OOH Media installs 100 screens across Blue Foods chain

Monday - Nov 10, 2008
Televisionpoint.com Correspondent | Mumbai


Out-of-Home Media (OOH Media), a digital OOH screen player in India, has tied up with Blue Foods, a multi cuisine lifestyle restaurant chain, to expand its screen network.

OOH Media has installed about 100 screens across the Blue Foods restaurant network, which has outlets in Mumbai, Hyderabad, Bangalore, Delhi, Pune and Kolkata. This includes restaurants such as Bombay Blue, Noodle Bar, Gelato, Spaghetti Kitchen, Copper Chimney, Yatra, Cream Centre and Spoon – The Food Court.

Niloufer Dundh, chief sales officer, OOH Media, says, "Recently, we commissioned a research study, OOH Metrics, in association with Nielsen. The study highlighted the frequency of restaurant visits across the country: Mumbai topped the list with eight visits every month, followed by Chennai with five visits, and Delhi and its NCR, Bangalore and Pune on par with four visits each."

She adds, "This clearly highlights the importance of the restaurant cluster in the OOH Space. Our restaurants cater to the SEC A audience, with an average age band of 24-34 years. With the addition of the Blue Foods chain, our restaurant network will be further strengthened to 560 plus screens."

OOH Media enters into long term contracts while putting up its screens. The company runs a 12 minute loop on its screens, out of which eight minutes are dedicated to ads and four minutes to content. The content includes music videos, movie promos and contests for restaurant visitors.

Dina Mukherjee, head, marketing and communication, Blue Foods, says, "We have a reliable and efficient ally in OOH Media, which is a pioneer in this space. The association was a result of exploring options to make the static screens an interactive medium to provide entertainment to our customers."

Mukherjee adds, "OOH Media suggested a viable solution that was entertaining for our customers and mutually beneficial to both companies. We are confident that OOH Media's deployment, management experience and quality of service will ensure that the screens are a huge attraction for our customers."

OOH Media has more than 5,000 screens in diverse locations such as corporate parks, malls, multiplexes, residential complexes, gyms, salons, bookstores and restaurants in 22 cities in India. The company was launched in May 2007 with 1,800 screens and claims to have the largest network of screens in the country.