OOH /DOOH advertising in Hong Kong: Formats and Rates

OOH /DOOH advertising in Hong Kong: Formats and Rates

The OOH in Hong Kong has grown from 4 billion in 2015 to around 4.6 billion HK dollars in 2021. This definitely gives hints to us about how popular OOH is as a type of advertisement in Hong Kong. So now let’s introduce you to some of the types and prices of Outdoor advertising in Hong Kong！

What is OOH in Hong Kong?

OOH stands for ‘Out of Home’, which is featuring display advertisements outdoors. As millions of passengers walk around the city every day, an excellent billboard not only catches hearts but also produces a significant effect on your product brands. With the rapid development of artificial intelligence, digital OOH starts to emerge and creates a new outdoor advertising era.

What is the purpose of OOH?

Implementing several OOH campaigns helps to instil confidence into your audience's mind and make your company become a respected authority. Some research also shows that OOH is gradually replacing television as the biggest driver for brand awareness and conversion.

There are various types of OOH in Hong Kong and below, we will briefly introduce them in each category with detailed formats and rates:

Outdoor Buildings Advertising

Static Outdoor advertisement (OOH):

Outdoor billboard, whether traditional or digital, is usually gigantic, located at the entrance of MTR or places with high human traffic flow. One of the best examples will be the Time Square Outdoor TVS, where it is placed at the entrance of LaneCrawford.

• Rates: The rate for renting an outdoor advertising space could be ranging from HKD 60,000 to RMB4,000,000 per month. (gross rate to be negotiated)
• Formats: The sizes for each billboard are different, depending on your location and the price range. It can be as small as 1.1x5.2m to 30x80m.

Pedestrian Walkway Format

The formats and the size of advertising space focused on pedestrian walkways have many variations according to the locations. It can be super small but in a high traffic flow area, or in large size, which aims to attract the pedestrians and the car passing by.

• Prices: similar to traditional OOH (depends on the size and advertising duration)

Highway Advertising

• Format: In Hong Kong, highway advertising is slightly different from the ones abroad. In foreign countries, billboards on the highway normally tell people about the nearest place to get food or fuel. But due to the small geographical size of Hong Kong, it is not that common for people to have a car, therefore, those who own a car are usually from the high-income group. Besides, for places with high traffic rates, you are not only advertising to drivers but also the passengers inside the public transport.
• Prices: around HKD 36000 to 45000 (gross rate to be negotiated)

OOH Advertising in MTR

MTR is the most used public transport in Hong Kong. It has a daily average of 3.4 million. It covers 64 MTR stations all over Hong Kong, helping you to reach all levels of passengers.

MTR Normal Ads Space

• Concourse 12-sheet /Track-side 12 -sheets:

located on track facing the waiting passengers/ concourse as people walking by, it is a guaranteed position

• 4-sheets /6-sheets:

stickers wrap around the passage from the platform to the exits

• escalator crown bank:

It is guaranteed passengers will see it when they taking the escalator

• single panel:

Panels in front of the escalator. Passengers will see it when they are entering the MTR. Large size billboards are available

Special Location Ads

• Poster On Wall: A great example is the tunnel in Hong Kong Station linking to Central station. The Long passage walkway covered with creative advertisement as people walking around.

• Random Sticker: Custom vertical advertisement is made and sticked randomly on the wall inside MTR

• Pillars/ Floor Vision : Advertisement designed for the columns inside the MTR creates high visibility and strong visual impact

• Balustrade : Advertisement placing in the middle of the two escalators. This helps grab attention and it can lead to the MTR exit where the shop of the advertisement is just around.

• Station Buntings: a series of flag-like advertisements are hanging on the top of the stations with larger stickers placed on the ground. It can be used for reinforcing messages.

• Glass Panels: advertising stickers are placed on the glass panels between the boundary between MTR area and public area.

• Trackside Billboard: Advertisement on the wall inside railway where passengers will be facing while waiting for MTR.

• Platform Screen Door: Transparent advertisements stick on the platform door to merge your brand into the platform. This helps to achieve awareness.

Train formats

Providing long viewing time as passengers are taking their transport.

• Full train body: Advertisement covering the train body allows passengers from outside to see the whole image of the train. This advertisement promotes great impact as the size of the train is long and large. It is best for brand promotion or product launch.

• In-train campaign: Set a specific theme for your campaign and use this opportunity to combine it with the interior of the train. Turning the train carts into another spectrum, creating special visual effects.

• Stickers next to car window/Wrap around car window : Advertisement placed around the train window creating a high flexibility image.

