Most advertisers tend to believe that the quality of an advertising site is directly proportional to the traffic around it. This is not always true. DMRC (Delhi Metro Rail Corporation) has numerous stations which get high traffic rates on a daily basis, especially during the office hours. However, these places are not necessarily ideal places for Advertising. A lot of factors like audience segmentation, location of the station, etc., come into play if the advertiser wants good return on investment. Depending on them, Kashmere Gate, Inderlok, Shahdara, Netaji Subhash Place, and Rohini East are some of the stations which are high potential sites. |
One of the primary facts affecting the performance of a metro station as an advertising site is whether the Metro Advertising Agency has exclusive rights on the site or not. Too many players in the same site result in shared visibility with a competitor, which in a way defeats the purpose of advertising. Secondly, the location of the station and the nature of the crowd also play an important role. Many a metro station has to perform with low return of investment for the advertisers due to the above criteria not falling into the desired specifications.
An example in case is Rajiv Chowk, one of the busiest junctions of DMRC. Any advertiser would be easily tempted to invest in an area where footfalls are frantic and reach the numbers commanded by Rajiv Chowk. Let us analyze the nature of the crowd at Rajiv Chowk. Since Rajiv Chowk is an interchange station between two of the busiest lines, the yellow line and the blue line, a major part of the crowd comprises of passengers changing the lines, who are usually completely keen in boarding the connecting train. Secondly, advertising rights of Rajiv Chowk are divided among multiple Metro Advertising Agencies. Thus, there is a high probability that your brand will share space with a competitor.
Among the metro stations described as good for Metro Advertising, Kashmere Gate is a key commercial area of Delhi with its wholesalers and SME owners. It is also known for the IP University. With 1, 40,000 footfalls and 240 trains, Kashmere Gate is the place where potential consumers can be found. The wholesalers and SME owners can prove to be prominent and fruitful alliances. Additionally, the advertising rights for Kashmere Gate lie exclusively with TDI International India P Limited, a premier OOH Advertising Agency of India. This means that the advertiser will get an exclusive audience resulting in high impact campaigns. Inderlok, Shahdara, Netaji Subhash Place, and Rohini East also share the same traits with Kashmere Gate and are ideal places for Delhi Metro Advertising.
Choosing the appropriate metro station for advertising is crucial for ensuring high profits out of your advertising investment. It is hardly of any use to advertise a brand before an audience that does not have the potential to become a consumer. The size would not matter at all in this regard. Disregard for the same is one important reason why Delhi Metro Advertising is going through a difficult phase. Examples of stations like the above bring hopes of ensuring that the potential of Delhi Metro Advertising is not laid to rest. From the advertiser’s point of view, it is better to play smart and invest in stations such as above and catch the attention of the audience that matters, in ways that are effective.
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Delhi Metro Advertising, DMRC, Advertising, Metro Advertising Agency, TDI International India P Limited, OOH Advertising Agency of India,