MEDIA-I: Online push to upgrade outdoor sell

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