By: Bhawana Anand
Last updated : January 07, 2020 10:33 am
Media concessionaires operating on DMRC networks have mixed views on the likely impact on ad consumption
The moot question is, will such wi-fi services take away the audience’s attention from the various advertising that are there on the Metro networks.
Jatinder Singh, Senior VP, TDI International, says, “Digital marketing has been there for quite some time and the wi-fi facility on board the Metro rakes will not have any impact on Metro rail advertising.”
On a different note, Ritesh Vasudeva, Director of Hindustan Publicity, believes that such wi-fi services will have an impact on the Metro rail audiences’ content consumption patterns. “While as of now people do watch various OTT channels and downloaded content on their smartphones, with wi-fi, there will be a shift from content consumption to advertisement consumption,”
However, Praveen Gupta, Director, eg. communications asserts that he does not see “any major impact as people already have huge data packs loaded on their mobiles, so this new facility won’t change their content consumption behaviour”.