Monday, August 8, 2016

“Quadruple-Threat” of Outdoor marketing - Techcrunch article - OUTDOOR IS THE NEW BLACK

From a Techcrunch article - OUTDOOR IS THE NEW BLACK, the author Jonathan Sills created a very detailed and well crafted summary of the FOUR KEY SUCCESS CRITERIA OF OUTDOOR ADVERTISING
"But I believe outdoor advertisers can increase their odds of success if they evaluate their buys against four key elements: time, place, “state of mind” and creative relevance. All of these increase the likelihood of provoking action, as well as getting eyeballs. Call it the “quadruple-threat” of outdoor marketing."
We wrote earlier - in this article on how more and more online companies are taking their advertising to the offline media for the next level of boosting their brand awareness. This “quadruple-threat” of outdoor marketing is how advertisers have used these criteria to their best advantage when executing their outdoor media campaigns.

TPM Outdoor will lend our own examples of how our clients have harnessed this when choosing our Outdoor Advertising media sites -

Jonathan Sills summarizes the “quadruple-threat” of outdoor marketing or THE FOUR KEY SUCCESS CRITERIA OF OUTDOOR ADVERTISING as
  1. TIME 
  2.  PLACE 
This may sound like common sense, but outdoor marketing needs to be relevant to the time during which it’s being consumed...

[The above STARBUCKS] offer an invitation for commuters to place coffee orders and pay ahead for their caffeine fix, with references to the specific station. And through use of multiple panels, they educate riders on the way the program works while reinforcing the campaign’s overall message. Combined with the relevance of this message to those who frequently ride BART — many of whom are undoubtedly using the train to arrive at work in the morning — many of these impressions (but not all) will be consumed in a way that amplifies their effect.

Think about roadside signs you’ve seen promoting wonky tourist traps, like South of the Border, or real-estate ads that proclaim: “If you lived here, you’d be home by now.” What do these placements have in common? They underline the fact that the advertised product is just “X miles away.” These billboards demonstrate the straightforward reason why local businesses primarily use outdoor marketing: Its ability to target consumers in the immediate vicinity.
[Uber].... has more reason to collect eyeballs on the road. Uber recruiting taxi drivers with ad on back of city bus promising $5,000 the first month "guaranteed" Uber, a ridesharing company you may have heard of, nails place with this campaign on the back of New York City buses. The city is dense with cabs, and this placement on the backs of buses hits drivers perfectly at eye level. Uber is here nailing both place and “state of mind” (the third element of stellar outdoor marketing — more on this below). Time-wise, the ads are perennially relevant.

If Uber could change its creative quickly, the company might guarantee $5,000 in income in your first month “when you sign up in November.” And on routes that have a heavy density of Hispanics or Asian-Americans, it would be great to see this ad in the other applicable languages.

 To successfully reach customers distracted by their phones, outdoor ads need to provide information consumers want at that exact moment. They should strive to enhance a potential customer’s actions or well-being. They should complement rather than interrupt what someone is doing. 

 The Jet banner on the side of a bus (above) does not accomplish that. It’s targeting tech-savvy consumers, sure, but only mentions shopping in tiny letters underneath the URL — making it unclear what advantage Jet provides to those walking or driving by. Would you even know Jet competes with Amazon from this placement? Given the rock star/roadie reference, are they an online clothing store, or a vendor of musical instruments? On a warm October day, there’s no readily apparent time, place or state of mind relevance.


Being clever with an actual sign or even the surface on which it’s placed can be highly effective at provoking engagement. [NatGeo]... l ran an imaginative campaign for its Shark Week that people still remember today. The network used buses as a canvas, wrapping them with an ad depicting a door in the middle of the bus that was a shark’s mouth devouring passengers. Talk about getting people’s attention.

By contrast, the bus signs for Rinse clothing care (above) aren’t taking full advantage of their location. I’ll hand it to the company for using the vanity URL for attempting to track who’s taking action after seeing this ad (although my experience suggests most consumers won’t use that URL). In an urban environment, the bus back gets noticed by drivers; is that Rinse’s best audience? There’s not much of a time element to this campaign, and it’s hard to justify state of mind, either. And the creative represents a missed opportunity: Why isn’t Rinse making some clever play on the fact that the bus back is probably dirty?
Of course, there are additional factors to consider when buying outdoor ads — a rational cost, how they complement the overall mix of a company’s marketing campaigns and channels, the lifetime value of a customer and more.
As an overall framework for evaluation in today’s mobile-influenced world, venture-backed companies should aspire to have out-of-home investments fully capitalize on time, place, state of mind and creative relevance to productively promote growth. In doing so, they can help ensure what’s old — in this case outdoor marketing — is definitely new again.

Looking back at our own TPM Outdoor campaigns, it would seem obvious that our clients would choose the most appropriate and effective media locations with the following in mind. For this year -

1. TIME 

In our blog article - What's New In Geylang Bazaar 2016 we featured our clients NETS, Pertapis and Syafiq Focus of ERA purposefully created special messages for the Hari Raya Period 2016. This is a timely placement in this area where many Singaporean Malay pop by during this awesome festive period. 


