Media Planning & Buying
‘Most brands recognise the core strengths of DOOH’
Olivier Heroguelle, Managing Director, JCDecaux India, talks about the company’s forays in the DOOH space, in particular at the Kempegowda International Airport (KIA), Bengaluru where they hold the advertising rights. Edited excerpts of the interview:
You have put up a good number of digital media assets inside Kempegowda International Airport terminals. What percentage of media assets at the airport is digital, and which parts of the airport have the largest concentration of digital media?
Yes, we have made significant investment in planning of our digital assets for maximum impact at KIAB, Currently the split is 14% of our complete patrimony which has been increased periodically with the growing demand for digital media at KIAB. The latest addition was at the end of last year. A new network of digital pole mounts has been installed targeting 100% domestic and international departing travellers from the airport. The largest concentration is in the Departure areas, taking into account the high dwell time of passengers in those areas.
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