The infrastructure gave way to a new business vertical in the company and Espacio Networks was created, division with which the company performs as a technology integrator and a provider of managed services


The industry of Digital Signage in Mexico, better known as DOOH (Digital Out Of Home) by its acronym in English, is in an accelerated growth, changing the rules of the game in the offer of massive advertising and at the same time micro segmented.

- Advertising -

Promo Espacio, subsidiary of TV Azteca and founding partner of DSLatam (Asociación Digital Sígnage Latin America), bet since its founding in 2006 in this segment, expanding the multiplatform product portfolio of the television and today is the third most profitable business of TV Azteca , and provided a communication tool that would transform the shopping experience in Elektra stores.

The digital signage integrator had a great challenge to solve in the Elektra and Banco Azteca stores. Due to the high volume of users they serve, people spent a lot of time in the ranks, becoming a negative visit.

"In Promo Espacio we transform this process into a different experience, with our vast experience in programming and entertainment, we turn the waiting time into an entertaining, informative and cultural moment of great relevance for the clients, finding the perfect space for the promotion of all the products and services offered by Elektra and Banco Azteca, as well as for many other brands, companies and government entities interested in the target, but with a peculiarity, here you can communicate all the benefits of your product or service with great detail, by means of infoteinment contents ", mentioned Guillermo Pautazzo, Director of Programming and Content of the company.

Thanks to the excellent results, Promo Espacio quickly became a mass medium of communication, 200 branches grew to 800 in less than two years, reaching more than 11 million people weekly as advertising medium.

This strategy, together with the high technological development of the company and its great efficiency, catapulted the expansion to other points of contact, to expand its offer in different socioeconomic levels and today it has a presence in Banco Azteca, department stores, in the International Airport of Mexico City, in the family medicine clinics of ISSSTE, shopping centers of different targets, casinos and hotels, achieving an international presence in Central and South America in places such as Punta Cana, Costa Rica, Guatemala, Jamaica, Panama and Curacao among others, all this adds up to 9,700 screens operating with a reach of more than 18 million people weekly.

Now, the volume of audience is not everything, the challenge is to market all these eyes that are added every day with the growth of the company to make it profitable, that is where the strength and experience of TV Azteca makes the difference, which today has a commercial team of more than 400 people nationwide that offer the multiplatform concept including Promo Space as a spearhead in the outdoor segment and alternative media.

In this way the company has managed to increase its turnover and has maintained sustained growth in profits greater than the 20% in the last three years and today it goes for the 50% share of the market.

Roberto Caballero Oramas, Commercial Director of the company, said that our relationships with advertisers are very close, we are your trusted allies and advisors, we seek together the success of your advertising campaigns and complement your efforts with all the products and services of the company. multiplatform TV Azteca. Our medium is extremely flexible, we can make national multipoint campaigns in our 7 commercial networks at the same time or in a single screen, we adjust to the needs of each client, without minimum amounts ".

A new division
This infrastructure gave way to a new business vertical in the company and Espacio Networks was created, division with which the company works as technology integrator and provider of managed services of the type "Turn Key Solution" and "Hardware As a Service" , where all the "know-how" of Promo Espacio is made available to other companies that want to venture into this industry.

Espacio Networks has all the necessary menu to orchestrate a complete symphony or give service in only part of the chain in a DOOH network:

- SIDI Platform
- Content Production
- Digital Signage Studio
- Network Design and Architecture
- Operation and Monitoring
- Equipment and Installation
- Technical support
- Lease

Business model zero cost
With all that we have already mentioned, Promo Espacio is the only company in the market that can offer a Zero Cost model for its partners, but how does it work? In this regard, Jaime Vázquez-Mellado Carbajal, General Director of Promo Espacio stressed that "it is very simple, we take the risk and through advertising sales the cost of the network is paid, this is possible thanks to the fact that we have the 5 fundamental axes to achieve the success of a Digital Signage network ".

The five axes mentioned by the manager are:

1.- Our SIDI platform, developed at 100% by the company, which does not ask for anything from the best platforms in the market and being its own allows us to reduce costs to the maximum.

2.- The experience and production capacity of the second largest content generator in Spanish in the world, in this industry content is key to properly impact the target audience.

3.- A highly experienced commercial force with national presence and specialized in multiplatform media sales.

4.- Strategic alliances with the best technology suppliers, thanks to the high demand we generate with all Grupo Salinas companies, achieving economies of scale in the purchase of equipment.

5.- The financial support of Banco Azteca.

"In this way, we analyze in conjunction with the Partner that is needed to implement a striking and cutting-edge network, as well as its scope and capabilities. This generates a Business Plan under the lease scheme where the interested partner puts almost only the floor, does not have to disburse capital and we take care of the rest, "said Jaime Vázquez-Mellado Carbajal.

He added that members gain many other things immediately by integrating a Digital Signage network in their companies, such as improving the experience of visiting their floors, modernizing and revolutionizing their image, integrating a tactical tool to communicate with their users with institutional messages. and / or relevant commercial and real-time, generate savings from day one and long-term eliminating the use of printed materials also helping not to generate waste and take care of the environment, all these points are the primary benefits of having a signaling network Digital, and if they were not enough reason to dare to take the leap, there is the possibility of generating additional income.

This model applied by the company makes them unique. To achieve this, they look for three types of business partners: those that already have an operational network without marketing it and seek to lower their costs; those that already have a commercial network and have not reached the expected objectives; and those who want to implement a new network and have as a barrier the initial investment.

"We are the only solution in the market that will allow the partners to have a state-of-the-art Digital Signage network without worrying about the amount of investment, since we will be responsible for recovering their resources more than ever, this is what we call Digital Signage Zero Cost . Now what we are looking for is who dares to enter this expanding industry to revolutionize your company and take it to the next level in communication and image "concluded the General Director of Promo Espacio.

Richard Santa, RAVT
Author: Richard Santa, RAVT
Journalist from the University of Antioquia (2010), with experience in technology and economics. Editor of the magazines TVyVideo + Radio and AVI Latin America. Academic Coordinator of TecnoTelevisión & Radio.


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