What is Narrowcasting?

Narrowcasting is a growing communications medium used to transfer information through controlled and connected digital displays – a private TV channel. In contrast to broadcasting, narrowcasting is used to effectively target specific groups of people at certain locations and times with tailored information and entertainment.


what is narrowcasting? - digital displays






What is Narrowcasting? The Ultimate Guide

  • How Are Industries Using Narrowcasting?

    • Narrowcasting is everywhere. It’s found in shops, hospitals, offices, airports, gyms, schools, finance and anywhere else information and media needs to be communicated or people can be entertained. The huge growth of the narrowcasting industry is being fueled by rapid technological developments, resulting in lower costs, easier to use plug-and-play hardware and software, and faster, more-widespread broadband internet. This has made it more accessible and attractive to different types and sizes of businesses to achieve objectives and turn any space into a modern, innovative environment.
digital signage is used to provide an audience with news and entertainment

Provide Entertainment

Digital Menu Boards

Third-Party Advertising

digital signage as POS TV to display product information

Display Product Information

digital signage is used to communicate information between employees

Improve Internal Communications

digital signage is used to engage customers and spread brand awareness

Increase Brand Awareness & Engagement

digital signage is used to help customers, visitors, patients navigate spaces


digital signage is used to create an opportunity to share social media

Enhance the Customer Experience


Why is Narrowcasting Important?


Evolving Advertising Opportunities

Normal television has dropped in viewing numbers and continues to do so. The ‘video on demand’ format has become the preferred method of watching content, with key players such as YouTube and Netflix allowing viewers to watch what they want, when they want. These services offer limited or no advertising opportunities except product placement. However, brands remain desperate to get their messages and content out there and this is where digital out-of-home media (DOOH) steps in. Narrowcasting gives brands and advertisers the opportunity to show targeted audiences dynamic, engaging content in high-impact and relevant public locations.

Optimising Communications

Different types of information will need to communicated to different target audiences, whether that’s patients, customers, clients, staff, students or stakeholders. However, no matter the audience, it needs to be done in an effective, engaging way. Narrowcasting's vast capabilities and ease of implementation means that it can be looked at as the best option to improve communications in a shop, hospital, school, corporate office, hotel, petrol station or anywhere else. It doesn’t matter if you’re looking to improve your commercial communications (promotions, waiting times, product information, menus) or internal communications (company news, KPIs, meeting room bookings, way finding ), narrowcasting does it in a dynamic way that gets information across easily, quickly and accurately.

The Experience Economy

In this era, the most successful physical locations – commercial and public – are staying relevant and competitive by using technology to create new, higher-level experiences. They want to create the value of an experience for their audiences by orchestrating memorable events and engagements, which become part of an augmented product or service. In this way, narrowcasting ensures that audiences of all kinds have every opportunity to have a value-driven experience, no matter whether it’s in-house or out of home.

What is a Narrowcasting Display?

A narrowcasting display is a screen that's used to show information and media to a targeted audience. There’s a variety of types, sizes and sophistication available to fit the purpose of any narrowcasting solution. Unlike consumer TVs, they have been specifically built for the demands of commercial use.

shop window narrowcasting

Why is it better to use a commercial display over a consumer TV?

There's a big difference between the commercial displays you see in public and the consumer TVs we have in our homes. Narrowcasting uses commercial displays because they have been specially built with extra functionality and to survive heavy demands and testing environments. Every year the displays become more powerful, durable, thinner, lighter, versatile and energy efficient. Commercial displays save you money while optimising the impact of your content through their greater performance.

Screen Brightness





System on Chip

What types of commercial displays can you use for narrowcasting?

The four types of commercial displays used for narrowcasting are a tablet, LED/LCD, interactive and video wall. These options give you the opportunity to design a narrowcasting solution as creative and powerful as you want. They each offer various forms of advantageous functionality compared to the next and can be implemented into all environments.

Digital Signage Displays - Tablets


Digital Signage Displays - LCD/LED

LCD/LED Displays

Interactive Displays

Digital Signage Displays - Video Walls

Video Walls

What’s the difference between indoor and outdoor displays?

Outdoor displays has been custom-built to deal with the different demands and issues that putting them outdoors poses upon them. They have even brighter screens, internal and external protection against all weather conditions, different connectivity options and more robust security physically and against hackers.

Outdoor digital signage - brightness


Outdoor digital signage - weather protection

Weather Protection

Outdoor digital signage - connectivity


outdoor digital signage - security


What is a narrowcasting media player?

A narrowcasting media player (also “narrowcasting player”) is a physical device that connects to a narrowcasting display and a computer network. It receives media files from a narrowcasting software server, processes them and then relays them onto the display.android media player for narrowcasting

What types of narrowcasting media players are there?

