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“Olympic effect” to bring riches to Mainland advertisers - report from the 14th Beijing International Advertising Show, 2007

June 2007


Beijing’s major advertising event certainly drew the crowds to its creative spotlight, with some 50,000 people marvelling at the many displays and equipment, with sales due to move ahead with the approach of the Olympic Games 2008 in the capital, report Hong Kong Trade Development Council. The Beijing International Advertising Show for New Media, New Technology, New Equipment and New Materials (or, more succinctly called the 4Nshow) was held at the Beijing International Exhibition Centre from the 17th to the 20th May 2007.
The fair also attracted overseas delegations from 12 countries and regions including Russia, Ukraine and Bulgaria. Those countries between them accounted for 94 of the more than 2,000 overseas visitors, with 52 from Ukraine and 30 from Russia.
To meet the strong demand by advertising companies for creative designs and large format printing, exhibitors introduced a wide array of new products, materials and technologies. New categories at this year’s show included urban landscape lighting equipment, LED and large-screen outdoor media display, commercial technology and equipment for shops, printers and consumables.
The show also displayed the latest advertising production trends in areas such as inkjet printing, engraving and cutting; acrylic equipment, signage system, display device, and new advertising media.

Creative and innovative exhibits drew plenty of attention from the media. Super Perfect Corporation of Beijing launched its SuperD-series 3D visualisers and ASC-series products, featuring high visual impact and cutting-edge 3D display technology.

The SuperD-series 3D visualisers had been developed by a world leader in 3D display technology that primarily makes use of the principle of the discrepancies involved in human eyesight.
The technology enables the assembly of high-resolution 3D images without the aid of spectacles or other optical devices, taking into account that the maximum depth of vision of the human eye is 1.5 metres.

Visitors to the company's ASC “virtual booth” were able to see impeccable craftsmanship of certain branded diamond products on 3D display, from an all-rounded perspective. Other products on display at the virtual booth included mobile phones, luxury watches and digital products. Visitors were impressed by the vivid experience of the virtual reality crossover.
The company's two mega-size 3D displays were a major attraction at the fair. The 63-inch 3D displays - currently the largest of their kind in the world - offered immense visual impact when displaying advertisers' corporate and product promos. Some audiences even reached out their hands to try to catch the virtual objects “thrown out” by the displays.

Interactive imaging projector system a major hit
The “interactive imaging projector system” exhibited by a Taiwan-invested company, Wei Ching Electronics, was another big hit at the show. With just one computer and one projector, the system can “throw” an advertiser's icon on the floor or walls of public places such as an airport, an underground railway, a department store or a night club.
An even more impressive feature was the interactivity imbued in the system. When a customer steps on the floor or passes by a wall, the system can project different graphics pre-set by computer programmes.
The system aims to hold audiences' attention to the advertised message for a longer period after it's been seen.

Read full report from HKTDC special correspondent Zhong Jianwen, Beijing

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Source: Hong Kong Trade Development Council