Network Media Solutions planning for audio advertising beyond transit locations
By Pray Jani - May 20, 2020
The OOH firm is also planning to ramp up its creative solutions for clients
Audio advertising on the Mumbai suburban trains and onboard Mumbai Metro came to a grinding halt with the enforcement of the lockdown in the city. Network Media Solutions that holds the audio advertising rights on the Western Railway suburban trains and Mumbai Metro trains is now exploring new avenues for offering audio advertising solutions.
Ajaz Memon, MD, Network Media Solutions, told Media4Growth that “there was a big uptake on the medium before the lockdown. In fact, Mumbai Metro audio slots were virtually full and we were operating at 100% occupancy, which have now come down to nil.” Once the transit services resume, he expects that advertising brands to use audio advertising on the trains in significant ways, although given the pandemic situation in Mumbai, that will take quite some time coming. Hence, the company is looking to introduce audio advertising in locations like airports, salons, malls and gyms, “Any place where people will spend a certain length of time guarantees an assured listenership for advertising.”
To make the audio advertising even more appealing to the advertisers, Network Media Solutions is planning for innovative packages, and ramping up their studio to offer creative services. “We have always recommended that the most effective campaigns are those where the creatives are customised to go with the locations. Clients who look for tailor-made creatives have reaped the benefits most,” mentions Ajaz.
On the demand front, he said, “We expect real estate, TVC, e-commerce, BFSI, and FMCG brands to form the bulk of advertisers. However we are also exploring industry-specific packages, especially for the organised retail industry.”