Kinetic WW India has announced the launch of OOH planning tool—Aureus and airport division—Aviator. Aureus is a unique OOH planning software with an end-to-end solution right from the brief to the estimate; while Aviator is a specialized division designed for planning and buying of airport media.
Of the two tools launched, Aureus is designed to work seamlessly amongst all partners in the OOH media value chain including business associates, agency buyers and planners, and clients to deliver smarter OOH media planning for every campaign.
Aviator, on the other hand, is a tool that has been used by Kinetic globally to great effect. In fact, over the years, it has been also applied to bus and train systems. Suresh Balakrishna, CEO South Asia & Middle East of Kinetic, told exchange4media that it would not be long before we see a similar application in India.
"Aviator can go across to railways, bus travel, and more. In India, we have launched it this year only for airports but the natural progression, which is happening abroad is that it will go to railways and bus too," said Balakrishna.
Speaking to exchange4media, Balakrishna said that the airport advertising market would be about 20 per cent of the total advertising market; bringing it to around Rs 800–900 crore. To ensure the most effective functioning of Aviator, Kinetic has partnered with media owners like JCDecaux, Times OOH, and TDI. Currently, APEX, which is the primary database used by Kinetic, has access to traffic data for 91 airports, with inventory mapping completed for eight of the top airports in India.
Speaking about Aureus, Paula Fernandez, Global Director – Head of Data Tools & Analytics, Kinetic WW, said, “At Kinetic, we understand that our business needs to be driven by data and technology to provide a leading service. Aureus in India will drive better strategic capabilities to our solutions, as we integrate different sources of data to provide a better understanding of the media and the consumer landscape. This is the first stage of implementation of a system that is continuously evolving to adjust to the rapid changes in our industry. Following stages will include an improved integration with the marketplace to allow a seamless transaction with the vendors, and the implementation of more complex digital planning and buying capabilities."
When asked about whether companies providing sales data to Kinetic would be a roadblock, Balakrishna said, “Maybe clients won't stand in line to share sales data but over a period they will realize its importance. We have generally seen that Aureus works better when sales data is shared.”
As part of the new launches, Balakrishna also gave an idea about Kinetic’s roadmap for this year. "This year, you will see us do a lot of research on how we can marry OOH and mobile," he said.