Wednesday, November 12, 2014

Questions on Digital over Static Display Format Affecting Preference of Out-of-Home Plans

Having been asked several interesting questions about the efficiency of digital Out-of-Home displays recently - I have been doing some thinking and researching.

One of those interesting questions was: Given the changes in how customers consume information - ie. using of mobile and Internet media; will it be better for us to use digital Out-of-Home to feature videos and animated content?

My interesting reply was: IT DEPENDS (Haha) - truly, digital Out-of-Home is more than just a digital screen; it is actually very much dependent on the location, location and location. I also asked the client to consider the current level of his brand recognition and the content he is planning to feature to decide if animated content is the key to drive his OOH media choices.

1. Location location location - After reading the article on New York Times Square's Out-of-Home going Digital and the costs of key locations (article link here), I had replied - choose the location which will reach out to your audience best before considering the format of display. And if the chosen location happens to have a digital display format, will a video or an animated poster be more advantageous? - a learned expert once shared - if the audience is moving quickly, with little dwell time such as along a highway, go for a static display. The vice-versa is true if the location holds a good captive audience such as in Times Square where audience can linger, have an opportunity for stationary space ie. at a heavy traffic light or if the visual clutter is high, then an animated display will be very prominent and attention catching.

2. Brand recognition - a video can be well designed where by the logo is prominently placed in a split screen format etc is one way to ensure the audience viewing the video content can still link back the advertisement to the brand. However, in the Out-of-Home, there is truly a lot going on for the audience at the location - "What to buy? Where to go? Who to call?" - so video content works well for brands like Nike in a sports shopping mall like Queensway Shopping Centre or Singtel in any shopping malls in Singapore, but for an established brand like Singtel in overseas market such as in Indonesia etc, it is best to go for pure dominance and have a static display feature a simple and direct message.

Click here - Wonderbra article and here - Mike's article for more tips on tips for effective Out-of-Home design creative.

Tuesday, November 11, 2014

Crain's New York: Times Square lights go digital

Some reading led me to stumble upon this article - from Crain's New York link here

Times Square lights go digital 
Technology remakes the market for big signs at world's crossroads.
Stephen Kleege 
Buck Ennis New Wave: The latest of the "spectaculars" inter-act with passersby.
 Published: January 9, 2013 - 11:06 am

Times Square's "spectaculars"—the biggest and best of its famous billboards—draw tens of millions of eyeballs every year and are increasing the interest of some of the city's biggest landlords.

Both SL Green Realty Corp., the city's largest office landlord, and Vornado Realty Trust are making major moves in the vertical real estate market at the Crossroads of the World. What they and others are betting on is the ability of the new generation of digital signs to become major money spinners akin to the retail spaces they lease out at street level.

Depending on the location and dimensions, billboard space in Times Square can command $300,000 to $400,000 a month under a long-term contract from a single advertiser. The digital signs open new possibilities to market the space in shorter increments, costing as much as $40,000 for a day in prime holiday seasons.

 Behind those rates is an army of advertisers clamoring to get their brands in front of the 35 million tourists who pass through the square annually, and the millions more who see the signs on friends' Facebook pages, as well as on YouTube and various television shows.

 "The advertisers understand it's all about location, location, location," said Brian Turner, president of Sherwood Outdoor, a unit of Sherwood Equities Inc., which owns 1 Times Square and 2 Times Square, and manages 1600 Broadway on the corner of West 48th Street.

"It is a real estate/media hybrid." It is something that SL Green felt comfortable enough with to invest in a couple of three-story-tall LED screens for the north and south ends of its tower at 1515 Broadway, which juts into the "bow tie" at the intersection of Broadway and Seventh Avenue, giving advertisers exposure from both directions. SL Green is hoping to maximize its income by marketing its vertical space in dollops of as little as 15 seconds in a two-minute loop, which, among other things, would allow the company to charge a hefty premium for time slots during such holidays as New Year's Eve.

 The company has contracted with national billboard giant CBS Outdoor. That company will help market the signs while SL Green will reap the "lion's share" of the revenue, according to Brett Herschenfeld, an SL Green senior vice president.


Vornado has entered into a similar arrangement with Van Wagner Outdoor Advertising for a new 41-foot by 72-foot LED sign at the Bertelsmann Building at 1540 Broadway, according to Guy Russell, general manager, North America, for Barco LiveDots, which made the sign.

Across the street to the west, Vornado has plans, announced in the summer, for a monstrous six-story-tall sign that it said will stretch the length of a football field as part of its redevelopment of the retail space at the Marriott Marquis Times Square Hotel. The developer did not respond to requests for comment.

Both landlords are among those owners aiming to boost their returns by investing in digital signs that they can carefully program, much like a television network's air time, rather than renting out by the month or year, as vertical landlords used to do.

