Coex advertising “Ad some COEX to my Seoul”

coex advertising

Let’s talk COEX advertising. If you’ve been to Seoul Korea, you maybe heard about or seen COEX. Its one of the premium options in Seoul for conventions and exhibitions in the World Trade Center area of Gangnam-gu. Yes, its sounds just like that K-pop sound, “Gangnam Style”—whooooop– whoop whop.

COEX includes COEX-mall. This mall is mega. One of Asia’s biggest, they boast 1,163 stores, including duty free, (YES!). And of course there is the mix of restaurants, entertainment and cultural attractions.

COEX Advertising- Whats the advantage?

COEX in essence brings in the numbers, meaning eyeballs- lots of them- 300,000 per day! And with eyeball counts comes advertising opportunities, both static signs and digital screens, both inside the mall and just outside it with billboards and digital signage. COEX, or any mass venue where people convene at, provides ad income for the property owners. They need ROI you know. That’s what this mall has done indeed.

A Seoul out of home ad agency would want to propose the following array of ad space to an ad campaign in need of targeting conventions specifically or just the consumer-locals as well as several other specific demographics which brands usually aim for, because this mall has quite a few key demographics which brands drool over. You can buy a billboard within a mile radius of COEX for your luxury brand, OR how about buying the ad in the mall where your store is? The later makes the impression while the target demographic is within proximity to the products! The Seoul outdoor ad agency you work with will propose strategic outdoor options, or in this case indoor buying ones.

Lets look at what’s on media offer here:

Coex advertising -event space in the promotion zone:

Its 2 2mX2m floor spaces, or the 11mX4.5m spot.

advertising at coex seoul

Coex advertising, Seoul

Here comes the cool billboard…

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===========>84 meters long<===========

84m X 3m to be exact. That’s 275 feet wide. It goes around the corner! Literally. LOL

 

Just imagine what you can do creative wise with all that in your face-just-above-eye level ad space. This media comes in at about a ‘cheap’ 100 million KRW / month.

You know Canon products are sold here, well why not advertise its product when the items are within a few minutes reach? The “Media to Point of Sale” space is very small, making it a strategic advertising play.

About SovereignAd Agency. : An Asia based out of home advertising agency focusing on outdoor, indoor and various media planning services for Seoul & more.

Copyright SovereignAd 2015

 

Cocky Mania Media – Has billboard media buying in the USA become perverted?

You read that right. Cocky-mania– (I didn’t mean “cockamamie” literally, yet the same gist). Meaning- Outdoor media buyers are getting cocky, and that is cockamamie.

Whats going on now in buying or trying to rent billboards?

Well, for those of you who have not owned a billboard company, with like 1-20 boards in the USA, you probably are not aware of this trend. And if you have not been a media buyer in the US for a reasonable amount of time buying outdoor billboards, you may be unaware of the cocky mania media phenomena, too.

What in the world am I talking about? First I’m going to set the stage of how billboard owners want to rent out there space and how media buyers go about buying that billboard space- OUTSIDE THE USA. Yes, life outside the USA exists and yes, they know how to conduct business as well. Then once you see contrast, you will get the cocky mania media phenomena, CiMM bro! Lets coin this phrase now, pronounced “SihMM”. “Don’t CiMM me bro.”

How its done internationally.

As an Intl. ad agency focusing on outdoor, we see the business practices of the billboard plants and various forms of agents. From Japan to China, to Thailand to Hong Kong and Macau, to Indonesia to Qatar and the United Arab Emirates, billboard owners, either a single owner with a rooftop or wall, to the mid sized plant with 10-30 faces…he wants to move his space! Either directly to the brand or to an agency whose buying and planning for that client. Move ad space, make money, give a cut to agent that did the work, 10-15%, everyone’s happy. Only the A+ roof billboard owners in Hong Kong have true cocky cherry picking rights to whom they want to sell their perm rooftop sign to, as the demand is off the charts in that city for A+ media. Want something A+ awesome? Get in line and be ready to wine and dine! Point being, let the agents have the info, let them show clients and let them try to sell it. Does that there not make any ‘business sense’? For one specific RFP or a few different clients, now or later. Isn’t the name of the game selling and making money here? You know, capitalistic profit kinda thing? Sell to the highest bidder perhaps? Whatever the moment requires in making money and keeping the business afloat. Its called ‘business sense’ or just common sense. But it seems to me common sense is becoming no so common in the US billboard arena. I know there will be exceptions though.

