Exclusive | Entertainment always follows you: LiveMedia's Rajan Mehta

 

Rajan Mehta (RM): LiveMedia is a digital destination media network with high quality LCD TV Screens placed in various locations like restaurants, clubs, coffee shops, gyms, salons, office cafeterias, college canteens, hospitals etc. These screens show some interesting programs, sprinkled with advertising. Our slogan is “Get entertained. Wherever you go.” Therefore what we are trying to do is entertain people and bring a smile on their faces when they are outside of their homes and in places where we are present. On the other hand we are also providing advertisers an effective platform to communicate with their precise target segment.

 

 

RM: Conventional OOH is just pure advertising with no content to enthuse people, whereas LiveMedia has changed the paradigm by bringing in content to attract people’s attention and thus making advertising more effective. The message can be multimedia and hence more engaging. Since our Screens are placed inside public premises, the average dwell time is around 40 minutes, thereby providing a significantly higher “Opportunity to See” the message as compared to conventional OOH. Also since these Screens are placed in a controlled environment, the impact of these Screens can be measured. Research agencies like IMRB have been providing measurement studies for the same.

 

 

RM: We target locations based on demographic, geographic and psychographic considerations. We have over 6000 screens spread across 50 cities and towns.

 

 

RM: We have a tie-up with ITC Choupal Sagars and also Hariyali Kissan Bazaars and through them are present in over 75 small towns. This network is growing rapidly.

 

 

RM: This concept is picking up very fast as it caters to the changing lifestyles of people. As you would be aware, people are spending less time at home and more outside in their destinations like restaurants, clubs, coffee shops, gyms, office cafeterias, college canteens, hospitals, retail shops etc. At the same time if you look at conventional media like TV and Press, they are all designed for consumption at home. So the premise on which LiveMedia is built is the fact that if people have moved out of their homes and are spending more time in their destinations, then some part of the media must move out with them into these destinations as the purpose of media is to reach and connect with people in places where they are spending their time.

 

 

RM: We now have close to 65 % market share in this industry in terms of number of locations covered.

 

 

RM: We have grown reasonably well and fast.

 

 

RM: As people continue to spend more time outside their homes, this medium will continue to grow. With time, technology will come into this medium and enhance its value proposition even further.

 

 

RM: IMRB does regular research and we are able to present to our advertisers a comprehensive report including a demographic profile of the audience who watched their message, the way the audience consumed the medium and recall levels for their advertisement.