MEDIA-I: Online push to upgrade outdoor sell

SHANGHAI: I-Result launches the outdoormachine.com site this month in a bid to lift the image of the outdoor media in China. "The website is an exclusive service for outdoor media," said Johnny Lo, general manager of I-Result. "We aim to remain focused and single minded in our efforts." Positioned as a media intelligence source for the industry, Johnny Lo said the site offers research, information and consultancy services. Knowledge of the outdoor medium has lagged behind, limiting the medium's growth potential. "If outdoor media became a more professional and systematic medium, advertisers would increase their spending budgets," said Lo. The website features four sections, namely Odex, O-explorer, O-eye and O-VAS, which respectively offer research, consultancy, monitoring and value-added services. I-Result's industry research system, Odex, was launched in association with Beijing-based COMP, Lo added. Odex will initially cover 23 major cities and will expand coverage to 40 cities by mid-2001. As a paid subscriber service, Odex will offer market information and adspend by brands, product categories, media type and location. In addition, a digital map will be made available to help advertisers make a virtual visit to an outdoor site and obtain accurate information about surrounding facilities. As outdoor advertising lacks standard rates in China, the four leading outdoor networks on the mainland generally only account for less than 20 per cent of the market share. I-Result, Lo stressed, would maintain its independence. "While we are presently focused on China, we are also looking to cover Hong Kong, as well as other areas, where see potential, in the future," said Lo.

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