Real Image Media simplifies in-theatre advertising

Real Image Media Technologies has launched a new media and advertisement distribution tracking system. With this system, advertisers can air their advertisements in different locations across the country and OOH media screens from a centrally located server.

Speaking about the system, Jayendra Panchapakesan, director, Real Image said, "This is significant as digital technology, both in cinema and signage, is spreading rapidly and several service providers will feel the need to use this technology, which offers tremendous benefits to advertisers as media buyers. This revolutionary technology makes advertising more customized and accountable now."

Panchapakesan claims, that the technology will be most useful for advertisers. Firstly, advertisers can choose to schedule to air their commercials in cinema halls on the basis of date, show timings, the type of film, etc., thus getting closer to tapping their exact target audience. Secondly, the server compiles a log with details about the commercial, such as when and how many times it was aired during a particular week, etc.

Currently, this technology is being used in about 300 digital movie theatres in India with Real Image planning to increase this number. Senthil Kumar, co-founder, Real Image said, "We expect this number to go up by at least a 1000 in the coming twelve months."

The brands that Real Image currently serves are Nokia, Reliance, BPCL, Tata, Dabur, Cadbury's, Colgate, etc. amongst others.