The Evolution of Out-of-Home Advertising: From Traditional to Digital to “Fake”
The Out-of-Home (OOH) advertising landscape in Asia is undergoing a remarkable transformation, with investments and innovations reshaping how brands connect with audiences in public spaces. Let's explore this evolution and the emergence of an intriguing new trend: Fake Out-of-Home (FOOH) advertising.
The Asian OOH Market: A Growing Investment
The Asian OOH advertising market demonstrates robust growth, with the average ad spending per capita projected to reach US$3.71 in 2024. In specific markets like Hong Kong, traditional billboard advertising costs can range from US$19,000 to US$128,000, while Singapore sees monthly rates between US$2,000 and US$15,000 for premium locations.
The Digital Revolution in OOH
The transition from traditional to Digital Out-of-Home (DOOH) advertising marks a significant shift in the industry. The Asia-Pacific DOOH market is set for explosive growth, expected to expand from US$19.26 billion in 2024 to US$34.45 billion by 2029, reflecting a remarkable CAGR of 12.34%. This growth is driven by enhanced data capabilities, programmatic advertising, and the ability to deliver more targeted, dynamic content.
Enter FOOH: The Next Evolution
Fake Out-of-Home advertising represents the latest innovation in the OOH space. Unlike traditional or digital OOH, FOOH creates the illusion of outdoor advertisements that don't physically exist, leveraging technologies like CGI and augmented reality to create shareable, viral content.
How FOOH Works
FOOH campaigns typically involve:
- Creating hyper-realistic digital content that appears to exist in real-world locations
- Utilizing advanced CGI and AR technologies
- Designing content specifically for social media amplification
- Blending reality with digital elements to create surprising, shareable moments
The Technology Behind FOOH
FOOH is powered by:
- Advanced Computer-Generated Imagery (CGI)
- Augmented Reality (AR) technology
- High-quality video production
- Social media integration tools
Success Stories in FOOH
Several major brands have successfully leveraged FOOH:
- Mattel's Barbie campaign in Dubai featuring a giant walking Barbie
- Maybelline's Sky-High mascara campaign across New York City and London
- JD Sports' creative Big Ben activation
- Marvel's Spider-Man 2 launch in Paris
WE-AR's FOOH Success: The Chupa Chups Case Study
A notable example of FOOH's potential is WE-AR's collaboration with Chupa Chups. The campaign, set against Seoul's Seokchon Lake, featured a virtual Ferris wheel that would have been cost-prohibitive to construct in reality. The campaign achieved remarkable success with 10 million cumulative views, demonstrating FOOH's ability to create impactful, shareable content at a fraction of the cost of traditional OOH installations. View the campaign here. Read about their Case Study here.
FOOH vs Traditional OOH: Key Advantages and Disadvantages
Advantages of FOOH:
- Lower production and placement costs
- Greater creative flexibility
- Higher viral potential
- Enhanced engagement through social media
- Easier to modify and update content
Disadvantages of FOOH:
- Limited to digital viewing
- Requires social media distribution
- May not reach traditional OOH audiences
- Dependent on digital engagement
As the advertising landscape continues to evolve, FOOH represents an exciting frontier that combines creativity, technology, and social media engagement to create memorable brand experiences. While traditional OOH and DOOH remain valuable, FOOH offers a new way for brands to capture attention and drive engagement in an increasingly digital world. Curious about how you can marry the best of both worlds? Have a chat with us!
Mad About Marketing Consulting
Advisor for C-Suites to work with you and your teams to maximize your marketing potential with strategic transformation for better business and marketing outcomes.
Citations:
[1] https://www.statista.com/outlook/amo/advertising/out-of-home-advertising/asia
[2] https://adintime.hk/en/blog/2024-guide-outdoor-advertising-ooh-costs-in-hong-kong-n124
[3] https://adintime.com/en/blog/ooh-out-of-home-formats-and-rates-n35
[4] https://www.billboardsin.com/market/singapore-singapore-singapore/billboards/
[5] https://www.statista.com/outlook/amo/advertising/out-of-home-advertising/southeast-asia
[6] https://www.mordorintelligence.com/industry-reports/asia-pacific-digital-out-of-home-dooh-market
[7] https://mediaonemarketing.com.sg/out-of-home-advertisement-work-singapore/
[8] https://www.marketingcharts.com/cross-media-and-traditional-232272
Singles' Day: From University Tradition to Asia's Biggest Shopping Festival
In an era where shopping festivals dominate the retail calendar, Singles' Day stands out as a remarkable phenomenon in Asia that transformed from a quirky university celebration into Asia's largest shopping event. Let's explore how this cultural phenomenon evolved and its impact on modern retail.
