Outdoor ASIA - July 2018

August 2018^113

TRANSIT MEDIA

Site-N-Sign

Anam K Batliwalla, Director, Site-N-Sign, states
emphatically that airport media provides a high-end
captive audience and long
dwell times ensuring that the
audience is highly receptive.
This has led to increase in
the demand for advertising
on airports in line with the
global trends around OOH
media spends. “We obtained
the tender for Jammu Airport
just recently; our main focus

airport, and so are the government departments for
the promotion of different programmes, the petroleum
ministry, banks and insurance brands, among others.
They make up nearly 40% of the total advertising
happening at the airport. Kumar adds that multinational
brands are also participating on the airport media.

The company is of the firm view that DOOH media is
a key avenue for attracting major brands. Toward this,
they have invested in the development of hybrid DOOH
assets that feature both dynamic and static content
displays. “Yes , we have invested close to 40% of our
total investments in digital media. At the same time, it
is not simply digital that would take care of the ROI; it
is the content management that will make it interesting
for brand advertisers and consumers alike,” says
Kumar. Quite many brands had booked their slots on
the hybrid screens even before they were put up.

has been on the hotel industry, mobile service providers

and the banking sector. We have had brands like VIVO,

New India Assurance and Bank of Baroda among our

national clients and Shri Mata Vaishnu Devi School and

Hospital among the local clients,” says Anam.

Anam points out that the company is planning to invest

significantly in DOOH media. “It will be productive in

terms of ROI as it provides an innovative medium for

marketing multiple brands on a single display along

with targeted, interactive and enhanced customer

experience.”

He says that airport is a dynamic space for brand

activation. “We have a few brand activations in the

pipelines majorly with local car dealerships.”

During the year FY17, passenger traffic movement at

Jammu Airport reached 1.16 million and is expected to

grow to 1.5 million passengers in FY18. The passenger

growth rate has touched 29% in the first quarter of

FY18. l