The attitude of billboard plants in the US now.

So whats going on here? Well it seems to be common that the plant owners are very possessive of who markets their ad space. Meaning they want to know whose showing it to brands or agencies. A typical small plant is marketing it in-house and / or they have some agreement with a connected hot shot in the billboard business, so this plant will usually have the ‘exclusive sales rep’ pushing his boards, and nobody else is allowed to do so! Why? well for one, the sales rep wants to be the hot shot with his boards and says “I’m the man you gotta go through with this here board, so you gotta call me sonny”. Secondly, the exclusive rep here doesn’t want to do too much work for nothing if another competing sales guy ends up renting it out before him. (competition, we cant have that now can we?) So far we have the sales rep who wants to be the go-to-man for a bunch of boards, of which he’s pitching movie studios, car companies, soft drinks, airlines, Madison avenue and whatever else hes got in his MadMen Rolodex. The billboard plant is probably praying this exclusive sales rep is as connected as he pitched himself to be and second, as suave as a salesmen as well. The plant can’t have 10 sales guys pitching to all the fortune 1000 now, hes limited to the one sales reps’ Rolodex.

And we all know Mr. hot shot cant possibly have a phone, name and email of every company in America or internationally now can he? Hes got limits. He’s what Id call a “depth salesmAn”, meaning his sales ability is as deep as his contact list. Whereas if the billboard plant had hired 10 sales reps, in-house or otherwise, he would have have the the depth of 10 sales guys and the breadth of them all. Lets call that strategy “Breadth salesmEn”. The reach is now horizontal plus vertical, not just vertical. Tell me which one is better business sense? 1 hot shot or 10 non exclusive sales reps or agents with wide reach and different ability? If you are outside the USA, its an easy answer. If you are in the USA, its a loaded answer. Because that now leads us to another cocky mania layer of our industry, – those media buyers, big agencies, big brands, including the in house folks who shop around…. the people who the billboard sales reps need to pitch. {The above is talking about the small underdogs who own few signs not the mid to big sized ones who have in house sales}

Why do media buyers ‘get confused’?

Lets say you had a big house. And you wanted to sell it, soon. Lets say the MLS was non existent. What would you do? Put a sign in front saying for sale? Hire a broker? Put an ad in the paper? All of the former perhaps? Hire 5 brokers with a non-exclusive, plus do the ads and sign? If time is not on your side you want the biggest reach[ meaning breadth strategy] to find buyers, quick. Let all who come get the chance to wet their beak. But there’s a snag, the brokers want a mono-sales agreement. That could spell a long wait if you know what I mean. Your reach to potential buyers gets capped when the number of reps is just one and not 20!

Are small underdog billboard plants under a mysterious spell of pressure on how they may go about selling ad spaces?

Billboard owners are having to conform to a standard where, you don’t want to find yourself in a situation where a media buyer at a movie studio sees your billboard from 2 or more sales representatives. These plants loose out or have issues if they don’t do things a ‘certain way’. This apparently, ‘confuses’ buyers as to ‘who has the right to sell it’ and is a taboo. My oh my, what is the media buyer to do now? Its evident media buyers want to know the real price (meaning the lowest price), which also means finding the source and /or owner of the ad space, to hence CUT OUT PEOPLE IN THE MIDDLE AS MUCH AS POSSIBLE. Translated in English as “Lets get a lower price cutting out agencies, 3rd and 4th party sales reps, other sales reps or anyone else out there trying to make money being an ‘agent’. Translated into modern media English as: no respect for the Agency Commission / Sales Commission and such.

In man on the street-lish, ‘cut throat’.

What does CMM sound like if it spoke ?

“Whose the real sales person of this /these billboards we are eyeing? My goodness, why would more than one sales person exist in trying to sell these billboards?! How could the plant be so uncivilized with business etiquette confusing us with different reps, media kits and oh my gosh!… different prices in some cases! This now questions the integrity of the board owner. Those dis-cordial scoundrels. Hes trying in to many ways to sell his space! My oh my, this is just non conforming to how we do our job trying to buy space, we cant have competing sellers of ad space! No no no. That’s not how we like to see things when we shop. We are only supposed to have to ask ONE sales person when we buy and get any reps out of the way…”

Imagine that, different kits, different prices, one higher, one lower, different phone numbers for different people trying to sell some ad space. Gosh, media-buyer-problems. Imagine that, same billboard, 7 media kits, 7 different prices. Competition is some sort of sin. If I have 7 car dealership reps at my door all quoting me different prices for the new BMW 5 series being proposed to me— same car, what do I do ? Do I complain the BMW company is in discord because of all the car dealerships around the freaking state are ‘confusing me’? Or how dare some of them NOT charge a uniform price, have the same brochure, and some have lower prices (sale)? How dare they not be ALL CONSISTENT? I mean, I’m important! These product sellers need to conform to me and my company’s internal rules and stuff. Meaning sell to us the way we want to be sold to following our dictates, and don’t compete for our business, its ‘confusing’ ya know.