The Origins: An Inclusive Celebration of Singlehood
Singles' Day began in 1993 at Nanjing University in China when four male students decided to create an anti-Valentine's Day celebration. They chose November 11 (11/11) because the number "1" resembles a "bare stick" – Chinese slang for an unmarried individual. What started as a light-hearted response to couple-centric celebrations quickly spread across universities and evolved into a broader cultural phenomenon celebrating self-love, independence and empowerment.
The Retail Revolution: Alibaba's Game-Changing Move
The transformation of Singles' Day into a shopping extravaganza began in 2009 when Alibaba's CEO, Daniel Zhang, saw its commercial potential. What started with just 27 merchants has grown into the world's largest shopping event, surpassing both Black Friday and Cyber Monday combined, particularly in Southeast Asia and China.
Alibaba's innovative approach included:
Celebrity-driven promotional events featuring global stars
Large-scale televised galas
Integration of online and offline shopping experiences
Advanced logistics capabilities handling hundreds of thousands of transactions per second
How Brands Maximize Singles' Day Sales
Today's successful brands employ sophisticated strategies that blend commercial success with the festival's cultural essence:
1. Early Preparation
- Launch teaser campaigns weeks in advance
- Create urgency and sense of FOMO (fear of missing out) through flash sales and limited-time offers
- Design "self-gifting" packages that celebrate personal milestones and self-love
2. Cultural Integration
- Develop campaigns that celebrate independence and self-empowerment
- Partner with Key Opinion Leaders (KOLs) or social influencers who embody confident, single lifestyle
- Create content that resonates with the modern definition of singlehood
- Leverage local social media platforms with targeted messaging
3. Enhanced Shopping Experiences
- Host interactive livestreaming events featuring singles' lifestyle content
- Implement gamification elements that celebrate individual achievements
- Design "treat yourself" promotions that align with self-care themes
- Create virtual try-on experiences for solo shoppers
4. Community Building
- Organize virtual social events for singles to connect
- Create exclusive shopping groups for single professionals
- Develop reward programs that celebrate personal independence
- Host digital workshops on self-development and lifestyle enhancement
5. Strategic Messaging
- Frame products as investments in personal growth
- Create bundles that complement solo living
- Develop marketing narratives around self-love and empowerment
- Design exclusive "singles-first" product launches
6. Digital Innovation
- Implement AI-powered personal shopping assistants
- Create virtual shopping companions
- Develop social shopping features for singles to share recommendations
- Optimize mobile shopping experiences for one-handed browsing
Popular Product Categories Across Asia
Singles' Day 2023 saw remarkable sales across various categories, with notable regional differences:
Greater China:
- Health & Beauty (417% growth)
- Home & Garden (326% growth)
- Luggage & Bags (311% growth)
- Toys & Games
Southeast Asia:
- Baby & Toddler Products (407% growth)
- Health & Beauty (352% growth)
- Furniture (277% growth)
- Electronics and Appliances
2023's Most Successful Brand Campaigns
Several brands stood out with their innovative approaches and impressive results:
1. Apple
- Exclusive Tmall partnerships
- 40% sales increase from 2022
- Rapid sellout of popular devices
- Marketing focused on personal tech empowerment
2. L'Oréal
- Exclusive beauty bundles emphasizing self-care
- Engaging livestream tutorials for individual beauty routines
- 60% sales growth
- Campaigns celebrating personal beauty standards
3. Adidas
- 40% discounts on popular items
- Focus on sustainable products
- 35% year-on-year growth
- Marketing themes around individual athletic achievement
4. Huawei
- Early-bird discounts up to 47%
- Interactive virtual events celebrating tech independence
- 50% sales increase
- Solo-user-focused product features
5. Estée Lauder
- Exclusive luxury beauty sets for self-indulgence
- Virtual try-on technology for confident solo shopping
- 45% sales growth
- Campaigns focusing on personal luxury experiences
Standing Out During Single’s Day
As Singles' Day continues to evolve, setting new benchmarks for online retail success. Its transformation from a celebration of singlehood to a shopping phenomenon demonstrates how brands can authentically connect cultural meaning with commercial opportunity. As we look ahead, successful brands will be those that maintain this delicate balance – celebrating individual empowerment while creating compelling shopping experiences.
