Out Of Home News
With festivities reaching the annual crescendo, there is a free flow of joyful spirits and spirits of the Bacchus kind. In a bid to promote responsible drinking, Out Of Home Media India has embarked on its CSR campaign with the message ‘Don’t Drink and Drive’. The campaign will run for two weeks under the aegis of OOH Cares.
OOH Media has launched its scientific and research-based rate card equipped with innovative packages to woo advertisers. The new rate card is an evolved form of a master planning tool, which is based on a client’s media buying habits, erstwhile prevailing rates and insights derived from OOH Metrics.
Out-of-Home Media (India) Pvt Ltd has announced a strategic tie-up with Blue Foods, one of the largest integrated multi-cuisine lifestyle restaurants chains in India, to expand its screen network. OOH Media has installed over 100 screens across various Blue Foods network pan India. The locations see a total footfall of over 1 million customers daily.
Big Street, a subsidiary of the Reliance Big Entertainment Ltd, has unveiled the key research findings of an independent study undertaken by The Nielsen Company. The research was undertaken to measure the effectiveness of the Delhi Metro Rail Corporation (DMRC) as a preferred medium for advertisers.
Future TV has acquired exclusive rights to install and operate its network at the Radhakrishna Group’s Foodland Fresh chain of food and grocery stores. This arrangement will ensure exclusivity to Future TV screens in Foodland Fresh outlets across Mumbai, and its extended suburbs, Navi Mumbai and Thane.
OgilvyAction has been appointed by Brooke Bond Lipton Tea to handle a combination of digital and out-of-home activities on a project basis. The agency will handle the project for a period of three to six months. Tribal DDB is the agency on record for the business.
OOH Media has recently wrapped up its three-city interactive ‘share-n-learn’ forum – OOH Share. Held in Mumbai, Delhi and Bangalore, these forums were attended by a mix of media planning and buying experts from media and OOH agencies. The forums were aimed at disbursing knowledge about OOH TV as a medium.
Real Image Media Technologies Pvt Ltd has acquired patent for its media and advertising distribution and tracking system in India and the US, issued by the United States Patent and Trademark Office. This technology is marketed by Real Image under the brand name QMedia.
Posterscope, the global OOH agency from the Aegis Media stable, is launching its India operations from Tuesday, September 16, 2008. It will be headquartered in Mumbai, but will be launched simultaneously in the top 32 cities, including metros, mini-metros and Tier I towns. Haresh Nayak, an OOH veteran, will lead Posterscope India.
Hyderabad-based SatNav Technologies has launched its GPS navigation product – SatGuide – for major retail chains across India. SatGuide has partnered with chains like Croma, Staples, E-Zone and Reliance Autozone to bring its widest range of GPS products into the neighbourhoods of consumers across India.
Digital Signage Asia 2008 (DSA), an Expo and Convention on digital signage, will be held in Mumbai on October 3-4. The two-day event will highlight the flexibility and bandwidth of digital signage and showcase its various facets. DSA is expected to see the participation of conglomeration of industry heads, digital network operators, retailers, brand marketers, research agencies, technology solutions providers and digital network owners.
Partho Dasgupta, MD & CEO, Future Media, says in-store radio plays a big role in setting the ambience within a store and enhancing the purchasing experience of consumers. Radio stations get the opportunity to reach out to their listeners at a very effective consumer touchpoint – retail – which makes a listener’s interaction with the brand as interesting as possible.
It seems the nation, and various advertisers, can’t get enough of India’s latest ‘Golden Boy’, Abhinav Bindra. One such advertiser joining the ‘Congratulate Bindra’ brigade is OOH Media. The out-of-home agency is releasing four vignettes featuring the Olympic Gold medalist as part of its property called ‘Know your OOH Hero’.
The Idea Cellular ‘Education for All’ TV campaign featuring Abhishek Bachchan has warmed the hearts of all. Now the cellular service provider is winning hearts with the OOH ads with the same theme. Conceptualised by 141 Wall Street, the creatives have enough innovativeness to create the right buzz.
Partho Dasgupta, MD & CEO, Future Media, is of the opinion that in-store radio helps enhance the purchasing experience of consumers. And radio stations get the opportunity to reach out to their listeners at a very effective consumer touch point – retail – which makes a listener’s interaction with the brand as interesting as possible. Over time, Future Media has plans to launch its own in-store radio network, he says.
Future TV, the in-store television network brand in the ambience of consumption, has introduced six different offerings to help advertisers plan a more robust and precise campaign. The sales packages, classified on the basis of consumption formats, will help advertisers reach out to audiences with the required ‘wallet power’.
OOH Media has initiated the ‘Uniting for Children’ campaign in association with UNICEF, wherein the former will conduct a month-long promotional activity on their entire network of over 4,700 screens across 23 cities to patronise a donation drive for the causes of malnutrition, AIDS, child labour and education.
If one takes into account that the time is not too far when the medium can interact with the TG on a real-time basis thanks to Bluetooth/IR technology, it would offer results that could be tracked and passed on to clients. In that sense, OOH has stormed their bastion and is able to offer ROI that is measurable. It is, therefore, not surprising that you now see a lot many brands hitherto focussing on ATL apportioning a major chunk of their advertising monies on OOH.
OOH Media has launched their new on-screen property, ‘OOH Cares’. It is a corporate social responsibility initiative, wherein OOH Media would dedicate some airtime on screens to social causes or public service messages.
Graphisads has acquired the sole marketing rights from MCD/NDMC for 40 sites in Delhi’s prime locations, including Greater Kailash I market, PVR Saket, RK Puram – Sangam Cinema, IP Depot, Ring Road, Mathura Road, Pragati Maidan, Defence Colony flyover, and LSR crossing area, among others.
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