ITV

Category: Out Of Home

  • BharatPe partners with Laqshya Media Group

    BharatPe partners with Laqshya Media Group

    NEW DELHI: The #S Campaign has been conceptualised by Laqshya Media Group in partnership with BharatPe to spread awareness on social distancing and the use of hand sanitisers. ‘#S’ stands for Staying Safe during COVID. 

    BharatPe’s outdoor campaign ‘Ek Bharat Ek QR’ promotes acceptance of contactless payments from all payments app through the BharatPe QR. BharatPe also offers easy collateral-free loans to help shop-owners get back in business even during COVID. As a part of this campaign, BharatPe wanted to create awareness about the importance of using hand sanitisers by being present at all the major markets and promoting the use of hand sanitisers through our Laqshya Media Group kiosks. 

    The campaign, carried out in Delhi/NCR, encouraged shopkeepers and customers to be cautious and stay safe during the “Unlock 3.0 phase” by following precautionary measures like sanitising hands & wearing a mask. A structure of #S in the Indian tri-colour with sanitizer dispensers attached to it was created for the campaign. They were installed outside vulnerable points like ATM, shopping complexes, markets, milk booths, and local Kirana stores. Shopkeepers, customers & security personnel were encouraged to sanitize their hands, to keep themselves and their loved ones safe. These installations were put up in a total of 35 market areas in and around Delhi/NCR. Free masks were also distributed at all these locations. 

    “Due to COVID2019 restarting business has become challenging for shop-owners. We are doing our bit, by offering loans to them to recover faster, encouraging people to use the BharatPe QR to make & receive payments to help shop-owners stay safe with our voice-based, touchless loud alerts on all payments received through BharatPe QR. 

    We partnered with Laqshya to spread awareness about the importance of hand sanitization and wearing a mask. This association has helped us reach people at strategic places and drive awareness on staying safe,” said BharatPe marketing head- Abhishek Shah.

    “Laqshya has been active since the early days of the pandemic when we provided sanitizers to the Mumbai Police. Now, we are elated to partner with BharatPe and be able to spread awareness among the target audience on safety during this pandemic situation. It was really challenging to execute the campaign on such a scale when there is so much restrictions due to the crisis but our team has really pulled it off well under unconducive circumstances. BharatPe has always been very strategic about their communication process, and the #S initiative has added a feather on their cap with such a simple yet powerful idea. I strongly support the core idea of #S StaySafeStaySanitized,” said Laqshya Media Group COO Amarjeet Singh. 

  • Airport advertising makes a comeback with Times OOH new campaign ‘The Runway Restart’

    Airport advertising makes a comeback with Times OOH new campaign ‘The Runway Restart’

    NEW DELHI: As airports resume functioning, Times OOH has started airport advertising with a new campaign The Runway Restart. The Runway restart is a key moment for the aviation industry and for brands for whom advertising at airports has been an ideal medium to reach the premium NCCS-A audiences of the country over the years.

    Looking at a few examples from down South, at Coimbatore and Trichy Airports, Times OOH partnered with Naturals, a leading salon chain that sponsored hand sanitisers at the two airports thereby participating in a larger cause and seamlessly merging with the need of passengers and airport. The sanitising units emphasise the importance of hand sanitisation and reinstate safe travel practices.

    For another such campaign from the Healthcare Industry by Dr Vanchilingam Hospital at Trichy Airport, MD Dr Sophia Somesh says, “We chose the airport advertising to reach out Indians residing overseas. OOH, advertising has always helped in establishing ourselves as a hospital that comprises state-of-the-art technology with all facilities available and we will continue to advertise in OOH medium in future.”

    Brands like Naturals are innovating with unique opportunities like the hand sanitiser utility sponsorship, while there are others that are continuing where they stopped in the pre-COVID2019 times and now post COVID reaching to audiences who now have more dwell time at the airports.

    Airport operations began countrywide from 25 May as the lockdown was eased. Till end of July, over 4.2 million domestic passengers took air travel in the Indian soil post-travel restrictions were lifted alongside the International flights under the Vande Bharat Mission. These numbers continue to grow day on the day as we inch towards normalization.

     “Travelling in flight is the safest mode of travel when compared to others during a pandemic,” said AIIMS, New Delhi director Dr Randeep Guleria.

