Singapore – Mediacorp has recently launched a new 3D anamorphic-ready LED screen on the façade of Chinatown Point in a bid to bring greater visibility for clients in terms of out-of-home (OOH) channels. Some of the company’s recently-signed clients include Temasek Foundation, Qatar Airways and KFC–and complemented greater customer visibility in time for the Mid-Autumn festival.
In a conversation with MARKETECH APAC, Sabrina Tan, head of industry solutions and OOH at Mediacorp explained that aside from leveraging their unparalleled reach as Singapore’s national media network, Mediacorp partners more than 3,000 brands each year to help reach their target audiences through their suite of video (both TV and digital), audio and branded content solutions.
“In keeping with our commitment to provide clients with the most comprehensive suite of transmedia advertising solutions, we also invest in our out-of-home (OOH) channels to complement our expansive reach, thus enabling advertisers to further amplify their video assets and reach more potential customers,” she said.
Sabrina also stated that they continue to witness robust demand for outdoor advertising, which remains a key growth segment for Mediacorp.
“OOH advertising allows brands to engage busy audiences on-the-go on a 24/7 basis, thus offering a unique value proposition that complements and boosts the reach of both traditional and digital media channels. This is especially pertinent in the context of Singapore, a busy and bustling city state where people are constantly on the move,” she said.
With that in mind, they see this as an opportunity to boost the reach of their clients’ campaigns on the ground, and have invested in some of the latest digital screen technology to help drive their campaign goals.
Aside from the recently-installed 3D anamorphic-ready LED screen at Chinatown Point, they also launched a new 37sqm-sized screen at Orchard Gateway Emerald mall, along Singapore’s prime shopping belt Orchard Road, another high-traffic location with an estimated monthly football of over two million.
When asked about particular OOH challenges in Singapore, she mentioned that a common challenge faced by advertising companies in many other countries, including Singapore, is the lack of a single currency to measure the efficacy of OOH advertising.
To overcome this, Sabrina said that they are focusing their efforts to partner with more data owners to provide them with the insights that would allow for more accurate audience targeting in their clients’ campaigns.
A recent example they had was when they partnered with automobile company BYD Singapore on a first-of-its-kind ‘10.10’ campaign to launch its luxury model Denza 9 at the Shangri-La Singapore hotel. To ensure the event could reach as many eyeballs as possible, they livestreamed the launch to Mediacorp’s three digital OOH screens at Bugis, Chinatown Point and Orchard Gateway Emerald, thereby extending the campaign’s reach far beyond the physical confines of the hotel’s ballroom.
“At the same time, we will continue working with our clients to develop more innovative and cost-effective campaigns that harness the power of Mediacorp’s omnichannel network, which includes our OOH platforms,” she concluded.