If the dealer sells the car he makes a cut and so does his sales guy. Incentive for all. Now if we all walk into a dealership and go strait for the manager or higher ups and buy strait through them to cut out sales guys and get a cut of that commission in our favor is that right? Now is that right IF you at first met the sales guy and he actually showed you a car and told you about it, or went for a test drive? If you buy the sales guy should get his cut.

People with real business sense let all dealers get pitted against each other for the best price, fast delivery and the most embellishments! Freaking duh. May the ad buyers go back to basics by choosing the best price with the guys you have the best relationship with. Simple and fair enough. Don’t cut the throat bite the hand that offers you billboards. You must respect the worlds sales people, agents and middle men. They allow more products and services to get to market!

Why cant big brands and agencies just get over this ‘exclusivity’ stuff, and this ‘one must go to point of sale source’- and chill out. Let the market work, a free market, yeah ya know, that’s what makes capitalism work. Allow outdoor sign owners to employ all means possible so they stay alive in the cut throat and over regulated US market.

Cutting out sales people, agents and other brokers is not always strategic. Imagine going through the bother of buying all your food strait from the farms, every non perishable product from your supermarket direct from the manufacturers and factories, go to Japan and meet Toyota in person to order your car, ah, and bring Yen and a person who speaks Japanese with you. Be prepared for those minimum order numbers! Oh and bring your own trucks and transport too since you hate those pesky middle guys! When you cut agents out of the media business, you loose another set of eyes in the industry, if you treat him good, hes going to call you first and get you the best hook ups on something new or special that came across his desk. In this business you get what you pay for weather you see it or not, now or later. Don’t be a cheap asshole.

For some years now, billboard firms now quote prices as NET. This poses a problem to disallow most 3rd party sales reps, agents, or any kind of media broker from making money and being rewarded for their sales effort. Because if the potential buyer finds out the board plant, they have a strong incentive to cut around him and save 10-15%. You can bet your wet beak this happens allot now. The agent or sales rep better have a very very honest and trustworthy client before he shows that Powerpoint which also displays the name of the billboard plant in those photos. Most boards have the name on the skirt (this is generally not a good thing for ind sales reps or brokers because in all the photos the source is shown). That rep better learn Photoshop! Bottom line is, trying to sell boards in the US is a pain. Your throat can get cut so many ways, why bother.

When will the exodus happen?

If sales reps, certain ad agents and other media broker types are pushed into a corner where they have no to little skin in the game, and cant wet their beak, they will move to other careers, different professions in or out of our industry, go bankrupt and start over–whatever. They will simply go to greener pastures, (cough*Asia*cough). Sovereign Ad’s door is always open for pro sales people. And we might as well say it here and now- any pro who wants to sell and rep outdoor, globally, can with us. Get this, work with us, you can sell and rep any of the media worldwide we have access to, from anywhere you are located, anytime you want to, to whomever you want to pitch it to! You get to keep 50% of the spoils. Hows that for putting the spoils where our mouth is? Its commission only and not for the faint of heart.

Competing forces are good for people on the buying side of things.(Oh you forgot that in economics class did you? Oh, OK here’s a hall pass to the Deans). Give small billboard companies a freaking break! Do you have any idea how hard, how expensive it is now to acquire a sign permit? To buy one even? Or buy a permit and a billboard? The ROI is YEARS!! NO NEW PERMITS from scratch allowed in the USA. The market is cornered.(+1) Plant owners cannot expand, meaning they are market capped. This guy in LA operated some signs with no permits and the DA put his but in jail! Unless they buy others out. How would you like your ad agency market capped by city hall? How about your coffee shop only allowed to sell 100 cups of coffee per day with a max of 3 shops?How about your movie studio capped to 9 movies only per year? And the only way you could make more movies (or sell more coffee) is buy another movie production company who has their own cap, then you can add their cap to your cap, then you’re “movin on up“. How about your food product capped at only x number of product packages per year that can be produced in a year regardless of demand domestically and internationally? How about capping how much your utility feeds you of water and power? Wherever competition is hindered, you better know dame well, the monopoly-men are in town.