    Addressing a webinar titled ''Reposing the Faith in Flying'' hosted by GMR Group, Dr Guleria said, "If an asymptomatic person is seating next to you during a short flight and both the persons are wearing masks and face shields, there is less chance of spreading the virus. Travelling in flight is the safest mode of travel & the way airports and airlines are taking precaution during travel in a pandemic situation is commendable.”

    Pandemic has introduced new perspectives and fueled consumers to change their behaviour and lifestyle. Even travel behaviours are changing and we are witnessing various initiatives are taken by the airport operators to ensure the safety of the passengers. Some initiatives include mandatory web check-ins, reaching airports at least two hours before departure leading to even higher audience dwell times, going through thermal screening, maintaining social distancing norms via floor markers and marked seats, wearing face masks at all times and pasting PNR on bags by self.

    As per Kantar Barometer research, 92 per cent of consumers think brands should continue to advertise to be recognized. In another such research by Edelman research conducted in 12 nations including India, 63 per cent of consumers believed that brands will play a critical role in making their country fight the pandemic.

    Omnicom Media Group vice president – investment- Ajay Varghese says, “VW has always believed in connecting with the right audience on the right platform. Keeping in mind the communication for Tiguan and T-Roc the ideal touchpoints have always been the Mumbai & Delhi Airports, known for their captive audience. With the resumption of travel a month and a half ago, airports saw a sudden surge in eyeballs. It made sense at this time to use airport-centric OOH to drive advertising about SUVs that are often used for travel purposes. Airports are currently one of the very few public spaces where people can assemble. While social distancing protocols have ensured that the passenger dwell time at the airport has gone up substantially. In this context, it’s important to capitalise tactically on specific airport spots and locations like Departure Lounges and Security Hold Areas. This is where passengers are spending a majority of their airport time, and therefore placing ads here results in better eyeballs & ROI.” 

    Mumbai and Delhi Airport, two of the busiest airports in India are also gradually witnessing an increase in flights and are quickly adapting to the new normal. Times OOH is working closely with the airport authorities to understand the new paradigms and innovating to introduce new opportunities for brands.

    Call it a Health Care Zone by a leading diagnostic chain, an e-insurance kiosk for availing insurance on the go, food delivery self-ordering kiosks that make contactless deliveries, a contactless automobile experience lounge using the VR technology and more are few areas where new opportunities for brands will arise at airports.

  • Bright Outdoor offers discounted rates to revive OOH economy during festive season

    Bright Outdoor offers discounted rates to revive OOH economy during festive season

    NEW DELHI: As the out of home (OOH) industry struggles to get back on its feet, Bright Outdoor Media has already come up with plans for the festive season. Bright Outdoor Media CMD Dr Yogesh Lakhani is optimistic that the OOH industry will pick up soon as people make the maximum use of festive season.

    With Unlock 3.0 and relaxations given by the government, there has been a slight improvement. Lakhani opines, “The coming phase is a festive phase. Brands have started to invest in OOH advertising but it is still minuscule of what it would have been without Covid2019.”

    The pandemic caused several hurdles for the OOH industry. He adds, “For three months there was zero revenue. All the hoardings in MMR were taken by MCGM for COVID2019 awareness. Traffic was almost zero. While the revenue remained a big zero, the expenses continued. The government hasn’t given us relaxations in taxes. On the contrary, it is charging us even for the lockdown period. It has become a matter of survival for some of the hoarding providers in the industry. We, at Bright, stand in solidarity with other OOH providers in this unprecedented circumstance. However, slowly and steadily the traffic is returning on the roads but, as per reports, 50 per cent of the people will still avoid travelling unless urgent. With only 10 per cent workforce permitted, fewer vehicles are on the streets.”

    With no movement, he says that the industry saw a 20 per cent drop as only essential service people were allowed to travel during the lockdown. Lakhani shares that the coming two quarters are extremely important for the industry and festivals are the only hope.

    “Brands have started to come back but the rate of purchase has drastically reduced. We are eyeing for a very big Diwali as the marketing spends of all other festivals will also be used during that time. Movies will hit theatres in the coming few months. The big-ticket films are due. Bright shall make a change rather than asking for change from others. We are providing a 30 per cent discount and are ready to sit across the table with the clients and get them the best value and offer value additions to their spends and power them to revive as early as possible to bring the economy back to normal,” he shares.

