撮要

The key objective of this case is to provide students with the skills and understanding of how out-of-home (OOH) advertising is utilized as a channel for brands to communicate their messages to consumers, as well as how a media company contributes to the value chain in the industry. The six examples cited in the case illustrate the concept in practice as well as the developing trend of the interactive outdoor-and-online (O&O) model going forward.

The case describes a situation faced by Asiaray Media Group (Asiaray), a company founded by Vincent Lam in Hong Kong in 1993. Despite entering the market as a latecomer amid fierce competition, Asiaray has grown in stature as a media enterprise and gained a strong foothold in Greater China and Singapore. Its success was largely attributed to its innovative spirit, particularly in developing its Space Management concept as highlighted in the case studies.

The pandemic which began in 2020 brought disruptive and unprecedented changes to the economy and the advertising landscape. Despite signs of recovery in the first half of 2021, the company recorded a net loss of HK$113.7 million in the period, and its share price had plummeted close to 75% from just before the pandemic. Based on what he and the company have learned and built in the past, Vincent must now seek and seize the next opportunity, with innovation being a key for survival in these changing times.

學習目標

The case can be used to introduce the concept of out-of-home advertising in context, or to provide a basis for discussion of more specific aspects, such as value creation in the advertising industry, sustainable advantage in a competitive market, and business strategy arising from economic and technological changes. After studying the case, students will be able to understand how is applied in the context of Asiaray’s Space Management concept, as well as to distinguish innovative OOH campaigns that creates optimal impact in a competitive landscape.