In indoor and outdoor settings, networked digital/electronic signs are a dynamic new media solution to help brand marketers target the right message to a specific audience. Digital signs take advantage of rapidly-developing technologies for networking, scheduling, content management, and electronic displays. When integrated effectively, these technologies can deliver advertising that can be sold in "day parts," (like radio and television) or complement/displace traditional signs in stores, in buildings, along highways, or in other public places.

This special capacity of networked digital signage is what InfoTrends/CAP Ventures has termed Narrowcasting in Public Spaces and what others sometimes call "dynamic visual messaging" or "the outernet." Regardless of what you call it, Narrowcasting in Public Spaces allows advertising and other information to be delivered to narrow demographic groups at specific times in public venues.

Examples of narrowcasting in public spaces include delivering pricing and promotional messages to shoppers in department stores or supermarkets, beaming appropriate advertising and news to commuters at airports, in train stations, on busses, or in elevators, or highlighting special offers to customers at retail settings. There are many other examples of digital signage. In fact, InfoTrends/CAP Ventures has identified four segments within the narrowcasting space: Point Of Purchase, Interactive, Visual Merchandising, and Out-Of-Home Advertising.

Many brand managers and creative directors are intrigued about using narrowcasting technology and services to improve their marketing programs. Nevertheless, narrowcasting systems have trade-offs and new/unknown economics compared with traditional media and signage. Vendors and service providers need to understand the requirements and business metrics to accelerate demand for narrowcasting solutions in key markets.

Narrowcasting in Public Spaces is one of the most significant opportunities for many technology vendors, service providers, and brand managers. How will this market grow in 2002 and beyond? Where will narrowcasting gain rapid acceptance? Where will it be constrained by cultural, monetary, or technical considerations? What companies are implementing narrowcasting and why? Which technology and service models will succeed? CAP Ventures is conducting extensive research to answer these questions and many others.