Times OOH and ThreeD Holograms introduce 3D screens in Mumbai Airport

By Rohit Nautiyal , afaqs!, New Delhi | In OOH News | April 14, 2010
The technology will enable viewers to see 3D images without using glasses

If you are someone who had a tough time handling a pair of glasses while watching James Cameron's cinematic spectacle Avatar, here is some news. Times OOH has entered into a strategic alliance with ThreeD Holograms, a company providing innovative outdoor solutions, for selling ad spots on four 3D LCD screens installed in Terminal 1A and 1B at the domestic airport in Mumbai.

Passengers spend an estimated 30 minutes following security clearance, awaiting their boarding calls in the waiting area. At this stage, their minds are relatively free after having completed all boarding formalities and their attention towards ambient advertising is the highest.

These imported 3D screens of 40 inches each are auto stereoscopic - implying that there will be no need to wear glasses while watching the 3D images. The company says that a client's 2D television commercial can be converted to 3D with the help of computer software, after which it is sent to the client for approval. Once approved by the client, it can be shown on the screens. Alternately, ThreeD Holograms is equipped to create 3D commercials from scratch on the basis of inputs from the clients on storyboard and visualisation.

Over and above the cost incurred on conversion or creation of a TVC, clients will be required to take up a minimum package of spots worth Rs 2.5 lakh. The duration of the packages vary between 15-30 days.

Speaking on the efficacy of the medium, Dayal Thakkar, managing director, ThreeD Holograms, says, "3D is no more limited to cinema and here, it works as an eye catching outdoor solution. 100 per cent real 3D depth and projection makes the products appear popping out of the screen. With the products being hurled at you, literally, it becomes almost impossible to overlook and ignore the imagery, generating a very high brand recall."

According to Thakkar, brands from categories including automobile, telecom, FMCG, lifestyle premium products and hospitality will be interested in advertising on the screens.

All the screens are IPTV enabled and remotely controlled from the ThreeD Holograms office in Andheri, Mumbai. Since the screens are present in the domestic terminals, they will be operational from 6 am-12 pm only.

Discussing the reach of the new medium, Gautam Shahane, business head, airports, Times OOH, says, "Terminals 1A and 1B cumulatively account for 1.35 million passengers on a monthly basis. This is one of the premium target sets under one roof and provides a healthy mix of reach and frequency objectives. We plan to expand the network to other airports in the country as well."

For the record, Times OOH has exclusive advertising rights over Mumbai and Delhi airports, spanning all domestic and international terminals. Besides, it also has advertising rights for bus shelters in Mumbai, Bengaluru and Hyderabad, Patel Bridge on Mumbai's Marine Drive, Delhi Metro Rail Corporation (DMRC) and the Delhi-Noida expressway.

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