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>