 The downside is that the new LED signs are more expensive to put up. The light-emitting diode canvases can cost as much as $1,000 a square foot, according to Jason Barak, managing partner of D3, a digital design specialist. "Landlords are looking to own these displays as part of their real estate portfolios," said Mr. Russell of Barco, the LED display maker known for the 14,000-square-foot array of screens at American Eagle Outfitters' flagship store at 1551 Broadway and West 46th Street. "It's in the early adoption phase right now."


Quickening the switch-over is a steep 50% decline in the cost of the displays during the past 10 years—while the quality has increased—giving more companies access to the technology. This has raised concerns that a glut may develop, placing a premium on advertisers' creativity in using social media to engage shoppers.

 Advertisers already are encouraging tourists and other passersby to use their smartphones to shop directly from the street, using text messages and emails. In doing so, they are gathering information they can use to market their products to the same consumers year-round.

 "Over time, it's going to be signs collecting data," SL Green's Mr. Herschenfeld said. "All that data is worth a lot of money. That's the direction the Times Square advertising market will go."


 Among the beneficiaries of the LED revolution is a small group of digitally savvy manufacturers and designers who've displaced the neon "tube benders," and before them, the paper hangers and carpenters who once built Times Square's biggest signs—its "spectaculars."

 "LED display costs vary by size, complexity and resolution," said Jason Barak, managing partner of digital sign designer D3. "On the lower end of the spectrum, some units have been purchased for $250,000, and on the higher end, $10 million-plus."

 The displays require "high engineering and technical expertise," said Barry Winston, a sign builder who's been working in Times Square since 1954, back when the Camel cigarette billboard, blowing a seemingly endless stream of perfect smoke rings, set the standard for edgy excellence. D3, based in New York and California, has put up more than half the LED displays in Times Square since the company was formed in 2006.

 Mr. Barak said he is counting on something he calls "sign envy" to spur demand for years to come. "People want something that's curvier, that's flashier, that's bigger," he said.

 D3's Times Square displays include the rippling ABC News sign at West 44th Street and the Forever 21 billboard that's equipped with face-recognition technology capable of featuring passersby.

 Other digital players include Barco LiveDots, a unit of Belgium-based Barco, and Daktronics, of Brookings, S.D. Daktronics pioneered digital LED some 17 years ago with a display at Morgan Stanley headquarters, said Randy Antes, director of digital projects for the company in New York. It also made the current Coca-Cola display at 2 Times Square, where the soft-drink maker has had a sign since 1932. —Stephen Kleege

Monday, October 13, 2014

Queensway Shopping Centre Giant LED Screen for New Balance Singapore Launch of

10. 10 - on a Friday evening, the perfect 10/10 day for the launch of the New Balance 577 by New Balance Singapore and Weston at Queensway Shopping Centre.  

The events company created a great set up emphasizing on the heritage and the product features. 


Using the giant LED screen at Queensway Shopping Centre which is usually for exciting advertising messages and videos, New Balance played a static poster and a video to feature the New Balance 577 to their VIP guests during the event period. 

Certainly a short, simple and high impact event to start off this new product. 

Friday, October 3, 2014

British Airways - #lookup in Piccadilly Circus

[Taken from youtbue...]Courtesy of a little digital magic, the young man in this poster really does know when it's a British Airways plane. And that really is the actual flight number and where it's flying in from.

From Adage 
British Airways' "Magic of Flying" by OgilvyOne, London, took home the Grand Prix in the direct category at the Cannes Lions International Festival of Creativity. Great fun! Children love watching aeroplanes fly by. Guess, this is a great Children's Day message too.

Wednesday, August 27, 2014

Tourism Surges - Advertising in the Jakarta Soekarno-Hatta Airport

Much of the growth of airport passenger numbers in the Jakarta Airport (Soekarno-Hatta) Indonesia is fueled by both the rising affluence of the middle class in Indonesia and also larger number of business travelers. Some tourism related advertisers in the Jakarta International Airport includes Macau Tourism, Resorts World Sentosa, Pacific Place Jakarta (mall), etc. We had written about Indonesians Traveling to Singapore and how the traveling trends have developed cultural adaptation for the Muslim coming into and going out from Indonesia

Recently,we were part of the 2014 global campaign for the repositioning strategy for Pullman Hotels & Resorts as the Accor Group spread its “Design your journey” advertisements into Indonesia's capital airport. The visuals were artistic, modern, flowing and very inviting at the same time - almost felt like jumping into the aqua depths of the pool visual or lounging iconic white Arne Jacobsen Swan Chair in a haze purplish pink. Woo. Chilled out.