    With shopping malls gym and other spaces opening up, Lakhani is optimistic that categories including entertainment industry, pharmaceuticals, online services, educational institutions and real estate will revive and avail OOH services.

  • Local, corporate & digital is Kinetic India’s OOH plan

    Local, corporate & digital is Kinetic India’s OOH plan

    NEW DELHI: The Covid2019 pandemic seems to have hit some industries harder than others, including events, experiential and out of home (OOH). The OOH industry saw a good year in 2019. According to the FICCI-KPMG report, the industry witnessed a growth of five per cent to reach a size of Rs 34 billion. Kinetic India managing director Ajay Mehta says that the unlock phases have seen over 149 new clients coming back to the OOH space.

    He says that during lockdown the conversation has become localised such as residential areas (high-rises with digital OOH), the local kirana store, the nearby grocery and retailer, etc.  “Very interestingly from 1 June onwards – data shows that grocery impacts exceeded pre-Covid2019 numbers.  This can be attributed to changed buying behaviour exhibited by audiences.  Post-July, we are seeing increased traffic on the roads and this is being recognised by advertisers and a few large-scale campaigns have started or are starting,” he adds.

    As India continues to battle this grim pandemic – Kinetic India is focussing its medium-term on five pillars. “We call it LoCDAT which stands for local – corporate – digital – airports – tier 2/3,” Mehta highlights.

    Explaining the five pillars, he shares, “Localise your campaigns – focus on hyperlocal targeting in and around the residential areas, which will continue to remain the key focus. As workplaces continue to open and people return to corporate offices they will gain an enhanced prominence in the new-normal as they are a unique touchpoint to connect with usually hard to target audience. Digital OOH – which has the highest reach for targeting 25-45-year olds across China will see greater investments in India as well.  Moving towards the programmatic for digital OOH will be critical for this medium to deliver ROI – which continues to remain largely missing in the traditional OOH space.”

    Advertisers, including FMCG, automobile and BFSI, have used the medium heavily during the pandemic. “The FMCG industry has seen the launch of over three dozen new products during this lockdown period in the cleaning and disinfectant category amongst others. Personal mobility has assumed prominence with car brands back on OOH with long-term investments.  BFSI with products having guaranteed returns is also present on OOH. Media brands are also back in a meaningful manner,” says Mehta.

    Mehta shares that the months of June-July generally witness a seasonal dip on account of a few brands fearing increased costs due to flex tears due to the monsoons.  He says: “However, the brands which decide to be present on OOH during this period are able to achieve an enhanced share of voice and cut-through.  However, it is heart-warming to see the rate at which clients are coming back to OOH since the declaration of Unlock 1.0. Multiple notable brands with contextualised creatives and success stories on OOH have shown the way for other brands to emulate.”

    As consumer habits have had a sea-change during this COVID2019 pandemic, the company expects mass brands to focus on OOH across the length and breadth of India. “As tier II and III cities open up faster on account of a lower Covid2019 infection rate, multiple brands especially in the FMCG, insurance and mobility (including four and two-wheeler) space are making their presence felt on OOH. Apart from these other categories like media including OTT, home improvement, mobile handsets, computers,” he shares.

    The industry in the past has suffered due to a lack of unified measurement system, but lately many big players have invested heavily to bring transparency. Kinetic India had recently announced IOM (India on the move), an in-house developed tool which understands the audience traffic pattern and helps in designing sharper targeting audience with minimised spillover.

    “The moot point today is that clients are demanding ROI more than ever.  Every investment is put under the scanner. IOM on a very simplistic platform helps our clients clearly understand the efficiency being delivered for their campaigns. It analyses multiple data points to track traffic movement across road, rail and air. This ensures a data-based approach to decision making. It is based on pre and post-Covid2019 numbers and helps establish a baseline to allow the client to calibrate their OOH investments,” Mehta emphasised.  

    “For this tool, we have focused on transparency and multiple available data sources for preparing our tools.  What is proprietary is the thought and execution that goes behind it.  We have used mobility data, transit data to derive a systematic measurement system that provides a real-time understanding of the on-ground audience scenario,” he concludes. 

