Barani Media’s new audio billboard is displayed at the Parkroyal Hotel in Yangon, August 16, during a promotional seminar organised by the advertising firm. The bottom portion of the billboard was removed during last week’s seminar so the sign could fit inside the hotel. Pic: Future.com Advertising

A busy intersection in Sanchaung township is set to get Myanmar’s first talking billboard when a local advertising firm rolls out the giant electronic sign early next month.

The 15-by-20-foot billboard will be lit up from 8am to 9pm each day at Myaynigone junction by thousands of tiny bulbs that create a TV-like moving image, which will be accompanied by a built-in audio system just in case passers-by miss it’s glowing hulk of marketing finesse.

“The sound from the billboard can be heard 100 feet away,” says Daw Khin Moe Mar, general manager of Barani Media, which imported the advertising platform from China.

Already clients are clamouring for slots on the screen’s display schedule with about 100 companies queuing for spaces, including Kose cosmetics, Yess candy, Cherry Oo, Hi Tea and Java, said Daw Khin Moe Mar.

Spots are initially available in 10-second segments for K500 each.

“Companies must advertise at least six times (a day) for a minimum of 10 seconds each time. The most popular times are from eight to 10 in the morning and from three to seven in the evening,” says Daw Khin Moe Mar.
Images are provided through an LED (light electric diode) grid, although the system will be switched off from 12pm to 2pm each day when Barani Media believes there will be fewer pedestrians to appreciate it.

“It’s best seen from 100 feet away so that you get a clear picture,” says Daw Khin Moe Mar, pointing out that the billboard will be placed on poles 16 feet off the ground.

“We’re going to install it at Myaynigone junction opposite the Dagon Centre and the Gamone Pwint department store so that it can be seen from the corner of Dhammazedi Road.”

There will be a power meter attached to the billboard as well as a 15 KVA generator to keep the show running during blackouts.

While Barani Media promises there will be no high-pitched sounds to irritate pedestrians or shopkeepers – the planned location is relatively devoid of residential housing – the talking billboard could be sign of things to come for Yangonites. The company is planning to introduce another of the billboards in the downtown area within 3-6 months.

So far, local businesses have been receptive to the idea.

“It’s no problem for us if they install an advertising billboard nearby, and I don’t think it will disturb our business,” said Ma Nayzar of the Ma Khin Aye grocery store about 30 feet from the sign’s proposed location.

A saleswoman at the slightly closer Ice Berry café was a little more sceptical. “We can’t say what’s its going to be like,” she said. “At the moment we still can’t hear it.”