 In our blog article - What's New In  Queensway Shopping Centre - A LOCAL HERO this mall is famous for being the centre of good football gear in Singapore. It also birthed the sneakers' culture and love in Singapore. Sporting clients such as New Balance, Nike and Adidas are regulars featuring their best products here. Queensway Shopping Centre is also facing the biggest cross junction opposite all the car show rooms. Volvo was one of the featured advertising in 2016 targeting car buyers.


In our blog article - What's New In Traveloka online travel portal is well placed in the departure areas of the international airport Soekarno Hatta International Airport, Jakarta. Advertising in the Soekarno Hatta International Airport, Jakarta reaching to all the travelers is definitely in the right state of mind as 100% of all passengers are the target audience for Traveloka and they can and will travel again and again. Experience Traveloka once and these passengers could be Traveloka users for life! 


In our numerous blog articles - We have featured the growth and the potential of the Soekarno Hatta International Airport - here are some articles This advertising for a bank is featured in the arrival - Baggage Claim areas. One passenger is still obviously looking for this luggage. 


Talk about creative relevance! Right place, right client, right message appropriate to the activity taking place - all the 4 “quadruple-threat” of outdoor marketing fully expressed here!


Monday, July 25, 2016

Outdoor Advertising is More Relevant Than Ever Especially for Digital Companies

According to a Techcrunch article - by Jonathan Sills - OUTDOOR IS THE NEW BLACK It is clear the outdoor advertising is making a comeback, and more so for advertisers from the digital and technology ones. In fact, the higher the propensity smartphone savvy consumers, the more evident the use of outdoor advertising. Digital advertising and outdoor advertising are highly complementary for the following reason 1. Both digital advertising and outdoor advertising reaches the highly mobile and always on the move consumer 2. Digital advertising creates a pull effect when the consumer searches for the content and the consumer is usually hooked on its digital platform of choice. More and more consumers are turning to adblocking due to over exposure and concerns for data protection. Outdoor advertising can reach these consumer where other analog media such as newspapers, TV, radio and magazines cannot since ALL such information needs are replaced by online channles. And so far, as I know, no app can actually block an outdoor advertising yet. ;p Noted by the Techcrunch article:
"Big cities like San Francisco and New York are digital meccas, home to many of the world’s largest technology startups — and to hordes of smartphone-toting, app-using consumers. But when it comes to making a name for themselves, many of the companies hoping to influence these techie urbanites are going decidedly analog. In these cities, and others, it’s hard to miss the resurgence of old-school, outdoor marketing on behalf of venture-backed technology companies. And we’re not just talking about traditional highway billboards. These days, taxi tops, newspaper stands, bus stands and even the buses themselves — traditionally the turf of local advertisers like museums and the lottery — are blaring messages for the likes of Percolate, DraftKings, Rinse and Most outdoor-marketing campaigns need to be executed in conjunction with separate (or related) digital campaigns, which leverage incredible data and analytics to improve targeting. But when advertising outdoors — not a venue in which marketers can track clicks and engagement — companies today need to be more strategic and thoughtful in how they place and position these old-school ads."

Some of the online to offline advertisement billboards for TPM Outdoor this year includes -

For Motoworld - in boosting their online sales channel at the Jalan Besar Plaza area where there is a large concentration of motorcycle shops

For Traveloka - one of Indonesia's fastest growing tech company based in Jakarta, Indonesia. As stated from their LinkedIn page, Traveloka was founded in 2012 by ex-Silicon Valley engineers, the company aims to revolutionize human mobility through technology. Many Indonesians are already booking via this platform and Traveloka is reaching out beyond Indonesia

Further from the same Techcrunch article - OUTDOOR IS THE NEW BLACK, the author Jonathan Sills created a very detailed and well crafted summary of the FOUR KEY SUCCESS CRITERIA OF OUTDOOR ADVERTISING
"But I believe outdoor advertisers can increase their odds of success if they evaluate their buys against four key elements: time, place, “state of mind” and creative relevance. All of these increase the likelihood of provoking action, as well as getting eyeballs. Call it the “quadruple-threat” of outdoor marketing."
I am so excited about this “quadruple-threat” of outdoor marketing" and we will be sharing details of how our advertisers have used these criteria to their best advantage when choosing our Outdoor Advertising locations

Friday, July 8, 2016


Often, people are ignorant to the fact that most information received out of their homes is a form of outdoor advertising. They come in so many shapes and sizes that people don't even recognize they are actually part of OOH. Even the back of the cubicle doors are seen as an opportunity to advertise. 

These are some of our media that are not billboards or hoardings.

Digital Screens at Jakarta Soekarno-Hatta International Airport, Indonesia
Taxi Media in Yangon, Myanmar
Outdoor advertising has also advanced in time with the technology. In these modern days, digital screens and interactive mobile billboards can be spotted in many places. 

Visit our website or drop us a call at 62730556 to find out more about OOH.

