As the advertising landscape continues to evolve, with new formats and media constantly emerging, out-of-home (OOH) advertising remains a key player. In a world now dominated by small screens, there is something unique in large panels planted in real-world environments, creating distinct connections with their beholder.
The widespread digitalisation adds to OOH’s powerful position, with its messaging being infused with transformative technology and new levels of creativity. With the revolution of OOH, messages have a new way to captivate and resonate with audiences.
At a time of transformation in the industry, Target Media, an OOH media platform owner, has appointed Daniel Ng as chief revenue officer.
In an exclusive interview with MARKETECH APAC, Daniel delves into his strategies to harness the power of OOH advertising while unlocking opportunities for innovation through his new role.
Prioritising data-driven innovation
At Target Media, Daniel is focusing on data-driven innovation while emphasising its potency in the industry.
“Today, OOH is more than just placements—it’s a powerful medium that combines measurable outcomes with a real-world presence that audiences can see and trust,” Daniel said.
Building on the impact of OOH’s tangible presence, he plans to supercharge it with data and technology as his primary focus.
“By integrating audience insights, we can offer brands precision targeting and measurable ROI. This is paired with the physical visibility of OOH campaigns, which creates an undeniable and lasting impression.”
Through the physical presence of campaigns, Target Media is helping its clients forge deeper connections with audiences. Additionally, Daniel plans to diversify revenue streams through new advertising formats, cross-platform integrations, and creating partnerships.
As a leader in the company, Daniel also aims to strengthen his team, equipping them with skills to perform well and collaborate with creativity, resulting in client satisfaction.
“These strategies emphasize OOH’s distinct strength: it is both measurable through data and visible in real life, making it a uniquely powerful medium to deliver results and build trust,” he said.
Diving into OOH advertising
In his new role at Target Media, Daniel is undoubtedly taking the plunge into OOH advertising. In fact, this advertising medium and its implications are why he chose to join the company.
“What drew me most was Target Media’s unique ability to combine the tangible presence of OOH advertising with the precision of data-driven insights. Unlike purely digital formats where audiences may question the validity of metrics or feel disconnected from the message, OOH advertising is real, visible, and seamlessly embedded into people’s environments. This creates a sense of authenticity and trust for both brands and audiences,” Daniel said.
Target Media is among the leading agencies focusing OOH advertising in Singapore, with its extensive coverage of digital screens. With this, Daniel saw an opportunity, allowing him to join a company that nurtures a strong connection with the community while pushing for innovation.
“I was inspired by the chance to lead a team that bridges the gap between brands and Singapore’s heartland communities, creating value for both sides. Target Media’s vision is not just to be a media provider but to become an integral part of people’s everyday lives by delivering relevant, impactful, and tangible content,” he said.
Previously, Daniel was head of growth at Grey Group, spending more than two years in the marketing agency. In his transition from Grey, he is bringing over his learnings to Target Media,
“At Grey Group, I learned that growth is not just about acquiring new business but about building sustainable partnerships and delivering long-term value,” he said.
“Putting the client’s objectives at the heart of every decision leads to not just retention but advocacy. At Target Media, I’ll ensure that every solution we deliver is tailored to meet the unique needs of our clients while demonstrating the real-world presence of OOH campaigns,” he added.
Daniel also highlighted the importance of staying relevant through being agile, alluding to the need to infuse physical advertisements with digital features.
“I plan to embed this mindset within the team at Target Media to continuously evolve our offerings while leveraging OOH’s ability to blend physical and digital strengths,” Daniel said.
“These learnings will guide how I lead the team and craft strategies that deliver impactful and visibly effective results for our clients and Target Media,” he added.
Staying on top of trends, challenges
Amidst the dynamic advertising industry, Daniel cements his goal of combining OOH with digital to deal with competition.
“Consumers today engage with multiple touchpoints. By integrating digital technology into our OOH offerings—such as programmatic buying and interactive content—we can create holistic, multi-channel campaigns that drive stronger engagement while showcasing OOH’s tangible presence,” he explained.
“Unlike purely digital formats where ads may feel fleeting or invisible, OOH has a clear and undeniable physical presence that audiences see and interact with every day. This is a strength we will emphasize to build trust and drive engagement,” he added.
With his aim to build trust, Daniel also plans to meet the demand for transparency. By adopting advanced metrics and tools, he aims to show measurable outcomes to advertisers for accountability.
Daniel also considers sustainability initiatives in advertising and the trend of leveraging AI-driven insights, tapping into them to adapt.
“Navigating challenges is about seeing them as opportunities to innovate, adapt, and lead in the OOH space while showcasing the medium’s real-world impact.”
Glimpse into OOH advertising future
Revolutionising the OOH industry is not simple, but already, current advertising trends are shaping its future. For media practitioners such as Daniel, there are many things to look forward to.
“The future of OOH advertising is incredibly exciting—it’s a medium that is transforming into an integral part of smart cities and connected ecosystems,” he said.
“OOH is becoming smarter, with the ability to serve hyper-targeted messages based on real-time data like footfall, demographics, and even weather conditions. Target Media’s use of precise audience data based on residency enhances the power of our physical screens.”
It is not just the trends that lead to a brighter future for OOH, but the practitioners and agencies behind it.
“At Target Media, I want to lead the charge in shaping this future by embracing technology, pushing creative boundaries, and building campaigns that are not only impactful but also physically visible and meaningful for audiences. My role is to help brands harness the unique power of OOH to build connections that last while delivering value to the communities we serve.”
By embracing data-driven innovation with his team, Daniel aims to propel into a future where OOH becomes even more impactful. As the OOH landscape continues to evolve, Daniel’s vision for measurable, powerful, and real-world activations will be crucial in fostering meaningful connections between brands and their audiences, adapting to any change.
