Out Of Home News
Out of Home Media (India) Pvt. Ltd has tied up with The Mumbai Festival (TMF) 2008 as its exclusive out-of-home TV partner. From January 17-February 3, the festival comprises an array of musical, dance, cultural, sports and art events, including the Mumbai Marathon.
Jagran Engage has been steadily increasing its presence in the ‘Hindi heartland’. The outdoor advertising division of Jagran Prakashan Ltd has recently bagged the exclusive rights of marketing of hoardings in Aligarh City. The contract is for two years starting January 2008.
Pramod Bhandula, MD, JCDecaux India, says Indian outdoor advertising is different from the global market in many ways -- lack of quality is the key differentiator here compared to global markets. Currently, authorities are looking at revenue maximisation rather than focusing on quality, he points out, adding that some civic bodies are opening up to discussions.
In-store digital media network vJive Networks and The NewsMarket have announced their partnership to bring international news video to over 100,000 in-store screens, shops, gyms and other retail locations by 2010.
"At the moment, we are seeing a dramatic technological change. We are also now inviting consumers to interact more with the banners and hoardings through infrared and Bluetooth applications; touch screens and LED screens. That is surely a great move towards creating a personal relationship with the consumer. In future, outdoor creatives have to be extremely creative for breaking the clutter. There will be diverse forms of billboards, and advertisers can practically advertise everywhere."
Pyramid Saimira Theatres Ltd (PSTL) has announced its strategic acquisition of Mumbai-based Dimples Cine Advertising Pvt. Ltd. PSTL has acquired 51 per cent stake in the company, for an undisclosed sum. Dimples Cine Advertising will continue to be headquartered in Mumbai.
ENIL’s Times OOH has unveiled a new brand identity. The management has felt that the need for a new visual identity emerges from vision for an aggressive growth trajectory being charted out.
Starcom MediaVest Group has introduced Navia Malaysia, an out-of-home specialist. Functioning as a division of Starcom MediaVest Group, Navia Malaysia’s suite of services include media planning, site survey, negotiations, creative development and production, site monitoring and maintenance as well as campaign evaluation across Malaysia.
Mumbai-based Mediaware Infotech, which has a presence across India, has developed an enterprise resource planning (ERP) system for out-of-home media companies that covers the process of site acquisition right up to client billing.
Future TV, the in-store television brand from Future Group, has announced the introduction of contests for consumer interactivity through its network across its stores. The contest is based on the ‘predict and win’ format, wherein viewers have to predict the result of the Future Cup series via SMS.
Out-of-home (OOH) companies in the country have come together under a single roof to form the Indian Outdoor Advertising Association (IOAA). Selvel Advertising, Jagran Engage, Times Innovative Media Ltd, Clear Channel, Prakash Arts and Laqshya Media are the founding members of the industry body. IOAA has been registered as a ‘not-for-profit’ company.
Out-of-home (OOH) companies in the country have come together under a single roof to form the Indian Outdoor Advertising Association (IOAA).
Big FM has made its foray into the OOH advertising industry with ‘Big Street’. The venture has already acquired advertising rights for displays at Delhi Metro, which will soon be offered to advertisers. It will be headed by Jayyant Bhokare, VP-Business Development.
Bangalore-based specialist OOH agency Serve & Volley Media has been retained as AoR by TVS Motors for the Southern states of Karnataka, Tamil Nadu, Andhra Pradesh, Kerala and Goa, for a period of 12 months. Serve & Volley had first won this business following a multi-agency pitch in 2005.
A recent survey conducted by Dove stated that 81 per cent of women in India were not too happy with their hair. This survey was a part of Dove’s marketing initiative to support its foray into hair care. Dove has also taken the initiative on-ground with ‘Beautiful Hair’.
Laqshya Media has recently been awarded the advertisement rights for the new Hyderabad international airport. The contract is for a period of seven years. Laqshya Media was selected from among several other international names through a transparent and competitive bidding process.
Laqshya Media’s UAE subsidiary Right Angle Media has obtained an equity participation of over Rs 152 crore from Amwal Al Khaleej. This funding will reportedly help the company expand its operations in the Gulf.
UTI asset management has decided to go the ambient way to promote the financial product. Outdoor Media Integrated (OMI), a division of Laqshya Media, has worked on the campaign, which includes close to 27 retail stores along with billboards and bus shelters.
Daniela Krautsack, Managing Director, Magic Moments, who has done a lot of work in ambient media, says there are a lot of dramatic technological changes happening in the OOH sphere. Consumers are interacting more with banners and hoardings through infrared and Bluetooth applications, touch screens and LED screens. She sees this as a great move towards creating a personal relationship with the consumer.
Laqshya Media has taken over Vertigo Lanka, which has been the airport advertisement rights concessionaire for the Colombo’s Bandaranaike International Airport since 2002. Laqshya will function as the airport’s advertisement rights concessionaire till 2010.
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