BEYOND THE BILLBOARD!
Steven T. YungChairman – Clear Media
August 16, 2001
Outdoor – where Big Idea comes alive!
Macro Trends Work For Outdoor ...
• Technologies
• Consumer Lifestyles
• Advertisers
Not what we can do with technology but
what we should do?
Macro Trends Work For Outdoor ...
• Technologies
• Consumer Lifestyles
• Advertisers
Macro Trends Work For Outdoor ...
• Technologies
• Consumer Lifestyles
• Advertisers
“CONTENT” IS KING!
“CONTENT” IS KING!“CONSUMER”
Convergence ...
• New & old media / economy...
• Global + Local = Glocal
• Mainstream & guerilla/viral marketers...
• Emotional boundaries of CONSUMER still reigns
Not what we can do with technology but
what we should do?
“Consumer” is King
• Understanding consumer is the only way to benefit from these great technologies …
• BRAND-WIDTH vs. BANDWIDTH
• Power Brands - key to simplify life ...
Outdoor Industry Respects
• Consumers
• Advertisers
• Creative People
Key Growth Drivers …
Street Furniture
• Fastest growing segment … with win-win-win-win offer …
• “Good Morning Singapore.”
Key Growth Drivers …
Transit Advertising
• Bus, tram, train …
• “Sex & the City”
Key Growth Drivers …
Billboard Advertising
*Time Squares, Piccadilly Circus …landmarks around the world …
* “The first Fcuk in San Francisco”
Advertising Economy out-performs GDP
• Inherently optimistic industry ...
• Outdoor plays a “front & center” role ...
• Brand-building focus on CONSUMER !
The sky is the limit !
• Growth culture is key !
• Paradise for creative minds !
• Have fun !
Thank you!
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