THERE WAS A time when advertising was confined to a relatively predictable range of media such as magazines and newspapers, television and billboards. But recent years have seen an explosion in both the delivery and location of advertising.
Technological advances and ingenious innovation on the part of advertising and media companies, not to mention a healthy creative competitiveness among commercial rivals, have led to the spread of advertising into every corner of our daily lives.
LED screens and plasma TVs inform us about everything from children's toys to the latest hit movie while we wait on the MTR platform or travel by bus, ferry or plane. They can even be found in lifts, office lobbies and airport lounges.
The bombardment of advertising continues when we use the internet.
Like it or not, we are a 'captive' audience to many new forms of media advertising.
Aside from the internet, most new media forms come under the generic term 'out-of-home advertising' and a market leader in Hong Kong is JCDecaux.
The company believes the local market is far from saturated in the evolution and use of these new advertising styles.
