Travelling in the metro is going to get a little less boring soon, with the Delhi Metro Rail Corporation (DMRC) planning to introduce “digital walls” at the stations.
Moving beyond the poster-type advertisement pattern followed so far, the DMRC now plans to go big on videos or digital advertising at stations and even inside metro trains.
In fact, the Corporation has already started a pilot digital wall project at ITO metro station on the Violet Line (Escorts Mujesar-ITO).
Visual appeal
“Apart from being a marketing venture, the move is to add visual appeal. The advertiser will install its own 10 digital walls at ITO metro station for a period of six years. The size of the wall is 12x6 sq ft,” said a Delhi Metro official.
The ITO station was chosen for the pilot project keeping in view its proximity to various government offices and media houses. Besides, the station receives a lot of rush during matches at the Firoz Shah Kotla stadium.
Based on the response, the model will be expanded to other existing stations. In fact, the DMRC also plans to allow digital advertising on its platform screen doors being installed on the Yellow Line (Jahangirpuri-Samaypur Badli) at stations like Chandni Chowk, New Delhi, Chawri Bazaar, etc.
As per the Delhi Metro’s current advertising model, the ads panels inside the coaches have posters. The stations too have just posters, only bigger in size and with a backlit panel.
“But this is going to change soon. We are focusing a lot on digital media now. Apart from being a means to generate revenue, it also helps in keeping commuters engaged during the journey,” said a senior official.
The mass rapid transporter has bigger plans for the upcoming phase-III project, where all trains will boast LED display panels for advertisements, which will be in the video format. Besides, discussions are on to devise an innovative marketing model for ad spaces at upcoming metro stations.
Video format minus audio
At ITO metro station, six such LED walls have already been installed at the station, where advertisements will be on video format minus audio.
“Apart from this, the advertiser has also been asked to provide 10 sq m, free of cost, customised digital media for DMRC’s operational requirement. The main purpose of this media shall be to provide information to metro commuters at ticket operating machine, customer care centres and other locations inside the station,” another official explained.