Don’t CiMM me bro…

Copyright SovereignAd 2015. Article may be shared and re posted in its entirety without edits, including this copyright tag.

Guarulhos media – Sao Paulo (GRU) | airport advertising agency concession

guarulhos media airport advertising


Guarulhos GRU airport advertising sales planning

Press release, October 11th 2015 |

Sovereign Ad is happy to announce it is an authorized sales concessionaire for the Sao Paulo GRU airport and all its ad space. We currently have official permission to sell to brands and agents Guarulhos media including digital and analog formats, at a discount. GRU airport does of course allow ads as opposed to the city of Sao Paulo which has banned ad space all together in 2006. This has created a tight bottleneck for brands to find a way to target people in this city. Sovereign Ad is your GRU Guarulhos airport advertising sales planner.

GRU had 39.5 million passengers in 2014, up from 2013 numbers, making it high enough in circulation numbers for Guarulhos media effectiveness. It has an average of 900 flights daily. Now with the completion of terminal 3, operational capacity has reached 42 million. Currently 21 international airlines use Guarulhos.
August is the high volume month at GRU with 3,364,000 passengers.
Domestic vs international flights are at 13,581,000 for Intl. and 25,956,000 for domestic.(2014)

Guarulhos media formats available:

  • Outdoor highway overhead
  • – Billboard
  • – Push carts
  • – Digital monitors
  • – Check in lobby digital
  • – Arrivals digital wall
  • – Digital at bag claim
  • – Top floor atrium
  • – Top atrium connections
  • – Phone booth
  • – Domestic corridor walls
  • – Check-in walls
  • – GRU Ave VIP lounge staircase
  • – Departure corridor walls
A map of the digital spots are:
guarulhos media airport advertising

Digital locations at Guarulhos T1 T2

 

guarulhos media airport advertising

GRU demographics

 

Behind Los Angeles’ Billboards – the litigious rise of Regency Outdoor Advertising

Sunsets media monopoly

Sunsets “media monopoly”, no newcomers allowed. Regency Outdoor is King.

Los Angeles and its famous areas, most notably Sunset Strip, have spawned the emergence of a web of outdoor advertising plants that have waged commercial and legal wars between each other for decades. Not limited to a single case, the city council and other legal administrative organs of Los Angeles metropolitan area have also been sued by the magnates of this multi-billion dollars industry. As a matter of conflict of interests, lack of civic morality or business scruples, the tycoons of these plants have committed numerous acts of bribery, breach of fiduciary, fraud, vandalism, have engaged continuously in corrupt activities and kept thriving financially at the expense of their environment and society.

 

Most relevant to this clause is a company with a tumultuous legal past that was involved in countless court trials and their story of illegal activities is as humorous as it is abominable. The legal business commencement of Regency Outdoor Advertising is as obscure as its past, given that its owners, Brian and Drake Kennedy brothers, had conducted unauthorized activities since the early 90’s. But their prominence in the media appeared roughly in 2005 when evidence of fraud and corruption started emerging. In order to better understand the legal battles and reprobate trajectory of this plant we need to take a look at its inception ideas and origins.

Mastermind of Regency Outdoor

Hailing from San Gabriel, Brian and Drake Kennedy, now in their 70’s, have been at the helm of this firm since its beginnings. Brian, the firm’s public face, is the mastermind of Regency Outdoor, in charge of selling billboard space to advertisers and securing sign locations. On the other side, Drake, the younger brother, acts more as a sidekick from behind-the-scenes. Inspired by their father’s small billboard company and learning the legal intricacies from their mother who worked as a councilwoman for more than 15 years, the Kennedy bothers decided to take the billboard industry by storm. Their acute tendency towards litigation could be noticeable even from the early days when at their company Christmas party their own employees made light of a gag voicemail message. It urged callers to dial “one” if they were sued by Regency, “two” if they intended to sue the agency, and so on with the final message urging to check the number again if they were not involved in any litigation with Regency.

 

One of the first legal actions they took against the city council was back in the early 2000’s when 160 Canary Island palm trees were planted along the Century Boulevard for both aesthetic and salubrious purposes. However, this beautification project angered Regency as the trees blocked sigh lines to valuable signs. As a consequence, Regency, represented by Fisher, sued the city for 18 million dollars. However, Superior Court Judge Jean Matusinka ruled in 2002 that under California law, there was nothing to grant “the right to be seen from a public way”. Shortly afterwards, most of the trees blocking their billboards died and an investigation was opened. Although Regency has never admitted to it, a former company executive and attorney stated under oath that the company had poisoned the trees. However, the culprit of these actions was never caught.