Accor's press release own words: Accor unveils global repositioning strategy for Pullman Hotels & Resorts
The upscale segment represents 32% of the global hotel market. It is definitely a golden opportunity for Accor, which has strengthened its presence in this segment over the last few years thanks to the dynamism of its Sofitel, Pullman and MGallery brands. Today, the group is unveiling Pullman’s strong ambitions at a press conference event hosted by the Pullman London Saint Pancras.
Key points: Accelerated expansion Pullman has hotels and resorts in 23 countries in the world’s key business and tourism destinations. The network has grown very rapidly to 79 hotels in five years. The objective is to have 150 establishments by 2015-2020 and 500 in the long term. Christophe Vanswieten, Chief Operating Officer Pullman Europe, explains, “Our expansion focuses on reinforcing our positions in Europe, opening establishments in strong-growth regions, notably Russia and Latin America, and continuing our growth in Asia-Pacific. In Europe, as well as the opening in June of our first hotel in Brussels, which will also be the network’s 80th establishment and Pullman’s 24th country, we are implementing an unprecedented project in Paris with the renovation of our five establishments there over an 18-month period, due to end in April 2014 when the emblematic renovation of the Pullman Paris Tour Eiffel will be completed.”
A robust response to the expectations of “new generation” travelers Hyper-connected, nomadic and ever more cosmopolitan are the three words that summarize the new upscale, seasoned traveler. For these customers, the lines between work and private life are becoming increasingly blurred, but they want to stay connected with their “clans” at all times. Echoing the powerful concepts of travel and comfort that its name evokes, Pullman has therefore redefined its positioning to meet these new expectations. All the details of its offer, the guest experience and the approach to hotel life have been rethought to make Pullman hotels lively places where guests interact in a contemporary setting. For Grégoire Champetier, Chief Marketing Officer of Accor, “Comfort and high-quality, efficient services are intrinsic aspects of upscale hospitality. To differentiate ourselves in this market, it is imperative that we offer our guests emotion. Every trip must be an enriching experience that enhances performance and creativity at work without losing sight of the enjoyable and social dimension of travel. We have rethought Pullman’s positioning to respond to this fundamental trend.” Reinvented services and a revamped brand identity Pullman has created an artistic, culinary and visual customer journey designed to provide guests with a unique hotel experience. The brand summarizes this attitude with the term “Bleisure”, a contraction of the words “Business” and “Leisure”. - Style, contemporary art and design are at the core of Pullman’s new identity Pullman wants to make art accessible to everyone by displaying contemporary works in various parts of its hotels through permanent or temporary exhibitions or partnerships with local and international artists. As far as style and design are concerned, several artists have contributed flagship items to Pullman. For example, Christophe Pillet has reinterpreted the welcome spirit by creating a reception table with a striking, easily identifiable design. Mathieu Lehanneur has designed a globe for the lobby that symbolizes the brand’s cosmopolitan nature. He has also created a new way of living the hotel meeting experience through a “board room” that features a meeting room table designed like a poker table. Lastly, the Pullman teams will wear a collection of outfits created by fashion designer Martine Sitbon. This collection reflects the brand’s desire to combine professionalism with elegance. The brand has also worked with renowned interior designers in each of its establishments, including Didier Rey, Jean-Philippe Nuel, Marcello Julia, Harald Klein, Didier Gomez, Isabelle Miaja, etc. - A reinvented restaurant offer With CuisinMotion by Pullman, the brand offers a resolutely modern approach and breaks with traditional hotel food and beverage codes creating an original culinary offer in each establishment. At any time of the day, in the hotel’s various eating areas, Pullman offers round-the-clock food and unique concepts through its own signature services: “Tapastry by Pullman” for friendly after-work gatherings; “Vinoteca by Pullman” and “Tea Deli by Pullman” which give guests a taste of flavors from around the world, and “Open Kitchen” which turns cooking into a show. The Pullman hotel restaurants and bars are places designed to foster interaction and discovery. - Easier access to and use of technologies Connectivity by Pullman is designed to offer guests a high-speed, mobile, intuitive and safe digital experience that is both enjoyable and efficient. The concept is available throughout the hotel, from the lobby to the swimming pool and features high-speed, free Wi-Fi, a unified entertainment device (the TV, smartphone and tablet are synchronized into one single application), latest generation equipment in partnership with Microsoft and Samsung available in dedicated spaces, connected rooms, etc. Pullman makes it easy for guests to access and use all technologies. - “Design your journey” To illustrate its new positioning, Pullman has worked with DDB (DDB Paris and Marie-Louise agencies) on a new advertising campaign that highlights the mindset and design of its hotels and resorts. To create a refined atmosphere and give the campaign a unique identity, the shoots were carried out by British photographer Nick Meek and a new advertising signature was created: “Design Your Journey”.
This advertising campaign (billboards, printed press and Web) will be launched in 2013 and 2014 in Brazil, China, Germany, the United Kingdom, the Netherlands and France. Pullman has also completely revamped its graphic and editorial identity. The focus has been on transforming its logo by adding a symbol inspired by the yin and the yang to express the dual “Bleisure” aspect of the Pullman experience. The spirit of Pullman is also reflected in its magazine “The Pullman Magazine” which has an editorial line that focuses on travel, design, and ideas, etc. Through this publication Pullman aims to share its passions and discoveries with travelers.
With this new strategy, Pullman should rapidly establish itself as THE benchmark in upscale international hospitality. Yann Caillère, CEO of Accor confirms this ambition: “The upscale and luxury segments are at the heart of Accor’s strategy. Sofitel’s successful repositioning has given us strong credibility with our customers and investors in these markets. In 2007, we reestablished Pullman. Now, we have overhauled its identity and service offer and made it a unique brand in a highly competitive segment that will serve as a key lever to help us fulfill our ambitions in the upscale and luxury segments.”

