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Video Advertising Could Be Coming to a DMV Office Near You

Final proposals are due Oct. 9 for the DMV’s Centralized Customer Flow Management and Appointment System (CCFMAS), the electronic system that organizes wait times and lines at local field offices.

Final proposals are due Oct. 9 for the DMV’s Centralized Customer Flow Management and Appointment System (CCFMAS), the electronic system that organizes wait times and lines at local field offices.

The bid was originally put out in January 2014, but those responses were deemed nonresponsive and the department released a new RFP in January 2015.

A few of the project’s parameters have been adjusted: notably, the new solution will integrate CCFMAS and message boards into a single view for all field offices. The vendor – not the DMV – can now own the monitors.

“Offices typically have multiple queue monitors installed throughout the customer lobby for easy viewing; this is also true of the message board monitors. Consequently, customer lobbies in many offices display multiple queue monitors and multiple message board monitors that compete for customer viewing; multiple monitors in varying sizes and type create a jumbled haphazard look and detract from the professionalism of the office environment,” a Special Project Report released in May said.

In practical terms, this one-stop approach likely means wait time information, DMV announcements – even advertising – will be delivered on these monitors at the same time as a customer’s appointment number is called.

According to the technical requirements of the bid, the contractor may choose to use video advertising content as long as it’s pre-approved by the DMV. Advertisements must not exceed 15 minutes of each hour, and advertisements about alcohol, tobacco, medical marijuana, firearms, DUI legal representation, driving schools, politics and religions are “strictly prohibited.”

Furthermore, “the system must provide an online Web portal to DMV management to show in real time what message is playing on each individual [field office] message board,” the bid said, and provide a suite of real-time analytics.

The advertising revenue would be property of the vendor and would be shared with the DMV.

The system would replace two of DMV’s current management systems. The QMatic queue flow system was implemented in 1999 and was in use at most of DMV’s 174 field offices. It features a ticketing system, scrolling message boards and TV monitors for managing customer office visits. A separate in-house customized system handles scheduling of customer appointments online or by phone. Both systems are nearing end of life and can be consolidated, according to DMV.

The new appointment system would interface with DMV’s existing self-service Web page for scheduling appointments.

One of the goals of the procurement is to further reduce wait times. DMV says it serves 27 million customers a year.

Matt Williams was Managing Editor of Techwire from June 2014 through May 2017.