T3 high in digital screens and clutter free media plan

By Anushree Bhattacharyya , afaqs!, New Delhi | In OOH News | November 16, 2010
Times OOH plans to install 200 digital screens by March, 2011.

While Terminal 3 (T3) of Delhi Airport struggles to meet travellers' requirements of services every day, on the advertising front, there's lots happening at the new airport building. Times OOH, which recently bagged the advertising rights for T3 for 20 years, plans to set up 200 digital screens in the terminal by end of March 2011.

Amsterdam based Ad Board International has designed the casing for the 65 inches digital screens.

T3 will also have static media across the terminal, in addition to the media space available outside the airport. In fact, Times OOH has hired two UK based OOH consultants - Dennis Sylavin and Le Lorrance - to design the media space at T3.

Sunder Hemrajani, managing director, Times OOH, says, "We have followed the less is more principle. The idea is to keep it less cluttered, so that the value of each property increases."

He explains that while designing the media space and making the media plan, one has to look at various aspects such as the movement of traffic and the points of heavy traffic. The lessons learnt from the experiences at the airports at Mumbai and Delhi have been implemented for a better plan.

In view of the increased traffic at night (due to international flights), the media installed outside the airport has been backlit.

Times OOH claims that T3 will help it to garner 40 per cent increase in revenue during this fiscal.

Hemrajani adds, "Currently, about 75 per cent of the media is occupied and the number will increase with the installation of more media."

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