Business on holidays

Regency’s penchant for combining illegal activities with public holidays was further cemented in the New Year’s Eve morning on the Sunset Strip. They were determined to step in the new year of 2005 with a plan intended to haul in a million dollars a year by placing a 40-foot billboard pole at Sunset Boulevard and Queens Road without having a permit to do so. Although the City Hall was closed on that day, the illicit activity was discovered by deputy city manager Joan English who was coincidentally passing by. When Brian Kennedy was prompted for a permit on the spot, he claimed he did not need one as West Hollywood’s restrictions on billboards were unconstitutional. This dispute was taken to court with an unexpected turn when Regency sued back the city council for violating their civil rights.

 

In time, Regency grew into becoming the largest family-owned billboard company in Southern California, with an estimated worth of more than 700 billion dollars. This rapid success came to fruition thanks to hundreds of thousands of dollars donated to politicians controlling signage regulations in Los Angeles. These allegations were supported by the same former executive for the company, made under oath. In light of these events and due to lack of fair play in business, in 2005 Valley Outdoor Agency had filed a complaint in a court in California against Regency Outdoor Advertising and some of its corporate associates. The allegation referred to a web of criminal activities with the most prominent one being racketeering aimed at controlling the revenue stream from billboards in Los Angeles. To the detriment of other competitors, the defendants allegedly monopolized on the advertising space in the most sought-after areas of Los Angeles, including Sunset Strip and Los Angeles International Airport, through bribery and “ghost permits”. As a case in point, the complaint alleges that the personnel from the California Department of Transportation accepted bribes up to 5,000 dollars a month to overlook violations of state law committed by Regency outdoor.

 

In 2010, after the financial crisis, a conflict of interests in this industry created an avalanche of cease-and-desist letters to remove signs, conducted by the LA District Attorney’s office against illegal billboards in Los Angeles on the official premise that residents had been constantly complaining for years about the unregulated number of digital billboards. Leader of these investigations was Los Angeles city attorney Carmen Trutanich who stormed through the illegal walls and wraps and had many plants threatened to get signs down in a jiffy. The most notorious case occurred at Hollywood Boulevard and Highland Avenue when businessman Kayvan Setareh was arrested and put on a bail of 1 million dollars over an illegal eight-story supergraphic. This unusually aggressive move by Trutanich was preceded by a series of lawsuits involving more than a dozen other illegal supergraphics spread across the city. Within the following weeks numerous illegal billboards, walls and wraps belonging to large corporations like CBS Outdoor or Fuel Outdoor were removed from use. What is really interesting in this case is that during the take down letters, all Regency’s illegal billboards were empty and their name did not appear in the court. Even more interesting is the reputation of lead prosecutor Carmen Trutanich. According to a report in the Los Angeles Metropolitan News Enterprise, shocking allegations of extortion against Trutanich were made by Century City attorneys Stephen Morgan and Anthony Salerno. Other legal experts have argued in the media that Trutanich, the city’s top lawyer, was a corrupt officer using extortion and bullying in most of his cases, with infamous threats or bribe requests thrown at his defendants. Voices within the outdoor advertising industry claimed that behind all this pressure on the city attorneys to crack down on illegal billboards, was Regency which was trying to regain their market share after the financial crisis.

 

However, further on in 2011, an eight-day trial court slammed 2 million dollars in punitive and compensatory damages on Regency, accused of malicious conduct by an emerging force in this industry, Ace Outdoor Advertising. Whisky nightclub and Ace, represented by Greenberg Glusker, with Partners Lee A. Dresie and Megan Rivetti at the helm of this trial, secured a victorious verdict against the giant advertising firm. Continuing its long-time tradition of flattening its competitors by any means possible, upon the termination of their contract, Regency breached the lease of a billboard sign on the rooftop of the Whisky nightclub by preventing Ace Outdoor Advertising to take over the rooftop in a timely manner. However, in 2013 Regency made an appeal and challenged the trial court’s decision stating that they did not hold over the rooftop because they did not remain in possession of it. Greenberg Glusker once again convinced the jury that by failing to remove the equipment from the nightclub’s premises, Regency intentionally employed wrongful tactics in conducting business. Although this might seem to come as a great financial loss for Regency, the damages did not break the bank and a proof to this statement is Brian Kennedy’s 12.35 million dollars house in Southern California bought back in 2012.

