Indian Airport LED Walls Target International Foot Traffic

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Tim Delhi Airport Advertising (TIMDAA) raised its first-ever LED projects at Indira Gandhi International (IGI) Airport in Delhi by installing 50 square meters of LED at three vantage locations, targeting 100 percent of the traffic at Delhi Airport. This includes a four-sided iconic pillar and two big eye-catching displays that give a competitive edge in terms of design, the technology used, passenger targeting and maximized revenue.

Nominating Company: Tim Delhi Airport Advertising Pvt. Ltd., New Delhi, India
Venue: Indira Gandhi Intl. Airport, New Delhi, New Delhi, India
Project: Indira Gandhi Intl. Airport Video Walls
Category: Transportation

BACKGROUND
The current state of the Indian out-of-home industry is at a turning point. Advertisers are embracing digital out of home slowly and steadily. Since the policies are changing, a big shift from static OOH to Digital OOH (DOOH) is in place. India is one of the markets where the spending capacity of brands is huge as compared to other matured markets; hence we expect that Digital OOH will take the Indian OOH industry by storm. Indian marketers have realized the need for DOOH, since we have seen some most impactful and innovative digital OOH campaigns across the globe. TIMDAA then decided to introduce the first-ever LED project, which could compete with future technologies. The LED walls are fully custom designed and consist of LED modules of the finest pixel pitch (P2.5 millimeter). This media is located at the vantage points of the Delhi Airport, bringing value to the brands.

CHALLENGES
Safety was a major concern as installation of a majority of the LED walls was carried out at a critical height. The technological and aesthetic challenges for the projects team were to install and commission these large displays on the operational terminal without hampering the passenger movement/flow. As the footfall is very high at these vantage locations, there was a limited time available for the installation and commissioning of this video wall, but our projects team managed to get this through on time without any inconvenience to the passengers. Content on the screens needed to be perfectly synchronized to give a very crisp visual experience for the consumers and clients.

SOLUTIONS
Being the first LED installation by TIMDAA at Delhi Airport, a detailed R&D on product selection and features identification was carried out. TIMDAA worked in tandem with Samsung for procurement of LED tiles. The team at the Airport selected a 2.5-millimeter fine pixel pitch for installation of 50 square meters to provide a seamless display. Making the best possible impression on millions of travelers every year, TIMDAA installed these LED walls at high-end locations with them being visible to all arrival and departure passengers. These LED walls have a high brightness of 1,200 nits and a very high refresh rate of more than 3,000 Hz. The supported colors for this product are 11.2 trillion. Controllers used in the LED walls provide a high resolution, which is connected to our centralized CMS SCALA server via fiber optic cables. The project was executed with minimum intervention to existing operational services at the airport.

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RESULTS
High Reach: The LED walls are considered an innovation and deliver enhanced value to brands offering them a high reach by targeting 100 percent of international traffic.

Dwell Time: High dwell time in retail and check-in area of 30 to 40 minutes makes passengers more interested in brands.

Reliability: 99.9 percent uptime since October 2017, which is a point of pride to achieve and give confidence to the client to occupy such sites.

Efficiency: Centralized control through SCALA using fiber optic cables, which is the best content management methodology.

As soon as these walls were launched, clients such as Samsung, NTT communications, and Aditya Birla Capital witnessed the media and came on board.

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