Hong Kong has long been recognised as a shopper's paradise, a place where consumer spending and advertising expenditure are high. Marketers are constantly looking for innovative ways to reach target audiences, and Top Result has scored a big success with its bus advertising network, the largest in Hong Kong and with extensions in Greater China as well.
The company has demonstrated that bus advertisements are a highly effective way to catch the attention of today's mobile consumer, because the ads in fact travel with the consumer. Buses are a part of daily life for people from all walks of life, from children to housewives and working people, including blue collar workers, professionals and executives. Ads on buses are therefore certain to be seen by a wide spectrum of society.
The new media choices are taking a large share of the attention enjoyed by traditional electronic and print media.
Whole bus advertising is the most effective form of bus advertising, with a strong visual impact and total ownership of the vehicle. It ensures effective reach, high frequency and cost-efficiency to any marketing programme. No other outdoor advertising medium can make this claim.
Bus advertising is the most visible of all outdoor advertising media, with a reach of 86 per cent, according to the 2002 Hong Kong Media Index: Mid-year Report, conducted by market research firm ACNielsen.
Its closest competitor is the MTR, which has a 63 per cent reach. The report also shows that bus advertising is the most effective of outdoor advertising media in terms of reaching the exact demographic target audience.
Bus advertising has an impressive 93 per cent reach with white collar workers, and an 88 per cent reach with the blue collar audience. Some 92 per cent of students and 79 per cent of housewives notice bus advertising.
