be advertised on screens placed in stores, gyms, salons and residential networks. But if the brand is targeted towards SEC A and A+, it can use premium locations as well like select upmarket restaurants, corporate parks, multiplexes airport buses, etc, where the TG frequents.
DigiSign : How important is the content customization for a successful digital signage and campaign?
IR : Till enough money is spent on this medium, clients are currently either editing their current TV ads or digitizing their print/ outdoor communication to adapt to the OOH TV medium. As the medium becomes more and more mature and ad spends increase substantially (expected to happen in 2009), content customization for this medium will also happen on a large scale- currently very few clients or creative agencies are creating content exclusively for this medium.
DigiSign : How many clients have you roped in so far and how many of them have been your repeat customers?
IR: We have an array of over 70 clients who have tried our media in last 6 months, from categories ranging across FMCG, auto, telecom, financial services, real estate, TV channels, etc and about 18-20 advertisers have come back to advertise on our screens.
DigiSign : Since OOH Media’s inception in November 2006, what has been the growth in this industry?
IR: The OOH TV industry per se(as opposed to out-of-home overall including billboards) is still in its infancy – less than 0.5% of the ad industry but growing steadily. As many as 6-8 players have entered the space, and by year-end, 6000-6500 LCD screens have emerged in key cities in retail-oriented locations such as restaurants, malls, bookstores, cafes, in-store, etc. In my opinion, this will move to about 1.5% in 2008, and reach 5% by 2010.
DigiSign : To date, how many screens does OOH media runs and how many more are on the anvil?
IR: Currently we have 4800 screens signed up, of which 4000 are installed and we plan to put 1000 more between now and mid-march.