 

Probably, the most unexpected court trial involving Regency outdoor came in 2013 when Drake Kennedy, part owner of the outdoor advertising agency, sued his brother Brian Kennedy claiming he committed breach of fiduciary duty, fraudulent concealment and involuntary dissolution of the company and stating that in recent years their business relationship has severely deteriorated. While Drake was battling cancer and heart disease, his brother Brian together with a senior manager at Regency secretly transferred the ownership of one of their most lucrative properties from Sunset Strip to a separate company in which Drake had no ownership or shareholding. He claimed in Los Angeles court that his brother deprived him of access to information and diverted revenue of millions of dollars into private bank accounts. Honoring the family tradition and past, Drake has sued his brother for compensatory damages, punitive damages and asked for an investigation of the company’s records among some other requests.

 

Years of litigation experience and numerous trials upskilled Regency outdoor in intricate legal options on how to defend its competitors. A latest presence of the company in the media emerged in 2014 with allegations that Regency was involved in a nebulous campaign and battle against the erection of some new digital billboards in Placentia and later on in Anaheim. City officials speculated that the secretive group opposed to the billboards was the giant firm trying to stop the city from signing on with a competitor. Officially, the group was led by Patricia Duffie and Michael Withrow who stated publicly in a few interviews their concerns with traffic safety as in their acceptance digital billboards could distract motorists. However, Withrow accidentally showed a reporter an uncompleted agreement, listing the name of Regency Outdoor along with other names in the industry.

A wrench into Aneheim transit hub

City officials consider that this alleged pretext was thought out to mask another story. Placentia signed a contract with Lamar Advertising for the exclusive rights of erecting 5 new billboards after negotiations with Regency were stalled due to their exaggerated demands. Without looking at the big picture and trying to crush its competitor, Regency secretly campaigned for the passing of a ballot that could allow residents to vote in favor or against the new billboards. Later on that year, it was reported in the media that Regency resorted to the same double-dealing tactics in Anaheim to stop a signage plan for the city’s transit hub.

 

As long as Los Angeles thrives economically and financially, probably for many decades to come, advertising firms will never be deterred from finding their most convenient ways to succeed in this business environment but hopefully companies like Regency will analyze more their actions and use more ethical and sustainable strategies in their economic and financial upsurge.

Why cant the brothers just enjoy the ton of money they now have in old age and chill the F out? Its not like they are taking the money and company into the next life.

 

 

 

A New Billboard Star on Sunset Strip | West Hollywood

The Outdoor Advertising Pride of West Hollywood:

A New Billboard Star on Sunset Strip

Sunsets media monopoly

Sunsets media monopoly

Probably one of the most star-studded boulevards in the world, Sunset Strip of West Hollywood stands prestigiously as an epitome of financial success with its flickering advertisement panels and billboards that are well integrated into the city’s media and entertainment identity. The mile and a half stretch extends from West Hollywood’s eastern border with Hollywood at Harper Avenue, to its western border with Beverly Hills at Sierra Drive.

With its array of world-class boutiques, restaurants, rock clubs, and nightclubs, all set in a premier location and just down the hills that host the houses of some of the greatest celebrities in the world, it is no wonder that Sunset Strip attracts a clientele of famous people hanging out in the area. And where there are celebrities, business and advertising propels its way into the scene. As such, this part of Hollywood has long been promoting music, movies, fashion and many more eye-catching brands on its pretentious billboards and panels. However, the city of West Hollywood has been slowly veering towards a trend that would reinvent its aesthetics.

For the connoisseurs, it is well known that long-running wars between financially and politically powerful companies that own billboards on the Sunset Strip have been waging since Los Angeles achieved its status as a giant media capital and this boulevard has become its recipient of success. Just like major movie studios in the area, this market is dominated and monopolized by a small group of media oligarchs such as Regency Outdoor of the notoriously arrogant Kennedy brothers, Clear Channel Outdoor and CBS Outdoor/AKA Viacom, the later two (a-going-global) media monopolies respectively. For any other emerging Outdoor firm to challenge their supremacy is truly a huge achievement, but to also go ahead with a very ambitious and audacious plan is a genuine trait of the American values of achieving great financial success.

