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Vyoma Media, the out-of-home digital solutions company, which currently provides displays across several railway stations, is looking to tap other transport and transit stations such as Metro Railways and bus stands.
The company recently entered into an arrangement with the Kolkata Metro Railways for installing digital displays across its stations; and has also rolled out a pilot across 35 bus stations in Bengaluru.
Vyoma currently operates close to 2,130 digital displays across 382 railway stations in 16 States.
Out-of-home (OOH) media advertising taps consumers ‘on-the-go’ in public places, while in transit or while waiting at a bus stop or railway platform.
According to Shriranga Sudhakara, founder and Managing Director, Vyoma Media, the company has installed a total of 233 screens at every ticket counter across all 24 metro stations in Kolkata. This is likely to benefit over 7 lakh daily passengers and over 23 crore commuters annually.
“We chose Kolkata for our foray into the metro railway segment. We are now looking at tapping Metro Railway in Delhi and Bengaluru,” Sudhakara told BusinessLine .
OOH market
The company is also looking to initiate discussions with Eastern Railway and West Bengal State Transport department for installing its digital displays.
The OOH market in India grew by around 6 per cent to ₹3,085 crore in 2017 primarily backed by spends from retail, FMCG and telecom sectors. As per industry estimates OOH spends are likely to increase to close to ₹3400 crore in 2018.
According to Sudhakara, Mumbai and Delhi are two ‘most crucial markets’ for OOH advertising and spends. While east is an important market from the consumption point of view; it is lagging behind in terms of quality of media for advertising.
“We see a robust retail market in Kolkata; there are big spenders like ITC and Emami and what they are looking for is high quality media,” he said.
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