Monday, July 7, 2014

Celebration and Cheers on Together with Powerful and Costs Effective Billboard Displays

Somehow, this is a quarter of great celebrations and cheers in Singapore and around the world!

For me the biggest events are the 2014 FIFA World Cup and the presidential elections in Indonesia. Yes, other events more worthy happening now include the upcoming National Day Celebrations in August, the annual Eid holidays, Mid Autumn Festival and the 2014 Formula 1 Singapore Airlines Singapore Grand Prix happening on 19-21 Sept 2014 - woo... A new title sponsor!

TPM Outdoor is geared up to celebrate with our clients by introducing 2 special offers. One is the Checkpoint Media offer that includes 3 of our top sites. TPM is also re-launching one of our largest billboard - A spectacular billboard is situated at People’s Park Complex (Chinatown). Just in time to create a strong branding and high impact billboard before the 8th September! 8th September is Mid-Autumn Festival, one of the most important festival in the Chinese Culture, celebrated in every Chinese place all over the world. Chinatown and its annual street lighting festival will be the heart of the festivities in Singapore.

What a busy and activity filled quarter! Have your brand be part of all these through powerful and costs effective billboard displays.

Sunday, July 6, 2014

FIFA World Cup and TPM's Advertising

Indeed - From the website today - "Tenacity triumphs as last four completed" it is down to the last 4 this week = Brazil-Germany, 8 July 2014, Argentina- Netherlands, 9 July 2014.

It is also time for TPM Outdoor team to share our favorite World Cup advertisements and moments. Could it be the Nike Commercial 2014: "Winner Stays" featuring Cristiano Ronaldo, Neymar Jr., Rooney, Ibrahimović, Iniesta?

Nurain, prefers the KFC Commercial featuring Cristiano Ronaldo and a chicken drum stick. I think I prefer the chicken drum stick. Rina cries foul - how can a world class footballer promote unhealthy fast food. No matter foul or fowl, my choice is clear on this. 

Maybe there are other things to sink your teeth into besides a juicy drum stick this 2014 Fifa World Cup? Luis Suárez did show what his teeth are capable of, so maybe Adidas and KFC should swap celebrities? More details here: Adidas Pulls Teeth-Baring Ads With After World Cup Biting Incident  

Rina's contribution - Well-played for Samsung with Messi representing the launch of the new Galaxy S5 in Jakarta, Although Belgium is out of the World Cup, the Messi branding still goes a long way.  

Jonas' favorite World Cup moment - I guess a picture says a thousand words here.

World Cup fever, take us!

Saturday, July 5, 2014

Out-of-Home Does Good

I had posted several Out-of-Home executions that have done good, as in literally - Leo Burnett Chicago & Sydney took on Coca-Cola's Happiness Without Borders to a new level.
Taken from the website:
In March 2013, Coca-Cola set out to break down barriers and create a simple moment of connection between two nations -- India and Pakistan. The initiative "Small World Machines" provided a live communications portal between people in India and Pakistan and showed that what unites us is stronger than what sets us apart. The key to engaging with each other through the machines was simple: people in India and Pakistan could complete a task, like touching hands, drawing peace, love, and happiness symbols -- together.
Let OOH reach you in all senses - sight, sound, smell, taste and touch. Then let it touch your heart. Coca-Cola rolls out happiness in the other campaign here

Monday, April 21, 2014

Ads of the World: Happy Easter?

Having the rabbits for Easter weekend seems more literal than I would have expected from Hell Pizza: Rabbit. Spotted on Ads of the World by advertising agency Barnes Catmur & Friends, Auckland, New Zealand.

Tuesday, April 8, 2014


Taken from Airport World - the magazine of ACI - a recent article on the Top 10 Airports: Passenger Traffic in 2013, written by Justin Burns has little surprises. The full article as follows -

Hartsfield-Jackson Atlanta has retained its crown as the busiest airport in the world in 2013 – but the most notable mover in the top 10 was Dubai International up to 7th place from 10th.

First place once again goes to Atlanta in the US state of Georgia, with 94.4 million, but down 1.13% on the 95.5 million in 2012. In second place was Beijing Capital International Airport, with 83.7 million passengers, a 2.2% increase on 2012, while third was London Heathrow, where traffic reached 72.3 million, an increase of 3.4% on 2012.

