96 August 2018
picked up faster than any other properties since then.
It is one of the most expensive properties tendered
by the authority allowing advertisers to connect their
brand names with the station names and acquire the
entire metro premise for long-term exclusive branding
and promotion.Typically, advertisers leverage this branding opportunity
for 3-5 years by transforming the entire look and feel
of the station. While it brings in big moolah to the
DMRC, media owners gain by acquiring long-term
media property for branding. Semi-naming contracts
are majorly taken by large corporate and PSUs.Pioneer Publicity handles the semi-naming rights for
22 Metro stations spread across Delhi NCR, such as
Dronacharya Metro station, MG Road station, GK station,
IIT station, etc. Hindustan Publicity, in partnership with
Planet Outdoor, has a total of 4 stations, whereas
contracts for other stations will be closed shortly.“With the case studies
on record via government
authorities, approximately
84 lakh to 2 crore eye balls
are captured by this kind of
branding per month, which
is the best among any of
the existing mainstream
advertising media, be it TV,
print media, radio or digital
media. This newly introduced concept is now ahead of
all other formats, is well accepted and has become talk
of the town,” says Deepak Vasudeva, Director, Pioneer
Publicity.- Digital media
The digitalisation of the OOH industry, which is still at
a nascent stage, has been making a steady progress
in the Metro arena. While it took time to pick up, there
has been a considerable action happening on the digital
front. ITO Metro station is one of the exclusive stations
to have a complete network of digital display handled by
Pioneer Publicity, which has deployed few kiosks on Line
2 of the platform. The rights for Okhla Station have been
acquired by Hindustan Publicity for Vivo and features two
video walls made up of 3x3 grid of 55” ultra-thin bezel
digital panels which are successfully streaming Vivo
commercials.- Station Branding
Being inside a Metro station is a whole new experience
for travelers starting from buying ticket to boarding the
train. All these avenues have their own stoppage time
and dwell time making these appropriate for advertising.
Considering the enormous network, the inside-stationTRANSIT MEDIA