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good option’ versus actually ‘becoming one’,” says Gaurang Shah, CEO & founder, Digital Signage Networks India.” Yet he is optimistic. “These are time-bound issues that will be addressed by the stronger players,” he adds.

The moot question is: is store networks part of the media planners’ agenda yet? Not at the moment. “To be honest, most people still haven’t got a hang of this medium,” confesses Deepak ‘Deejay’ Jayaram, national director, Dialect, a GroupM specialist unit. Puni-tha Arumugam, CEO, Madison Media Group, is more cautious when she says, “It’s an emerging medium and most retailers and advertisers are still exploring how to use it to maximise RoI. It should be used tactically to influence shop-floor behaviour rather than as a strategic brand-building tool.”

According to Deejay, much of the communication on store networks now is driven by the advertisers and retailers. “Media planners are always one step behind (the advertisers and media owners). Only when advertisers, as a matter of policy, set aside a portion of their budgets for advertising over store networks will agencies begin to have a point of view,” he says.