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ZEE5’s dynamic billboard engages commuters

By Bhawana Anand - August 06, 2019

The OTT brand leverages data and technology to tap commuter attention during the monsoon-led traffic delays in Mumbai

Zee5zee5ZEE5, India’s fastest growing OTT platform, now re-imagines Out-of-home advertising (OOH) by installing real-time, dynamic billboards across Mumbai’s Western Express Highway (WEH). A digitally led OOH campaign has been executed to inform commuters on the estimated time of arrival (ETA) at their destination, along with tips on what to do while traveling with recommendations on popular shows like Kaafir, Rangbaaz, etc to watch on the ZEE5 app.

ZEE5 provided an effective solution to beat commuting woes with a perfect combination of content, technology and data. These recommendations on shows and episodes are dynamic in nature and change real time, along with the changes in destinations. This idea has been conceptualized by ZEE5’s internal brand team and executed by outdoor agency Laqshya. The billboard went live on 27th July and is scheduled for 30 days, and is on till 26th August, 2019.

Manish Aggarwal, Business Head, ZEE5 India said, “ZEE5 has always been a platform built for the masses and OOH is an important medium for us to reach out to our target audience. We have been innovating in the outdoor space and it’s our constant endeavour to use data and technology to reach our consumers in a targeted manner, as we are a data technology led company. With 100,000+ hours of content in 12 languages, we want to provide our consumers with an enriching personal viewing experience and democratise content by making it available anytime-anywhere.”

“We all have witnessed the increasing use of Digital OOH globally, we wanted to take the lead in Digital Display with real time customised content. This is a first ever dynamic billboard synchronising travel time (Google Travel Time) and accordingly showing number of episodes of different shows to watch. Data is real time controlled over mobile,” says Jalaj Pathak - VP, Laqshya Solutions.

This is a classic example of how a brand can innovate with smart amalgamation of data and technology in the cluttered OOH space. With this activity, ZEE5 aims to target consumers real-time and make the OTT platform as the go-to entertainment destination anytime – anywhere.

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