MEXICO CITY — Two of Latin America's most dominant companies, Grupo Televisa and Wal-Mart de Mexico ("Wal-Mex"), have launched an in-store media network covering 292 Wal-Mex stores across Mexico.
Comprising more than 5,000 digital-signage displays and touchscreen kiosks, the network is centrally managed using FireCast software and media player hardware from WireSpring Technologies.
Televisa creates original retail-specific programming for the Wal-Mex network, combining informational segments and advertising spots. For shoppers, the content enhances the store experience and helps them make smart purchasing decisions. For advertisers, the network provides an additional opportunity to highlight key selling points, complementing traditional point-of-purchase advertising. Content is delivered through large-screen LCD displays in key store locations, as well as touchscreen kiosks in the pharmacy and other areas.
For Televisa, the Wal-Mex network provides new out-of-home ad inventory that can be sold to Wal-Mex product suppliers and other advertising clients. By outsourcing the content delivery technology and in-store playback software to WireSpring, Televisa retains focus on its core competencies of content production and advertising sales.
Key facts about the network:
- 292 stores under the Wal-Mart Supercenter and Bodega Aurrera brands.
- 21-28 large-screen LCDs per store, plus touchscreen kiosks.
- Content is customized by store type, with multiple channels per store, including a dedicated channel for the pharmacy in Supercenter locations.
- Products include WireSpring's FireCast OS, FireCast ClientCenter, and FireCast Media Appliance, as well as IBM's Anyplace Kiosk.
The Wal-Mex network rollout began in July 2006 and is expected to be complete by early November.
