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CANAL-LAE, the biggest Digital Singage channel in Europe

A new communication channel, named Canal LAE, has been implemented in Spain since 2008, in all the point of sales of Loterías y Apuestas del Estado, a State company within the Treasury and Finance Ministry. 6.500 big size (plasma or LCD) screens have been installed and are managed by the same number of computers.  These screens are linked by means of IP lines to the central system in the State enterprise STL (Sistemas Técnicos de Loterías del Estado).  Results of lottery draws, results of games such as the Spanish sport bet game called Quiniela, and Lotería Primitiva, etc. are broadcasted through these screens as well as information on next draws, special jackpots, and advertisements from third parties.

This is possible thanks to the technology developed by STL and Telefónica.  STL has one the biggest IP private networks in Europe to market and managed the State games.  Contents to each point of sale are sent through this network.  In 2006, the CMT (Telecommunication Market Commission) issued the license for this channel.  This license allows “the service to broadcast information, text, image and sound, by means of public electronic communication networks”.

The technological platform in charge of the management of the 6.500 points of sale allows, as a distinct element from other similar systems, to send contents, to control what is being displayed and the remote audit and management of all the hardware components.

This platform supports all kinds of multimedia contents presently in use and also includes the possibility of future formats.

Digital Signage makes it possible to provide a closer, more transparent, reliable and innovative image of games of chance.  Digital Signage allows the display and publication of information in a global or personalized way, according to the location of the screens, client’s profile, number of customers, time schedules, as well as updating advertisings/promotion campaigns in a short period of time.  In conclusion, traditional posters can be replaced by new electronic devices and Digital Signage offers a faster solution to market demands.

Digital Signage combines the qualities of the three most powerful media: TV, “outdoor” and “post point of sale”.  In LAE’s case, the broadcast of contents in 4.500 points of sales, placed in the main streets of each city, means an average of more than 18 million GRP per week.  These figures are higher, for example, than the broadcast of an advertisement during an important prime time soccer match.

This new communication channel has a special significance as 70% of LAE’s customers make their buying decisions when they arrive at the point of sale, so that products, advertising and information about games and jackpots can influence them.  This channel makes the customers stay longer at the point of sales, while they look at information about available products and services.

For any query direct you to canallae@stl.es