  • The Muthoot Group goes bullish on OOH for ‘Gold Loan is Good’ campaign

    The Muthoot Group goes bullish on OOH for ‘Gold Loan is Good’ campaign

    NEW DELHI: The economy has been hit by Covid2019 due to which not only has spending declined but the loan market also took a hit. Banking on this, The Muthoot Group’s recent campaign ‘Gold Loan is Good’, featuring Amitabh Bachchan, looks at chasing away apprehensions associated with gold loans and encouraging more people to make use of the gold stored in their homes. Surprisingly, it is one of the few brands that chose to focus on OOH.

    The Muthoot Group’s general manager- marketing and strategy, Abhinav Iyer says that the primary objective of launching this campaign was to increase the overall gold loan category. “There is over 26,000 tons of gold with Indian households and less than two to three per cent of this is monetised. Hence, there is a huge market opportunity that remains untapped. Secondly, the objective is to dispel the various misplaced apprehensions associated with gold loans that often come to the minds of first-time gold loan takers and finally, but most significantly, to project gold loans as a 'Good Smart Option, as against being the Last Option' for seeking financial credit.” 

    It is live on television, digital, print, OOH, transit media and select forms of BTL promotions. However, Muthoot Finance went big on OOH though people are mostly still indoors.  Executed by Brandscope throughout India, the hoardings are visible across 50 cities on more than 200 sites.

    “If you look at it in silos, outdoor may come across as an outlier. It is important to see our OOH investment in conjunction with our overall media mix. Our OOH investment is part of our larger integrated marketing campaign for Gold Loan is Good. It is one of the five to six mediums handpicked to launch our new advocacy-based communication. In actual terms, the investment is substantial considering current times, but from a percentage share to overall media investment perspective; it is modest. Having said that, our digital investments, too, have grown notably post-Covid2019 to cater to the rising digital media consumption trends,” says Iyer.

    “Besides traditional OOH, we have also included a few DOOH sites and some interesting innovations. Outdoor is a great recall medium and with phased unlocking measures, people have started stepping out and since we received some great deals, we chose to leverage this medium as well, to the maximum possible extent,” he adds.  

    The company has also launched a mega radio campaign called ‘Muthoot Finance Sunheri Soch’ exclusively on Red FM. Sunheri Soch is a series of inspiring, real-life stories of courage, hope and positivity. Narrated by Bachchan, these are stories of common men and women who took a gold loan from Muthoot to achieve their dreams and progressed in life. An especially made Sunheri Soch anthem has also been launched with Bachchan and RedFM’s top RJs saluting the courage of successful people who have achieved their dreams in highly challenging circumstances.

    Iyer claims that since the time of the pandemic a number of financial services players have shifted their focus to gold loans. “Overall, the media landscape is certainly under stress but we have great partners who stitched some good deals thereby helping us get maximum value for our investments,” he shares.

  • Konica Minolta’s new OOH campaign conceived by Option Designs

    Konica Minolta’s new OOH campaign conceived by Option Designs

    NEW DELHI: Option Designs has curated an OOH campaign for Konica Minolta in its endeavour of taking the world of Workplace Solutions to a new high with its newly-launched product, bizhub C250i, introducing new-age workspace solutions.

    With corporate offices being the target audience, the campaign was carried out across the Delhi-NCR region with out-of-home (OOH) advertising, where branded hoardings were placed at prominent locations.

    Through the campaign, it wanted to highlight the message ‘Simplified workflow for smart workplaces’ in order to leverage the individuals in attaining utmost productivity against the complex work processes in the most seamless manner.

    The campaign highlights Konica Minolta’s solutions as a catalyst in the digital transformation of the modern workplaces, making them smarter than ever before.

    The latest OOH campaign is an extension of Konica Minolta’s ‘RETHINK’ campaign launched recently. With the aims to challenge the existing status quo at organisations and find new solutions to grow, the campaign is about creating insightful solutions that make businesses better today and ready for the future, giving them more freedom and flexibility.

    The communication introduces the bizhub C250i as an effective workplace solution that helps create new possibilities and new horizons for businesses while not leaving out on other essential salient features such as data security and easy accessibility in addition to product printing.

    “With our latest product launch, we have introduced a redesigned user interface to empower workspaces with intuitive operations and ease of use. Rethinking sustainability and a smarter future, we introduced a product that consumes less power and gives higher data security, adding to the productivity of smart workplaces. With this campaign, we are focusing on how our future-ready solutions will make businesses smarter, faster and better,” Konica Minolta Business Solutions India Pvt Ltd deputy general manager Sanjay Monga said.

