‘We can see digital media emerging as a viable option’
Rohit Chopra, CEO, TIM Delhi Airport Advertising Private Limited (TIMDAA), a joint venture between Delhi International Airport Private Limited & Times Innovative Media Limited, provides an overview of DOOH coverage at the Indira Gandhi International Airport that houses some of the best digital OOH assets. Edited excerpts of the interview:
You have put up a significantly large number of digital media assets inside IGIA terminals. What percentage of media assets at the airport are digital, and which parts of the airport have the largest concentration of digital media?
The Domestic arrivals have the maximum digital media concentrated within it. There is an impressive inventory of video walls that adds to the stature of the digital network. T3 and T1 have the vertical screen network at both arrivals and departures. About 22% of our complete inventory in terms of number of sites is digital and room for growth is constantly being explored by teams.
Which are the brand categories that prefer to use digital media at the airport, and do they opt for long-term advertising on this media?
Almost all brand categories prefer using digital media at the airport. This market has evolved greatly and we can see that digital media is emerging as the viable option as well. When it comes to the tenure of the campaigns, there is a healthy mix of both long-term and short-term campaigns.