Outdoor rising in China
<p>The outdoor advertising medium is becoming increasingly important
</p><p>to advertisers in China, especially amid the computer and IT boom in the
</p><p>country.
</p><p><BR><BR>
</p><p>Bus advertising, for instance, can achieve significant cumulative reach
</p><p>over a sustained period of time; 63 and 84 per cent at the end of a
</p><p>three and six-month campaign, consisting of 30 buses, which is
</p><p>comparable to a TV or print campaign.
</p><p><BR><BR>
</p><p>Because it is like a huge mobile billboard, bus advertising offers
</p><p>unique recall value, which helps in the image-building process.
</p><p><BR><BR>
</p><p>"Outdoor medium has tended to be our major focus, with the local sales
</p><p>trend rising in recent years," said Ms Hong Campbell, marketing director
</p><p>of Top Result Promotion.
</p><p><BR><BR>
</p><p>Launched in Beijing in 1992, Top Result has clients - including soft
</p><p>drinks and snack food companies - covering 17 key cities in China.
</p><p><BR><BR>
</p><p>It has at its nationwide disposal a fleet of 18,000 single and double
</p><p>decker buses.
</p><p><BR><BR>
</p><p>"FMCG and home applicances have always been the biggest advertising
</p><p>categories," revealed a spokesperson at Media Partners International
</p><p>(MPI), Shanghai.
</p><p><BR><BR>
</p><p>MPI has about 1,000 buses in seven mainland cities, with 524 in
</p><p>Shanghai.
</p><p><BR><BR>
</p><p>Top Result's Ms Hong added that IT firms are the likely big advertisers
</p><p>of the future.
</p><p><BR><BR>
</p><p>"Our business will keep growing particularly as the number of IT and
</p><p>computer firms increase," Ms Hong said.
</p><p><BR><BR>
</p><p>It is estimated that the outdoor medium in Shanghai has a daily
</p><p>potential reach of 900,000 people aged 15 to 64, with recall at 67 per
</p><p>cent.
</p><p><BR><BR>
</p><p>Overall though, bus advertising is seen as being the most effective
</p><p>simply because it is mobile.
</p><p><BR><BR>
</p><p>The outdoor medium, however, offers an unparalleled challenge to the
</p><p>creative team to make best use of this media.
</p><p><BR><BR>
</p><p>Today, this means using hi-tech techniques such as 3-D images, digital
</p><p>processing and high-quality paints.
</p><p><BR><BR>
</p>
by
|
01/21/2000
The outdoor advertising medium is becoming increasingly important
to advertisers in China, especially amid the computer and IT boom in the
country.
Bus advertising, for instance, can achieve significant cumulative reach
over a sustained period of time; 63 and 84 per cent at the end of a
three and six-month campaign, consisting of 30 buses, which is
comparable to a TV or print campaign.
Because it is like a huge mobile billboard, bus advertising offers
unique recall value, which helps in the image-building process.
"Outdoor medium has tended to be our major focus, with the local sales
trend rising in recent years," said Ms Hong Campbell, marketing director
of Top Result Promotion.
Launched in Beijing in 1992, Top Result has clients - including soft
drinks and snack food companies - covering 17 key cities in China.
It has at its nationwide disposal a fleet of 18,000 single and double
decker buses.
"FMCG and home applicances have always been the biggest advertising
categories," revealed a spokesperson at Media Partners International
(MPI), Shanghai.
MPI has about 1,000 buses in seven mainland cities, with 524 in
Shanghai.
Top Result's Ms Hong added that IT firms are the likely big advertisers
of the future.
"Our business will keep growing particularly as the number of IT and
computer firms increase," Ms Hong said.
It is estimated that the outdoor medium in Shanghai has a daily
potential reach of 900,000 people aged 15 to 64, with recall at 67 per
cent.
Overall though, bus advertising is seen as being the most effective
simply because it is mobile.
The outdoor medium, however, offers an unparalleled challenge to the
creative team to make best use of this media.
Today, this means using hi-tech techniques such as 3-D images, digital
processing and high-quality paints.
