PNB takes the digital OOH route in Delhi

Punjab National Bank (PNB) recently rolled out an outdoor campaign using Digital Outdoor LED Television screens in high footfall markets across Delhi. The campaign is executed by Oscope Media (Sri Nitya International Pvt. Ltd.), who has developed a captive audience network by creating an infrastructure network of Digital Advertising Signage screens for many brands. The campaign runs a 20 seconds video repeated every 5 mins. On 500 screens, the video is repeated 60,000 times a day. This cumulatively amounts to 10,000 hours of video exposure in an outdoor campaign covering a large network of over 1400 sq ft. These shops cumulatively encounter 9.5 million visitors monthly.

Through these screens, the campaign focuses majorly on the brand recall and product awareness. As the campaign runs a video instead of a static, it adds value to the recall of the brand and the product. Instead of running a TVC, the campaign runs the animated version of the outdoor static creative helping in the campaign synchronisation with the existing outdoor campaign.