The Delhi Metro Stations – A Unique Advertising Paradise

By Author: TDI India
Total Articles: 57
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Delhi Metro Advertising, from the time of its inception, has been on the watch list of advertisers and publishers. The medium too, has so far reacted true to its unique characteristics, opening up new challenges and opportunities, hitherto unknown to the world of OOH Advertising. So, what makes the DMRC platform different from the other forms of Outdoor Advertising? Let us look at the unique characteristics of the medium which has opened up whole new possibilities for the brands and the Advertising Agencies in Delhi.

All Target Groups in an Organized Environment

This is the first time in the history of OOH India that all the major Target Groups are available in the same medium of a low clutter environment. The organized environment allows the placement of high impact displays in the form of Wall Mounts, Free Standing Units, etc. The DMRC, with its low fares and high efficiency, has become the common means of transport for all segments of society. It is not for nothing that the DMRC is called the lifeline of Delhi as top professionals of million dollar entities jostle for space with those from the lower segments ...
... of the income group. This unique phenomenon makes the medium a favorite for brands from all industry sections.

Convenient Viewing Time

The Delhi Metro Stations are some of the rare transit stations where the commuters have the opportunity of waiting comfortably and conveniently. Studies show that the commuters wait for around 10-15 minutes on an average while they wait for the train. The springing up of various retail shops (mostly eatery joints and book stores) have ardently added to the periods of time that the commuters spend at the metros stations. It is a common site to see commuters munching away snacks, browsing through books, as they glance at the ad displays put up at the metro stations. In a sum total, the metro medium offers audiences that have the opportunity of viewing the ads in an environment where the planned impact can be created.

Nodal Metro Stations Taking the Shape of Mini Town Squares

Nodal Metro Stations or Interchange Metro Stations, like Kashmere Gate, are soon taking the shape of mini Town Squares, with retail chains and franchisees setting up shop inside and in the premises. Thus, these Nodal Metro Stations have increased opportunities and capacities as ideal sites for Advertising. There is further good news coming up as the number of nodal stations is set to go up to a grand total of 22 after Phase – III is completed. Commuters would sit down at the outlets and the ad displays have all the time in the world to become permanent etchings in their memory.

Ridership Growing at an Unprecedented Rate

The audience strength of Delhi Metro Advertising is only set to increase as the footfalls have seen encouraging growth year after year. The average growth rate of Delhi Metro Ridership saw an approximate increase by 16% during 2012-13 and now stands at over 25 lakh daily commuters. The rate of increase will be further boosted by the completion of Phase III that will add numerous other metro stations to the DMRC map. Thus, investing in the medium is investing in an increasing viewership. There are seldom any media where the audience grows at rates displayed by the DMRC.

Another important factor, which makes the Delhi Metro Medium a prized catch, is that it is still to realize its full potential. If we are to go by the trends, there are still plenty of more opportunities yet to be thrown open by the medium. Top DMRC Advertising Agencies and their clients have played smart by cashing on the unique opportunities that the medium offers.