Umbrella Media

Umbrella Media, commonly referred to as Umbrella Info-tainment is an Indian digital out of home advertising agency owned by Umbrella Media Worke that offers communication media services to companies that are looking to employ outdoor digital media as the cornerstone of their marketing program. Umbrella Media is a network based visual communication tool where a group of screens are connected to a central server to display entertainment & informational content to a well defined focus target group. Umbrella Media is the informal name given to the LED screens on the cities busiest traffic junctions by the daily commuters. Owing to its hull shape umbrella type design with red and white colors, people started recognizing and calling it Umbrella TV. It is gaining widespread popularity because of its placement, right beside a traffic signal, making it a hard to miss thing. Business model setup is collaborative, where ownership of the installment sites are assigned to the International Techno Media, while O&M activities are taken up by Umbrella Media Worke. LED screens are most usually controlled by basic Personal Computers by way of proprietary software programs, avoiding any large capital investment for the controller equipment. Advertising using digital signage is a form of ‘out of home advertising’ in which content and messages are displayed on screens with a common goal of delivering targeted messages to specific locations at specific time providing optimum value proposition. This is often called digital out of home or abbreviated as DOOH. These LED screens are medium that is improving the socio-cultural aspect of the city. Umbrella Media Worke today has office in New Delhi, India and manufacturing facility is in the industrial estate of Greater Noida.
History
Company was founded in March 2011 by Mohneesh Saxena, Sujoy Banerjee & Ravindra Kashyap. Founding members pioneered the advertising methods through installed LED scrollers on traffic signals way back in late 2004. Starting with a high school project of LED message displaying board, which became the foundation that planted the seeds of innovation in the minds of founding members. An uncharted market space and a gap in demand encouraged the formation of Umbrella Media. Though the company is still fairly young, in its first years it has landed some high profile contracts in the LED screen advertising business and installed several signs in and around New Delhi.
Benefits
The benefits of message delivery through LED screens over traditional static hoardings, in situations where changing messages are preferred over static messages, are that the content can be exchanged more easily, animations can be shown, and the messages can adapt to the context and audience, even interactively.
Projects Delivered
*Erickson Flyover Sign on National Highway-24 - June '11
*LED Screen on Delhi-Shahadara Junction - July '11
*Old Fort - Chandni Chowk Junction - Oct '11
*Sai Business Complex sign near Delhi Noida Delhi flyover - Dec '11
Collaboration
In November 2011, UMW joined with Noida, Uttar Pradesh based Action ThinkX, Content Development arm of ITM), to create the content for the Integrated network architecture. The joint venture is responsible for operation and maintenance of LED screens for the digital out of home market.

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