--By Srijal Bhattarai

The advertising industry in Nepal has foreseen minor changes in the past. The traditional mediums of mass coverage like television, newspaper and radio have always made us feel their presence in our daily life. When we talk about BTL activities, the first thing that comes to our mind are the flex stands and the hoarding boards spread across the country. There has been very little presence of digital outdoor mediums for communication in the past. As a pioneer in Digital Signage concept, which began from the year 2011 at BhatBhateni stores, Media Space Solutions have seen a few companies that are trying to promote this concept. This concept will not only be useful for organizations but also for the entire advertising industry of Nepal.

Digital signage has a lot of meanings with significant features which is useful for advertisers as well as the audience. One of the main features of digital signage concept is that this is a totally software driven concept which helps in minimizing cost and save resources.

Media Space Solutions- A Brand 

As the first step in establishing the concept of digital signage, Media Space Solutions (MSS) empowers advertisers with the ability to reach consumers through digital signage networks. MSS is dedicated to providing highly effective digital advertising and digital signage network solutions as a complete integrator of electronic signage network technology and applications. 

The purpose of establishing Media Space Solutions was to create various differentiated media spaces to cater all the advertising needs of our clients in Nepal.

The Innovative Platforms 

1. Media Space Solutions ePoPM (MSS ePoPM) 

MSS ePoPM network has been expanding since its first phase implementation at the BhatBhateni Super Markets Pvt Ltd in BhatBhateni and Maharajgunj in March 2011. MSS ePoPM digital signage solution allows you to display dynamic and eye-catching product advertisements on digital screens located at high visibility areas within the departmental store.

MSS ePoPM solution allows you to display dynamic and eye-catching product advertisements on digital electronic posters located on high visibility areas within stores. This results in increase in sales and brand awareness by capitalizing on the key time in consumers purchase decision making process i.e. while in front of products.

2. MSS MicroMedia

MSS Micro Media is a digital signage platform that extends the communication power of information in the form of audio visual content beyond television sets at home and delivers them to citizens of Kathmandu Valley in the most efficient manner while they are travelling. 

This digital signage network of 60 screens targets a daily audience of approximately 30,000 commuters along six different routes spread across the Kathmandu Valley i.e. a total of 900,000 commuters every month. This network ensures compulsive viewership inside enclosed spaces and captive reception of the intended messages and information.

The MSS Micro Media digital signage platform displays audio video entertainment content in the form of music videos, informative programs, television commercials and awareness campaigns. MSS MicroMedia is a platform which has an integrated approach to deliver intended messages and communication material to and from various stakeholders: commuters, vehicle owners, vehicle operators, Nepal Police, Department of Transport as well as companies interested in promoting their products.

3. Sajha Media Space 

Sajha Media Space is an on-board Digital Entertainment and Advertising Network on the soon to be launched fleet of 16 Sajha Yatayat buses in Kathmandu Valley. This digital signage network consists of 16 High Definition 24 inch screens which will target a daily audience of approximately 25,000 commuters along two different routes intersecting at the heart of the capital i.e. a total of 750,000 commuters every month.

The consumer recall and ROI for advertisements aired on the Sajha Media Space network is higher than the same advertisements aired on television networks with national coverage considering the advertising tariffs of the two. This network of displays currently airs a wide range of entertainment content in the form of Music Videos, Stand-up Comedy, Social Messages and advertisements geared specifically towards commuters of Kathmandu Valley. Media Space intends to enhance the quality of travel experience on Sajha Yatayat buses.

Conclusion 

In order to be competitive in the advertising industry, various innovative ideas and platforms need to be implemented. These platforms will allow advertisers to reach their target audiences in an effective manner and will allow the intended message to be delivered appropriately. The government has already initiated the process of bringing down hoarding boards from the city and this will also play a vital role in such innovative concepts being implemented in future. 

The writer is MD of Media Space Solutions and currently pursuing M Phil in management from Kathmandu University (KUSOM).