Outdoor advertising or Out-of-Home advertising is most effective for marketers that are (1) launching a new brand or product in any city (2) doing marketing in a developing country for the following reasons:
(1) Launch of New Brands and Products: Outdoor advertising provides new brands a big impact feel and helps mark the cityscape that announces the presence of a new brand in town. It is a bit like driving an elephant through main street 24/7 in the key areas of the city. Outdoor advertising will definately make the target audience notice.
(2) Marketing in a Developing Country: Most other mass media such as television or newspapers have inherent barriers to audience such as language and literacy issues or simply the cost of buying a television. Furthermore, such content media are either heavily fragmented or highly limited – ie 26 newspapers in Sri Lanka which has a population of about 20mil.
Looking at the supply spectrum of Outdoor advertising in developing countries, the city centre are usually very defined and limited in scope to ensure perfect targeting. Nothing like a picture to say a thousand words! Thus Outdoor advertising can provide a high value proposition for maximum ROI.
Outdoor advertising in Myanmar is one of the key means to reach out to your target audience. This is a paranoma view of the most prominent cross junction in Yangon. It is the cross junction of Sule Pagoda Road and Bogyoke Aung San Road; better known as the junction opposite Traders’ Hotel and Sakura Towers. It is also where Bogyoke Market and the Yangon Central Railway are. Bogyoke Market, or Central Market is a major tourist destination with dozens of tiny stalls selling antique, Burmese handicraft and jewellery, art and clothing. Burmese jewellery are very famous especially for Burmese Jade. Many locals also go there for medicine, foodstuffs, garments, foreign goods and currency exchange.
Myanmar is under much global attention these days as it sheds its isolation. In fact, I can personally attest to how Myanmar is struggling to handle new surge in visitors as I scrambled to secure confirmed flights and hotel bookings for my trip a couple of weeks ago in Mar 2012.
Yesterday, pro-democracy leader Aung San Suu Kyi, won her first bid for a seat in parliament. This is a watershed event of good and more things for Myanmar in the near future.
Aside from Yangon, other key cities in Myanmar include Naypyidaw, its capital city, as well as Mandalay. On my way to Naypyidaw, I spotted this amazing sight. Perhaps I should run a “funny caption contest” on this.