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Digital OOH is opportunity for growth: MD Media 24X7

02-July-2018
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Digital OOH is opportunity for growth: MD Media 24X7

Rajendra Kumar, Managing Director of Media 24X7, is very excited about his latest project for the Airports Authority of India. In early June the OOH firm acquired the advertising rights of Khajuraho and Kullu airports from the Airport Authority of India. The company won exclusive rights to sell the advertising space, both in static as well as digital formats. Media 24x7 now plans to build media infrastructure at both the airports to ensure value proposition for the advertisers.
Kumar spoke to exchange4media about the new project and more. Edited excerpts: 
On the Kullu and Khajuraho Project: We are really excited about the new project. Over the years, Media24x7 has earned the reputation of being one of the most reliable and comprehensive outdoor media solution providers in North India. We have always been striving hard to offer more efficient and modern media infrastructure to our clients and by acquiring space at these two airports, we feel, we have taken a giant step in that direction. Regional or small airports play a vital role in brand communication.

Growth of Airport OOH: Over the past couple of years, regional airports have been achieving exponential growth, both in terms of flight connectivity and passenger count. Our aim is to provide premium advertising media platforms to advertisers or brands so that they can reach out to a larger audience at an affordable cost. We are building a high-quality and aesthetically appealing media inventory that will truly compliment premium brands. We have already started building the inventories and hope to make them live at both the airports by the first week of August.

Potential of OOH for Civic Authorities: The domain is anticipating a paradigm shift in the way the outdoor advertising is perceived and carried out in India. Civic authorities have started recognising the potential of outdoor media as a mainstream revenue earner.

Challenges in OOH Market: Lack of proper guidelines governing the industry. The market has been flooded with too many unregulated and illegal media. This has not only created clutter but has also diminished the effectiveness of OOH as a media format. We sincerely hope that civic authorities soon formulate proper guidelines. Once that happens, the focus will shift from the prevailing highly cluttered OOH space to delivering high-quality and effective media solutions.

The Future: A change that we anticipate in the near future is the increase in digital formats in OOH space. Share of digital formats in OOH space is less than 5% in India, which is abysmal when compared to the global average of more than 40%. We see this as an opportunity for growth and anticipate that the DOOH market will grow exponentially over the years to come.

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