The OOH (out of home) arm of Reliance Broadcast Network Limited (RBNL) has introduced strategic packages for Delhi Metro Rail Corporation's (DMRC's) media inventories at various stations. The decision to club the stations on the basis of target audience aims to help the media buyers in decision making.
The agency, which holds the ad rights for 40 Metro stations, has devised this system to maximise the brand communication thrust by segmenting the stations on the basis of the commuter profile and catchment areas.
He adds that with the number of its commuters reaching almost 1.6 million every day, the transit advertising medium is one of the most effective ways to get the message across and this unique offering is in line with the company's philosophy to transform the way outdoor communication is looked upon by advertisers.
For any communication campaign, the need to capture the attention of one's intended audience is of paramount importance. This move will help the advertisers and marketers to pick and choose the packs that best suit them and reach their audience in a targeted manner without much spill over of ads.
The company has come up with packages such as youth, office goers, businessmen and housewives' pack. The youth package, for instance, has stations such as Rajiv Chowk, Vishwavidyalaya, Central Secretariat, Hauz Khas, Green Park and Saket, among others, which have high footfall from the younger riders.
Similarly, the package for office goers has stations such as Central Secretariat, Patel Chowk, Vidhan Sabha and Malviya Nagar. The business pack has Chandni Chowk, Barakhamba Road, Ramesh Nagar, Kirti Nagar and Rajendra Place, while the housewives pack has stations such as Chandni Chowk, Karol Bagh and INA.
On these stations, certain sites are dedicated to each pack (in case the station figures in multiple packs such as Rajiv Chowk or Central Secretariat).
These plans take into account the profile of the commuters on a particular station, as well as the nature of the nearby installations.
The packages were formulated after an internal research conducted by Big Street. The packages were developed based on demographic and catchment area analysis. Each pack has a careful selection of stations that are frequented by the intended target audience.