Sunday, October 18, 2015

Effective Uses of Outdoor: Digital Out-Of-Home (DOOH) Advertising


Digital Out-Of-Home (DOOH) Advertising

Experience is a valuable currency. People remember great experiences, and shun bad ones. Think of the time you had excellent service at your local deli – it is likely you won’t mind returning for a second visit! When it comes to brands, people are more receptive when they have a positive experience.


Why Choose DOOH?

Out-of-home advertising is a great medium for marketers to create live interaction for people on the move. But more than a platform encouraging interaction between consumers and brands, OOH as a medium has evolved to it’s more developed counterpart: digital out-of-home (DOOH) advertising. Nielsen has found that close to 8 out of 10 Indonesians between the ages of 20 and 49 see static outdoor advertising while on the road, with cities such as Greater Denpasar and Banjarmasin clocking close to 90% of penetration rates.

The difference between DOOH and static OOH? Just imagine the possibilities when your digital billboard ad is paired with the latest mobile technologies in the market: motion detection, facial recognition, and mobile wallet payments. Marketers now have a treasure trove of user experience that they can orchestrate, with the latest technologies in DOOH.

Among the many pulls of DOOH, is the increase in consumer’s desire to interact with the advertisement in real-time. The medium has evolved, and marketers are pairing mobile technology with the in-place presence that outdoor ad spaces have to reach specific target audiences. In other words, billboards and DOOH ad spaces are now far more interactive than ever, and people love that!

Capture the attention of people, with strategically located ads that are more than the traditional ads – turn these OOH ad spaces into a means of letting your audience know your brand on a more intimate level. Ads that respond to people’s attention, interact with them by means of their mobile devices, and catch their reactions to the ‘live’ creative are ways you can tap into the potential of DOOH.


Proven By The Numbers

In a the 2015 Digital Billboard study by Nielsen, commissioned by the Outdoor Advertising Association of America (OAAA), digital billboards are shown to reap positive recall and consumer attitudes. More than half of the respondents recall the messages they saw on the digital billboard, with 8 out of 10 people remembering the advertisement they saw in that month alone. This speaks volumes about the effectiveness of DOOH.

These findings are supported by the numbers in Southeast Asia. According to the Nielsen Consumer & Media View 2015, outdoor media in Indonesia has the second highest reach of consumers, with 52% behind television. Over two thirds (67%) of Indonesians are out-of-home on weekends and weekdays, close to two hours on average are spent on travel alone.

With the limitations in land space in Singapore and other South East Asian countries, many media planners have looked towards innovating within existing spaces and maximizing the leverage from their current ad spaces. DOOH is a medium that offers both planners and marketers the creative flexibility to innovate.  It’s no wonder then, that back in 2012, the Singapore Business Review reported that “the outdoor advertising spend in Singapore was US$106.4 million."


Campaigns That Embrace DOOH

Big names such as IKEA, McDonald’s, and Coke have reshuffled their marketing budgets to adopt a multi-channel approach with their campaigns, incorporating outdoor advertising to build brand equity and increase sales. Take a look at Ikea’s RGB outdoor ad – the campaign leverages on the strengths of OOH, and show that within a single ad space marketers can do so much. 



Source: Adweek




But that’s just static OOH. Now look at Apotek Hjärtat's DOOH ad that reacts to approaching trains: how simple yet powerful a message to commuters, with the flexibility of a digital screen that can come ‘alive’ at the right moments. Side by side, it’s easy to see the draw of OOH and DOOH as effective tools for marketers to create unforgettable user experiences that people will simply want to share! 


Source: Adweek

If you want your brand to cut through the clutter, speak with us. TPM Outdoor has Digital advertising spaces across Asia. Contact us at 6273 0556 or ask@tpmoutdoor.com!
                                                           

TPM OUTDOOR is an Outdoor Media group with more than 100 media locations in South East Asia. Headquartered in Singapore, TPM Outdoor has subsidiary companies in Indonesia, Myanmar and Vietnam and affiliate offices in the Philippines and South Asia. We take pride in providing our clients with:

- On-ground local expertise, offices, people & billing in rapidly developing Asian Markets;
- Years of proven experience and know-how for regional and local implementations;
- Impactful, eye-catching solutions at prime locations to reach the right people.

Sunday, October 11, 2015

TPM Outdoor’s Recent Work: Audi and Kyocera in Singapore

Our latest work in Singapore includes world-renowned automotive brand, Audi, and multinational ceramics and electronics manufacturer Kyocera. The brands opted for prime ad spaces with the city’s landscape, such as Jalan Besar Plaza and People’s Park Centre.

These two ad spaces are situated along key roads in the heart of Singapore, ensuring high visibility by in-car audience and street pedestrians.

The team captured the following shots for Audi’s billboard, installed at People’s Park Centre, in Chinatown, measuring 5 metres by 12 metres:

Strong visuals and a clear copy reading “The great Quattro: The all-new Audi Q7.” on the external façade of People’s Park Centre.

What Audi’s ad looks like to in-car audience, perspective shot taken from street view.
 
Some ten minutes away, Kyocera’s campaign sees a 7 metres by 3 metres billboard along the façade of Jalan Besar Plaza. Here’s what it the ad looks like:

Kyocera’s billboard is strategically located at the cross junction – a prominent ad space suitable for high outreach.

A closer look at the ad space that allows for 100% pass-through, head-on advertising along Jalan Besar Road.
 
