Loterías y apuestas

LAE channel

LAE channel, the largest Dynamic Marketing channel in Europe takes innovation and technology to the point of sale.  

• Innovation,when designing a new product that improves our information services with the sales network, customers and advertisers.
• Cutting-edge technology, that allows improving some of our products in time and costs.

The LAE channel has operated in Spain since 2008. Over 8,500 screens placed at more than 11,000 sales pointsof the Loterías y Apuestas del Estado business network display corporate contents about Lotteries (up-coming draws, special pots, the results of prize draws, etc.), making it possible to give a closer, transparent, reliable and innovative image of gambling, as well as promotions from other companies or useful information.

93% of basis points and 70% of mixed points have installed a LAE Channel screen. This new concept of Digital Signage or dynamic marketing is highly applicable to retailing as it offers advantages such as the facility of segmenting the target public for the message, the effectiveness of the the large number of impacts (more than 18 million people a week) or the saving in traditional signing.

The LAE channel is the result of the combination of several technologies: screens, communications and multimedia hardware and software that enable generating contents in a fast and affordable way, differentiating it from other similar transmission control systems, remote auditing and management of all the hardware involved all through IP connections with SELAE central systems. This same platform is geared to handle all the types of multimedia contents currently in use and also includes the possibility of future formats.

As a product it requires the application of multidisciplinary techniques, specific to the world of cinema or commercial TV, that range from creative design to specialised systems and communications. At the same time, it combines the virtues of three of the most relevant media: television, outdoor and point of sale advertising, offering a faster resonse to market demands.

Besides fulfilling the function of informing and entertaining, the LAE channel is a very efficient support for 'Branding' activities as it attracts the public at moments of high availability, obtains fast results in terms of impact and is a suitable means to strengthen brand awareness and image at the sales point. The latest General Media Survey (EGM) guarantees the success of the LAE channel as a support of reference, reaching more than 2 million viewers a day.

This success is supported by the versatility of its functionalities, one of the characteristics of the LAE Channel that provides various possibilities, for example:

• The screen can be subdivided into various sections, in order to to communicate different messages in short periods of time.
• Possibility of defining several different circuits for broadcasting content. It is also possible to change the content based on days, time zones, location, etc.
• Updating of campaigns in very short periods of time.

The LAE channel has been developed by a specialised group within SELAE, that manages the whole process of the channel: from start-up, preparation of contents, transmission and control of promotion, to the entire logistic control of support and maintenance involved in a network of this size.