A system-on-chip (SoC) collaboration with Broadsign will allow TV’s powered by webOS to take advantage of the inherent built-in advertising capabilities and campaign management tools on offer to digital signage users.
This is essentially enabling the Broadsign for SoC player to be downloaded to a LG smartTV, and registering it in the Broadsign OOH marketing platform. The SoC player then polls the Broadsign servers and downloads ad content to play. Once registered, the SoC player can report incidents and proof-of-play statistics back to Broadsign servers.
As simple as that sounds, the language of the original LG and Broadsign announcement does have a lot of fluff to it. DOOH is a mash-up of what is the worst and best in display marketing. It is getting much simpler to take any display and make a digital sign, and yet, because of the existing hierarchy of dealers and installers, and very conservative retail customers, the market opportunity is going to be bottlenecked (even if that is not a word, it should be).
DOOH sales channels are best suited to large installations but it is the lower tier of customers, the SMBs, that offer the best opportunities for rapid adoption of new SaaS applications and growth in display sales. When you see a digital signage demo area in the TV section of Best Buy, or maybe it should be in Lowes, that will be the time to rejoice and say, ooh, we get it. In the meantime, this is a step in the right direction for LG.
