Westinghouse Digital Develops New Digital Signage Solutions

Westinghouse Digital Electronics has developed three turnkey signage solutions to give retailers a highly targeted, more cost-effective way to reach on-the-go customers with ads, information and entertainment.

The new offerings include a hardware-only based PumpTop Topper; a self-administered NeonPump solution -- which adds neonSource and neonNow software to the PumpTop Topper -- and a complete Managed solution that features the PumpTop Topper with an integrated media player and content management provided by its strategic business partner, Irvine, Calif.-based AdtekMedia.

"It's a fact that traditional media are no longer the dominant force in advertising and no longer commands the extensive audience reach it once did," said Rey Roque, VP of marketing at Santa Fe Springs, Calif.-based Westinghouse. "Westinghouse's out-of-home (OOH) digital signage solutions are cost-effective and provide businesses with a powerful new way to reach customers when they are already in purchase mode. Our new digital signage solutions deliver targeted messages, offers, recommendations and other key messages to customers on an individual basis at the most optimal point in time."

Westinghouse’s hardware-only PumpTop Topper unit uses dual UltraBrite, sunlight-readable 19-inch wide LCD displays. The UltraBrite displays employ multiple areas of on-screen real estate for delivery of programming, advertising and information. The PumpTop Topper is designed for businesses that operate their own signage software and manage their own network operations center (NOC).

The neonPump is a local OOH Solution that features the PumpTop Topper and the company's proprietary neonNow and neonSource software. neonNow is digital signage software that is preloaded with professionally designed templates that allow businesses the flexibility of just entering text for signage in an instant. neonNow also provides a simple icon-based drag-and-drop user interface design that allows for simple insertion of a business' logos, ads or videos.

neonSource is digital signage software that allows businesses to advertise their latest product solutions, informational messages, daily specials, and promotional launches throughout the day on a timed rotation. It displays current broadcast/satellite/cable TV or videos while inserting banner ads along the top and bottom of the screen. The programming remains uninterrupted as the ads are dynamically inserted around it on the sides, top and bottom of the screen.

The Westinghouse Local OOH Solution with neonPump is ideal for businesses that have the resources to manage their own OOH advertising and signage initiatives. It offers localized control from an in-station server, and no NOC is required.

The vendor's Managed OOH Solution incorporates its PumpTop Topper and an integrated media player with content management from AdtekMedia. This features PumpTop TV programming, advertising and content wheel management and distribution through AdtekMedia's NOC, installation and detailing services.

In a five-minute program loop updated throughout the day, PumpTop TV features current content from news and entertainment broadcasters and traffic data providers to engage customers. It features national news, entertainment news, business news, sports headlines, real-time local traffic map and conditions, and local weather forecasts. It also allows the retailer to display full-screen advertisements as well.