Digital Signage on Public Transport

When we are on the go we need information fast. We need to know about when the next train is due, which bus we should be getting on, whether there are any delays, and how to map our route. Digital Signage is becoming a key part of this information transfer process in public transport around the UK, and around the world.

Photo_GEM_interactive_in_actionIn many transport centres with high footfall the traditional billboard or poster has been replaced by the more dynamic and appealing presence of digital signage.

In this piece we will look at different examples of digital signage on public transport. After reading this you should have a better idea of just how diverse the applications of the technology can be.

Digital Signage in airports
In the past, the robotic tasks that kept the typical airport running were done by people. The workers did their best to carry out these tasks but there was no denying the fact that productivity would increase if some of these tasks were automated with the aid of digital signage. Airport management around the world saw the opportunity to shake things up with custom signage and took it. Now, there is no longer a need for an employee to help customers book in to flights, and the arrival and departure boards of airports around the world are run by automatic software.

Digital signage has also proved beneficial in terms of communicating with travelers. This is even more important in the wake of the slew of security changes being implemented in airports across the world as a way of fighting terrorism. In Manchester Airport, for instance, the number of people to be reminded to throw away liquids in excess of 100ml containers, and liquids not in clear bottles grew massively following post 2001 reforms in airport security. In one of the biggest UK airports outside of London. there were many tons of waste being generated daily. This reduced drastically, with the deployment of a digital signage setup, which incorporated 97 83-inch rear projection screens to remind travellers about new laws. This also opened up new marketing channels for the airport.

Over recent years marketing consultancies the world over have educated airport management teams on the importance of digital signage for revenue generation. Adverts run on digital signage platforms are proven to get more attention than standard billboards.

Just over 7 years ago Chile’s main airport, the Santiago International, finished a massive digital signage makeover that saw over 280 42-inch plasma televisions deployed with different channels of content linked to the screens. The contents included baggage claims, counter assignment, boarding, arrival and departure boards, and advertising.

Airport shop chains, such as the Nuance Group, have also embraced digital signage in a bid to make it easier for the millions of people that come into contact with their shops each day to see what they have to offer and make quick decisions on the go. Their major digital signage deployment saw them install screens to make it easy for high impact animations to be presented to browsing passengers.

Digital Signage on the high seas
The ferry business has been around for decades. In many places on-board business remains virtually unchanged from when the operators organised their first trips. All that is changing, though, as more companies are beginning to embrace the beauty of digital advertising.

One good example is Red Funnel where the company has been in its current line of business for over 150 years, now taking care of 2.8 million passengers per year.

The company recently made efforts to future proof their customer service, and this meant deploying digital signage solutions. The technology deployed was aimed at ensuring a seamless combination of audio, visual and image content for simpler on-board communication with passengers. Two of the deployments of the technology include 32” HD marinised industrial screens, and automated touchscreen ticket machines for staff-free night services.

The technology has not only increased the company’s efficiency, it also drove advertising revenue growth of 300% in just 12 months!

Digital Signage on the buses
With over 6 million passengers on London buses each day, it is not surprising that Transport for London (TFL), the major bus transport operator in the City, has embraced digital signage. This became important with the growth of demand for localised customer insight into services provided by the company. The digital signage technology deployed means that passengers can now see bus arrival times and departure, as well as being notified about any delays.

Over 20,000 digital signs were deployed in public places with the aid of an eCRM platform to capture live data from over 16,000 bus stops. The 30-minute zero-human-intervention disaster recovery makeup makes the entire process highly sophisticated. TFL are reporting increased customer satisfaction levels.

These are just some of the benefits of digital signage which have helped change, and will continue to change, the way public facing services function today. Digital signage is improving communication, making schedules and delays more transparent, and providing massive opportunities for new revenue. Customer experience opportunities are changing with the increase in technology around us, are you missing an opportunity to engage them?