    Option Designs co-founder Anurag Mehta said, “We tried to stick to the most important talk point of the campaign, i.e., the way Konica Minolta simplifies every job and empowers office spaces with its high-end tech and user-friendly products. With this campaign, we intend to grab the attention of corporate offices and introduce the product as an essential addition to keep pace with the era of digital transformation.”

  • OOH to reach 50-60% of last year’s billing by festive season: Laqshya Media Group’s Atul Shrivastava

    OOH to reach 50-60% of last year’s billing by festive season: Laqshya Media Group’s Atul Shrivastava

    NEW DELHI: Remember those hoardings from a few days ago, which led to much curiosity and speculation across Delhi and Mumbai?  FMCG brands including Maggi, Cadbury Dairy Milk, Red Label Tea and Amul Lassi put up hoardings that read: “#13thKiTayyari Kijiye. __ Stock Kar Lijiye” with each brand telling people to stock its product. It was Laqshya Media that executed the campaign for Zee TV's upcoming shows. 

    Laqshya Media Group is one of the largest comprehensive marketing communications group In India functioning primarily in outdoor, events and digital ecosystem. The group was praised on social media for its latest campaign with Zee TV.

    While there is no denying that the whole world is reeling from the major upheaval caused by the Covid2019 pandemic, the OOH industry has taken the maximum hit. In a candid conversation with Laqshya Media Group CEO Atul Shrivastava shared about the company's revival plan and more.

    Edited excerpts:

    With unlock 2.0, have you witnessed an uptick in the OOH industry? 

    We have already received queries from brands waiting to resume advertising – particularly those who had long-term contracts with us and had put their campaigns on hold. We are also seeing demand from regional brands who rely heavily on OOH for advertising.

    We are anticipating a healthy rebound during the festive season, extending to the end of the calendar year. Since several brands have a huge inventory pile-up, they will be looking at liquidating that inventory during the festive season. And sales are very much dependent on visibility and marketing.

    What has been the impact on the out-of-home media industry?

    As the easing phase has begun, we have regained our sites (from the government’s Covid2019 awareness campaigns) and advertising has started.

    The March-June 2020 quarter saw an estimated 20 per cent of the previous year’s billings. If there are no further restrictions from the government, the sector will see a revival during the festive season. It is expected to reach 50-60 per cent of last year’s billing by that time.

    What is your plan on revival? It seems the next 6 months will also be grim? 

    Our plan on revival has been in the works since day one. Our team has been dedicatedly involved in deep market research. We have created research reports that were focused on OOH’s revival. We have analysed which sectors were going to invest in OOH advertising once the lockdown was over. In addition, we did a lot of consumer research. We studied aspects like – will people take public transport or private? Are people going to buy gold? Which products will people buy more? Are people only thinking about buying essentials? What was their food eating patterns and are they willing to eat out after lockdown?

    The aforementioned questions helped us to sketch a figure of our potential client base. Apart from rigorous research since the initial days of lockdown, we worked on brand building and PR activities.

    This helped us in carving a niche and helped us in deepening our already existing niche in the market. We, as a team never paused during the lockdown.

    It is understood that to overcome the current landscape some hardcore strategies are required. The next six months are crucial for us. We are working on connecting the dots, doing market research, reaching out to the potential clients who are working to start business immediately and keeping a track on people who are up for buying.

    How drastic is the impact on ad rates?

    Advertising rates for OOH inventory have declined. Since fewer people were on the roads, advertisers were unwilling to pay the same rates as they were in January and February. Brands were certainly looking for discounts. Ad rates for the next quarter will continue to be challenged for a little longer.  However, we are not reducing the rates of super-premium displays that have exceedingly high visibility and demand, too.

    How much uptake do you foresee for inventory at metro stations, suburban stations and shopping malls?

    Even though the government has initiated a phased opening of markets, people may be hesitant to visit them. For the next three months, demand for ambient media will continue to be muted.

    Footfall in malls that have opened in cities like Bengaluru, Hyderabad and Noida has been about 10 per cent that of pre-Covid2019 numbers. Therefore, media owners are focusing on occupancy, rather than looking for better ad rates in places like malls.

    Sites inside metro stations are still off since the services are not functional, but outside branding of stations is already making a difference. Since brands have begun showing interest in airports, even though airlines are not running at full capacity, we expect similar demand for inventory in metro and local train stations when operations resume.