Camera roll, ACE Outdoor Advertising enters the scene. In 2009 this young billboard plant submitted a proposal to the City Council to place an unusually sized 48-foot-tall by 14-foot-wide billboard atop the Rainbow Bar and Grill at 9015 Sunset Blvd, near North Wetherly Drive, with an overall height at 110 feet above the ground, including the pole. For such a billboard to be approved, which is taller than the former 60-foot height limit, the Council had to consider amending the zoning for the property and also enacting a “development agreement”, on the conditions that the billboard would be creative and provide benefits to the city.

With roughly $120,000 in annual fees coming from ACE Outdoor Advertising it is no wonder that the project was seen as benefiting the city and that the Council approved the proposal in 2010. On top of that, Councilman and Mayor D’Amico stated that new revenue sharing agreements could bring the city as much as $1 million per year. This comes in strong contrast with the traditionally minimal fees collected from billboard companies and it is a huge progress and turning point in terms of economic dynamics in the outdoor advertising field for West Hollywood.

However, the new billboard pole project has been halted by some opponents, backed by competitors of Ace, when they submitted a proposal for a referendum to challenge the Council’s approval. As expected, the Council repealed this enactment and the project was finally green-lit. D’Amico did not consider only the financial benefits of the project but also its aesthetic value adding to the commercial identity of Sunset Strip. The billboard pole, with a V-shaped structure and azure colour, designed by LA-based Lorcan O’Herlihy Architects infuses a new visual quality to the landscape already dominated by various innovative advertising spaces like projected billboards, lit-up billboards or 3-dimensional billboards.

But the million-dollar question, in this case literally, remains in this business. How profitable is for ACE Outdoor Advertising to have this project under their belt? You do not need to understand rocket science to know that ACE makes money from charging advertisers to place ads on their billboards. The answer is Location, Location, Location. Managing Partner Brad Yacullo said that in premier locations such as Times Square and Sunset Strip is where you see some of the largest values in terms of real estate billboard property. And just when you think that the average selling price for a house in LA and the region is between $3 and $5 million dollars it is not hard to estimate that value of advertising for greater real estate properties. As such, achieving advertising space on Sunset Strip can make you a bundle. The property where the billboard pole is placed at the moment used to be of a much less value, and ACE believes they succeeded in transforming it into lucrative investment.

Sunset Strip is in a constant change in perfect tandem with the commercial and cultural tendencies of California. In an increasingly challenging market, any innovative project is welcomed on the premise that it brings in financial rewards. Many parts of West Hollywood are commercially oversaturated and the battle for space is fierce, but Sunset Strip is defined by this very sense of cultural commercialism and there is plenty of interest to fuel up such an identity.

 

Desiguals Asia expansion and advertising in Tokyo

Desigual_Omotesando_Pillar-08

The Barcelona-based fashion chain Desigual has been slowly creeping up into the shoes of its firm Spanish competitor Zara, at a global scale. With over 420 retail stores in over 100 countries, the flamboyant fashion brand has reached new heights of marketing and advertising in Asia within a relatively short period of time, targeting a brand-conscious audience.

With its first Asian store opened in Singapore in 2012, Desigual continued its rapid expansion on the Asian markets with stores in Malaysia, China, Hong Kong, India, South Korea and Japan. The company has a strong out-of-home advertising strategy targeting heavily international hubs such as airports or large department store areas. As a case in point, Desigual partnered with companies such as Dufry, World Duty Free Group and LS Travel Retail to open outlets in major hubs and airports in South America and Asia.

Desigual_Omotesando_Poster-21

The first Japanese branch of Desigual opened in December 2012, in the location previous occupied by Uniqlo’s UT Store Harajuku. Ever since, the company has grown steadily in popularity in Japan and they announced new store openings with outlets now in Osaka, Fukuoka and Kobe. Recently, Sovereign Ad has finalized the out-of-home advertising for Desigual in Omotesando, Tokyo. The hugely popular campaign “What do you see?” featuring brand ambassador Chantelle Winnie celebrates the individual originality or how they like to call it “the authenticity in each of us” and was filmed on an iPhone 6. In a pure “La Vida es Chula” (Life is cool) Spanish style, Desigual is a fashion brand that focuses on energy, optimism and vibrancy adopting colourful hippie summery fabrics designed to give you a feeling of “home away from home”.

If you ever find yourself roaming around Tokyo and see Desiguals ads, then tweet #whatdoyousee or #chula.

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Out of home advertising in Yangon Myanmar

Screen Shot 2015-05-04 at 9.02.18 PMThe situation in Myanmar with outdoor advertising is a bit cumbersome. It is still in need of professional development.

