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MEXICO CITY -- Wal-Mart de Mexico and Grupo Televisa this week launched an in-store media network consisting of over 5,000 centrally managed digital signage displays and touchscreen kiosks, covering 292 Walmex stores across Mexico.
Under the agreement, Televisa creates original, retail-specific programming for the Walmex network, combining informational segments and advertising spots. The content delivery technology and in-store playback software is outsourced to Ft. Lauderdale, Fla.-based WireSpring. (Story continues below.)
The goal of the partnership is two-fold, the partners said: For shoppers, the content is aimed at enhancing the store experience and helping to 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.
The network spans 292 stores under the Wal-Mart Supercenter and Bodega Aurrera brands, with 21 to 28 large-screen LCDs per store (more than 5,000 total screens), plus touchscreen kiosks. The content is customized by store type, with multiple channels per store, including a dedicated channel for the pharmacy in Supercenter locations. Products used include WireSpring's FireCast OS, FireCast ClientCenter, and FireCast Media Appliance, as well as IBM's Anyplace Kiosk.
The Walmex network rollout began in July 2006, and will be completed by early November, in preparation for the holiday shopping season.