When DOOH was the go-to media for TV channels
By Bhawana Anand - May 30, 2019
Vying for top position in poll results coverage, TV news channels invested in airport, corporate parks, malls and metro DOOH & ambient media to broadcast the election results live
Media4Growth recently reported on how TV news channels leveraged static OOH to garner viewership ahead of the Lok Sabha poll results announcement. Well, here are some more updates on how these channels went beyond static and leveraged DOOH and other ambient formats to ensure fastest coverage of one of the most crucial events in Indian democracy.
Since the vote count happened to fall on a weekday, major news channels such as Times Now and Aaj Tak came on to the OOH space to make sure the vote count feed reached citizens on-the-go. Nearly 700 digital screens and video walls across Delhi, Gurgaon, Mumbai, Coimbatore and Indore had live broadcasts of the final countdown. While the video walls were used for live content relays, the digital screens featured real-time integration of the election poll data feed, in association with Times OOH.
Additionally, look walkers carried TV screens inside the station area at Mumbai metro and emcees were roped in to give a running commentary within the confines of the moving metro.
A wide digital network of the Times OOH’s transit properties further advanced frequency and recall. People were seen crowding around the screens and minute-to-minute update of the feed enabled people to form positive association regarding the news channels. Further, high impact and head-on digital screens at high footfall locations such as malls and corporate spaces like the Cyber Hub in Gurgaon, captured the segment of NCCS A1 group that closely watched and formed opinions regarding the elections. Speaking on the impact of the DOOH media, Roshan Rawat, Head – Marcom, creative and digital, Times OOH said, “The digitisation of out-of-home (OOH) continues at breakneck speed, providing huge opportunities to brands to reach a hyper-connected urban audience. Digital out-of-home (DOOH) is transforming the way marketers communicate with consumers on-the-go, not just with the availability of data but also creativity. Elections are a big event in a democracy, and for that day all target audiences are relevant. As commuters spend lengthier times in transit – the recent campaign of broadcasting live election on videowalls across cities followed by real-time poll data integration on HD digital screens has, yet again, proven that Times OOH is undoubtedly the market leader in DOOH media.”
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