Outdoor advertising to see new tech blitzkrieg

As the Rs 1,000-crore outdoor advertising market becomes increasingly crowded with giant-sized backlit hoardings, technology may soon become the differentiating factor.

vJive, a company that provides plasma and LCD screens to retailers and multiplexes for relaying advertising messages, intends to set up 2,000 screens across the country in 2007 with plans of scaling up to 10,000 screens in three years.

Meanwhile, the Mumbai-based 3D Holograms has just launched three new display technologies in the country. The firm has rights for India and surrounding regions from two UK based companies for its 3D plasma screens, holograms and advanced lenticulars (again, for 3D images), all of which can be used for out-of-home advertising.

vJive boasts of clients like Hindustan Lever (HLL), Airtel and Procter & Gamble, while 3D is still educating clients and agencies about the efficacy of the new medium.

Though still a nascent medium, advertisers believe that the digital outdoor space has the potential to become a significant part of out-of-home advertising.

The ambience provided with the emergence of malls provides the right environment for the digital medium, say marketers. "With modern retail booming, the habitat for modern outdoor displays is also fast evolving in the country," said Rahul Welde, general manager-media services, HLL, the largest advertiser in the country.

Rajesh Jog, co-founder and CEO, vJive said having the option of running a specific ad at the point of sale allows marketers to run ads on specific offers.

Marketers are excited that the digital medium could potentially reinforce the product message through running a commercial, when the consumer is making the final choice at the supermarket.

Dayal Thakkar, managing director, 3D Holograms said that at present the company is in the process of increasing awareness of the different technologies among the advertising fraternity."These screens will be put up in retail destinations, as well as other places like airports and multiplexes"

But Welde sounds a note of caution. While these may be more attractive displays instead of static ones, they may not necessarily catch the consumers attention when he is more focussed on shopping, which may then be defeating its core purpose.

While the screens cost relatively less, in some cases, cost could be another prohibitive factor.