Times OOH to let go of bus shelter format?

According to industry experts, COVID-19 restrictions have made the Bus Queue Shelter format not worth investing in these times

e4m by exchange4media Staff
Updated: Jun 25, 2020 8:29 AM

COVID-19’s impact on the Out Of Home industry appears to have led to media owner Times OOH considering to give up the Bus Queue Shelter (BQS) format of advertising.

According to sources, Times OOH is still in discussion with BEST authorities on this and is awaiting a response from the latter but when approached they refused to comment on the same.

OOH industry experts, we spoke to, said in these times this form of media wasn't worth investing in any more.

A DOOH agency official shared, "I don't think anyone will take tenders in BQS in today's market scenario. This Bus Shelter medium gave many players an edge and letting go of it shows how less potent the inventory has become."

The BEST BQS medium had a widespread OOH audience reach in Mumbai city with 1,265 spots. It has been known to work for clients like Air Asia, Mastercard, Bharat Matrimony, MagicBricks, ID Fresh, VIVO, Datsun Motors India Pvt. Ltd., PharmEasy, Xiaomi India, iBall and Sony Entertainment Television, to name a few.

According to experts, brands are now looking for more ROI-driven solutions and data on their OOH campaigns, which can be provided through DOOH.

Another OOH agency official said, "Some bus shelters are offering display and mounting of OOH creatives for free but brands are still not willing to opt for this medium. As per the current sentiment in the OOH market, brands want to go for media formats that can be switched on and off in case of an emergency. This is why no one wants to spend on printing-mounting formats so that if there is an issue with the campaign the creative can be easily taken off, corrected and put back on."

Times OOH has key media formats and properties at Airports, Metro Rail, Bus Shelters, and Expressways.

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