FOCUS - OUTDOOR ADVERTISING: More research needed for OA

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