Choose from our selection of high-impact ad spaces, to reach your audience, above the 'noise'. Outdoor advertising is truly a cost-efficient form of advertising with large returns. Reach one of our friendly TPM Outdoor specialists today to find out how! Contact us for a no-obligations chat at 6273 0556 or ask@tpmoutdoor.com.
                                                           

TPM OUTDOOR is an Outdoor Media group with more than 100 media locations in South East Asia. Headquartered in Singapore, TPM Outdoor has subsidiary companies in Indonesia, Myanmar and Vietnam and affiliate offices in the Philippines and South Asia. We take pride in providing our clients with:

- On-ground local expertise, offices, people & billing in rapidly developing Asian Markets;
- Years of proven experience and know-how for regional and local implementations;
- Impactful, eye-catching solutions at prime locations to reach the right people.

Friday, October 9, 2015

Mengiklan di Bandar Udara Internasional Kualanamu - Telkomsel

Bandar Udara Internasional Kualanamu adalah sebuah bandar udara internasional yang melayani kota Medan dan sekitarnya. Bandara Kualanamu merupakan bandara terbesar kedua di Indonesia setelah Bandar Udara Internasional Soekarno-Hatta., bandara ini dibangun untuk menggantikan Bandar Udara Internasional Polonia yang telah berusia lebih dari 85 tahun. Bandara Kualanamu diharapkan dapat menjadi bandara pangkalan transit internasional untuk kawasan Sumatera dan sekitarnya. Bandara ini mulai beroperasi sejak 25 Juli 2013,

The Perfect Media dengan bangga memiliki lokasi eksklusif di dalam Bandar Udara Internasional Kuala Namu di terminal keberangkatan. Lokasi ini terisi oleh TELKOMSEL yang akan terlihat oleh para pengunjung dan penumpang baik domestik maupun internasional, terletak di depan gerbang keberangkatan dan akan terlihat setelah penumpang maupun pengunjung yang melewati counter check-in dan sebelum boarding. Lokasi ini memang dekat dengan lokasi Duty Free.



Dalam gambar terlihat para pengunjung maupun penumpang yang akan berangkat pasti melewati tiang pengiklanan Telkomsel. Telkomsel memasang 12 visual display di 4 tiang yang menjangkau pandangan 360° yaitu 3 visual setiap tiang. Lokasi ini terlihat jelas bagi setiap penumpang dan pengunjung yang berjalan melewati dari berbagai arah. Area ini merupakan terminal keberangkatan internasional khususnya ke Penang, Malaysia dan Singapura.

Lokasi ini sangat strategis untuk pengiklanan dan terlihat dari pelbagai arah dan semua orang.

For English Version. Click here.

Sunday, October 4, 2015

5 Tips On How To Fail At Outdoor Advertising, Including Sex


All over the internet, people have captured and shared to no end various #advertisingfails. Some of which are downright hilarious, while others are sadly unfortunate.

Like all things in life, it pays to be meticulous: the devil’s definitely in the details and the littlest mistakes can often cause the greatest #advertisingfails.

With out-of-home (OOH) ads, your copy and creative needs to be easy to understand. Your audience won’t have time or the attention to decipher an ad that is unclear. It’s a fine balance, but all it takes is careful proof-reading and an eye for unintended nuances that could make your campaign go awry. Just think of those unfortunate ads that went viral for all the wrong reasons!

Learning from the best comes hand in hand with taking notes from the mistakes of others. Below are five tips on how to fail-proof your OOH ad. 

Tip1 - Choose the right font - Pepsi x Aape
Tip #1 - Choose the right font: One that doesn’t distract your audience from the original message.



Tip2 - Know Thy Medium - Wildrose






Tip #2 - Know thy medium: While a campaign may have more than one creative visual, it’s crucial to know which ones work best with the chosen medium.












Tip3 - Check Your Viewing Angles - Esurance

Tip #3 - Avoid the Mona Lisa Effect: Simplicity is indeed key but sometimes, simple fonts can lead to devastating consequences as seen in this case. It helps to check if your creative sends a different message than you intend from a different angle. Our advice? Check that blind spot!



Tip4 - Perfect Installation Is Key

Tip #4 - Installation Done Right: We’ve got you covered on this one, so you have one less thing to worry about! When it comes to installing your ads across our ad spaces, we do a mean job out of it such that your campaign doesn’t end up looking like this.







Tip #5 - Sex Sells, So Does High Visibility Spaces: Our outdoor ad spaces are strategically located at areas of high density (both vehicle and pedestrians), so that you can maximize the attention received for your creative message.

Tip5 - Sex Sells, So Does High Visibility Spaces

 Ok this last tip isn't really a #fail, but it does make a point.


Now that we've gotten your attention
We can help you get your marketing message cut through the 'noise'. Reach your intended audience with our cost-efficient high impact form of advertising. Talk to our team at TPM Outdoor today and find out how. Call us for a no-obligations chat at 6273 0556 or email us at  ask@tpmoutdoor.com.
                                                           


Over the years, we have gained insights across our various markets that can save you the heartache of joining the ranks of the many #advertisingfails gone viral. But enough about what not to do. Here’s something we found rather clever.

Google recently did an Outdoor campaign featuring a group of advocates with disabilities who pulled themselves up the stairs in 1990 to make their case regarding the American With Disabilities Act. Here are some images from the campaign, showing prominent personalities such as Claudia Gordon, Ed Roberts and Tom Harkin.
 At night.

 Pretty neat, huh?

















TPM OUTDOOR is an Outdoor Media group with more than 100 media locations in South East Asia. Headquartered in Singapore, TPM Outdoor has subsidiary companies in Indonesia, Myanmar and Vietnam and affiliate offices in the Philippines and South Asia. We take pride in providing our clients with:

- On-ground local expertise, offices, people & billing in rapidly developing Asian Markets;
- Years of proven experience and know-how for regional and local implementations;
- Impactful, eye-catching solutions at prime locations to reach the right people.