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Barista to put LiveMedia screens at 200 outlets

By afaqs! news bureau , afaqs!, New Delhi | In OOH News | July 27, 2010
The ad-content ratio on the screen would be about 50:50

Barista Lavazza has tied up with LiveMedia, the digital destination media provider, whereby LiveMedia screens would be installed in 200 outlets of the Italian coffee retail chain. The objective is to enhance guest engagement and provide an additional medium of entertainment at coffee outlets across India.

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"Barista Lavazza is an experiential brand, and we use key touch points to differentiate our brand experience. These include store ambience, store experience, innovation and guest service," Sanjay Coutinho, director and chief executive officer, Barista Coffee Company says in an official statement.

Speaking on the occasion, Rajan Mehta, CEO, LiveMedia, says, "We will develop content specific to the tastes of the youth, upwardly mobile people and young professionals, who spend time at coffee shops."

The company has about 7,000 screens in various sectors, including hospitality, personal care (salons), health care, education, as well as inside offices and cafeterias. In the hospitality sector, the media provider has a strong presence in coffee chains and quick service restaurants.

"We develop content, which is targeted to the profile of people going to these places. The ads are precisely targeted. Therefore, advertisers are reaching the audience they want to target, with almost no spill," Mehta tells afaqs!.

Over 220 companies have advertised with the media provider, with approximately 80 per cent repeat customers. The ad-content ratio on the screens is about 50:50.

Some the categories that would be interested in advertising at Barista include lifestyle, automobile and media companies.

The average duration of each spot is 10-15 seconds; while the average ad-price is about Rs 160 per day per outlet. However, each category has a different rate, which also depends on the circuit where the screens are located.

Where content is concerned, LiveMedia currently runs over 15 branded programmes, aimed at entertainment, engagement and education. These include Love Unplugged, Humour Live, Dhakkan's Diary, Yo Mousi, Kittty & Witty, Mr. Wise, Horoscope, Trivia Live and Fashion Live.

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