In China, LCD advertising allows smaller advertisers to release their creative in the more expensive TV markets like Beijing, Shanghai & Shenzhen. ‘LCDS can often be a way for them to reach the target consumers in this market than avoid them altogether.’ Says Amrita Randhawa, brand team leader, Mineshare (Beijing,), China, kaushik Chakraborty, country head, Enchance India, Starcom Media, Vest’s retail branding unit adds that contextual messaging is another advantage. “It synergises really well with the pre-existing awareness of the brand. It’s the last 3 minutes of the purchase spectrum, influencing the movement of decision, “he says.
Modes of operation vary from player to player but most use a version that stores add on computer chip that is changed every week. Flash media, for instance, uses software on its chips that maintains a log report of what has been written for 15 days. A loop of one hour is created which is repeated for ten hours a day and the content is changed every 15 days. As media uses a broadband technology that enables it to change programs and control screens from a centralized location in Bangalore.” We can run special offers or ads in specific outlets anytime, “says Peerbhoy.
which currently has 100 screens installed in commercial buildings, is considering adding residential buildings to its portfolio as well. Considering that Focus Media grew largely on the back of acquisitions, it is clear that scale and consolidation will determine the eventual winners in the game.
How the LCD medium is marketed will also affect how much of a dent it makes in conventional advertising. For instance, says Vikram Sakhuja, there will be barriers if vendors try selling this as one-off medium.” The medium has to be part of larger communication solutions. For example, if retails TV is seen as just another out of home TV viewing opportunity we will completely miss the plot, “ he says, and while marketers are right now testing the waters they ae going to ask foe effectiveness benchmarks when budgets committed grow larger. “Advertisers are seeking more accountability from “New Media” like retail, internet, mobile telephony, etc than from say conventional TV and prints. Sellers need to be in a position to establish how this medium actually works,” says Sakhuja. Parthodas Gupta, CEO Future Media feels that the current players are just concentrating on the BTL pies and that they must tie up with advertising agencies to get the ATL share.” It has to be a combination of a ATL and BTL both are important in this media, “ he says.
With a bench mark like Focus media in China, success with the initial forays will open up opportunities in other areas- in addition to malls, multiplexers and elevator lobby’s, the media could work in entertainment complexes, F&B outlets; offices and even educational institutions. And going by the line of the players on the starting block, 24/7 and 360 marketing communication may soon be a Chindian reality.