Tokyo Haneda International Airport stayed in fourth spot with 69 million, a rise of 2.6% and in fifth, was Chicago O’Hare International Airport, the second busiest in the US, which welcomed 66.9 million, up 0.1%.

In sixth spot and growing fast was Los Angeles International Airport (LAX) with 66.66 million passengers, a growth of 4.7% on 2012, just in front of Dubai International in seventh, which saw a 15.2% rise on 2012 to 66.4 million.

In eighth place, up from ninth, and Asia-Pacific’s fourth busiest is Jakarta Soekarno-Hatta, with 62.04 million, up 3.4% on 2012, and narrowly edging out in ninth and Europe’s second busiest in 2013, Paris Charles de Gaulle Airport, with 62 million, up 0.7% on 2012.

Taking the last spot in the top 10, was Dallas/Fort Worth, where passenger numbers reached 60.4 million, a rise of 3.2%.

Hartsfield-Jackson Atlanta
94.4 million (-1.13%)
83.7 million (+2.2%)
London Heathrow
72.3 million (+3.4%)
Tokyo Haneda
69.0 million (+2.6%)
Chicago O’Hare
66.9 million (+0.1%)
Los Angeles International
66.6 million (+4.7%)
Dubai International
66.4 million (+15.2%)
Jakarta Soekarno-Hatta
62.1 million (+3.4%)
Paris Charles de Gaulle
62.0 million (+0.7%)
Dallas/Forth Worth
60.4 million (+3.2%)

Just outside the top 10, was Hong Kong International Airport, which set a new record of 59.9 million travellers, up 6.1% on 2012 and is set to reach the top 10 in 2014. Rising 0.9% and Europe’s third busiest, was Frankfurt International, which handled 58 million, up from 57.5 million in 2012, while Singapore Changi Airport had a record year, handling 53.7 million passengers, up 5% on 2012.

Amsterdam Schiphol, handled 52.5 million passengers, a new record, making its Europe’s fourth busiest airport, and up from 51 million, while Istanbul Atakurk Airport welcomed 51.3 million, up 13%.

Political problems, may have led to Bangkok Suvarnabhumi welcoming 50.9 million passengers in 2013, a drop on the 53 million in 2012.

Monday, April 7, 2014

Jakarta Post: SBY launches the country’s most modern airport

President Susilo Bambang Yudhoyono officially inaugurated on Thursday the Kuala Namu International Airport in Deli Serdang regency, near Medan, North Sumatra.

It was a significant moment for Yudhoyono, as he approaches the end of his two terms as the country’s sixth president. The plush Kuala Namu airport, offering the most sophisticated passenger terminal in the country, is one of several successful infrastructure projects built during Yudhoyono’s era.

During the inauguration ceremony, Yudhoyono said the airport marked an important milestone toward a more prosperous North Sumatra in particular and Indonesia in general. At the ceremony, the President also announced the completion of expansion projects at commercial airports Sultan Syarif Kasim II International Airport in Pekanbaru, Riau, and Raja Haji Fisabilillah in Tanjung Pinang, Riau Islands, as well as smaller airstrips in Muara Bungo in Jambi, Pekon Serai in Lampung and Pagar Alam in South Sumatra. 

President director of state-owned airport operator Angkasa Pura (AP) II, Tri Sunoko, said the construction of the new airport was part of the government’s Masterplan for the Acceleration and Expansion of Indonesian Economic Development (MP3EI).

The new airport will also become part of Yudhoyono’s legacy before leaving office following the presidential election, which is set to take place in July. The President, who according to the Constitution, cannot run for a third term, is a key supporter of the construction of the 29-kilometer Sunda Strait Bridge, connecting Merak in Banten, West Java, and Bakauheni in Lampung, on the southern tip of Sumatra. Due to technical and financial setbacks, the construction of the mega bridge has faced a series of delays and will not begin before the end of Yudhoyono’s term. Tri said there was every hope that Kuala Namu airport, which had taken six years to build, would become the country’s main gateway for visitors traveling from China, Europe and the Middle East.

 The airport operator invested Rp 2.2 trillion (US$192.1 million) to construct everything in the landside area, while the government allocated Rp 3.39 trillion from the state budget to construct the airside area. Kuala Namu has capacity to deal with 8 million people a year. However, just a few months after its operations began, the number of passengers had reached 8.3 million. Tri said AP II was currently preparing for the airport’s second phase of development, to increase passenger traffic capacity to 25 million per year. He said the company expected to start construction by next year. “In mid-2015, we will begin the second phase of Kuala Namu airport’s construction, with a total budget of at least Rp 2.4 trillion for the airport’s landside development,” he said. AP II has allocated Rp 130 billion this year to further develop the airport, which began operating in July last year.

