Out-of-home Advertising & Marketing Campaigns in Asia
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Asia is the world’s largest out-of-home (OOH) advertising region with about $13 billion in sales. Asia ranks on top of Europe, the Middle East, and Africa (EMEA) with about $9 billion in sales. America has $8 billion in sales.
While other traditional media sectors such as television and radio are struggling to reach consumers in this digital age, OOH advertising is leveraging technology to innovate and remain relevant.
Categories of out-of-home advertising & marketing campaigns
- Billboard advertising is an OOH advertising format such as digital billboards and place-based networks
- Street furniture advertising is an OOH advertising format is affixed to street furniture using various displays often providing a public amenity and are positioned at close proximity to pedestrians for eye-level viewing or at a curbside to impact vehicular traffic. Street furniture displays include transit shelters, newsstands/news racks, kiosks, shopping mall panels, convenience store panels and in-store signage.
- Road advertising uses traditional roadside billboards.
- Highway advertising uses large outdoor advertising structure (a billing board), typically found in high-traffic areas such as alongside busy roads.
- Transit advertising is typically advertising placed on anything which moves, such as buses, subway advertising, truckside, food trucks, and taxis, but also includes fixed static and electronic advertising at train and bus stations and platforms. Airport advertising, which helps businesses address an audience while traveling, is also included in this category. Municipalities often accept this form of advertising, as it provides revenue to city and port authorities.
- Alternative media advertising takes many forms including print, audio, video, Internet, and street art.
OOH has consistent advertising revenue throughout Asia
According to Branding in Asia™, OOH is the only traditional media that experiences consistent advertising revenue growth and that retail is the largest contributor to OOH advertising revenues in most markets.
- The Indian OOH market is extremely fragmented and that is one cause of low DOOH penetration.
- Roadside billboard are the number on segment but transit and street furniture are developing faster.
- OOH NAR will grow by +12% in 2019 thanks to strong economic growth, general elections, and the cricket world cup.
- OOH NAR is forecast to grow by +7.5% per year in the next four years (2020-2023) driven by the opening of many new metro lines in major cities, starting in 2019.
- OOH controls one of the highest market share in the world: 15%.
- Place-Based is the number one segment.
- The industry is loosely regulated and highly fragmented with leading vendor United Neon controlling no more than 20%.
- MAGNA predicts double-digit growth for OOH NAR in the next five years (22% for DOOH).
- The Chinese OOH market is the third largest in the world, with CNY 27bn ($4bn) in ad sales in 2018.
- Much of the Chinese population has urbanized, increasing the value of OOH advertising; 59% of the population lives in urban areas, more than double what it was 30 years ago.
- OOH growth will remain robust in 2019 (+9%), spurred on by strong digital OOH increases.
- The Malaysian OOH market is worth $130 million.
- This represents a high market share (15%) due to heavy road traffic and OOH expansion to new sites.
- OOH revenues grew by +10% in 2018, thanks to economic growth and the general elections.
- The OOH market share (13%) is twice the global average of 6%. Because Singapore is a City State with a very high GDP per capita, OOH is attractive and competitive.
- OOH ad spend per capita is thus the second highest globally ($35).
- OOH spending will increase by 4% in 2019, a modest increasing following several years of weakness related to economic and trade-related instability.
- Media owners’ net advertising sales (NAR) will reach THB 15.1 billion in 2019 ($446mm), excluding cinema. This represents a market share approaching 20%, significantly ahead of the global average of 6%.
- OOH is driven by high urbanization and traffic in Bangkok, where OOH is frequently a complement to TV for driving brand recall and brand affinity.
- OOH ad sales will increase by +7% in 2019, following an even-higher growth in 2017 – +8%).
- The Japan OOH market is the second largest in the world, with 521 billion yens (approx. $4.6bn) in 2018.
- The market share of OOH in Japan is double the world average (12% vs 6%) due to high population density and the relatively high costs of OOH media.
- The share of DOOH is below average (11% vs 18%) because of fragmentation (top 3 vendors control only 20%).
- OOH ad sales will be flat in 2019, and will grow by 3% in 2020 thanks to the Tokyo Olympics.
