New Delhi : BIG Street, the Out-of-Home (OOH) arm of Reliance Broadcast Network Limited (RBNL), has come up with strategic packages for its media inventories at Delhi Metro Rail Corporation (DMRC) stations. In order to aid the clients and media buyers in their decision making, an optimum system has been devised to maximize the brand communication thrust by segmenting the stations on the basis of the commuter profile and catchment areas.
This grants BIG Street a unique distinction of being the first OOH player in the country to come out with logical and researched package for advertising at DMRC sites.
To be truly successful in any sort of communication campaign, the need to capture the attention of one’s intended audience is of paramount importance. BIG Street’s Research cell analyzed and profiled the people that frequently visit different stations and clubbed similar stations together to give advertisers the means for a focused campaign to reach their intended audiences. Thus developed on a solid foundation of demographic & catchment area analysis, each pack has a careful selection of stations that are frequented by the intended target audience.
The unique plan takes into account the profile of the commuter on a particular station as well as the nature of the nearby installations. This helps advertisers to pick and choose the packs best suiting their communication. The advertisers tend to gain on account of low spillover as the message reaches the TG it was intended for, thereby resulting in better ROIs.
Commenting on the initiative, Ashwin Padmanabhan, National Head, BIG Street said, “With its rider ship touching an average of almost 16 lakh commuters per day, Delhi Metro transit advertising is one of the most effective ways to get your message across. Vast coverage and cost-effectiveness of OOH advertising is unquestionable, but proper research helps advertisers in accomplishing their communication goals of reaching the intended TG. BIG Street is a window for advertisers to the Delhi Metro network and this unique and innovative offering is in line with our philosophy to completely transform the way outdoor communication is being looked upon by advertisers.”