Convergence of Rail Networks Advances Big Tree Outdoor’s Advertising Capacities

4 years ago
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The out-of-home (OOH) advertising landscape of the Greater Kuala Lumpur (KL)/Klang Valley’s rail transportation would experience a sizeable increase in ridership and extensive upgrade of media formats upon the operations of the Mass Rapid Transit (MRT), complementing the existing Light Rail Transit (LRT) and Kuala Lumpur Monorail (KLM). As projected by Big Tree Outdoor; the leader in OOH and pioneer in rail network advertising in Malaysia, this major shift in media landscape would positively reinforce exposure for advertisers and enhance brand influence on the LRT network; hence, yielding greater return on investment (ROI). Big Tree is the sole provider of transit advertising on the LRT and KLM lines and now leads a consortium with Seni Jaya on the outdoor exterior advertising of the MRT network.

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As of February 2016, the total daily ridership on LRT (prior to completion of the Line Extension Project) and KLM has reached more than 460,000. The LRT Line Extension Project (LEP) at full capacity is expected to serve an additional 300,000 commuters daily. This has been viewed as an opportunity for advertisers to ensure their brand message effectively gets across a wider reach as 68% of commuters have been found to recall seeing advertising in LRT stations.

Big Tree has strategically executed various initiatives for rail advertising formats to remain visible and engaging throughout the entire journey of each commuter. Rollouts of innovated static formats such as the Wall Glitz and larger Vertical Lightboxes (VLB) now offers more sophisticated aesthetics and greater appeal. With nearly 180 square feet of advertising space on each Wall Glitz; and a 60% increase in advertising space on the newly-designed and larger VLB, the sheer size of these formats would create a substantial impression on each commuter. Both formats being lightboxes generate greater luminance levels relative to surrounding objects; therefore, are more likely to gain preferential attention.

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To further magnify allurement of commuters’ attention, Big Tree proactively included…..

To read the full article next read MARKETING Magazine’s November-December issue.

 

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