OAC 2013: Irene Revilla on the importance of Transit Media

Speaking about the challenges and opportunities inthe OOH industry across APAC region, Irene Revilla, SVP Strategic Development, Posterscope – China spoke about how the transit media offers great opportunity in this region. With more megacities emerging, people are commuting for longer hours in the cities offering the OOH industry a great chance to grab the attention of people on the move. “In Asia Pacific an average of 90 minutes is spent on commuting, hence it gives us great opportunity to capture the audience here before they reach their destinations or even the point of sale, Irene Revilla explains.

She adds that while traditional media is losing its charm, and other formats including digital gaining importance, there is an increased demand for Transit Media formats to reach the target group. Irene also highlighted that about 35% of revenue of certain brands such as D&G comes from travel retail, making transit media an essential advertising medium. According to studies, currently the transit media format in India holds a share of 33% of the overall OOH industry.

Another advantage for the Transit Media in India and China, is that the markets are witnessing increased development of transport infrastructure.  And specifically in India, the advantage is that the market is in the early stages of planning process, with clear focus on service, maintenance and space including advertising opportunity.