Digital OOH: Signage Circus brings new rotating digital LED display to India

By Surina Sayal , afaqs!, Mumbai | In Digital | June 10, 2011
The 8 ft tall cylindrical digital signage will help brands attract eyeballs at high traffic locations such as airports, cinemas, shopping malls, clubs, and hotels.

Out of home (OOH) advertising company Signage Circus, which provides digital screen video solutions for indoor and outdoor applications, has launched 360-degree digital LED displays in India.

These signage displays are cylindrical-shaped digital screens, capable of playing HD content, which can be standalone or networked, and can be placed indoors or outdoors.

The 8 ft units can be integrated with Bluetooth technology, where passersby can download the advertiser's message by simply turning on the Bluetooth capability on their mobile phones. The displays can be viewed from all angles, multiplying visibility and exposure.

The company has invested more than Rs 1 crore per unit. It has six units as of now, with 30 more in transit. Signage Circus is looking at media owners renting a signage for a minimum rental period of one year, with a monthly rental of Rs 3.5-4 lakh per unit. For brands and clients the costing will be calculated on 15 or 30-second slots, depending on the loops and number of appearances they agree upon.

Commenting on the new digital out of home medium, Chirag Barot, director, Signage Circus, says, "The digital signage business is gathering momentum and these signages give better visuals than normal billboards. Digital screens provide ease of ad replacement, which can be done remotely and instantly, unlike the time consuming exercise with conventional billboards. As far as returns are concerned, these deliver high value and are lucrative."

Explaining the media further, Rushabh Shah, head, marketing, Signage Circus, says, "With these cylindrical digital screens, the communication uses cutting edge technology to provide to-the-minute information when and where our clients require it."

These displays are suitable for locations that see a constant flow of visitors, such as airports, cinema halls, railway stations, shopping malls, clubs, theme parks, trade fairs, company foyers, hotels, and restaurants. The signages are also designed in such a way that they can be installed onto lamp posts or pavement pillars.

Comparing the rotating LED displays to the Litefast 360 that was brought to India by blueMango solutions last year, Shah says that unlike the Litefast 360, these rotating displays are not see-through, transparent displays. Also, while the tallest version of the Litefast stands at 7 ft, these displays are 8 ft in height, with diameters of 5 ft that allow them to be wrapped around structures. For example, in the UK, these are wrapped around lamp posts.

Signage Circus, which utilises the knowledge and experience from its associated business in Malaysia, where it operates under the Cmyad brand, has deployed one unit at a mall in Mumbai to promote and exhibit the capabilities of this display. Similar displays are already being used successfully in countries such as the UK, Singapore and Malaysia.

Shah adds that thanks to the ease of use and quality of branding of digital OOH, the industry is all set to move to digital within the next three years.

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