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Times OOH focuses on innovation as the way ahead

15-October-2009
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Times OOH focuses on innovation as the way ahead

In a market that is getting increasingly getting cluttered, Times OOH has lined up plans to focus on innovations in the OOH sector to stand apart. In an exclusive conversation with exchange4media, Sunder Hemrajani, Managing Director, Times Innovative Media, talks about the plans, the strategies and the road ahead.

“The economic downturn has hampered the growth rate of the OOH industry and Times OOH, being one of the key players, was not isolated. However, the sector is still poised to do better than others. The downturn called for re-strategising and re-organising. The focus is on category development and targeting new segments, cost optimisation, productivity enhancement and increased customer engagement through customer-centric innovation and value creation, etc.,” Hemrajani explained.

He added, “We are focussing on innovations that would be adaptable and adoptable. Some stunning customer-centric conceptual innovations riding on the technological and capability advancements would be the next stage that is poised to maximise value for the OOH stakeholders. Our plan is to focus is on such innovations.”

He further said, “Times OOH and MTS had jointly undertaken a recent outdoor campaign on the DND Flyover, wherein the entire toll plaza stretching from Noida in Uttar Pradesh to Mayur Vihar in Delhi was covered with the MTS branding in the form of boom barriers, canopies, standees, lane dividers, etc. In all, 16 sites were branded with MTS, which created good visibility for the brand and generated quite a buzz.”

Speaking about the technological advancements in the outdoor medium, Hemrajani said, “There are various technological advances as well as challenges that this industry facing. However, this industry is also evolving fast and so are the OOH media options. Internationally, one can witness extensive use of large format LED screens, networked screens with remote content scheduling and management, use of LEDs as light source, interactive screens and use of ‘Cold cathode’ in place of Neon signs.

Technological advancements have also been used for measuring the media effectiveness and consumer-centric innovations, which let the consumer experience the advertiser’s product in many different ways. The key challenge for any technological advancement is its adaptability and adoptability, apart from the cost implications.”

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