FOCUS - OUTDOOR ADVERTISING: More research needed for OA

More research data made available to advertisers and media buyers will increase the level of confidence in outdoor buying, said speakers at the recent Outdoor Advertising seminar in Singapore. "When media buyers look at options, they don't get enough pre-buying confidence. They want to know how their investments will repay them, and without the justification, support, comfort and measurement, outdoor can't compete," said Mr Ron Graham, regional director for Poster Publicity International. His view was shared by JCDecaux Singapore MD Ashley Stewart, who said that clients will be "more confident if we have some post-campaign analysis data to offer them". Although outdoor represents only four per cent of Singapore's overall adspend, its growth is "most promising", said Ms Bertilla Teo, general manager of CIA Singapore. According to Ms Teo, outdoor spend has grown by 50 per cent over the last year, compared to TV's growth of only 27 per cent. "With the fragmentation of media taking place, advertisers are more open-minded (about using other media). Outdoor has a lot of potential - flexibility, affordability and creativity can be offered without the use of new technology," she said. Mr Graham said that while the outdoor medium has expanded in Asia due to an increase in mobility, this growth has not been reflected in market share increase. Clients rely on media specialists; therefore, the solution lies in ad agencies which must specify outdoor as a strategy, he offered. Outdoor can work on its own, said Mr Graham, if buyers have more confidence in the medium. "Let's get focused and give clients what they need," he told the audience.

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