Sunday, April 6, 2014

Jakarta Post: Passenger growth outpaces airport projects

Ten airports under development ahead of the ASEAN Open Skies Policy are unable to keep pace with the fast-growing number of air travelers, raising questions about their future capacity when the policy takes effect next year.

The ASEAN Open Skies Policy is expected to enhance air connectivity among ASEAN members, bringing down barriers to trade, easing the flow of labor and goods and boosting tourism.

 Salahudin Rafi, operational and technical director of state-owned airport operator PT Angkasa Pura II, which manages major airports in the western part of Indonesia, said the airport development projects still could not handle the fast-paced annual growth in the number of passengers. “The increase in airport capacity in Indonesia is still significantly below the annual growth of the number of passengers,” he told The Jakarta Post recently. “Hence, airport infrastructure development must be accelerated to anticipate the drastic growth in passengers,” he added.

For example, Kuala Namu International Airport in Deli Serdang regency, North Sumatra — among the 10 airports undergoing development projects ahead of the Open Skies Policy — was initially built to accommodate 8 million passengers annually, according to Rafi. But the airport faced overcapacity in its first year of operation last year, when the number of passengers reached 8.4 million, he said. Likewise, the annual number of passengers of Soekarno-Hatta International Airport, Banten, reached 60.13 million last year, nearly three times the airport’s annual capacity of 22 million passengers. Soekarno-Hatta was the eighth busiest airport in the world in 2013. Salahudin said the operator was preparing for Kuala Namu’s second phase of development to further increase its capacity to 25 million passengers annually. “We’re hoping to start construction by next year,” he said. 

Separately, Angkasa Pura II president director Tri Sunoko said the operator expected Soekarno-Hatta’s capacity would exceed the growth in passenger numbers by 2017, with the development of the third terminal and the renovation of the first and second terminals.

Transportation Ministry director general for air transportation Herry Bakti Gumay said the airport operator should not only think about the development of airports for the next five years, but for the next 25 years at least. “It must change its mind-set; the airports now have to serve both airlines and passengers,” he said. “Airports can no longer act as if airlines and passengers need them more than airports need airlines and passengers.”

 This year, Angkasa Pura II allocated Rp 12.966 trillion (US$1.14 billion) to improve facilities at the 10 airports through multi-year projects. Salahudin said the budget allocated to develop the 10 airports reached Rp 32.4 trillion between 2007 to 2020. According to Salahudin, up until last year, approximately Rp 6 trillion had been spent on developing the airports. “As for this year, we will initially allocate Rp 8.3 trillion to continue the development of the airports,” he said. “The fund will be raised from bank loans, including those from state-owned banks,” he added.

Saturday, April 5, 2014

Pepsi Max Uses Augmented Reality in OOH Media

Taken from the youtube link - Pepsi Max surprise commuters with an 'unbelievable' augmented reality experience at a bus shelter on New Oxford Street in London...Londoners waiting at one bus stop in the capital were given much more of a fright when they witnessed tigers hurtling towards them, giant tentacles bursting out of the pavement, and aliens floating down to Earth in spaceships"

Monday, March 17, 2014

University of Engineering and Technology (UTEC) - Potable Water Generator

I was completely blown away when I first saw this billboard and had posted it to share with many of my FB friends back in 2013. But I am surprised that I forgot to share about it here!

The intangible benefits of having billboards around range from enlivening an urban environment to publicizing useful messages and also being a public good of lighting up an area.

But this billboard in Peru Mayo takes the cake by being "The first billboard that produces potable water from the air. Mayo DraftFCB for The University of Engineering and Technology" 

Sunday, March 16, 2014

Chinatown Singapore - Revitalizing Faster Than We Think

This article has been sitting inside me for sometime, but it was hard to express it so in words, whereas in reality, the revitalization is organic and life in Chinatown Singapore is really getting more vibrant and cosmopolitan than before. I cannot quiet remember the inflection point of this trends - perhaps it was when the new luxurious PARKROYAL Pickering Street, Singapore hotel was opened, coupled with the re-opening of the new Chinatown Point under the Perennial (Singapore) Retail Management and 2 HR - 2 Havelock Road (former Apollo Centre)

As written in an earlier post here, the semi-annual street lighting festival for Chinese New Year and the Mid-Autumn festival, coupled with the fact that Chinatown is the second largest shopping belt in Singapore - Chinatown is one of the best outdoor advertising location in Singapore!

Another key fact about Chinatown is that it is also the centre of business for many big names in Singapore. Its proximity to at the junctions of Havelock Road and Eu Tong Sen street also makes it a stone's throw away from the Central Business District (CBD). Since Shenton Way is generally a white out zone for Out-of-Home advertising in Singapore, it is best to target the key routes leading in the Singapore CBD.

