Big Street, the out-of-home (OOH) arm of Reliance Broadcast Network Ltd (RBNL), has come up with strategic packages for its media inventories at Delhi Metro Rail Corporation (DMRC) stations. In order to aid the clients and media buyers in their decision making, an optimum system has been devised to maximise the brand communication thrust by segmenting the stations on the basis of the commuter profile and catchment areas.
This grants BIG Street a unique distinction of being the first OOH player in the country to come out with logical and researched package for advertising at DMRC sites. The in-house research cell has developed DMRC inventory packages on demographic and catchment area analysis. The Research cell has analysed and profiled the people that frequently visit different stations and clubbed similar stations together to give advertisers the means for a focused campaign to reach their intended audiences. Developed on a solid foundation of demographic and catchment area analysis, each pack has a careful selection of stations that are frequented by the intended target audience. The unique plan takes into account the profile of the commuter on a particular station as well as the nature of the nearby installations thus helping advertisers to pick and choose the packs best suiting their communication.
Commenting on the initiative, Ashwin Padmanabhan, National Head, BIG Street, said, “With its ridership touching an average of almost 16 lakh commuters per day, Delhi Metro transit advertising is one of the most effective ways to get your message across. Vast coverage and cost-effectiveness of OOH advertising is unquestionable, but proper research helps advertisers in accomplishing their communication goals of reaching the intended TG. BIG Street is a window for advertisers to the Delhi Metro network and this unique and innovative offering is in line with our philosophy to completely transform the way outdoor communication is being looked upon by advertisers.”
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