Red Tape Media, a leading provider of Digital Out of Home (DOOH) Media Solutions in Pakistan, has partnered with Quividi, the world’s leading audience & campaign intelligence company for DOOH, to provide high-fidelity audience data and real-time targeting capabilities to Pakistan’s Out of Home market.
Being the pioneers of DOOH in Pakistan, Red Tape Media launched its first digital screen network in 2013 at Jinnah International Airport, Karachi. Red Tape quickly expanded its inventory, deploying its first Mall network at Dolmen Mall Clifton, Karachi, in 2014. Today Red Tape’s DOOH network is present in all 5 major malls & various tier two malls across Pakistan, with a reach of over 100 million people annually.
Red Tape’s vision is to add value to all stakeholders whilst consistently evolving its value proposition by integrating the latest technology into the Red Tape network. The partnership with Quividi empowers Red Tape to provide valuable audience data in real-time and connect brands with audiences using powerful context & content.
With Red Tape’s expansion plans to further add innovative and large format impact sites to the Red Tape screen network, brands will have an attractive portfolio of locations & formats to choose from to roll out their advertising campaigns. All the company’s current & new assets nationwide will be equipped with the Quividi technology, starting with inventory at LuckyOne Mall in Karachi, Packages Mall in Lahore, and Centaurus Mall in Islamabad. This partnership will not only provide further value for direct buying of DOOH space but can also be leveraged for programmatic DOOH in the future.
“With Quividi’s audience analytics, we can now give our clients real-time data on the audience that is engaging with ad campaigns published on Red Tape’s screen network”, says Najeeb Baig, CEO of Red Tape Media. “This allows DOOH to become measurable and thus compete with other mediums such as social and search. This partnership is a great leap towards embracing technology, and Red Tape is extremely proud to be leading this transformation in Pakistan.”
“Quividi is looking forward to building this great partnership with Red Tape Media, the leading DOOH company in Pakistan”, says Olivier Duizabo, President of Quividi. “With our high-fidelity audience impressions, Red Tape Media uncovers new avenues for revenue and provides unique advertising experiences powered by real-time contextualization and targeting.”