Billboard advertising may be one of the oldest forms of mass communication around, but–thanks to the ceaseless march of technology–it has never been more popular or more effective.
Billboard advertising may be one of the oldest forms of mass communication around, but–thanks to the ceaseless march of technology–it has never been more popular or more effective.
In fact, creative use of digital display technology is leading a boom in outdoor advertising bookings in the Asia Pacific region.
Standard Media Index, which measures bookings made by media agencies, found “out-of-home,” or outdoor bookings, accounted for 12% of total ad spending by businesses in Australia and New Zealand in the third quarter of 2015, rising in comparison with traditional ad spending avenues, such as newspapers and magazines.
Outdoor ad spending is also set to grow faster in the Asia Pacific than in any other global region, according to Global Industry Analysts Inc. Analysts cited several factors for this, such as innovations in 3D or multifaceted prismatic billboards, the rise of digital ad options, urbanization, and overall growth in transit media placements.
But effective outdoor advertising is as much about positioning as it is about technology content.
The combination of a familiar brand image and a central location can turn an ad billboard into an intrinsic part of a city’s culture, said Charmaine Moldrich, CEO of the Australian Outdoor Media Association. “It’s a funny evolution,” she said. “They start out as big, new, and bold and go on to become an icon of the city.”
In some cities, the signs become the draw card, providing recognisable backdrops for postcards, tourist photos, and filmmakers alike.Times Square, for example, screams New York, Piccadilly Circus said London, and Tokyo’s neon landscape speaks for itself. Melbourne has the famous Skipping Girl, and Sydney-siders need only glance up William Street to see the world-famous Kings Cross Coke sign.
Iconic locations tend to combine three key geographic and demographic features, according to Moldrich:
- Good viewing corridors: Line of sight should be as clear as possible for the full impact of viewing.
- Scale and size of the site: Size does matter when grabbing attention, but it needs to be proportional, with full consideration of the surrounds.
- Audience: Outdoor locations need to be around a hub of activity, shopping destinations, entertainment precincts, airports, and major arterial roads.
With these in mind, we have compiled a list of the top five outdoor locations in Asia, where advertisers have made a big colourful splash to the fullest effect.
Shibuya, Tokyo
“When it comes to outdoor billboard advertising in Tokyo, anything less than 10 metres high just flies under the radar,” noted Jamie Thomson, who runs Brand New Copy, a copywriting agency based in Edinburgh. “Only the biggest, brightest, and boldest ads get noticed in this city.”
Huge crowds congregate in Shibuya, which is famous for its mix of subcultures and trends. It is the busiest and most youth-focused area in Tokyo; it is also home to the world’s busiest pedestrian-crossing, immortalised in photos. An array of shops and large department stores line the streets.
