The document discusses Apple's outdoor advertising placement strategy in Jakarta. It recommends placing 10 mini billboards in public areas like airports and malls, and 5 large billboards in Central Jakarta which is the business district and shopping center area. Central Jakarta is suggested because the traffic is congested so people will see the billboards longer than 3 seconds. It also discusses variables to measure like population, visibility, mobility and location type. A survey should collect data for at least a week to measure mobility patterns on weekdays vs weekends. Additional notes provide tips that location is important, messages should be brief, and high traffic areas work best for outdoor advertising.

1. APPLE OOH PLACEMENT
By : Ryo Arief Wibisono

2. AREAS
• First of all for the 10 mini billboards we must spread all around
public service areas in Jakarta (i.e airport, train station, inside
mall,etc).
• For the 5 big billboards we must spread the billboard in to
most strategic and specific areas in Central Jakarta.
• Why in Central Jakarta, because this is the central bussines
district and high end shoping center are located in these area.
(i.e:Sudirman, Senayan and Thamrin). And the traffic is quite
congested, so there’s possibility people can see the billboard
more than 3 seconds.

3. VARIABLES
• Population
• Visibility
• Measuring Mobility, examples of movement may be covered are:
- by car (passenger or driver)
- by public transportations (bus, microbus etc.)
- by motorcycle
- on foot
• Geographic Location (e.g suburb, city center, shopping center etc.)
• Type of road (e.g major road, minor road, local road etc.)
• Marketing Region

4. DATA COLLECTION
Survey:
The objective of the survey is to measure the mobility of a
sample of the population, in order to establish the numbers
and profile of people passing panels to enable the calculation
and frequency for campaign planning purposes and for
comparison with other media.
The survey data should be collected at least a week and
ideally for fourteen days to allow measurement of two weeks,
since weekend movement may be very different from
weekdays behaviour.

5. Additional Notes
•Particular locations can be acquired for certain purposes. A billboard
located a block in front of your business can direct people to your
showroom.
•Messages must be brief to fit in that 2-3 second time frame. Ninety-five
percent of the time, either the message or the audience is in motion.
•When you buy outdoor advertising, remember that location is everything.
High traffic areas are ideal. A billboard in an undesirable area will do you
little good. Keep your message concise (use only five to seven words) and
make it creatively appealing to attract readership. Few words, large
illustrations (or photos), bold colors and simple backgrounds will create the
most effective outdoor advertising messages.

6. Additional Notes
•Particular locations can be acquired for certain purposes. A billboard
located a block in front of your business can direct people to your
showroom.
•Messages must be brief to fit in that 2-3 second time frame. Ninety-five
percent of the time, either the message or the audience is in motion.
•When you buy outdoor advertising, remember that location is everything.
High traffic areas are ideal. A billboard in an undesirable area will do you
little good. Keep your message concise (use only five to seven words) and
make it creatively appealing to attract readership. Few words, large
illustrations (or photos), bold colors and simple backgrounds will create the
most effective outdoor advertising messages.