Allaboutoutdoor.com launches ambient media unit, Salt OOH

Of the unit's three planned divisions, office media and campus media have been launched; while the third division, which includes ambient and new spaces, will be launched soon

Salt OOH, the ambient media specialist unit launched by www.allaboutoutdoor.com, aims to provide a new-age interactive edge to the outdoor space.

Ankur Rastogi, founder and chief strategist, Allaboutoutdoor.com, says, "The great amount of research invested in building www.allaboutoutdoor.com was the real source and temptation to foray into asset ownership, but of a new kind. It is quite evident from the range of media options that Salt OOH has to offer today."

He adds, "The difference between a space and a media is an idea. We are creating interesting and focused media opportunities within environments such as premium offices, golf courses, premium residential condominiums, premium management institutes, colleges, clinics and tuition centres."

The name 'Salt' came from the fact that the unit aims to do something different; and it wants to deliver this for clients with not a 'pinch', but a 'punch' of salt.

Rastogi opines that some of the significant developments have been in the office media space, where Salt OOH, through its various media formats, will reach out to 850,000 affluent working professionals on a daily basis.

Anuj Bhandari, group head, Salt OOH, informs, "We have consistent campaigns coming in from major media buying agencies, such as Portland, Platinum Outdoor, Milestone Brandcom and MPG Active."

For now, the Salt OOH team consists of about 20 people, with offices in Delhi NCR and soon to open in Chandigarh and a few other locations. The unit has three divisions, of which office media and campus media have been launched; the third division, which will be launched soon, includes ambient media and new spaces.

Rajat Sharma, group head, office media, Salt OOH adds, "Outdoor advertising is no more just on the roads; clients who have done physical inspection of our media have had a changed mindset. This has resulted in brands such as Aircel, INQ Mobiles, General Motors, Max New York Life, ICICI and Micromax Mobiles making considerable investments with us."

SALT OOH is all set to launch a series of new media options at fresh touch points, and expects to take the ambient media space to a higher level.