Gloss Media
Background: Gloss Media offers both digital and experiential touch points for advertisers to reach a broad female audience through a nationwide network of upscale Nail Salons & Spas. The Gloss TV digital screen network provides a unique medium to narrowcast content – travel, fashion, lifestyle, current events, celebrity gossip, news – to a truly captive and receptive audience.
Challenge: To provide the digital network platform that enables Gloss TV to deliver with maximum impact for advertisers, whilst enabling local salons to display custom messages to improve their local business and maintain customer loyalty. The solution required the network to be remotely manageable at both national and local levels, and with the capability to scale to 1000’s of media players. Given the wide geographic spread of salons, there was a major emphasis on hardware and software reliability.
Solution: With the proven solution of EnQii mid-range ‘RP400’ media player, multiple sizes of LCD screens are now installed in over 100 select locations in the Top US Markets (New York, Los Angeles, Chicago, Atlanta, Boston, Philadelphia, Houston, Dallas, San Francisco and Washington, DC). EnQii’s web-based network management ‘Remote Transfer’ provides all the tools and flexibility to manage a 3-hour loop which is refreshed weekly with quality content from multiple sources. Audio levels, and individual store open & close times are managed remotely. The proven reliability and accountability underpins the quality audience that Gloss TV delivers and ensures that big brands such as VH1, Lifetime, WE, GMC, Mars, Unilever are regular advertisers. Building on this success, the plan is for 600 stores by end of 2010, with a goal of deploying in 5,000 stores which represents 30% of the upscale Nail Salon Market.
