Subway is one of the best-developed transporting systems in Seoul. Every day, Ten thousands of people use subway. So, In outdoor advertising industry, it is ideal for outdoor advertisement to be exposed for a long time

Now, subway are filled with a large number of media. In this competitive market, what is important is How each medium makes itself noticeable. Every advertising agents are still working very hard with these media. Recently, the medium that gives outdoor a new direction appears at subway. With beam project screen, the advertising system provides a wide range of images with those who are looking for something to do on platform.

Giving Outdoor a New Direction.
In term of outdoor advertisement, static images are prevalent around us. Most of outdoor advertisements such as billboards and roof signs features static images. These advertisements increase ad effect by long-time exposure. As a matter of fact, static images is not the only type of outdoor advertising. The large-sized electric signs have provided kinetic images. Recently, Digital displays using high-tech equipments such as the projector, PDP and LCD are giving outdoor a new direction. These digital displays are installed at the crowded areas such airports, subways and a large shopping malls so as to meet customer's need. The responsible person working for sales promotion dept., mentioned "as digital technology has developed, outdoor advertising industry has instantly introducing new media which could arouse customer's interest, and the wide application of 145' beam project display demonstrates new trend of outdoor advertisement."

High Impact for Advertising.
The media with application of PDP or LCD have already been in the limelight since video ad system were widely distributed in the outdoor advertisement industry. In case of beam projector, resolution was relatively low to apply to outdoor advertising industry. However, for the subway where a visibility range is short, high-resolution is not critical. the 145" display starts to evoke positive responses from advertiser agents. and will likely increase ad effect as much as its size. Lee Sang-yong, manger of O.net, released "the largest screen of the media ever is effective enough to attract passengers'' interest, and 100 more displays is going to be installed on 28 spots throughout 5. 6. 7 and 8 line of subway." The advanced technology allows for developing the equipment which can show both high-quality screen and captions. The system adopted MPEC2, Compaction Tech, so that it could reduce screen distortion phenomenon.

Audio System.
Considering the types of platforms, the systems were installed on three different areas. First, the beam projector was on the upper of platform, and then, screens were on roadbed, column and a space between columns to attract much more passenger's gaze. In addition, The built-in audio system on the upper of a platform could doubles its ad impact, and provides real-time information via the central control system using online networking. The function of referring automatically advertisers list makes it easy to mange and maintain. Mr. Lee explained "we are devoted to providing various information such as headline new, stock information, and weather etc.,"

Expectation of State-of-Art Media.
With a super-large screen, the system is designed to be exposed to much more people. While many media has its ad effect within a limited area. surprisingly, it is visible to visitors even far from 656 ft. Two systems is mostly installed on both sides of platforms. all passengers can watch the media from anyplace. O.net Inc., introduced a method of providing ad graphics at a specified time period advertiser selected to achieve a great ad impact. In the case of department store, the display intensively provides its ad before its closing time to get its own ad effect. Beam-projector screen has been already applied into airports as well as a platforms of subways. and its application will more extend into crowed areas. SACreation inc., employing the displays, released "we are going to install 15 more systems at the crowed places except for subway. Seo Youn-kun, the presidents of SACreation Inc., mentioned that now, outdoor advertisements must try to meet client and customer's need for a success in the market. and more outdoor advertising media using the state of art technology will be likely introduced in its industry.