As outdoor advertising progresses in India, the medium is not only moving towards digital but is also finding ways to integrate itself with other media, too.
Digital Signage Networks or DSN, which owns a network of outdoor digital and LED screens, is currently running a campaign for kitchen appliance brand Oster, in which it integrates the brand's website with DSN's screens, extending the online campaign to outdoors.
To popularise the contest, DSN has created a videowall campaign for the brand, where its screens at Western and Central Railways ticket counters in Mumbai carry information and creatives, while around these screens, static displays of creatives have also been put up.
How is this done? "This works when the website is directly connected to the central server that controls the content on the network of screens. Thus, the screens are converted into digital posters giving out real time information from the site," informs Devang Shah, director, sales, Digital Signage Networks.
Oster has therefore been able to innovatively bridge the divide between the Internet and the out of home media, creating an impactful proposition in the Western Railways.
Branding on a videowall can cost approximately Rs 1 lakh per month.
Shah says, "Clients are seeing recall rates of more than 80 per cent when they are conducting marketing activities at the ticket counters. With almost 40 lakh commuters using the Western Railways on a daily basis, brands can effectively reach out to more than 32 lakh Mumbaikars daily." According to him, providing a non-traditional OOH (out of home) solution can work wonders for any company.
The Oster campaign is also running on DSN's network in Café Coffee Day outlets. It started a week ago and will continue for a month.
Earlier, DSN has carried out similar videowall innovations for brands such as Idea and Godrej.
For the record, DSN, started in 2007, owns more than 1,000 panels across Mumbai's Western and Central Railways and more than 400 screens at Café Coffee Day and McDonald's outlets across 22 cities in India.