NEW DELHI: The future of OOH media is indelibly linked with the industry’s ability to create new and innovative consumer experiences. The days of static displays are on the wane. In the foreseeable future, brands will be called upon to engage consumers in two-way communication and benefit from the feedback that comes in.

Stating this, Sunder Hemrajani, managing director, Times OOH, added that he would vouch for a renewed focus on innovation and consumer engagement and experience. The Times OOH initiative to set up interactive, touch-screen kiosks at the international terminals at the Delhi and Mumbai airports is another step in this direction.

The touch-screen kiosks are a branding exercise for MasterCard. The kiosks help passengers to access information about countries, cities, towns and even landmarks or places of interest. Hemrajani said this initiative is also part of the Times OOH effort to create information access points at the two airports like those available at international airports like London Heathrow.

The kiosks are necessarily targeted at upwardly mobile, technologically savvy travelers whose numbers have grown at the airports. This comes at a time when the airport advertising rights at Delhi airport are up for renewal.

The MasterCard-branded kiosks have been put up at the departure terminals of the two airports. Hemrajani said, “Airports as a medium, present a stupendous opportunity to reach this highly relevant premium target audience in a concentrated space – perhaps the only medium of advertising worldwide that enables this unique deliverable. Moreover, in today’s digital age, this interactive touchscreen kiosk serves the dual purpose of providing passengers both travel as well as product related information in a dynamic and exciting manner.”

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