In Singapore, the OOH category, and specifically, the poster sub-category in which Clear Channel is the leading player, has demonstrated consistent and robust growth year-on-year.
From the overall Nielsen ad expenditure report, which includes TV, Radio, Newspapers, Periodicals, Cinema, Bus/Taxi, Internet and Poster advertising, it gained another percentage point increase in the year ending 2007, registering a 6% share of the total ad expenditure. Within the poster sub-category, which includes bus shelter, MRT, airport, billboard advertising, ad spend grew by 33%. Clear Channel dominates the category with 35% market share.
The consistent growth of OOH and poster advertising is significant. The gain of percentage share points to the decline of a few other traditional media. Ad spend on TV dropped 5%, from 39% in 2006. Radio dropped 1%, from 7% in 2006.
Tried-and-true media strategies are expiring and it becomes more challenging to gain consumer attention. Lifestyle choices have increased, commuting times are getting longer and less time is spent at home. Consumers become savvier and demand more varied media choices. This consumer-driven trend causes the media landscape to fragment rapidly.
Media delivery has to be immediate and non-intrusive. OOH fits this requirement. It is ubiquitous, always “on” and able to intercept mobile and time-poor consumers. With the scale of Clear Channel’s inventory, campaigns advertised with us dominate commuting apertures and are well-placed to reach these mobile tribes.
Like our iconic designer shelters which have become such a permanent fixture in Singapore’s streetscape, we have made an indelible imprint on Singapore’s media landscape.
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