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Lightscape Technologies partners with Ogilvy & Mather for digital billboard content

Author: WireSpring on 2008-05-05 18:10:29

According to CNN Money:

Lightscape Technologies Inc. (OTCBB: LTSC), an operator of outdoor LED billboards and provider of LED solutions, today announced that it has signed an agreement with a unit of Ogilvy & Mather Group, a leading global advertising agency, in order to secure advertising contracts for Lightscape's growing LED media network in China and Hong Kong.

The agreement establishes a framework through which Lightscape will offer its portfolio of large-scale, high-resolution LED billboards to clients of Ogilvy & Mather as they develop their advertising and media-planning strategies. In addition, Ogilvy & Mather will refer suitable new LED billboard locations to Lightscape, which will subsequently be developed by Lightscape to further enhance the breadth of its network. Lightscape's growing network of LED billboards and its full-service LED solutions capability presents a highly attractive advertising channel for global brands that want to reach affluent consumers in Hong Kong and China. To strengthen the commitment of this partnership, Royce Yuen, Chairman of Ogilvy & Mather Group in Hong Kong has become a member of Lightscape's Advisory Board.

Lightscape is rapidly building up its LED billboard media network in prime locations in Hong Kong, and also in China through its joint venture arrangement with a subsidiary of New World TMT Ltd announced in February of this year.

Our take:

The digital out-of-home advertising market in China is H-O-T, and Lightscape is making a very smart move by partnering with a top ad agency to maximize the impact of their displays. With Focus Media, AirMedia, Vision China and others each powering deployments of 10,000+ screens (albeit smaller ones), it takes a lot to stay ahead of the competition in China's crowded but increasingly affluent major cities.

While we're not certain of Ogilvy's specific experience working with electronic billboards, they certainly have experience with a wide range of media and will be able to contribute on the marketing and creative sides, as necessary.


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