One of the latest new draw about Chinatown Singapore is the long awaited Food Street in Chinatown has also recently re-opened on Feb 22 2014 by the Select Group Food Street as reported by ChannelNewsAsia. It will feature 10 famous restaurants as well as 24 hawker stalls. Singapore - the ever foodie nation - a comprehensive list of these new restaurants and stalls are listed here by SoShiok! The Food Street is expected to be the only food street in Singapore to feature cuisines from the main Chinese dialects as well as those of other races. said the area can cater to about 600 to 700 visitors at any one time, and expects to see between 6,000 and 8,000 visitors daily.

But really, the revitalization is organic and life in Chinatown Singapore is much more than the food street. It is not only the Food Street or the typical restaurants and eating houses. The hip quotient is creeping up over the number of years especially along Bukit Pasoh and the Keong Siak Street areas. It is more than just one or two quirky joints, but a whole new lifestyle is emerging in the Chinatown as an over spill of the Duxton area. One of the more talk about joints is The Library - where the bookshop front is a deceiving entrance to one of the coolest bespoke cocktail bars today. There is a password though... Since this is a blog about advertising and not drinking - I will leave you in the hands of experts to know more about this place

So there are yoga centers, salsa schools, bookshops (and bookshops that are actually bars) the list of such cafes, restaurants and cool places are endless and the list keeps growing and growing. Check out one of these many lists here.

Do you agree that Chinatown Singapore - Revitalizing faster than we think?

Is it time to reconsider what's the demographic that your brands are reaching out to these days? No media plan should remain the same campaign after campaign especially in the urban environment of where we PLAY EAT LIVE

Saturday, March 15, 2014

Batam - Gateway Between Singapore and Indonesia

TPM Outdoor has been marketing Out-of-Home media locations in Indonesia for the last decade and more, the focus of our outdoor advertising in Indonesia is for Jakarta, Bali, Surabaya, Medan, Perkanbaru, Batam and even as far flung as Balikpapan and Pontianak.

Batam, which is the largest city in the Riau Islands Province of Indonesia, is part of the growth triangle incorporating Singapore, the state of Johor in Malaysia and the provinces of Riau and West Sumatra in Indonesia since the early 1990s. Thanks to its close proximity to Singapore, Batam enjoys both industrial and tourism related inflows from Singapore. In 2010, approximately 58% of foreign tourists came from Singapore, and 13% from Malaysia.

Although Batam is slightly larger than Singapore, it only has a population of 1 million. Batam is  one of the top five largest Indonesian cities in terms of GDP - however the real economic potential of Batam has not been fully explored yet due to little or no governmental trade promotion and labour issues. A recent Jakarta Post article summarises its current economic situation :

 In 2011, the total number of new foreign companies was 91 with a total investment of US$103,081,403. Those numbers fell to 54 companies with $90,914,786 total investment in 2012 and to only 47 companies in 2013. Last year, however, total investment increased considerably to $155,206,217. “The [investment] value increased [in 2013] because there was a company investing a huge amount of money,”
Purnomo said. So far, he continued, Singaporeans were still the biggest investors in Batam, contributing a combined investment value of $4.2 billion from 979 companies. Businesses from China, Japan, India and Malaysia also made significant investments in the province.

Batam has many international ports of call including 3 international ferry terminals, a number of private resort ferry terminals and also the Hang Nadim airport which serves mainly domestic routes. The ferry terminals serve routes between Singapore and Batam or Batam Johor and also to the Riau Islands like Tanjung Pinang on a daily basis.

Advertising in the ferry terminals are the best ways to reach out to Indonesians coming to Singapore or Singaporeans looking for a quick weekend get away.

Advertising in the ferry between Batam and Singapore can be effective as there is much captive time for the passenger inside the ferry. The travelling time between Singapore and Batam can be between 45-60 minutes with no mobile signal for some of the way. Singtel did head-rest advertising inside the ferries to promote their data services - so when the passengers are bored mindless in the ferry, and trying to surf Facebook or play Candy Crush.. I guess the message is clear!

Many advertisers such as tourism, industrial materials, health, education targeting Indonesians coming to Singapore can also benefit from advertising in Batam.

Monday, March 10, 2014

Bright Lights in Singapore - Havelock Road, Eu Tong Sen Street

One of our TPM Outdoor media highlights is the large number of Out-of-Home billboard advertising displays we have in the second shopping belt of Singapore. The stretch of Eu Tong Sen Street and junction of Havelock Road towards the CDB of Singapore is one of the brightest and most high energy areas in Singapore especially in the Chinese New Year and Mid-Autumn Festival month. It is little wonder that I am more impressed with this year's Light Up since it was conceptualized by Singapore University of Technology and Design!

Paraphrasing the words of this YouTube video publisher - We had ushered in the prosperous Year of the Horse with 88 illuminated lantern sculptures of horses galloping towards prosperity and countless gold coins suspended along the street. It is a refreshing and innovative Horse theme design that combines traditions with modern design.

