Outdoor advertising company Digital Music India Pvt Ltd (DMI), which developed exclusive technology to address digital signage space in the Indian retail environment, is on an expansion spree. Having placed around 20 42-inch plasma screens in all Fame Cinemas in Mumbai, DMI is now planning to install around 250 screens in the next couple of months and increase it to 1,000 by the year-end.
The 250 screens will be installed at various malls and multiplexes. company has selected places such as Delhi-NCR, Greater Mumbai, and Gujarat as the key places. However, Bangalore, Chennai and Kolkata are also being looked at.
DMI uses the vJive model as a marketing communications tool as it displays the brand message at precisely the right moment – when the consumer is in a store, actively engaged in the process of purchasing a product.
The screens used by the company display a combination of value added content ranging from news, current affairs to entertainment, besides showcasing advertising too. These screens are effective in public spaces such as malls and multiplexes and also within the aisles of the multi-brand department stores.
Sharing his views on the medium, Rajesh Jog, Co-Founder and Director, DMI, said, “The effectiveness of the medium is due to the fact that the screens are installed at retail locations where customers are inclined towards making purchase decisions. Research has shown that over 70 per cent of purchase decisions are made within the retail environment. So, our network acts as an enabler and helps brands connect with their customers at the right time and at the right place.”
“India is a fantastic market from a media innovation perspective. We have found all our founder advertisers to be very supportive of this new medium and we think that the market is extremely adaptive and supportive of new media. In countries, where the adoption rates for new media (Internet) were slower, we find that our customers, having had the advantage of many years of global experience on this narrowcast medium are much more willing to experiment,” added Jog.
Elaborating more on the growth plans, Jog said, “We are looking to grow very aggressively in all of South Asia, including India. Internationally, we are entering into a joint venture with a leading media company in Dubai for our expansion into the Middle East. In India, we are also looking at all growth markets, including Tier II and Tier III cities. Fame Cinemas have been a fantastic start for us. We are considering several proposals from other leading multiplex operators as well as retailers, mall management companies as well as hotel and restaurant chains.”