Friday, July 1, 2016

Vietnam Airlines: Reaching Further in Asia with TPM Outdoor

Vietnam Airlines (VN) is a national flag carrier that was established in 1993. The national carrier has been on a growth and expansion mode since the early 2010’s. Their target is to become the second largest airline in Southeast Asia by 2020, operating 84 routes to 45 international destinations.

As the airline plans for the growth stemming from the government’s more liberal travel policies, and common interests between Vietnam and Asia/Europe for ongoing trade or as a holiday destination, they have become the first Southeast Asian carrier to join the SkyTeam alliance in June 2010, and the world’s second airline to fly the A350XWB aircraft — it is the, and the first Asian carrier to fly Airbus’ latest NextGen aircraft.

TPM Outdoor is exhilarated to be part of Vietnam Airlines’ exciting growth plans, the latter has recently partnered with us on their outdoor marketing campaign in these fast growing markets in Asia:
  • Myanmar
  • Indonesia
  • Korea
  • Japan
  • Taiwan
  • Laos

This outdoor campaign is an extension of their global campaign – titled “Reach Further” - to ‘globalise’ Vientam’s national flag-carrier. They have chosen outdoor advertising as an effective medium to increase brand consideration, reaching out to their core target audience, namely business travelers and tourists where they are in the mode of travelling / transit. The campaign has a simple but impactful message “World Class Dining”, translated in 6 local languages.

The brief covered these 6 countries using different types of outdoor media at strategic locations – billboards, in-train videos, lightboxes at train stations and airports. The project, championed by Thi Do, TPM Outdoor’s Regional Sales Head, took an approximately 2 months to complete, no mean feat given the immense amount of coordination among the representative parties across 6 countries.

We look forward to seeing the brand consideration for Vietnam Airlines to “reach further” and soaring in these markets!

*Myanmar recently announced that starting December 2016, Singapore and Myanmar residents will not need visas to enter each other’s country for visits of up to 30 days. This may point to similar visa exemptions between Myanmar and more countries, leading to an increase in business and leisure travels.

Vietnam Airlines in Myanmar, Yangon City, Sule Pagoda

Vietnam Airlines in Korea, Seoul, Incheon International Airport
Vietnam Airlines in Korea, Seoul, Incheon Subway Airport Road Express

Vietnam Airlines in Japan, Tokyo, Narita Airport Express Line

Vietnam Airlines in Taiwan, Taipei, City Hall MRT
Vietnam Airlines in Laos, Wattay International Airport

Vietnam Airlines in Indonesia, Jakarta, Soekarno-Hatta International Airport
Contact us today at 6273 0556 or reach us at to see how we can help you with yours! 

Wednesday, June 22, 2016

Cannes Lion 2016

Have you been following on Cannes Lion 2016? The winners for each of the category will be announced online today, 22 June 2016. Here's the full shortlists.

Shortlisted names for Category B08 (Cars & Automotive Products and Services)

We are delighted to see Volvo as one of the shortlisted names as they have been advertising with us since 2012.

Uncertain of the actual "Volvo Airway Runner' ad that was submitted but we stumbled upon this link and it is personally one of our favourites. What's yours?

Thursday, June 16, 2016

What's New in Geylang Bazaar 2016

Every year, the roads along Singapore’s District 14 (Eunos, Paya Lebar, and Sims) are lit up with colourful festive lights during the month of Ramadan. This is the time of the year when Geylang Serai is at its ultimate peak hour. 

Haig Road
At every turn, you will definitely see people walking, eating, chilling or shopping. The roads will be jam packed with vehicles – from a merely two wheeler motorcycle which couples often travel with, to big lorries that can carry members of family or large groups of friends.

What makes this year’s bazaar any different from last year’s, you ask? Here’s why.

1. Variety of Colourful Desserts
Watermelon 'Volcano' Dessert

Churros from Zulos Churros
Froz Rollies also known as Ice Cream Rollies

Rainbow Bagels, Sodas, Ice Lollies
Churros & Sodas from Black Alley
Coconut Drinks / Desserts

Rainbow Coloured Gelato from Momolato
Waffles, Ice Creams and more (From Dubai)

2. Food from Around the World 
Spicy Korean Yogurt
Dubai Street Food
Japanese Okonomiyaki
Japanese Squid on Stick
French Crepes and more

3. Thirst Quenchers from Around the World
Thai Iced Tea
Vietnam Iced Coffee (my personal favourite)
4. An Upgrade from the Typical Bazaar Food
Dendeng Burger, Dendeng Taco
Encik Benjo Burger
Ramly Ranor
Dendeng Pizza
Twists of  normal delicacies such as Chicken 'Snail' Sausage & Jumbo Chicken Satay

5. The Usuals (that has to remain)
Indian Delicacies; Vadai,Tandoori Chicken, Idli & many more 
Vadai & Dendeng
The Original Ramly Burger
Here's a short clip on how they're made:

Amidst of all these hustle and bustle, there are 3 distinct items that also caught people's attention; our large unmissable billboards.

Featuring our current clients; ERA property agent, Pertapis and NETS.
Here's a glimpse of the human traffic at this period;

They are also unavoidable at night.

Drop us a call at 62730555 if you wish to find out how you can use our space to maximise your advertising during this festive season!