Apple, Times OOH create new buzz with video wall
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!