This is a wonderful video of the 2014 年牛车水农历新年庆祝活动与亮灯仪式 - 2014 Chinatown Chinese New Year Light Up Ceremony. That's to show how crowded and popular such street activities are with the locals and tourists!

Bright lights, festive shopping and the loud cries of the street vendors really create the best atmosphere for everyone here! Some of our advertisers celebrating with us during this period include Daikin and the Tourism Authority of Thailand.

Out-of-Home advertising in Singapore at the right place and right time, can really capture the right eyeballs your advertising campaigns are aiming for!

Saturday, March 1, 2014

Maximizing a Small Space - Ikea RGB Billboard and Other Ways

Taken from Mashable and Ads Of the World, Advertising Agency: thjnk, Hamburg, Germany set up a "space maximising" billboard for IKEA using simple RGB lighting effects in Jan 2014.

In the era of newer and newer technology, there is a tendency to over-think creative Out of Home advertising solutions.

Trivisions are also a great way to maximise space while give full expression of static advertising display. Compared to full colour LED screens, trivisions are unable to animate, but in terms of electrical consumption, maintenance, trivisions can still be applied creatively to advertising campaigns too. More creative application of trivision displays here.

Friday, February 28, 2014

Advertising Opportunities for the 2014 FIFA World Cup Brazil

Once in 4 years – 2014 FIFA World Cup Brazil #worldcup #brazil #2014 #soccer #brasil #ball #sport #brazil #brasilia #national #green #goal #team #recreation #nation #sphere #round #football #brazilian #amateur #professional #country #competition #score #play #leather #game #league

A chance for your brand to celebrate and cheer on together! Out-of-Home media is one of the perfect platforms to reach out during the World Cup!

Our February newsletter is exciting as it is highlighted by the upcoming World Cup and also special media rates under the the Great Singapore Sales packages.

These packages are wide ranging and can cater to various marketing needs including launching or general media awareness. The packages are also customisable and start from S$36,000 for 3 months upwards - these rates are also all in with production. It is really worth considering how Out-of-Home advertising in Singapore can work for great marketing in Singapore.

Wednesday, February 26, 2014

CPA Australia in Jakarta

Starting off the new year with new resolutions? Some of the best resolutions are self enrichment via further education. As the spending propensity and education levels rises in Indonesia, more and more young professionals are looking to differentiate and upgrade themselves.

CPA Australia is well poised to capture this fast growing trend for the thirst of professional education in Indonesia. CPA commenced with a advertising campaign  in the airport to greet key arriving passengers from the T2D terminal flying via Singapore Airlines, Cathay and other Star Alliance passenges. 

This is done through a billboard advertising in the Jakarta International Airport - Jakarta Soekarno–Hatta International Airport in January 2014

Be Heard.
Be Recognised.

Thursday, February 13, 2014

Oddity Central - Thai Tech Company Turns Motorcycle Wheels into Cool LED Screens

Taking a direct newsjack from Oddity Central, I did not want to paraphrase to lose the content of such an interesting new innovation. I guess, necessity is the mother of all invention and I am sure this is a certain luxury especially from motorcycle fans.

Apparently known as ‘Wheelies’, these are the the latest accessories for motorcycles, developed by World Moto, a Bangkok-based tech company. This invention was launched during the Sign Asia Expo in 2013. This World Moto invention allows bikers to convert a bike’s front wheels into full color LED screens – displaying mobile billboards, videos, animation or text of their choice. What’s great about Wheelies is that the display is stationary even when the wheels are in motion.

The invention is centred on the use of persistence vision – the illusion of motion generated by static images moving at high speeds. In layman terms, this means that the images are actually rotating with the wheels, but appear to be static. Each Wheelie has 424 LED lights mounted on an eight spoke wheel. A computer tracks the wheel’s speed and the position of each spoke, and controls the lighting of the LEDs.

Certainly a revenue generator possibility for Out-of-Home media owners. And a great way for motorcycle owners to impress their hot girlfriends. This girl here is certainly impressed.

When will it be launched for commercial use?
Spotted: Oddity Central 2014

Friday, January 3, 2014

Good OOH Billboard Checklist

The basic "Good Billboard Checklist" is straight forward:
  • Targeted traffic based on audience
  • High pedestrian and vehicular traffic 
  • Viewing: Head-on, long viewing distance, wide viewing angle
Then there is the add on list: Such as when an article from arrowed in on design elements of a good billboard for being "Graphic-oriented, informative, interesting and most importantly, creative" We also wrote previously that Billboards are more creative than anyone has yet to imagine: Mike Fromowitz

A couple of weeks back, a close friend shared the following creative billboard. Koleston Naturals Change Billboard in 2007.

Time to take out the compass, let's have an EAST-WEST direction for this billboard brief please. No, it is not for a fengshui master client.

I am impressed, yet again.

Advertising Agency: Leo Burnett, Beirut, Libanon
Spotted at Ads Of The World