• Train door window stickers: Cost-effective format, O2O integration can be input to increase passengers' participation in the advertisement. 
• banner: Placing near the ceiling of the train.

• In-train card: Small cards stick next to the saloon window( Tung Chung Line)

• In-train TV newsstands/digital panels: The digital TV stands inside the train provide advertising spaces for video advertisement. The TV stand also provides a carousel verbal advertisement above the train window.

Zone domination

• Featured zone: Different formats of advertisement happened in the same area with the same brands and colour creating a strong visual image.

• Interactive element: Incorporating QR code or NFC into the advertisement and creating an instant user experience .

• User Experience Zone: Creating opportunities to interact with your audiences by promoting activities in the MTR hot spots, such as product trials and games. Augmented reality is another popular advertising method, where you can create virtual fitting areas for passengers, hologram or interactive games.

Prices: Depending on the locations, the prices range from HKD 2300/week to HKD 79,000 per 3 weeks.(gross rate to be negotiated)

Duration: 1 to 3 week per advertisement

  OOH Advertising on Tram, Bus, Taxi and Minibus

• Tram

Formats: Tramcar body, tram shelter (travelling through the whole HK island)

Price: Contact us to find out more about the price

• Bus 

Formats: super T, hammer, mega rear, double-deck super whole body

Price: From around HKD 92,000 to 27,000 for 4 weeks (gross rate to be negotiated)

• Taxi

Formats: 4-door stickers, whole body stickers, 3D tailor-made light box, normal light box, taxi parade

Price: from HKD 32 000 to 40 000 (gross rate to be negotiated)

• Minibus

Formats: car body, car seats

Price: Contact us to find out more about the price 

Airport & Airport Express (MTR)

There are 5 stations on the Airport Express Line, which reach 17 million passengers each year. Advertisement here not only grabs audience awareness toward your brand but also creates a good affluent brand image. Target audiences are mainly the ages of 30 above, and more than 60% of them are highly educated talents.

Airport provide various kinds of advertising formats, ranging from zone domination, advertisement before entering the platform, a giant banner hanging on the ceiling, platform advertisement, in-train advertisement (car seats, interior and car body)

• Airport Express

Various digital panels inside and outside of the airport express stations, wrapping around the pillars. The whole airport express has 8 stations in Hong Kong. 

Formats:  panels are normally 65” (the smallest)

• Airport Advertising Spaces

Locations for advertising: Non-restricted area i.e.Check-in Hall, restricted area i.e. duty-free zone, after immigration area, central concourse, retail area, arrivals baggage reclaim hall, arrivals greeting halls, main departure airport road.

Price: Contact us to find out more about the price 

Street Furniture OOH & DOOH

Bus stations Advertising Panels

The bus stations advertisement is a popular space for recreating your promotion creatively. You can turn your space into a 3D stand, make it into a digital video or even do it with interactive events, like have a crane machine inside the bus shelter or photos booth.

Formats of Bus stations advertising panels

• Flagship domination
• Scrolling VIP Panel
• Panel with extension
• Digital Frame/ 3-Sheet Panel
• Mega Panel

Tunnel Advertising

Hong Kong has the 6 most main tunnels, reaching over 165 millions vehicles every year and around 2,000,000 people will pass by the 6 tunnels each day. Placing advertisements there can attract different commuters from all regions of the city. 

Formats:

It can be a series of panels lying on the tunnels' exit. When a driver comes out, this will be the first thing for them to see. Before going into the tunnel, the billboard side can also appear above the entrance of the tunnel. 

Price: Contact us to find out more about the price 

Ngong Ping 360 Advertising

Some of the tourist places are also available for advertising. Ngong Ping 360 is a good example for targeting tourists or even for locals who are coming for relaxation and travel.

Event Advertising

Formats: Crystal Bus, showroom fancy truck, bus showroom (toy crane machine, giveaway, roadshow bus, Mobile Softee (ice-cream truck)

Price: around HKD 32000 to 40000 (gross rate to be negotiated)

Period: Custom

References retrieved from:

https://repository.ouhk.edu.hk/ass_others/RIDCHConf2017/PPT_RIDCH2017_DrDiamondTai_1.pdf

https://en.prnasia.com/releases/apac/jcdecaux-transport-ranked-no-1-out-of-home-media-of-the-year-230466.shtml

https://www.jcdecaux-transport.com.hk/

https://issuu.com/jcdecauxtransport/docs/mtr_main_products_media_kit_20200706_for_website