A whole gamut of brands that include BMW, Coke, Swarovski, and Minute Maid have advertised on this media, for brand building and promotional purposes; firm plans to foray into different cities
In a matter of months after Futek Digital put up two 360 degree LED digital pillar wrap media in Ambience Mall, Gurugram, the firm experienced a surge in demand for the media from advertising brands, impelling the pioneering entity to put up two more LED digital pillar wrap units in the same mall. The four units are all networked and equipped with interactive features. Ashu Gupta of Futek Digital told Media4Growth: “We acquired two more pillars after seeing the increasing demand for the media from advertising brands.”
A whole gamut of brands that include BMW, Coke, Swarovski, and Minute Maid have advertised on this media, for brand building and promotional purposes. “This format can adapt to any avatar and communicate all sorts of messages,” said Ashu.
The biggest constraint in pushing this format was its unusual shape i.e. cylindrical and being a new format, brands weren’t ready with creatives to be played on this format. However, since Futek Digital was already aware of this challenge, the company assisted the clients in developing 360 degree creatives. “We provide this facility free of cost to our clients,” said Ashu.
The compelling features of this media notwithstanding, it is not being used as part of any major campaigns. “The biggest challenge is that the agency fraternity doesn’t include this in media planning as they are not generally aware of such formats,” he said. Currently, Futek gets only 10%-15% bookings from the agencies wherein interestingly, 80% of business comes directly from the brands’ side.
Futek provides ROI data which includes the number of people saw the screen, their age groups, attention duration and even their expressions upon seeing the screens. “This is part of the deal which we provide at the end of every month to our clients,” he explained.
Ashu also shared that new technologies like augmented reality will be added to the format in the second phase of development. In the first phase, the company will seek to expand the network of screens by installing more screens in different avenues in different cities. “We are in the process of installing these screens at a new location in Delhi after which we are planning to go to other metro cities,” disclosed Ashu.
