Prime Outdoors, part of Prime Market Research, has recently launched a new software that provides an easy and convenient way to search, select and book hoarding sites across India.
Primetime India provides services to advertisers & advertising agencies for national and international marketing of TV airtime, Out-of-Home media solutions, and radio consultancy. Prime Market Reach is an independent media sales house providing solutions in broadcast media like Out-of-home and emerging options like multiplexes and retail malls across India.
Jeffrey Crasto, President, Prime Market Reach, said, “Prime Outdoors now gives you an easy and convenient way to search, select and book hoarding sites across India.
This software tries to integrate the usage of information technology and efficient ground level infrastructure in offices across the country, to facilitate quick and scalable implementation of campaigns nation-wide. It is perhaps the only company in India – to provide the largest online database of sites across India to advertisers, which offers ease of planning, buying and monitoring outdoor campaigns – from indoors. It has also developed and implemented outdoor-customized process management systems for our clients. It helps to have implemented a structured vendor relationship initiative for key suppliers nationally in recognition of their role as partners in our business.”
Crasto added, “We are using it for our clients like Hyundai, Aegis, Metro Shoes, Radio One, Whirlpool, Bloomberg UTV, Tata Housing, CISCO, Ultratech Cement, Etihad Airways, Oman Air, Radio City, Yamaha, etc.”
Rathnakar Rai, Managing Director, Primetime India, said, “These product changes along with some major alterations in our structure starting with the joining of Jeffrey Crasto as the President of our outdoor company Prime Market Reach Pvt. Ltd, we believe, will re-position & enhance the way we service our clients. Jeffrey with his experience of managing large accounts will help our business model to be showcased along with our value propositions and also deliver the relevant service through the team. We are confident that this will be of immense interest to both the large and medium outdoor advertisers.”
“This software works as we have an online database of over 30000 sites spanning 45 cities – the largest online database of sites in India at www.pmrindia.com. This delivers a set of standardized site level information i.e. location details, visibility data, photographs and site maps to allow clients to shortlist sites online. This huge inventory provides our customers unparalleled locations to reach their target audiences nationally, and adds transparency to the site selection process. There is an online monitoring module – this allows clients to track campaigns from the comfort of their desktops and is especially useful in a decentralized scenario.”
“We have an experienced and trained people to guide clients in making the most informed choices for their campaigns using the database, ensuring that they are based on campaign requirements. We have assurance of timely and quality delivery through benchmarked systems and processes – PMR is a pioneer in implementing outdoor projects-customized process management systems, developed through Qualteam, a process management consultancy firm with expertise in Six Sigma and TQM. The reporting formats and guidelines established enable us to offer upstream delivery to clients, and stay on top of the outdoor process.”
“We offer competitive rates through unique vendor relationship initiatives and volume buys. We offer a unique program, along with timely payments helps us in delivering quality and timely campaigns and supports us in getting the most competitive rates for our clients. This is also facilitated by our rich experience, a databank of rates across key cities. This position has been under threat recently with the market & vendors getting aggressive & business savvy. Competitive information and analysis provided city-wise and brand-wise – Our clients get a monthly report on the number of sites taken by their competitors brand-wise, the key locations, sizes, details of any innovations done etc. This data is also analyzed by brand and city to reflect the share of space and number of sites taken by competition.”
Regarding the road ahead Crasto added, “PMR(Prime Market Research) is working towards having at least one key advertiser, from each of the major vertical segments identified. Innovations as an area of focus as clients increasingly seek to beat the clutter. PMR is also keen on taking its focus on information and database further in the ensuing months. It has already initiated work on updating its database for the key 20 towns and adding to the richness of the information. As part of this process, town and area information will be added to provide a better overview for planning purposes.”
“Further we will be taking monitoring to a different level with on-the fly mobile downloads-Currently we download visuals for site tracking & monitoring from digital cameras. This is now replaced by downloads using mobile devices. This proprietary technology, developed for us by a Bangalore based technology company, uses technology which connects mobile devices to a server which in turn is connected to our database server. This allows on-the-fly download of visuals from locations across the country to our website. This technology has already been prototyped & we intend to launch it very soon. Data about other key outdoor media options will also be incorporated. The PMR website will also be upgraded and extended terms of functionality with a shift in platform and modules added to increase user- friendliness and robustness.” explained Crasto.