    Which categories are going to be back on OOH? 

    We expect all sectors to come back and embrace OOH now that the country has embarked on the unlock phase. Many brands like Apple, Vivo, Asian Paints, Kotak, etc., have already started and are gaining first-mover advantage. Our research study stated that more than 84 per cent of consumers across our metros will notice OOH as much or even more after the lockdown period and that they will reduce the consumption of conventional media, post lockdown.

    A few categories that gained prominence during the lockdown are going to be bigger spenders on OOH. For example, e-commerce firms and digital payment gateways have greater demand now. We are also expecting a surge in advertising from manufacturers of two-wheelers and entry-level cars.

    While OTT video streaming platforms were booming in terms of consumption during the lockdown, we expect a slowdown in OOH advertising from this category over the next few months because they are out of fresh content. However, we are expecting them to return with a bang soon.

    Mobile phone brands that used to be fixtures on hoardings in and around airports, continue to advertise even now. However, real estate brands, which were also keen on airport display, are hesitant. Since airport media is priced at a premium, brands may take longer to return.

    With domestic air travel slowly picking up are you gearing up to resume advertising at airports?

    Air travel is seen as the safest mode of travel at the current times. With the opening up of domestic flights, brands are looking to quickly re-engage with their high-value customers. The time spent at airports has increased with not much to do once they reach the airports. So, advertising at strategic locations, like at the entry gate, waiting areas, etc. will ensure greater visibility and brand recall. Airports are an important medium, especially since the use of DOOH is more here. So, more investments at airports will garner greater benefits for the agencies.

    What is the big shift you have witnessed during the lockdown? 

    Our transformation from an OOH to a multi-media conglomerate has followed a carefully coordinated strategy of delivering the most optimised consumer-contact solution to our clients by combining digital, OOH and experiential. Another exciting transition has been the transformation of business models within the media verticals that we operate in. In order to make our OOH and experiential offerings more interactive, we added a digital marketing company to our network, which gives us the bandwidth to offer our clients an unbeatable offline-online combination. Though the current situation is challenging, our events teams have created and conducted large-scale online seminars and performance-arts events which have been well received by some of our blue-chip clients. It creates an opportunity for us to give a bundled offering to our clients, which is unique and distinct from what any other media company is offering in India.

  • Lemma & Elevision together deliver first ever programmatic DOOH campaign in MENA

    Lemma & Elevision together deliver first ever programmatic DOOH campaign in MENA

    NEW DELHI:  Lemma, pioneer in programmatic digital out of home, along with Elevision Media, a leading OOH firm in the UAE blazed a new trail, launching the first programmatic DOOH campaign in Dubai for Microsoft’s Azure’s “Global cloud. Local presence” brand message. 

    A strategic partnership that utilised Elevision’s premium network of large format digital screens & Lemma’s programmatic DOOH platform sought to increase relevant exposures through targeted impressions & dynamic ads rendered on 36 large format screens across Dubai’s premier business district – Dubai International Financial Centre.

    Using programmatic technology layered with data enabled targeting decision; the campaign attained higher OTS (opportunity to see) by delivering the ad at the right time to the right set of people. Exposures to ads took place only when the footfall volume was dense, thereby ensuring maximum relevant audience reach for the campaign. 

    Lemma  Founder & CEO Gulab Patil said, “Programmatic technology in OOH is certainly a game changer & advertisers & screen owners who move fast will experience the first mover advantage. This campaign with Microsoft, along with Elevision, displays the unison of data, technology and DOOH screens, highlighting the process efficiencies, optimized spends & improved ROI that can be obtained with a simple integration of Programmatic DOOH as a part of OOH solutions. As pioneers we’ve consistently delivered campaigns across many countries & are excited about our new beginnings in the Middle East. ”

    Elevision Media co-founder and chief operating officer Eamon Sallam said, “It was an exciting campaign to be a part of and we were thrilled to have a chance to deploy our programmatic platform for a world class client such as Microsoft.  Content is king in our business, and with the help of the team at Lemma we were able to deliver dynamic, contextual content to a premium audience in the DIFC. Lemma’s platform enabled our client to better segment their audience, optimise their budget and helped to deliver great results using Elevision’s assets.”    

