New technologies will transform airport advertising experiences: Charu Malhotra, Head - Marketing, Somany

Charu Malhotra Bhatia, Head of Marketing, Somany Ceramics in her presentation on the theme of “How transit media can be best leveraged for brand advertising” at the 2nd Transit Media Talks held in Mumbai on February 6, said that “advertising on transit media is becoming more dynamic and disruptive, which is the need of the hour.

She added that “transit media is a smart choice because of the relatively lower cost of media, exposure, exclusivity and targeting opportunities.”

“There is a lot of relevance when we use transit advertising for amplifying our campaign as it is just there at the desired time,” explained Charu.

Charu said that airport media will see a makeover as advertising there leverages technologies like interactive voice, facial image recognition coupled with historical customer data that will enable brands to personalise messaging is a near real time.

According to Charu, sanctity of the site location, media occupancy rate, audience reach and measurement metrics, cost and RoI are a few factors to be looked at while convincing the media planners to put their budgets on transit media.