Let’s take the airport for example. There are indeed many signs in the airport. Problem is, they are all sold out, for like a year out or more. Good luck booking one. Demand for all things in Yangon since 2013 has gone through the roof with the influx of capital and investors and business people flocking to the country to explore new opportunities. The country has been “frozen” for nearly 50 years. Once sanctions were reduced for the country, a huge amount of interest came upon the country. Traffic doubled in Yangon in about a year, hotel prices went up by 30-80%, and hard to get and book too. You started seeing lots of foreigners taking up residence with their new business visas.

Many billboards in Yangon were / are illegal. Meaning placed on public land. In 2013 the government set out to have all of them removed. It seems to have taken lots of boards off the market. So with that, rates went up and space was hard to find. There was a scramble to build legally. That makes it harder to get space. Add on top of that the fact of international brands all wanting to bring their product to market in Yangon with relaxed sanctions, and you have an explosion of demand for a shrinking supply of ad space. Rates have surely gone up. This is another example of low capacity in this country among many industries. Some boards must be sold for years out.

Sovereign Ad is your Myanmar out of home advertising agency. We cover all formats available in Yangon acting as your local “Myanmar outdoor advertising agency”

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Bangkok Taxi top media is back in Bangkok

Advertising on taxis in Bangkok looks to have made a comeback. Despite some attempts in the past by new providers, it did not get traction as most Thai ad agencies did’nt see the value of taxi advertising, yet they saw lots of value in bus advertising wraps. But why not taxi? It’s a huge industry as a medium in Europe and the US, expecially in New York City with Medalian Media. Taxi ad space is at eye level, visible from the sidewalks and by other cars on the street. And knowing how slow Bangkok’s traffic can get, there’s going to be times when “there’s allot of time to look at the ad” as you crawl on the road.

 

 

 

taxitop

The new taxitops being offered in Bangkok are taller and less at an angle than the ones shown above.

So they are not illuminated from the inside.

Inquire if you would like a media kit.

 

 

Bangkok’s airport link advertising options | Train wraps, station posters & more |

Bangkok airport rail link advertising | Multi media options to and from BKK airport

Bangkok airport rail link advertising offers great OOH ad spaces which indeed targets a specific demographic. But first, let’s put the ARL’s train line in perspective. There’s 3 major ways to advertise toward travelers and tourists in Bangkok going to and from the major Intl airport (Suvarnabhumi), and that’s 1) Billboard on the highway to/from [It’s people usually taking a taxi at night which will see this medium] 2) At the airport itself, a) billboards at the entrance outside and b) inside the airport and 3) The new Airport Link train, A.K.A. ARL. Because of Bangkok’s hideous traffic, taking this new airport link train makes this transportation mode fast and cheap. From Makkasan station taking the city line, it’s just over a $1 and takes 25 minutes. There’s also a non stop express train. So, this is now a preferred way of getting to the airport. Unless of course at night people take taxis as the train does not run. Some big travel businesses that have jumped on board this obvious demographic are HIS and AirAsia with some long term media buys for train wraps, in-train domination and overpass posters.

SovereignAd is offering space on the Bangkok airport rail link advertising formats.

  1. Full body train wrap. Visible from the street level from a distance not just the platforms.

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2. Station overhead beams.

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Station beam posters

3. Station walls.

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Large format walls, in-station

4. Long wall ad space at the airport station.

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Suvarnabhumi Airport link station entrance

5. Escalator overhead panels at the airport station.

 

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6. Airport station platform guard.

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The airport link also offers floor displays, street overhead pass wraps, platform LCD advertising and more.

Get in touch with us for a full proposal.

Mention this blog in your first inquiry and receive 13% off any media buy, and, 1 year buys receive 2 months free ad space!

Offer valid through August 15th 2015.

Bangkok’s most iconic vertical wall?

You have to admit, Thailand has some of the biggest billboards, walls and building wraps in the world! Thailand could very well take the title for this. We now present to you the Baiyoke Hotel verticle wall. Situated not far from Phaya Thai Airport link.

This wall space towers from high above, and indeed is visible from a few miles away! BMW seems to be up there most of the time especially for the “Joy is BMW” campaign. But it’s not locked down and is only available from time to time.

 

 

Biyok Bld wallscapeThis media space will run you about 11 million THB + 7 VAT, term is a 6 months contract.

Sovereign Ad is your Thailand out of home ad agency for all your outdoor ad agency needs.