Mumbai: Conversational Messaging platform Gupshup has launched conversational out-of-home (OOH) ads across Mumbai city. These phygital ad formats take traditional physical advertising surfaces like billboards, bus shelters, airport terminals, cabs and metro stations, and trains and convert them into interactive surfaces with the addition of a QR code.
The code, once scanned, opens a chat interface that connects the viewer with the branded bot in a two-way conversation. This works on any device and needs no app download. The conversations are powered by Gupshup IP Messaging (GIP) which leverages Conversational AI to create interactive experiences.
Gupshup aims to make OOH ads interactive and measurable for brands in order to increase advertising effectiveness and ROI. For media companies owning and selling advertising inventory, this technology can drive more inquiries and also help them offer more to brands than just inventory space, it said in a statement on Wednesday.
As a part of the campaign, Gupshup placed advertisements on financial literacy which, on scanning the QR code, take people to a chatbot that can offer customers access to financial literacy guides, education material, and more. Another set of ads help provide people information on COVID 19 and vaccination (COVID 19 chatbot). All information was sourced from Government of India websites.
“Brands that invest in OOH Advertising are looking for ways to make them interactive and measurable. Agencies that own and sell advertising inventory need to provide more than space to brands and leverage conversational technology to generate more enquiries for unsold inventory," said Gupshup co-founder & CEO Beerud Sheth. “Our Conversational OOH Ads make physical surfaces interactive. With a simple QR-code scan, chatbots powered by conversational AI improve customer engagement and make ads more measurable. It’s the perfect way to transition a physical 1-way customer experience to a digital 2-way conversation. We are committed to helping brands and media agencies leverage the power of conversational messaging to improve advertisement engagement and effectiveness."
Gupshup’s API enables over 100,000 developers and businesses to build messaging and conversational experiences delivering over six billion messages per month across 30+ messaging channels.
