Ever since DMRC (Delhi Metro Rail Corporation) began
operations on December 24, 2002, the way commuters in the NCR traveled has
never been the same. The thirteenth largest metro station in the world (in
terms of length) offers excellent opportunities for OOH Advertising (Out-of-Home
Advertising). DMRC’s potential as an advertising goldmine was realized by Indian
OOH giants like TDI International India P Limited as
early as 2005. With a daily ridership exceeding 20 lakh, Delhi Metro
Advertising has a high viewership. The rapid rate at which DMRC has grown and
the popularity of the Metro Station Ads show a promising future for Advertising
at the Metro Stations.
It has been found that using mobile phones and reading ads
figure among the top ways how commuters passed their time at the stations. High
concentration zones and superior visibility feature among the prominent reasons
for the popularity and success of the Ads at the Metro Stations. Due to the
structure of the metro stations, the ads can be conveniently placed in such
ways that the commuters cannot miss them. And this viewership is not just any
viewership that we are talking about. According to a recent survey taken by the
Times of India, around 62.5% of the total metro ridership that took part were
office-going professionals and students. For most of the brands, they form the
most prized audience. The earning members with the power to buy and the young
generation with the affinity to buy, added with a minimum of 6 minutes which
they spend at the metro station, combine to make Metro Advertising
one of the most sought after forms of advertising. Thus, advertisement
contracts for sites outside the metro stations, on the platforms, at the
staircases / elevators, and at the entrances and exits of the stations sell out
faster than hot cakes.
Another factor which aids in the popularity of DMRC
Advertising is that it is a long term investment. With the corporation expanding
at phenomenal speeds, the ridership and thus the viewership is also set to
increase. It is expected that the average ridership of Delhi Metro will cross
40 lakhs by 2016 with a CAGR (Combined Annual Growth Rate) of 20.1%. Associate
with a top DMRC Advertising Agency like TDI
to turn the gaze of this fast growing audience towards your brand.