IMARK creatively develops and successfully runs OOH advertising campaigns in Asia
IMARK manages out-of-home advertising and marketing campaigns from planning to production and to execution. Our in-house technologists and digital marketing experts make IMARK a powerful partner for a brand and business aiming to penetrate an international market, especially consumers in Asia.
OOH Advertising & Marketing Campaigns
We run out-of-home advertising campaigns in China, Japan, South Korea, Taiwan, India, Singapore, Hong Kong, Russia, Israel, Indonesia, Saudi Arabia, Turkey, United Arab Emirates (UAE), Malaysia, Thailand, Philippines, Kuwait, Vietnam, Pakistan, Qatar, Macau, Brunei, Bahrain, Oman, Kazakhstan, Iran, Lebanon, Maldives, Turkmenistan, Azerbaijan, Iraq, Egypt, Sri Lanka, Mongolia, Jordan, Georgia, Armenia, Bhutan, Laos, Uzbekistan, Myanmar, East Timor, Palestine, Bangladesh, Cambodia, Kyrgyzstan, Tajikistan, Syria, Nepal, Yemen, Afghanistan, and North Korea.
- Aerial Advertising. This campaign includes towing banners on aircraft wings and other airborne inflatables overhead of beaches, events, and gridlock traffic.
- Billboard Bicycle. This campaign is a new type of mobile advertising in which a bike tows a billboard with an advertising message.
- Billboard. This campaign is usually located in highly visible, heavy traffic areas such as expressways, primary arterials, and major intersections.
- Bus Advertising. This campaign establishes brand awareness and generates quick recall with high-profile exposure near point of purchase locations.
- Commuter Rail Display. This campaign reaches a captive audience of upscale suburban commuters. Additionally, reaches lunch-time patrons, shoppers and business professionals.
- ComPark Advertising. This campaign runs with the use of a device for car park advertising; which is placed onto the parallel lines of a bay and is able to gain instant exposure from motorists that have just parked their vehicle. The ComPark also serves as a guide to assist motorist in adhering to the parking bay size.
- Inflatable Billboard. This campaign is similar to regular 2D billboard but imposed on 3D object. Best used to market physical products rather than services. A cost-effective approach that is able to achieve high brand awareness and increase product purchases.
- Lamppost Banner Advertising. Lamp columns are sited everywhere, allowing advertisers and events to use banners to target precise geographical locations and create massive promotional awareness.
- Mobile Billboard. This campaign offers a great degree of flexibility to advertisers. This advertisement can target specific routes, venue or events, or can be used to achieve market saturation. A special version is the inflatable billboard which can stand free nearly everywhere. This product can also be used for outdoor movie nights.
- Poster. Target local audiences with these billboards, which are highly visible to vehicular traffic and are ideal for the introduction of new products/services. Marketers use posters to achieve advertising objectives and increase brand awareness by placing multiple units in strategic locations while lowering the cost per thousand impressions.
- Premier Panel. This campaign combines the frequency and reach of a poster campaign with the creative impact of a bulletin.
- Premier Square. Bright top and bottom illumination on a premiere panel provide extra impact after dark.
- Street Advertising. This campaign involves the use of pavements and street furniture to create media space for brands to get their message onto the street in a cost-effective approach.
- Taxi Advertising. This campaign allows advertisers to highlight their products, whether brand awareness, or a targeted message, directly to areas where people work, shop, and play.
- Wallscape. This campaign is attached to buildings and is able to accommodate a wide variety of unusual shapes and sizes. This billboard advertisement is visible from a distance and provides tremendous impact in major metro areas.
- Aircraft Advertising. Aircraft advertising includes product or service branding inside and outside the aircraft. This includes wrapping the aircraft with printed SAVs, baggage tag branding, boarding pass branding, tray table branding, and more.
- Drone Advertising. This campaign uses drone light shows instead of fireworks. A drone display is the use of multiple unmanned aerial vehicles (drones), often quadcopters, flying in a coordinated fashion for public display and brand advertising purposes. These drones are usually equipped with LEDs, and the display is always held at night. The drones are often coordinated to produce logos of the company or images associated with the brand.
Run OOH Campaign. Work With IMARK.
Let us know more about your brand, and we will create plans to make it known in the cities. Our team of media planners, organizers, and coordinators is one of the most sought-after media planning and media buying teams with the largest network of advertising and marketing resources in Asia. Contact us now.