  • Moving Walls And TPS Engage announce global DOOH partnership

    Moving Walls And TPS Engage announce global DOOH partnership

    NEW DELHI: Moving Walls and TPS Engage have entered a global partnership to accelerate the adoption of automated and audience-driven OOH (Out-of-Home) and place-based advertising. 

    As part of the initial deal, Moving Walls Group’s supply-focussed subsidiary, Location Media Xchange (LMX) will enable TPS Engage’s contextual OOH marketplace to provide advertisers with global access to an inventory of more than 30,000 screens across Southeast Asia and India. 

    The outdoor advertising industry has faced the brunt of the population lockdowns put in place to combat the spread of Covid2019. However, it has also forced stakeholders to start adopting data and technology platforms that help link media spends to outcomes, which is standard for online advertising.

    Moving Walls and TPS Engage have both established strong technology platforms to support OOH automation. However, their on-ground presence across different markets has the potential to complement each other. The Moving Walls group has a strong presence in seven markets including Singapore, India, Indonesia, Philippines, Nigeria and the United States while TPS Engage’s offices are spread across New York, Dubai, Seoul and Bucharest.

    Scalable cross-border OOH executions now a reality

    Both Moving Walls and TPS Engage acknowledge that OOH’s unique attributes mean that it cannot be traded just like another digital channel. 

    Moving Walls has recently established independent offerings for both the buy-side and the sell-side stakeholders. To brands and media agencies, they provide cloud-based planning and analytics for all forms of OOH media powered by a multi-sensor location data platform. Meanwhile, LMX works with the asset owners to equip them with inventory management and sales automation tools.

    Meanwhile, TPS Engage has a keen focus on enabling the contextual delivery of creatives on digital screens based on different rule sets in a scalable manner. This technology has attracted the world’s most innovative brands like Samsung, Coca Cola, Uber Eats, and Burger King, among others.

    According to Moving Walls Group CEO Srikanth Ramachandran, “LMX was formed to enable media owners to connect to multiple demand-side partners while remaining in control of inventory allocation and pricing. TPS Engage’s vision of making audience data-driven media buying and creative decisions for OOH possible aligns with our own views. This partnership will enable global brands to have a holistic view of offline audience engagement just how they do it for their online channels. 

    TPS Engage CEO Bogdan Savonea adds, “Our platform already provides access to more than 100,000 contextual content-enabled screens across Europe, North America, and, more recently, in Asia through our office in Seoul, South Korea. As we work with global clients who have a presence across multiple Asian markets, it is only natural that we choose to partner with the largest supply-side technology provider in this region.”

  • Eyetalk Media Ventures launches data-driven audience measurement tool

    Eyetalk Media Ventures launches data-driven audience measurement tool

    NEW DELHI: Content-driven integrated DOOH media company, Eyetalk Media Ventures has launched PEOPLE – a unified data management platform that gathers, organises and activates first, second- and third-party data.

    While the OOH industry post the Covid2019 pandemic moves from selling location – media to selling audiences, PEOPLE is an agglomeration of different data sets which come together to address four simple, but most important questions about the audience – who, where, how many & when.

    The data is collected from multiple sources like mobile, RFID, POS, IoT driven devices and integrated into the proprietary automated dashboard that provides granular insights at the hyper-local level, making media investment decisions easy. 

    Eyetalk Media Ventures group CMO Rahul Biswas said "In my various roles in top agencies and at the client side in the last decade, I have been working on many planning tools and data sets to harness the power of data for better ROI and to bring accountability to any media plan. That's exactly what PEOPLE does. With PEOPLE, you can do all four-market segmentation – Demographic, Psychographic, Behavioural and Geographic. People in Phase 1 will bring you location-based Audience Insights and help you do a pre-post campaign evaluation.”

    Eyetalk Media Ventures managing director Gautam Bhirani said, "Fresh data and accurate insights have never been more important. Covid2019 not only has shifted business trends but also consumer priorities and the entire marketing landscape. Amid the economic crisis in these uncharted territories, with PEOPLE, we have tried to bring answers in the form of data to questions a marketer would have while investing in Out Of Home media.”

    He added, “PEOPLE provides actionable audience insights daily, covering our network spread across 500+ unique locations. With this, the platform will help marketers Quantify – Classify audience and procure DOOH impressions at a price that complements footfalls. The platform also provides an opportunity to integrate our DOOH assets with mobile to amplify a digital campaign which will help measure brand lift and ROI.”