The call for more innovative and creative methods in advertising has never been more demanded in the past few years. This is mainly because advertisers are looking at more effective ways of reaching their target market instead of conventional media like print, television and radio advertising.
Out of home media paving new markets
Out-of-home advertising has created a lot of interest not only among advertisers but among the general public at large as well.
New media, social media, out-of-home media
Sometimes referred to as new media, this involves the likes of out-of-home advertising which adopts more unconventional platforms like table-tops, on buses and taxis as well as on buildings and such. Out-of-home advertising, as the name implies refer to the type of advertising that reaches the consumer ‘outside the home’ and can be just about anything where an advertisement can be placed.
In certain school of thoughts, internet advertising is coined under this category which is made up of more than 100 different types and formats.
Malaysia one of the most dynamic markets in the world
Malaysia has experienced one of the fastest advertising markets in recent years and while conventional media like newspaper has been experiencing steady growth in terms of billings and sales, a large portion of this growth is attributed by out-of-home advertising. This is mainly because of the unique consumer landscape among Malaysians today.
Malaysia is a multi-cultural and multi-racial country.
Therefore, advertising in the masses are needed although they might not necessarily be as effective as other countries. This is a market which out-of-home advertising can play a major role, offering advertisers with the rare opportunity of reaching their target market more effectively.
For instance, advertising boards using LED technology can be placed along the streets of residential area known for a majority of a certain community which can then play advertisements for that group. This is one factor that can NEVER be achieved using radio or television.
Mamak shops popular target markets
Meanwhile, table top advertising has been gaining a lot of momentum in recent years too. This is where one would see advertisements by sports brands and apparels like Nike and adidas to reach its customers in mamak shops who usually go to these outlets to watch football or just to have a Teh Tarik or Nescafe Ais.
Another good example of out-of-home advertising in Malaysia is the use of posters and banners in the KL Monorail stations. Each of the station is named after a specific brand and these brands are intended for its specific target market of the people residing around the area where the station is located.
