How “outdoor media” can survive in the era of “Ecosystem Strategy”

The term, “Ecosystem Strategy” is frequently heard today as a number of companies both in and outside the Kingdom have adopted to their corporate strategies. It can be briefly defined as a company’s ecological system which comprises products, services and other contexts, linked or related to one another, is offered to clients or users and the clients or users can get access to those products or services without going out of the ecosystem. Because of that efficiency, several companies have adopted that strategy in their organizational restructuring, especially in the advertising media industry or advertising agencies, which have to keep abreast with the trends of the world.

Offline or online communication is currently still a significant tool for brands to get access to consumers, especially when the people’s lifestyle has changed and they want to go out of their house more and more. Due to the traffic, people have increased their outdoor activities by 68 percent and outdoor spending by 76 percent. Following the consumers’ behavioral change, brands have to stimulate their product and service awareness that will lead to purchase decision, part of the clients’ outdoor activities. 

Outdoor advertising media seem to grow well along with the change in such lifestyle – going outdoor. Thus, people can see more outdoor advertising media. Consequently, the outdoor advertising media still have grown steadily from the part until today in spite of increasing popularity of digital and online media.

Because the outdoor advertising media today are not only still pictures but they can also be linked with modern technology, they can better aim at their target customers precisely.
 

Outdoor billboards are effectively attractive to consumers to access brands
An outstanding feature of billboards is the location where the billboard stands. It’s like a reception on the road. If one regularly drives en route, one may see a billboard or billboards advertising certain brands every now and then, today or tomorrow either inbound or outbound, brand awareness has been repeated to commuters, thus creating perception of that brand. Or else it can serve as a check-in point for that road. 

Billboards or outdoor advertising media are unique – large in size, located on main roads in major business cities. Because of their fixed, non-movable structures and billboards cannot be skipped like other advertisements, commuters are forced to see them or they can automatically see the billboards with or without deliberation. 

Outdoor advertising media are an effective communication channel with target groups who will memorize pictures or images of the brand for just a short period of time (depending on the driving speed). The offline to online (O2O) strategy can be incorporated to expand effective communication with the target groups to other platforms, thus efficiently getting access to the brands, having better relationship, and eventually leading to product or service purchase. 

Based on those factors described, it’s an answer to why outdoor advertising media can survive in every platform. It’s simply because outdoor advertising media are always an effective communication tool adaptable to every advertising plan for every brand in spite of the market changes in each era.

ref: http://library.acc.chula.ac.th/PageController.php?page=FindInformation/ArticleACC/2555/Pasu/BangkokBiznews/B1505121