Top Story

e4m_logo.png

Home >> Out-of-home >> Article

Out of Home Media set to roll out of 2,000 LCD screens across 22 cities

12-April-2007
Font Size   16
Out of Home Media set to roll out of 2,000 LCD screens across 22 cities

Out of Home Media (India) Pvt Ltd is set for a launch with the rollout of around 2,000 LCD screens across 22 cities in India. Out of Home Media has entered into a strategic tie-up with Shanghai-based out-of-home TV media player -- Focus Media. The venture has been funded by private equity player 3i, and aims to reach out to 24 million people each month through this advertising medium.

The company is in talks with advertisers from the automobile, finance, telecom, media, FMCG, and travel and tourism sectors to advertise through this medium. It has already installed 1,884 LCD screens across the 22 cities, and expects to reach the 2,000-mark by this month end. The screens have been put up in high-traffic areas such as Penisula Corporate Park and HyperCiti in Mumbai, Ansal Plaza and Ruby Tuesday outlets in Delhi, multiplexes and supermarket chains, to name a few.

Out of Home Media (India) Chief Sales Officer Niloufer Dundh said, “We have already installed 17-inch, 32-inch, 42-inch LCD screens in 22 cities such as Delhi, Mumbai, Kolkata, Varanasi, Bangalore, Lucknow, etc. In the first phase we would cover 12 cities in the north, one in the east, four in the south and five in the west. These would be the prime consumer connect points of our medium and will provide an audio-visual presence in the chosen locations.”

>Dundh informed that the company is offering out of home TV platforms through three verticals or networks – Work (Business), Shop (In-store) and Play (Leisure). “Our Work network would include office buildings, BPOs, office buses, IT parks and airport buses such as Kingfisher Airport buses. Our in-shop network would comprise malls, hypermarkets and supermarkets like Centrestage Mall in Noida, Ansal Plaza, Globus and Ebony in Delhi; Hyperciti and InOrbit in Mumbai, etc. The Leisure vertical comprises multiplexes, fast food restaurants and gyms. These include Cinemax, Crossword, Mocha, Wave Cinemas, Fun Cinemas, the Subway chain, Abs Gym, Olympia Gym, etc.”

Dundh further explained that advertisers have the option to buy a network or a combination of networks in different cities, with the stipulation that the minimum investment is for a week. “For example, an automobile maker can choose our Work network only in Mumbai and Delhi for a week and thus reach 50 per cent of a very focussed segment,” she said. Alternatively, an advertiser could even take all the LCD screens in a city for a week.

Tags

Sidharth Gupta, Co-founder, Treebo talks about their outdoor campaign ‘Perfect stay or don’t pay’, what prompted this bold advertising move, its targeting, and the metrics that the brand utilizes to measure the efficacy of such a campaign

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

The announcement regarding this was made on Twitter by Sukumar Ranganathan, Editor-in-Chief, Hindustan Times, and Shekhar Gupta, Founder, The Print

The website promises to bring fast, reliable, insight-rich analysis in times when the readers are flooded with ‘breaking news’, and great conversations among an elite community of opinion leaders

The network has based its claim on Broadcast Audience Research Council (BARC) all India data (U+R) from April 2017 to March 2017 (full year average)