The Human Billboard Phenomenon, is it Ethical?

Hello, OptiMIST People!

Back at it again with KaMIST! Your weekly dose of insights into the latest marketing trends. In this week’s KaMIST we’ll dive into Human Billboards that have recently gone viral in Indonesia.

While walking around the city, have you ever seen a group of people carrying billboards? This simple yet unique advertising method is called human billboard advertising. To put it simply, human billboards are individuals who display promotional and advertising messages on signs or banners in high-traffic parts of the area, often outside, in front of, or near the business they are promoting. To run this sort of advertising, a brand needs marketing and the individuals who will serve as human billboards.

Specifying the emergence of this method in Indonesia, recently, Jakartans have begun to pay attention to the presence of this human billboard method. This approach has become a widely employed marketing strategy in several countries. However, the human billboards operating so far are standard, unmonitored billboards. Now that Indonesia is also following the high flow of digitalization, this human billboard method has evolved and is digital-based, assisted by Ubiklan, a technology-based outdoor advertising company. The people who carry these billboards are called UbiMan.

UbiMan’s existence, on the other hand, will help more than just advertising. Those who sign up to be partners will simply have to stroll around with billboards in order to earn income. The Ubiklan Advertisement app, which can be downloaded from the Google Play Store, is where brands register to become partners.
People have mixed opinions regarding this advertising method. One of them thinks that the appearance of human billboards is disturbing and invites pities toward them. However, others believe these people are paid enough or that this is an excellent way to increase job opportunities. The fact that installing an actual billboard requires the installer to pay billboard tax is also possible for brands to switch to the human billboard method.

To assess the efficacy, it is better to look at the ethical and the effectiveness aspect of this method. The people who carry these billboards may appear overwhelmed with their work. However, we must remember that these people registered themselves to carry out this work. Others did not order them. In addition, the pay they receive is also commensurate with the work they do. Ethically, there is nothing to worry about with this method.

Moreover, this strategy provides greater added value due to its targeted and adaptable advertising capabilities. Advertisers are able to choose which sections should be bypassed. In addition, marketers can reach a broader audience, including office buildings and residential complexes or large streets and narrow alleys.

So, what are your thoughts on the Human Billboards craze? Will it attract a large number of people to the brand? More importantly, is this method of advertising ethical?

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The idea of delivering the most value for the consumer has evolved over the years. As we know, the best marketing strategy is cetera desunt for adaptive future-leader mindset that uncertainly evolved over decades. Companies began to use various promises in effort to persuade and attract customers. The fiercely increasing conditions of competition added the popularity of the concept of “brand” and “advertisement” by adopting the concept of neo-marketing and elaborate them with psychological terms. Albeit, all emotion influences consumers personal relationships, business choices, and buying decisions. The emotion itself has situational and reactive qualities, as well as satisfaction and expectations formed over lifetimes of experiences and interactions.

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