Tuesday, September 29, 2020

Times OOH installs screens at Mumbai airport to show cricket scores with 30% brand message

Keeping up the momentum of one of the most awaited sporting events of the year, Times OOH, a prominent player at airport touchpoints, recently rolled out digital screens at Mumbai airport T2 to show real-time cricket score updates.

With the lockdown phasing out and more and more people taking to air travel, airport traffic in July recorded over 4.2 million domestic passengers, and the number is only increasing. And with cricket being a religion in India, there is no doubt that these screens will be a big hit. These screens will not just give cricket lovers their fix while on the move, but will also give brands a great opportunity to catch their attention.

Currently, Times OOH has two of their clients--MCX and Delta Faucets-- advertising on these digital screen alongside the cricket content. Similar activations will soon be available on all Times OOH digital screens across Mumbai, Indore and Coimbatore airports. The OOH company says they are in talks with multiple brands for this activation.

The duration of this activation will be until the current cricket season lasts, which is November 8, 2020. The content showcases real-time score updates, team standings and upcoming matches. The digital screen is divided into 70:30 ratio where 70 per cent will be for content and 30 per cent for the brand’s ad or logo.

Roshan Rawat, Head – MarCom, Creative and Digital - Times OOH says, “Digital out-of-home (DOOH) provides huge opportunities to brands to reach a hyper-connected urban audience. DOOH is transforming the way marketers communicate with consumers on-the-go, not just with the availability of data but also creativity. Cricket is a big event for us in India. Keeping that in mind, we have designed the cricket content offering for passenger utility. It is something that can get viewers glued to the screens while travelling at the airport. Due to the increase in dwell time and stickiness of the content, brands have seen this as an opportunity to capitalise and harp on it.” 

29/09/20 Noel Dsouza/exchange4media

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