DIGITAL SIGNAGE MEDIUMDUAL DISPLAY INFOTAINMENT SYSTEM (DDIS)

ONE LEOADVERTIN

GAdd:- C-324, Shanti Shopping Center, Opp Railway Station,

Mira road (east), Thane – 401107.Contact No:- 022-67731314, 8108122210/11/12/13, 8097513020,

8689873390/91E-Mail id:- vivek.oneleo@gmail.com, one_leo@rocketmail.com

What Is DDIS• Dual Display Infotainment System (DDIS) is a

first of its kind initiative, designed, developed, and implemented by OLA in association with the Indian Railways

• The LCD/LED displays installed outside railway ticket booking counters across the country are integrated to CRIS (Indian Railway booking system) thereby displaying real-time ticketing information of each commuter along with advertisements and entertainment content

• This project has been implemented exclusively and will have Pan-India reach soon

• The bottom 30% of the screen displays “Real – Time” ticket information of each commuter which has to be checked by the commuter before booking the ticket

• The top 70% of the screen displays entertainment content along with advertisement for all the commuters who are waiting in line

• The “real-time” ticketing information ensures “Guaranteed” visibility to the screen and the “Captive & Uncluttered” environment ensures that the advertisements are well observed and observed

Existence in the Country

32 LED Visual Display Screens at Railway StationsTicket Counters

FORMAT

Ticket Status Display(30% of Bottom Space)

70% Brands Advertisements(70% of Top Space) DISPLAY

Penetration1056 Screens

NUMBER OF SCREENS

7 States

1. Karnataka2. Andhra Pradesh3. New Delhi4. Haryana5. Uttar Pradesh6. Bihar7. Few Cities in MaharashtraSTATES

State-wise Penetration

Number of Stations Covered: 65Number of Screens : 383

Number of Stations Covered: 41Number of Screens : 198

State-wise Penetration....contd

Number of Stations Covered: 11Number of Screens : 117

Number of Stations Covered: 6Number of Screens : 23

Number of Stations Covered: 12Number of Screens : 45

State-wise Penetration....contd

Number of Stations Covered: 21Number of Screens : 235

Number of Stations Covered: 1Number of Screens : 55

Significance of the Media

Reaching out to 5.8 Lakhs people every day across 141 Stations in 7 States excluding Mumbai

Average Time Spent by person in the Q is 20 Minutes for long distance train journeys

• Till date the approximate viewership has been recorded to be 1,74,54,630 eyeballs/month excluding Mumbai

• As a fast growing medium of Advertising these screens are rapidly expanding to every railway station in India

Why Mumbai

Number of stations covered – 16Number of screens -200 Screens

• The lifeline of Mumbai, i.e. Western Railway itself records 35 lakh daily commuters for Local trains

• The total count of local commuters of Mumbai is much higher than the total commuters of 7 states, thus proving to be a significant mode of promotion

• With 200 screens spread around 16 stations in the Western railway, Mumbai network eyeballs are obvious to be achieved

• In a city like Mumbai where Advertising is an expensive medium, DDIS comes in as a low cost effective mode for advertising

• Also, Mumbai being the hub for Bollywood, DDIS would catch guaranteed attention of the people than any other state

Why Mumbai

Reach in Mumbai

• 35 lakh commuters travel by Western Railway everyday

• Out of which 60 percent are season pass holders and we’re assuming that we’re missing out on 4 lakh people in total from the railway stations that don’t have the DDIS

• And hence, 10 lakh people buy a daily ticket from the 16 stations that have the DDIS

• Assuming that 80% of them actually watch the ad, we gauge that 8 lakh people watch the ad daily

Price for the activity

• Total No. of Screens in Mumbai – 200• Total No. of Activity Days – 15 days • Total No. of Hours – 12hrs (8am – 8pm)• Total No. of Spots per Hour – 16 (1 spot every 3.75

mins) • Total No. of 10 sec Spots per day – 16*12 = 192 spots• Total No. of 10 sec Spots per day across 200 screens

= 192*200 = 38400 spots • Price per 10 sec spot / per screen = `2 • Total Price – 38400*2 = Rs. 76800 per day • Total Price for 15 days – Rs. 76800*15 = `11,52,000

Price per Eyeball

Assuming that 8 lakh people derived from the earlier calculation watch the ad daily, we conclude that:

8,00,000 people*15 days = 1.2 Crore people

Total Spend for 15 days = `11,52,000 /-

Hence, Price per Eyeball - 11,52,000/1.2 Cr = 0.10 paisa

• Also note that, this calculation does not include:

- Season Pass Holders- By Standers - Friends of ticket buyers - Passerby's• The above mentioned would also

sum up to approx 25 lakh people per month watching the ad if accounted in the calculations

ThankYou!