CHICAGO -- Mondelez International Inc. has selected BroadSign International LLC's digital-signage content-management platform for its Diji-Touch interactive vending machines.
BroadSign provides cloud-based software for digital signage networks. Its BroadSign X platform was originally designed as a management system for media companies operating digital out-of-home and digital place-based media networks. BroadSign X is now regarded as a mature and reliable fit for all digital signage software needs, and its Android-based smart player, BroadSign Xpress, reportedly has decreased the cost of deploying digital signage compared with PC-based hardware alternatives.
Mondelez director of foodservice marketing Michael Miller said the snack giant selected BroadSign because it supports the development of interactive features that allow the Diji-Touch network to "create unique connections with consumers as they purchase products."
A Diji-Touch machine is featured at BroadSign's exhibit at the Digital Signage Expo, taking place now at Sands Expo and Convention Center in Las Vegas.
"These interactive vending machines completely change the traditional consumer experience and our software is a safe bet for enhancing future interactions," said Skip Beloff, BroadSign's vice-president of sales.
Mondelez's touchscreen vender, developed by Kraft Foods Inc. (prior to Mondelez's spinoff from its North American grocery business) in partnership with Crane Merchandising Systems, Samsung and ad agency Digitas, made its debut at the National Automatic Merchandising Association's 2009 Spring Expo in Las Vegas.
The initial deployment of Diji-Touch is part of a national rollout occurring within the next 18 to 24 months, with a goal of 1,500 machines deployed in the first year, according to Mondelez. The machines will reportedly be located in hospitals, colleges and universities, as well as other high-traffic sites like museums and public transportation stations.
Diji-Touch machines feature interactive, touchscreen-enabled LED monitors, Microsoft Kinect motion sensors and NFC readers. High-definition motion graphics and 3D views of packaging, ingredients and nutrition facts contribute to a reported average dwell time exceeding six minutes and a threefold sales increase, according to Diji-Touch's beta test results.
The heightened level of consumer engagement at the point of purchase presents media placement opportunities for both "endemic" advertisers whose products are in the vending machines and "non-endemic" advertisers seeking a digital out-of-home network, according to Mondelez.
The Diji-Touch network will also increase the level of interaction achievable in Mondelez's multichannel campaigns. In a promotion for Mondelez's $9 billion Oreo brand, for example, consumers are invited to draw a smile in the icing of a cookie on a Diji-Touch screen prior to purchase.