Digital signs in malls : a growing trend
The potential of digital signage is only realised if there is scale
and spread. With this in mind, vJive, a leading broadband
out-of-home media & digital signage network, has charted
out its critical roll out plan in India, which initially involves
deployment of 2000 digital screens in metro malls.
Digital signage has evolved
in a highly efficient and
appealing means of
providing multimedia content
among business owners, brand
marketers, and advertising
agencies, who realise its benefits
of informing, promoting, and
entertaining specifically targeted
customers. When implemented
effectively, digital signage
attracts, educates, maintains the
intended audience’s attention,
and ultimately increases the
chances of maximising one’s ROI
(return on investment). vJive, a
part of Digital Music India Pvt Ltd
(DMI), is dedicated to in-store
audio/video advertising. vJive is
uniquely effective as a marketing
communications tool because it
presents the brand message at
precisely the right moment –
when the consumer is in the
store, actively engaged in the
process (both mentally and
physically) of purchasing a
product. Founded in 2004, Digital
Music India has developed
exclusive and customised
technology to address the digital
signage space in the Indian retail
environment.
vJive has recently received
an initial tranche of Rs 20 crore
from Matrix Partners India (MPI)
as part of an overall Rs100 crore
investment plan. MPI is India’s first
consumer services risk capital
fund and focuses on early
to growth stage businesses
in the internet, mobile,
financial services, media and
entertainment, food and
beverage, hospitality, healthcare,
travel and leisure sectors. Rajesh
Jog (RJ), co-founder and CEO,
vJive, tells more about their
ongoing project of deploying 2000
digital screens all over India, in
conversation with Varsha Verma
of Sign & Graphics.
S&G : What are your plans with this significant investment?
RJ : We are currently deploying
2,000 digital screens as part of our
network and will be scaling this
network to 100,000 screens in
the next few years. We have
invested significantly over the last
2 years in building the best,
cheapest and most scalable
technology for this network and
our roster of top tier advertising
clients and distribution partners
speaks for itself.
S&G : Which all cities will be
covered in the initial stages?
RJ : The roll-out of the digital
screens has already begun and we
are targeting the metros first. By
the end of this year, we would
have installed all the 2000 digital
screens at prominent sites. These
screens can be controlled through
broadband connections from the
main server located in the control
room and each screen can be
customised for content.
S&G : Who are your major clients?
RJ : Our major clients include
malls, multiplexes and retail
outlets. For example, we have an
arrangement with Vishal Mega
Mart to supply digital screen all
across the country. In Delhi, we
digital screens all over India, in
conversation with Varsha Verma
of Sign & Graphics.
S&G : What are your
plans with this significant
investment?
RJ : We are currently deploying
Rajesh Jog
have already installed a digital
screen at the Mathura Road outlet
of Vishal Mega Mart.
S&G : Will these screens carry
ads of the brands available
there or will it be any brand?
RJ : Principally, the screens would
feature ads of those brands which
are available there but they would
be open to other brands as well.
Mainly companies from financial
services sector are also
advertising on these screens.
S&G : Will the screens have
audio output too?
RJ : Most of the digital screens
we use audio output, which
is upto a certain ambient level
so as not to disturb the shopping
experience.
S&G : Which technology
would be applied for real time
uploading of ads?
RJ : We will use broadband via IP
Internet Protocol. The content
will be uploaded to the local site
server. Each screen has its
own playlist and content, which
will be scheduled as per the
requirements at that site. Because
the network is web-based, we
have the ability to create dynamic
messages that can be posted to a
screen in a matter of seconds - a
message change that would have
taken weeks with print signage.
Changes can be everything from
significant to monumental.
S&G : What would be the
pricing of these ads on
screens?
RJ : Since these are dynamic
signages, the ads would keep on
changing. We have priced them
according to the time slot,
the time to be telecasted and the
days on which they would be
telecasted. For example, the rates
are higher for ads displayed at
peak hours and weekends.
However, the peak hours of each
outlet differs and hence the rates
differ at each outlet.
S&G : Tell us something about
the pilot project done at
3 Fame Cinemas in Mumbai?
RJ : It was a private project at the
Raghu Leela Mall and Orbit Mall.
We had put up screens at the box
office windows and concession
area. The content was compelling
enough to attract onlookers and
being the only dynamic signage in
the whole area, it gathered a lot
of eyeballs. The content was a
combination of movie promos,
ads and music promos. We got
very good response from the
viewers who had a good recall.
S&G : Will you be planning
some bluecasting at the
screen locations for better
ROI for advertisers?
RJ : We have experimented with
bluecasting but we have not
incorporated or deployed it.
However, we may use it in future
stages.
S&G : What is the future of
digital signages in India?
RJ : A lot of domestic and
international chains are coming
up in retail sector. And scores
of people shop in-store and
advertisers need to spread their
message across, here lies the
use of digital signages which
communicates to the shoppers in
a better way than static ones.
Thus, they add value to the
shopping experience and also
help retailers to get more
advertising revenue.
With 2,000 screens currently
under deployment in retail
outlets, malls and public places,
vJive is gearing to go in a major
expansion mode to build on its
lead as the largest digital
broadband OOH network. vJive’s
network of distribution partners,
coupled with its best-of-breed
technology, provides a potent
marketing solution for advertisers
looking to target the right
audience with precision.
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