Times OOH has managed to grab a prime spot on the DND flyover joining Delhi and Noida. The OOH division of the Times Group has set up a 400 sq ft LED video matrix wall near the traffic toll booths that is visible even from a distance of 2 km. In an area where one whizzes past numerous billboards, it would be difficult to miss this 'wall'.
The video wall will become functional from November 1 and is the second such initiative from Times OOH, the first one being at the Sahara Mall in Gurgaon.
Elaborating on the video wall, Times OOH, CEO, Farid Kureshi, said, "It is a state-of-the-art technology which produces plasma TV like pictures. We will be running the commercials from 8 am till midnight. Each advertiser will get a 30-second commercial slot. We are charging Rs 3.5 lakh to Rs 5 lakh from each advertiser per month. We will be running the commercials of Hyundai Verna, Hindustan Levers and ARY Builders on the first day. Each advertiser has been allotted a time of one month."
But the video wall doesn't come cheap, installation alone has cost the company Rs 2 crore. "It's an expensive proposition," said Kureshi, adding, "This LED technology allows an advertiser to run his commercials on the outdoor media, which today is restricted by only a static display. The option of running a expensively produced commercial opens up a new dimension to advertisers as till now, outside of television, they could not get the entire emotions of a brand empathically portrayed. Both print and outdoors can only give a static visual, while radio can only provide audio."
Kureshi further said, "We will be launching a similar Video Matrix wall in Mumbai shortly. This will also help a client evaluate his TV buy as Times OOH will continue to provide premium high traffic locations to clients. Advertiser response has been very encouraging, with STAR TV, History channel, Hyundai (Verna), Westside Stores, PVR Cinemas, Motorola, and Reliance Telecom already advertising at the Sahara Mall."