The four options for a narrowcasting media player are to use a system on chip display, PC, Android-based media player or Chromebit. Each type uses a different operating system and has various benefits and drawbacks, so the best fit for each narrowcasting solution will vary.

Digital signage media players - system on chip

System on Chip

digital signage media players - pc


digital signage media players - android


digital signage media players - chromebit


How do narrowcasting players vary?

  • outdoor narrowcasting - media markt
  • Software Compatibility

  • Processing Power

  • Operating System

  • Connectivity & Remote Control

  • Storage

  • Size

  • Durability

  • Multi-Screen Capabilities

What is narrowcasting content?

The content of narrowcasting is simply the forms of media shown on the displays, but there’s a wide range of content creation and management options. All users have unique objectives, locations and audiences, so all content is unique too.

video wall narrowcasting

What are the options for sourcing narrowcasting content?

You have three main options for sourcing narrowcasting content: creating your own, third-party advertising and news and entertainment. All of these sources will be made available to you and easy to implement when you use a SaaS narrowcasting company. Your narrowcasting will be able to use and schedule all three.

digital signage content - templates


Your Own Creations

digital signage content - advertising


Third-Party Advertising

digital signage content - news and entertainment


News & Entertainment

What types of content can you create for narrowcasting?

Narrowcasting content can be basic, and frequently is. It doesn’t have to be hugely complex to be effective, but gives the opportunity to be. Dynamic content attracts more attention, shows more information, creates more opportunities and can personalise the experience of your audience. The best results and ROI from narrowcasting will come from displays that bring together images, videos, animations and XML live feeds.

What is narrowcasting software?

Easyscreen 3.0 - New Narrowcasting Platform

Easyscreen's Narrowcasting Platform

The software involved in narrowcasting is related to controlling your content. A content management system will take care of the content at all stages, from creation to media player playback, making it easy to organise and adjust your content at all times from a single platform.The best narrowcasting software will come as part of a service from a narrowcasting company and is known as a ‘Content Management System’ (CMS). This keeps it simple to use narrowcasting and makes your content effective.

Why is it important to use CMS software?

A ‘Content Management System’ platform allows its usersto add and remove content from databases, manage media players,create playlists and schedulesand send content to media playersin a quick, simple and effective manner.

By using a CMS, you'll get lower costs, easier usability and access to more features, including:

  • Creation Templates: Supplies content templates that can be customized to match your specific industry and objectives.

  • Remote management: Makes changes without needing to manually access them.

  • Network monitoring: Checks the network status of all your devices to quickly report any downtime and fix issues.

  • User Control: Allows different levels of accessibility and power to different users.

  • Scalability: Gives freedom to expand with more displays and content, as it all can be controlled from one platform.

How is narrowcasting installed?

Your narrowcasting solution will have two types of hardware devices: displays and media players. These devices will be installed in various spots across your location (or locations). There's lots of options for how and where to install these devices, but there's also plenty of limitations too. A thorough examination should be conducted early, so your solution's dynamics, hardware and scale can be designed around what your space allows. And all of this needs to be done with your chosen objectives in mind.


What are some common challenges that affect narrowcasting installation?


There are five key challenges for the placement of your displays, but all of which can be worked around with the help of a narrowcasting specialist.

digital signage installation - connectivity


digital signage installation - media players

Media Players

digital signage installation - electrics


digital signage installation - visibility


digital signage installation - security


What is a narrowcasting solution?

A narrowcasting solution is a network of processes, content, hardware devices and software connected to bring the digital world to offline spaces. The tangible elements include media players and displays, while the intangible can include objectives and content schedules. A solution brings them into unison to create the best results.


How do you ensure your narrowcasting solution is effective?


You need to plan a solution's implementation with a step-by-step strategy:

  • 1. Set measurable objectives
  • 2. Define your target audience
  • 3. Create engaging content
  • 4. Plan locations and installation
  • 5. Design a content schedule
  • 6. Choose supportive hardware
  • 7. Review your solution's success

Can one company take care of all your narrowcasting needs?



One-Stop-Shop Service

Easyscreen is a one-stop-shop service, meaning we offer a full package. We supply you with all the necessary hardware, content creation and management software, and take care of installation and maintenance.

But what does that mean? Check out all of our full guides:

what is narrowcasting? ask easyscreen

Choosing Easyscreen

If you choose to use a narrowcasting company to make sure you’re creating the best possible content and making the most of your displays, then Easyscreen is here to help.

We are proud of what we’ve helped our customers to achieve and can do the same for you. Check out our customer stories for some inspiration.

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