PxPixel
NEC Launches VUKUNET, Ambitious DOOH Agenda - AvNetwork.com

NEC Launches VUKUNET, Ambitious DOOH Agenda

Author:
Publish date:

NEC Display Solutions used The Digital Signage Show in New York to announce the launch a very ambitious new service that includes a digital out-of-home (DOOH) ad distribution platform. And while the announcement may surprise many in the industry, it’s but the latest of recent moves by major players in the larger IT and/or broadcasting world to leverage their marketing and specifically cross-market footprint to try to grow the digital signage market.

Instead of trying to get a larger piece of today’s digital signage market by getting more involved in the design and integration of networks, VUKUNET is NEC’s Novus International is relying on X2O Media’s Xpresenter platform to create and display content on a digital video wall located near the main entrance of the company’s new St. Charles, MO, global headquarters. If successful, it could be part of a rising tide that lifts all boats — hardware and software — in this industry.

NEC says that an important component of their VUKUNET program will be to get systems integrators more involved in capturing some of the “ad revenue” in network deployments that involve paid advertising. So that ultimately NEC envisions a more integrated market where:

Ad agencies are more easily able to make “network buys” across multiple platforms of DOOH

Integrators who participate in the program are able to get commissions based on the ad revenue generated in the networks (as opposed to how most integrators now operate, which is to get compensated only on the spec’ing and installation of a digital signage system.)

This plan is quite ambitious, and the timing of rolling out the various elements — aggregating the different DOOH networks; ad agencies participation; and integrator participation — will be tricky.

“Digital place-based media has proven itself to be a very powerful and effective advertising medium, yet it is still under-utilized because it has always been impossible for agencies and advertisers to connect all networks and purchase effectively,” says Pierre Richer, President and COO at NEC Display Solutions. “We created VUKUNET to address all the issues in this space, allowing network owners to realize the full value of their investments in equipment, service and real estate.”

VUKUNET helps digital signage network owners generate incremental income by making it easier to connect all screens that currently have time/space available on their networks to advertise. Ideal candidates are networks that have locations with heavy foot traffic, substantial dwell time (time spent in front of the screen), strategic monitor placement, numerous locations in key demographic areas, and that can run a variety of ads from different advertisers instead of being focused on a single brand. Retails stores, hotels, airports, rail and bus terminals, universities, hospitals, convention centers, stadiums, museums, and restaurants are a few examples of these locations.

VUKUNET is the only platform that connects all digital signage networks, with the ability to provide the largest single reach in the industry. Advertisers and ad agencies that formerly had to contact hundreds of potential network owners to determine rates and availability can now use the companion ADVUKU ad-serving platform to search for the best networks in any location. In addition, the proof-of-performance automated technology enables networks to receive a consolidated payment on a monthly basis for all the advertising that ran.

The VUKUNET platform is completely agnostic, meaning ads can be distributed to screens from any manufacturer, not just NEC, and networks that are using any CMS (content management system). There is no charge to become a member of VUKUNET. It consists of VUKUNET Ad Manager, which enables networks to run ads on their screens and an optional VUKUNET CMS, which is a fully-equipped SaaS (Software as a Service) Content Management System available for free to VUKUNET Ad Manager participants as well as NEC Display hardware customers.

Related

NEC Launches VUKUNET in Europe

NEC Display Solutions of America has launched VUKUNET in the European market. VUKUNET is the ad serving platform for Digital out-of-Home (DOOH) networks presented to the European public for the first time at ISE 2012 in Amsterdam.

Park Cast Network Chooses NEC VUKUNET

NEC Display Solutions of America has announced that New York-based Park Cast Network is using the VUKUNET platform to manage and flight advertising campaigns on its digital out-of-home (DOOH) advertising network in public parking facilities in New York, as well as its expansion in Chicago. VUKUNET provides comprehen

NEC Reveals Channel Plan for VUKUNET

CHICAGO, IL--NEC Display Solutions of America announced that channel partners will receive a recurring revenue stream from advertising if their customers register their digital signage networks on the VUKUNET platform.  VUKUNET is NEC’s new initiative that connects network owners and operators of digital signage with

NEC New Format LCD for Signage

By David Keene Last year, LG introduced its “Stretch” wide format LCD panel for digital signage … with a super-wide footprint. And this new unit from NEC is also an interesting addition to the genre. 16X9 (or the still-used 3X4) does not fit every application. It’s nice to see the major players throwing other

MSG Launches Harris DOOH Network

Madison Square Garden opened its doors to hockey fans Thursday night for the 7 p.m. face-off between the New York Rangers and Toronto Maple Leafs.  The occasion marked opening night for the Rangers’ home season — and the storied arena’s first sports event since completing phase one of a venue-wide renovation. The new

NEC Fires Another Salvo

By David Keene  NEC announced Tuesday this week, that it was making its VUKUNET digital signage software management platform available, free of charge, to any network operator (including those not using NEC hardware). The move has set off discussion about SaaS software models and SaaS market share wars , but