1. After digital, outdoor is the fastest growing medium.
In most countries in Asia Pacific, outdoor as a medium is generally growing at a rate faster than any other, except digital. In some markets this is because they are “catching up” and in others because of developments in the medium.
2. Outdoor too is going digital.
All across Asia-Pacific, there is evidence of out-of-home rapidly going digital. In fact, of the world’s approximate 2.5 million digital out-of-home screens, nearly one million or 40% are in China alone.
3. Outdoor technology is evolving rapidly.
In every market there are rapid advances in technology. Depending on the relative maturity of the market, it could be as simple as hand painted hoardings being displaced by vinyls or as complex as high end digital technology. Innovative concepts like augmented reality are already being used in Singapore and other markets.
4. Outdoor specialists are establishing themselves.
The quick evolution of outdoor specialist in the region is bringing specialisation as well as professionalism into the industry. This will change the way this industry works in the future.
5. Outdoor is a local medium.
Outdoor and its challenges are different in different markets. In China and India it’s all about reach. It’s about having feet on the ground and adequate monitoring, particularly in tier two and three cities. In Japan, Korea and Singapore it is about high digitalisation, technology and quality. It varies from market to market. That’s the nature of this medium.
