Western Harbour Tunnel has handed its sales and marketing rights to OOH player POAD. The appointment comes after competitive pitch, with the gross media valued at no less than HK$135 million annually. The partnership between POAD and the Western Harbour Tunnel started on 2 August 2023. POAD dominates the advertising landscape in the tunnel, offering over 40 signages strategically placed along the route, aiming to ensure unparalleled visibility and reach for brands seeking toengage with their target audience.
According to the release, POAD dominates the outdoor advertising landscape in six tunnels and toll roads throughout Hong Kong, including the Western Harbour Tunnel, the Cross Harbour Tunnel, Shing Mun Tunnels, Tseung Kwan O Tunnel, Lion Rock Tunnel and Kai Tak Tunnel.
MARKETING-INTERACTIVE has reached out to POAD for more information.
Across APAC OOH advertising grew in 2023 by 6% but in 2024 it is only set to increase by 0.5%, representing just 4% of total budgets. This will bring OOH spending just below the pre-COVID total (a mere 0.2% below).
Interestingly, the APAC region has seen an explosive growth in DOOH. In fact, research group IMARC saw the region’s DOOH market reach USD$8 billion in 2022 and expects the market to hit USD$18 billion by 2028. Adtech company Hivestack’s figures also showed spending on outdoor advertising in APAC is projected to reach US$22.8bn by 2024, a 33% increase YOY since 2021.
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