Case Study

Quality Control strategy for outdoor media leads to Wireless Logic

Wireless cameras monitor the UK’s leading digital sites


As one of the UK’s newest providers of high-profile large-format digital poster sites, Ocean Outdoor owns some of the country’s most strategically located landmark sites giving companies inspirational canvases for inspirational advertising.

The Challenge

As a boutique media owner, Ocean’s commitment to deliver a quality, no-fail digital solution led them to identify a fail-safe monitoring system accessible 24/7 to their clients. With remote cameras sited close to each premium location, a wireless solution was then required to enable large amounts of video and stills to be streamed directly to HQ and clients – with this ‘on the ground eye’, the quality control of the digital image, and surrounding environment would be able to viewed real-time, any time.

The Solution

The solution was developed in-house by Ocean, creating a wireless camera solution with an integral M2M SIM solution. Prerequisites to the connectivity were a watertight Service Level Agreement (SLA), an ability to manage large amounts of data – typically up to 10 GB per month, and a hassle-free ability to install a fixed IP to each location.

For the latter, this is essential in case of localised camera power down or router failure. With fixed IP, Ocean can ensure the camera sites are still discoverable, thus avoiding the need for an engineer’s visit.

Profiling the right wireless connectivity provider fell to John Kilfeather, Operations Manager at Ocean, who researched the UK market for suitable providers. “We set about a selection process which covered a number of criteria including SLAs, value and ability to select our choice of network. Whilst our sites are in the busiest of locations, network coverage can sometimes be questionable due to the high populations. We wanted one provider to give us a shopping bag of networks so that connectivity is never an issue,” explains John Kilfeather. “And further, with a relatively small number of SIMs required, we needed inherent flexibility within the provider so that we can treat each SIM as an individual entity – something which the major networks are simply not geared up to do.”

Developing a tailored package of M2M connectivity was managed by Wireless Logic’s Account Manager, Justin Godfrey-Cass: “Ocean Outdoor’s requirement for M2M SIMs handling high volumes of data required us to create a range of tariffs that whilst not cost-prohibitive, would deliver an economical solution in line with Ocean’s value commitment. 10 GB per month per SIM certainly falls into the ‘high usage’ category – we worked hard to ensure tariffs had parity, regardless of the final network chosen.”

Data from the cameras can be accessed at any time by both Ocean and their clients. John Kilfeather continues: “By empowering our advertisers to see their outputs when they want, in real-time, Ocean can alleviate any doubt in terms of the digital signage not performing. As eyes permanently focused on the screen as well as the local environment, the high resolution cameras can track every minute of every day – it’s quality control unprecedented within this new and dynamic media sector.”

Wireless Logic’s connectivity solution has met Ocean’s requirement by delivering a ‘boutique’ solution with a low volume of SIMs, each with a selected network right for each location. The network and system resilience is critical to the overall solution and Justin Godfrey-Cass believes that Ocean’s package demonstrates how the M2M sector is evolving to bring tailored, reliable and cost-effective answers to niche users within a number of verticals: “Our relationship with Ocean gives them the confidence to know that this part of their quality control process is seamless and worry-free. We are pleased that some of the highest profile advertising sites within the UK have a Wireless Logic SIM looking over them.”

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