Rapiid: Intelligent Media Network

Pratish Tiwari, Co-founder and Director

Pratish Tiwari

Co-founder and Director

No one is you and that is your power’is the driving force behind Mumbai-based Rapiid, India's first intelligent & dynamic Digital Out of Home (DOOH) media network. Along with the growth of DOOH in APAC markets, India too presents immense opportunities. Research findings have mooted it to grow over 20 percent YoY. This comes in the backdrop of worldwide growth in digital media infrastructure in the outdoor and ambient environments and the demand for smart and potent solutions that address data gaps in the industry. Team Rapiid knows if there is a demand, it can only be met by furnishing actionable solutions. “We understand DOOH like no other. In fact, we have built India’s first intelligent DOOH network. Our media is ingenious and agile, incorporating state of the art adtech and big data synergies, supporting seamless visibility with realtime instances, dynamism and interactivity. Our presence across places and space based environments capture the true identity and potential of DOOH,” says Pratish Tiwari, Co-Founder and Director, Rapiid.

The foundation of the company is based on data first approach, involving usage of technology and platforms dovetailed together in a right and custom mix. Rapiid’s media network has shown phenomenal response with brand categories like OTT, automobile and banking. Since inception, it has enabled its entire media network with Yoda its proprietary computer vision based AI application. The application uses high bandwidth of data processing capabilities to
spring out real time audience analysis. “Our investment in technology is unrivalled in the industry and has outshone with brilliance We continue to broaden our efforts in the area of analytics and intelligence. We will gradually increase our reliance on automation for ease of campaign deliveries,” he mentions.

Rapiid’s media network has shown phenomenal response with brand categories like OTT automobile and banking and has instilled a data centric approach in DOOH

The Journey
The first two years of Rapiid were sheer knowledge assimilation which led the team to create a lateral business sense. The focus was entirely on integrating exponential tech into its DOOH media network, usage of open source data to understand and delivering ads with purpose. “Our back ground and years of work in the industry puts us right on the pulse of change,” he avers.

As one of the first DOOH media ownership to bring in an evaluation metric in the form of 'Viewable Impressions', a lean measure of ads viewed, Rapiid has helped override the accepted notion of stored data, often unwarranted and unauthentic. In addition to the audience measure, the company’s DOOH systems also function as location based data centers cumulating and processing non invasive form of consumer information. “Our endeavor is to make DOOH more direct and distinct, with data and intelligence, we can now easily draw parallel with online digital media and as certain its advantages with attribution,” he asserts.

The Growth
Team Rapiid forms the right mix of resource from AI & data science specialists to seasoned individuals that closely understand the trade craft. All come as flag bearers of an alternative approach in creating need of the hour solutions. With its people it brings process expertise first in a business that is known to be people driven. “We have been aggressive in making our media network robust and closely monitor trends in the market to gauge our potential to be relevant and recognized,”he adds.

Within Maharashtra, it has expanded in Mumbai and Pune markets in the past year and is now exploring other metros and important tier 1 geographies. “Our guiding pillars keep us motivated and differentiated in the industry. We will continue to strengthen our data, tech and automation expertise in the field of DOOH, thereby future proofing our selves. Our model; Creation, Convergence & Connections will find new paradigms with the evolution of technology and environments,” he concludes.