The Indian & #BANNER1 & # advertising industry seems to be gearing up fast for the digital boom in the outdoor space. After Ishan Raina's announcement of launching digital screens across the country in association with Focus Media, the largest out-of-home agency in China, another new player, vJive, has now entered the market.
vJive claims it will roll out 2,000 screens across eight cities in India by the end of this financial year. By the end of 2007-08, vJive hopes to take the number of screens to 10,000 in 16 cities. By 2010, it says it will have one lakh screens across India.
The screens will be placed at various shopping malls, retail stores, railway stations and airports in the country.
Some of the retail chains vJive has established a strategic partnership with include Vishal MegaMart, V-Mart, Salasar, Apna Bazaar and Adani's.
Rajesh Jog, co-founder and chief executive officer, vJive, refers to a study done by KSA Technopak, which indicates that the retail market is growing at the rate of 40 per cent, and it is expected to target 30 per cent of the Indian population, which includes the upper class, upper middle class and middle class.
Jog says that with so many people visiting these retail stores, and 70 per cent of the purchase decisions and 40 per cent of the brand switch decisions made by consumers inside the store, digital outdoor screens are bound to be a must in every media plan.
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