New Me­dia

Ap­ple, Times OOH cre­ate new buzz with video wall

Outdoor Asia - - Contents - Bhawana Anand

Delhi Air­port, one of the best dig­i­tal OOH plat­forms in the coun­try, has now be­come a hot favourite among brands thanks to the ar­rival of a new dig­i­tal for­mat- In­ter­ac­tive Video Wall. This one-of-its-kind for­mat was in­stalled by TIMES 22H VSHFL­fiFDOOy Rn GHPDnG IURP EUDnG A33L(. 2XWGRRU AVLD JLvHV yRX WKH GHWDLOV.

This was a case of two lead­ers in their seg­ments com­ing to­gether to take OOH to new lev­els of in­ter­ac­tiv­ity and ex­cite­ment. Ever pop­u­lar brand AP­PLE and top OOH com­pany Times OOH, part­nered to de­velop the first in­ter­ac­tive video wall at the Ter­mi­nal 3 in Delhi Air­port. The video wall was specif­i­cally de­signed for AP­PLE to help them in­crease top of mind re­call about their prod­ucts in In­dia, which was a fo­cus mar­ket for them. Delhi Air­port was the prime choice of the brand as it pro­vides the right am­bi­ence and ac­cess to a pre­mium cat­e­gory of au­di­ences. The wall was placed at the do­mes­tic ar­rival pier junc­tion which caters to 100% of the ar­riv­ing traf­fic. The part­ner­ship is for nine months. “The video wall is a mag­num opus that show­cases the creative think­ing and ex­e­cu­tion ca­pa­bil­i­ties at TIMDAA in a man­ner never seen be­fore. This ini­tia­tive is one of many such in­no­va­tive cam­paigns that are planned for this year, in line with our or­ga­ni­za­tional ob­jec­tive of pro­vid­ing in­no­va­tive so­lu­tions to our clients,” said Ro­hit Cho­pra, CEO, TIMDAA. The video wall com­prises 28 screens with a dis­play size of 8850mm x 1026 mm. The soft­ware for the wall has been pro­cured from Touch Magic Com­pany and the hard­ware parts from Samsung. Gen­er­ally, video walls are made in a land­scape mode, but in this case for bet­ter sync with the rest of the dig­i­tal for­mats, the wall was made in a por­trait mode. There­fore, Times OOH cre­ated a ma­trix of 14/2 por­trait mode with 46 inches dig­i­tal mon­i­tors and a screen res­o­lu­tion of 5x HD. In or­der to cover the com­plete pas­sen­ger area, Times in­stalled six in­di­vid­ual cen­sor ma­chines in the screen which are driven by three com­put­ers. The cen­sors were cov­ered with cladding to main­tain aes­thet­ics of the wall. The whole driv­ing mech­a­nism, com­put­ers and hard­ware were well em­bed­ded on the back­side of the screen with proper spac­ing to cre­ate a suf­fi­cient method­ol­ogy and mech­a­nism for heat ex­haust­ing process. In or­der to en­sure vis­i­bil­ity, Times se­lected a long area with a V-shape that was the junc­tion for ev­ery pas­sen­ger. Apart from that, Times also took es­sen­tial care with the wall de­sign. As the wall was made es­pe­cially for AP­PLE, the wall was de­signed in the brand color- White, while most dig­i­tal for­mats are black in color. As per the brief, Times also uti­lized the spe­cific Korean me­tal for cladding which could be eas­ily molded and cre­ated into dif­fer­ent shapes. While talk­ing about the whole dig­i­tal OOH sce­nario, Ro­hit shared, “Dig­i­tal in In­dia is still an ex­pen­sive propo­si­tion so that be­comes a lim­it­ing fac­tor. There is a good amount of risk as­so­ci­ated with the prod­uct like van­dal­ism. Even I would be a lit­tle hes­i­tant about putting a dig­i­tal in­stal­la­tion on the road­side. Se­condly, there hasn’t been any de­mand for such quick- around times in OOH -- like want­ing to show some­thing dif­fer­ent dur­ing the 1st half of the day and some­thing dif­fer­ent dur­ing the 2nd half. Th­ese spe­cial briefs haven’t come to the in­dus­try. When de­mands come and peo­ple are will­ing to pay the price for it then things will fall in place. There will be some iconic sites cre­ated in fu­ture, but it will not be­come very com­mon be­fore the next two years.” “The Ap­ple Video wall is a clas­sic ex­am­ple of the ex­e­cu­tion ca­pa­bil­i­ties at TIMDAA. It is a proud mo­ment for us to launch an “In­dus­try first” ini­tia­tive that has the po­ten­tial to trans­form how peo­ple look at Out­door me­dia in In­dia. Dig­i­tal is cer­tainly the fu­ture, and TIMDAA has taken a gi­ant leap in es­tab­lish­ing its pres­ence in this space,” said Rishi Choudhry, Head – Op­er­a­tions, TIMDAA. The re­sults of this have re­port­edly been very pos­i­tive. Times OOH has al­ready started get­ting queries from other brands. More­over, they are also in the process of mak­ing two more videos. Well, go­ing by this, the fu­ture of video wall cer­tainly looks at­trac­tive and lu­cra­tive too!

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