The OOH segment is developing rapidly in the country, with several new technologies being developed and innovative solutions being implemented in this space to help brands reach out to the target groups and break the clutter.
One-2-One Technologies is one such agency which is already providing bluecasting technology in the country from Kameleon and is also offering content services via its associates. The company is now planning to focus on developing newer OOH solutions for advertisers. Some of the future offerings include development of reporting capabilities/tools and also some solutions for the latest technologies like IPTV and kiosks based systems.
exchange4media had earlier reported on the use of bluecasting technology in the Lee Jeans campaign by Maxus Interaction in Mumbai and Bangalore. Revealing more on the technology, Nilesh Kale, Director, One-2-One Technologies, said, "The importance of bluecasting as a media is now evolving. This technology uses Bluetooth to send promotional content to mobile phone handsets. Kameleon's MobiZone bluecasting equipment is capable of covering an area of 35 feet. Any mobile phone in this range can receive free content from the MobiZone units by switching on the Bluetooth connection on their phones."
This technology also allows the brand to keep track of all the transactions through the method. Kale further said, "During and after the campaign, reporting of the number of downloads per item per location is provided to the client. This helps them to tailor the content regionwise/locationwise as per the response for existing content and also allows the clients to exactly measure and quantify the effectiveness of this medium."
Talking about the company's future plans, Kale said, "Introducing interactivity in the otherwise static mediums of outdoor advertising is the key for raising the bar in the OOH advertising. We are currently working on opportunities in offering more interactive mediums for advertisers. These offerings will be based on technologies like IPTV and kiosks based systems. We are also working on developing reporting capabilities/tools that will let clients evaluate the effectiveness of new advertising media."