campaigns and improve their...
03/05/2024
WASHINGTON The panel The Growth of Local Programming happened at The Busines...
03/05/2024
Katz Media Group said that Craig Broitman will become president of the company, succeeding Leo MacCourtney, who announced that he is retiring effective July 1....
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. 
