OAC 2013: Irene Revilla on the importance of Transit Media
By VJ Media Bureau - July 06, 2013
With more megacities evolving in APAC and increased commute time, Irene Revilla, SVP Strategic Development, Posterscope - China gives more insight on how Transit Media can play a major role in overall advertising plan.
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.