Active Media to put circular LED at T3

By Poojya Trivedi , afaqs!, New Delhi | In Digital | October 26, 2010
Ad slots on the medium are available in 30-second capsules, priced at Rs 1,200 per second. The screens would have 14 minutes of ads in one hour of content

Active Media, the Ahmedabad-based agency, has forayed into the world of digital advertising. It is in process of putting up a 360-degree LED TV at Terminal 3 of Indira Gandhi International Airport, New Delhi.

Asif Kadri, CEO, Active Media says, "Innovation is the key to future advertising. Print, television and radio have been fighting tooth and nail in their respective genres to capture eyeballs. But in today's fast-paced world, where the customer is travelling at the speed of light, every opportunity to capture the interest of consumers is important."

The LED has been installed at the food court in Terminal 3, where the average time spent by a passenger is 30 minutes. Thus, it offers an opportunity to the advertisers to capitalise on the high passenger dwell time in a captive environment.

Measuring 67 inches in width and 34 in height, the LED panel has three screens, all of which would have different content running on them. The screens are slated to become active by the end of the month.

Active Media is in talks with various lifestyle, news and general entertainment channels for content that would run on these screens with separate ad slots. The ad slots are available in 30-second capsules, priced at Rs 1,200 per second. The screens would have 14 minutes of ads in one hour of content.

Through these screens, the company is looking to target frequent flyers in SEC A and A+, about 35 years of age, who have high disposable incomes.

The company is looking at lifestyle clients, such as watches, apparel, hotels and resorts, jewellery, and some retail clients. Its strategy is to get the top 15-20 advertisers.

"In present times, where every media planner is open to newer mediums and innovative tactics, I am sure LED will be helpful to all the advertisers in capturing maximum eyeballs and attention," says Kadri.

The company did not reveal the exact investment. However, it is estimated at a couple of crores.

The newly inaugurated international Terminal 3 at the IGI Airport is one of its kind, with a capacity of 34 million passengers per annum. The terminal boasts of 75 aerobridges, eight lane approaches, 168 check-in counters and an international food court.

The company plans to expand these screens at various other international airports as well. Active Media is also in the process of setting up an office in Delhi.

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