Outdoor rising in China

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.

Sign In

Trouble signing in?

Reset Password: Click here

Contact Customer Support at

Customerservice@campaignasia.com