FEATURES: Outdoor No.2 after TV in China for generating awareness, says survey

Outdoor advertising has grown almost 30 per cent annually in China since 1990 and it is now the No.2 medium behind television as the best means of generating awareness. Millward Brown Asia associate director Karen Paterson told delegates of the Asian Outdoor Advertising Seminar 2000 in Hong Kong that outdoor spend in the country hit RMB5.43 billion last year from RMB4.73 billion in 1998 and just RMB611 million in 1990. She said that Millward Brown's research, conducted on behalf of WhiteHorse Adshel, rated television as the best means of generating awareness (39 per cent). No surprises there - however, outdoor came in second place (31 per cent) while print was a distant third (19 per cent), Ms Paterson said. Millward Brown's study, which focused on the three primary cities of Guangzhou, Shanghai and Beijing, also found that average levels of awareness was generally consistent over time, she added. In addition, overall levels of recognition appear to be higher compared with studies conducted in the UK. Ms Paterson also said that spend alone was not the most important factor in whether an ad was effective in building awareness and recognition. The creative behind the ad should also be carefully thought out and there are a number of factors that need to be borne in mind, including whether it is eye-catching, relevant, motivating, fun to look at, entertaining, informative and easy to understand. She added that outdoor can benefit from synergy with other media, such as TV and print. Ms Paterson said that outdoor would not work well if: - Spend is not high enough; - The intended communication is too complicated; - The communication is not linked to the brand; and - The creative idea is too complicated. Are you going to be there? Media's inaugural Outdoor Advertising Awards gala presentation will be held on August 25 at the Grand Hyatt Ballroom in Hong Kong. Don't miss out! Call Ms Kitty Lau at MEDIA, (852) 2135 2515; or email askme@media.com.hk.

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