Kinetic WW India, the global leader in contextually connecting and activating audiences on the move, announced the launch of two of its planning tools – Aureus and Aviator. Aureus will be a state-of-the-art out of home planning tool which will offer end-to-end solution right from brief to estimate while Aviator specialises in airport division planning and buying of airport media.
Aureus is designed to work seamlessly between all partners in the OOH media value chain, including business associates, agency buyers and planners and clients to deliver smarter OOH media planning for every campaign. Aureus harnesses local market insights including traffic counts, points of interests and detailed inventory data on unified base to craft bespoke OOH media plans basis data criteria.
It must be noted that almost all of the OOH agencies use heat mapping, but what differentiates Aureus is their unified base. In association with GFK Mode, Kinetic now has assembled traffic count that derives to the rational of plan.
Global air passenger traffic has grown by 6.5 per cent and India will be the third largest aviation market by 2020 worth US $40 billion. With that, it is the fastest growing country for domestic air travel with 13.2 per cent annual increase. Aviator is the global specialist in providing media and marketing solutions for today’s connected traveller. It puts the traveller at the centre of everything it does. There is use of data and technology to deliver vendor-agnostic investment solutions. With Aviator, Kinetic will have access to 100 per cent of the world’s airports, reaching 3.6 billion travellers.
Globally, apart from catering to Airports, Aviator also looks at other forms of travel like railways and buses. In India, Aviator will begin with 91 airports. Currently they have media partnerships with JCDecaux and Times OOH that own 90 per cent of media at the airports. Kinetic is already in talks with Laqshya Media for association with Hyderabad airport and with TDI who have advertising rights for the remaining airports in India.
Aureus and Aviator bring in precise data to help connect and activate today’s jet-set traveller in the era of new-mobility. It delivers the OOH and airport solution from a perspective of strategy and planning; right to implementation and accountability.
Suresh Balakrishna, CEO, South Asia and Middle East, Kinetic WW, said, “Kinetic WW is known for offering the best in class solutions and innovative solutions to a multitude of clients and brands. We have always kept our audience at the centre of planning and these initiatives map their travel pattern, and consumption of media. With the introduction of Aureus and Aviator, we are confident the client experience will be enhanced as it will make the planning and buying process more accountable and logical. This is another step in our constant endeavour of offering world class services to our clients.”
Paula Fernandez, Global Director, Head of Data Tools and Analytics, Kinetic WW, said, “At Kinetic we understand that our business needs to be driven by data and technology to provide a leading service. Aureus in India will drive better strategic capabilities to our solutions, as we integrate different sources of data to provide a better understanding of the media and the consumer landscape. This is the first stage of implementation of a system that is continuously evolving to adjust to the rapid changes of our industry. The following stages will include an improved integration with the market place to allow a seamless transaction with the vendors, and the implementation of more complex digital planning and buying capabilities.”