Out Of Home News
Clear Channel Communications has announced plans to restructure its nationwide operations. From next month onwards, the out-of-home media company plans to separate its AOR media buying operations and asset ownership business into separate entities. At present, Clear Channel operates the two divisions within the one company.
OOH Media has tied up with MAM Movies as OOH TV partner for their film-making contest titled ‘I am the Change’. The contest invites filmmakers from all over India to make five-minute films on ‘101 NGOs’ in 101 hours. The contestants would be given any one NGO each based in the four metros of Mumbai, Delhi, Kolkata and Chennai.
Future Media has launched an interactive display called GestureTek, which it has positioned at show windows in key malls across the country. The interactive display is based on the technology of gesture-recognition with a camera capturing movement and displaying it on the format. It provides advertisers a new creative media solution to enhance interactivity with consumers.
The Supreme Court upholding the Madras High Court’s order banning hoardings has not only shocked the hoarding owners but also the entire advertising fraternity and left many in doldrums. With the ban on hoardings, the advertisers are left with few options, and the result is that prices of other out-of-home mediums such as road medians, bus panels and bus shelters have gone up.
Laqshya Media, a privately held out-of-home (OOH) media advertising company, has announced that global private equity firm Warburg Pincus would be investing up to Rs 276 crore in the company over the next 12 months.
Laqshya Digital Media has been roped in as the official indoor media partner by the Calcutta Ad Club to promote its creative excellence awards, the ‘War of Ideas’. The Calcutta Ad Club Awards is one of the oldest and most prestigious national level awards in the country.
Laqshya Media has joined hands with the International Indian Film Academy (IIFA) as the out-of-home media partner for IIFA Awards 2008, an annual event that promotes Indian cinema globally. It will be a 15-day pan-India campaign across all outdoor platforms.
Media Planning Group (MPG) India, the media arm of Havas Media, has launched Active, an out-of-home media service agency, through a joint venture with Skyline Outdoor Media. MPG Active will offer services in the domain of outdoor, rural and retail activation.
M Kumar, GM, Brand Development, Jagran Engage, is of the opinion 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 then be able to offer results that can be tracked and passed on to clients. In that sense, OOH has stormed their bastion and is able to offer ROI that is measurable.
Winners of the OOBY or ‘Out-Of-the-Box’ Awards 2008 have been declared. The top three winners this year are Amber Prakash (and team) from Mudra Communications, Kaustubh Arjunwadkar (and team) from The Works, and Sachin Pawar from idream in the 1st, 2nd and 3rd positions, respectively.
The Indian OOH Industry is still unorganised and quite fragmented, and though there is no official calculation, it is guesstimated to be around Rs 2,000 crore static and digital inclusive. Currently, people buy locations, but with research, the play would evolve to tracking audiences. The end game has to be about audiences and not about locations.
121 Technologies has unveiled its Bluetooth/SMS enabled easyTXT smart signage solutions. easyTXT is a digitally enhanced media format for deployment at OOH locations such as retail spaces, airports, malls/multiplexes, exhibitions, events. The technology allows potential customers’ mobile phones to be registered in an intuitive manner to receive offers and notifications.
Just as television jingles do not automatically become television ads, television ads are not qualified to be shown in out-of-home avenues like malls and multiplexes, which are largely audio neutral. Indian advertisers or ad agencies don’t seem to understand the difference yet. Future Media organised an evening to address this on May 19 in Mumbai to focus on the nuances of in-store advertising.
Highways that criss-cross the country are India’s lifeline, and Limca is out to travel along this lifeline in a bid to strengthen its pan-India presence. The soft drink brand has embarked on an OOH initiative that aims to create a connect with consumers around travel channels, including highways, dhabas and the back panels of trucks.
Outdoor Advertising Convention (OAC), touted as India’s only exhibition, convention and awards forum for the OOH industry, is enhancing its scope this year for the fourth edition of OAC 2008 in June. The grand finale to the two-day event is the Outdoor Advertising Awards 2008, which are exclusively for creativity and media innovations in the OOH advertising medium.
Orienta Cine Advertising has bagged on-screen media rights from Fame Multiplex across India. It will also have access to the 44 proposed cinemas to be set up in Maharashtra alone. The onscreen media rights specified to Orienta has given advertisers an opportunity to advertise in all 55 Fame Cinema screens.
Fondly referred to as India’s ‘biggest’ sports export, Khali aka Dalip Singh Rana, has caused quite a stir in the wrestling world abroad. So, when the 7 feet 3 inch tall Khali came visiting his homeland, it has become quite an event for thousands of his Indian fans. And whipping up some more frenzy are Laqshya Media and Ten Sports.
Future Media, the media company of the Future Group, has announced a session that aims to serve as a platform to bring together creative gurus from the Indian and international advertising fraternity to share their learnings and views on in-store communication. The programme is scheduled for May 19 in Mumbai.
Laqshya Group, through its subsidiary Right Angle Media, has set up air-conditioned public bus shelters in Dubai. Valued at over AED 750 million, this contract is for a 10-year period and the first street furniture project of its type in the world. It entails the construction of more than 1,000 air-conditioned bus shelters across Dubai.
It’s a sky war that is being fought on ground. And the battlefield in this case is Mumbai’s Chhatrapati Shivaji International Airport Terminal 1-A. Equus Red Cell has decided to match JetLite’s OOH campaign, which states: ‘Our smile lights up 502 flights to go over 50 cities every day’, smile for smile for its client Air Deccan.
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