The festival's success shows that when cultural understanding meets technological innovation and strategic marketing, the result is more than just sales – it's a celebration of individual choice and personal freedom that resonates across Asia and beyond.
It would be good to see more of that kind of holistic messaging tagged to the campaigns rather than just playing on tactics like discounts, price points and freebies (e.g. 11% off, $11 promotions) that makes the brand look like they are just latching onto a commercial bandwagon, and single’s day losing its original meaning.
Mad About Marketing Consulting
Advisor for C-Suites to work with you and your teams to maximize your marketing potential with strategic transformation for better business and marketing outcomes.
Citations:
- https://www.new-rebels.com/en/blogs/new-rebels/singles-day-and-the-rise-of-new-rebels-a-deep-dive/
- https://www.investopedia.com/terms/s/singles-day.asp
- https://www.daysoftheyear.com/days/singles-day/
- https://studycli.org/chinese-holidays/singles-day/
- https://www.businessinsider.com/8-crazy-facts-about-singles-day-in-china-2015-11?IR=T
- https://www.digitalcrew.com.au/blogs-and-insights/10-singles-day-marketing-ideas-to-increase-your-sales/
- https://www.contentgrip.com/singles-day-criteo-insights/
- https://www.mastroke.com/blog/digital-marketing/7-brands-that-nailed-it-on-singles-day/
- https://www.warroominc.com/institute-library/blog/marketing-tips-for-singles-day/
- https://www.worldfirst.com/sg/online-sellers/singles-day-ecommerce-guide/
- https://retailasia.com/e-commerce/news/singles-day-top-shopping-season-139-sales-growth
- https://www.criteo.com/blog/double-dates-2023-spotlight-on-singles-day/
- http://martechasia.net/news/over-50-of-singles-day-new-shoppers-return-for-more/
- https://technode.com/2020/11/12/chinas-singles-day-sales-top-rmb-332-billion-across-platforms/
- https://www.businessinsider.com/8-crazy-facts-about-singles-day-in-china-2015-11?IR=T
- https://blog.dot.vu/singles-day-marketing/
Revolutionizing B2C Marketing: 10 Strategic Pillars for Transformative Success
10 Strategic Pillars for Transformative Success
In today's rapidly evolving marketplace, successful B2C marketing isn't just about following trends—it's about creating them. As we navigate 2024, let's explore how to transform your marketing approach through a lens of innovation and deep strategic understanding.
1. The Art & Science of Brand Building
Think beyond conventional branding. Your brand isn't just a logo or color scheme—it's the emotional resonance you create in your customers' minds. It’s what they think about you when someone mentions your name. Success lies in:
- Crafting a brand identity that transcends visual elements
- Building authentic emotional connections through strategic storytelling
- Empowering customers to become part of your brand narrative through user-generated content
- Creating a distinctive brand personality that stands out in a crowded marketplace
2. Social Media: Beyond the Basics
Social platforms aren't just channels—they're ecosystems of engagement. Transform your approach by:
- Developing platform-specific strategies that maximizes unique features
- Creating content that sparks positive conversations, not just likes
- Building genuine communities through thoughtful engagement
- Pioneering innovative social commerce experiences
3. Customer Experience: The New Marketing Frontier
The most powerful marketing tool? An exceptional customer experience. Consider:
- Designing seamless, intuitive purchasing journeys
- Implementing mobile-first strategies that reflect modern consumer behavior
- Creating personalized touchpoints that demonstrate understanding
- Building loyalty through consistent, outstanding service
4. Content Marketing Reimagined
Content isn't king—valuable, transformative content is. Focus on:
- Creating immersive storytelling experiences
- Developing educational content that empowers your audience
- Showcasing authentic behind-the-scenes moments
- Leveraging customer success stories to inspire and engage
5. Email Marketing Evolution
Transform your email strategy from broadcasting to conversation:
- Design personalized journeys that anticipate customer needs
- Implement intelligent automation that retains a human touch
- Create value-driven content that subscribers anticipate
- Build relationships through meaningful lifecycle communications that recognizes their relationship with you
6. Digital Presence & SEO Mastery
Your digital presence should be a testament to innovation:
- Optimize for emerging search behaviors, including voice
- Create seamless mobile experiences that delight users
- Develop content that answers tomorrow's questions
- Build digital environments that convert and retain
7. Data Intelligence & Analytics
Transform data into actionable insights:
- Analyze patterns to predict future behaviors
- Use testing to continuously optimize experiences
- Measure what matters, not just what's easy
- Turn feedback into strategic advantage
8. Customer Retention Strategies
Building loyalty requires both art and science:
- Design reward systems that encourage meaningful engagement
- Create exclusive experiences that strengthen relationships
- Develop community-building initiatives that foster a sense of belonging
- Implement personalization that shows you understand their pain points, goals and aspirations
9. Customer-Centric Promotion
Promotions should create value, not just discounts:
- Design limited-time offers that create excitement
- Build bundling strategies that enhance customer experience and solve their problems
- Create threshold-based incentives that drive larger baskets
- Develop exclusive opportunities that reward loyalty
10. Visual Storytelling Excellence
In a visual world, stand out through:
- Creating immersive visual experiences
- Tapping on emerging technologies like AR/VR
- Designing visual narratives that resonate with target audience
- Building cohesive visual stories across channels
Looking Forward
The future of B2C marketing lies not in following best practices, but in transforming them. Success comes from combining deep strategic understanding with innovative approaches that challenge conventional wisdom.
Mad About Marketing Consulting
Advisor for C-Suites to work with you and your teams to maximize your marketing potential with strategic transformation for better business and marketing outcomes.
Who rules - Preference or Performance Marketing?
Companies who are still keeping two separate team strategies between performance and preference marketing are setting themselves up for longer term failure
Such companies are failing to connect the dots between full funnel marketing and over simplifying the consumer decision making process and mindset.
This is especially in the digital ad space where borders are blurred or non-existent and privacy settings no longer allow for precision targeting the way we desire.
Preference and performance simply should go hand in hand as end day, we don’t simply blow marketing dollars for the sake of it. What’s awareness to someone is consideration to another and conversion to someone else, depending on the decision making journey your customer sits in relation to the product or service and your company.
This is certainly not that new, when I went through the Google certification course back in 2019 but am still surprised that some are only talking about this in recent years.
What’s more shocking is the way some companies are still insisting on measuring marketing returns on investment by not having attribution beyond vanity impressions, page views and clicks on pretext that it’s just for awareness. On the other end of the spectrum is insisting that if a certain ad doesn’t result in immediate conversion, then it’s a failed campaign on pretext it’s for performance.
Whatever happened to looking at the funnel, who you really are trying to target, where in the decision making funnel they are at, how compelling is whatever you are offering, and ensure you are connecting the dots on your messaging in different formats, in order to determine the right metrics to measure at each touchpoint?
Example – this week, you have an ad talking about how xx product will help solve xx issue that customers face today. A few days later, you have another ad referring to the same product promoted on a site that your target customers frequent. A few days later, you serve up another ad that has a tactical offer with a buy by xx date.
Companies who know who they are targeting and who are responding to their ads versus those who aren’t, will create segmented lists that differentiate the two. They will use one for remarketing with differentiated messaging to help catch their target customers along the funnel with the above messaging and offer so they maximize their media budget. This process should ideally be automated.
Another critical thing to do is to try to get target customers to sign up and start a relationship with you, by giving them reason to of course through insights, tips or deals that matter to them, especially critical with the sunsetting of cookies.
This goes hand in hand with understanding their digital footprint so you have a multi-dimensional view of your target customers as real people with interests, preferences and needs, beyond outdated attributes like age.
All in all, companies need to invest in the full funnel and have different measurements for each stage of the funnel.
About the Author
Mad About Marketing Consulting
Ally for CMOs, Heads of Marketing and C-Suites to work with you and your marketing teams to maximize your marketing potential with strategic transformation for better business and marketing outcomes.