Is digital outdoor living up to the hype?
Spend, screens and innovation are rising, but a lack of solid measurement remains a pressing concern.
Consumers writing billboard copy by SMS; content downloads via Bluetooth; branded games played on giant open-air screens; at the cutting edge, the world of digital outdoor is one of marketing’s most exciting frontiers. But to what extent is Asia’s digital outdoor industry living up to the hype?
In this regard, Asia is much like the rest of the world: while some truly impressive examples of digital outdoor execution exist, they remain the exception rather than the rule. And while spend on digital outdoor is undoubtedly growing, there remain significant hurdles to more widespread adoption.
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China’s outdoor industry has undergone huge upheaval over the past couple of years. In the biggest markets, the regulatory structure surrounding the industry has been ripped up and re-invented. Elsewhere, city authorities are taking steps to modernise the market. However, brands looking to use outdoor still face a fragmented, uneven market.
Generally, the prospects for outdoor are good. Rising TV costs have prompted more marketers to look at outdoor as an alternative mass-reach channel suitable for driving brand awareness. However, there remains huge variety from city to city.
Tay Guan Hin, regional executive creative director of JWT and Cannes Outdoor president, on outdoor executions that engage:
To read more, click here to subscribe to Media's print & e-Magazine.
The full articles was originally published as part of the Outdoor Report in the 25 March 2010 issue of Media.
China’s outdoor industry has undergone huge upheaval over the past couple of years. In the biggest markets, the regulatory structure surrounding the industry has been ripped up and re-invented. Elsewhere, city authorities are taking steps to modernise the market. However, brands looking to use outdoor still face a fragmented, uneven market.
Generally, the prospects for outdoor are good. Rising TV costs have prompted more marketers to look at outdoor as an alternative mass-reach channel suitable for driving brand awareness. However, there remains huge variety from city to city.
"Inject social media into the mix" says Cannes president
Tay Guan Hin, regional executive creative director of JWT and Cannes Outdoor president, on outdoor executions that engage:"How do you ensure one of the oldest media platforms stays relevant in today’s market? By injecting social media into the mix. Gone are the days when strong visual impact was sufficient to stop consumers in their tracks. You need to be able to strike up a conversation and create an emotional bond with them.
Give consumers the freedom to discover and play with your idea. If they find it compelling enough, it will spread like wildfire. The age of convergence allows different media to integrate seamlessly. Traditional billboards can work together with a digital or mobile component to bring a creative idea to life in a completely new experience."
To read more, click here to subscribe to Media's print & e-Magazine.
The full articles was originally published as part of the Outdoor Report in the 25 March 2010 issue of Media.
