In an increasingly fragmented channel landscape, digital out-of-home advertising (DOOH) is helping brands reach more customers than ever before. 

Unlike online or mobile advertising channels that are often limited by ‘one-to-one’ devices and mediums, DOOH is a one-to-many medium and has the ability to reach bigger and often captive audiences; and unlike traditional OOH advertising like static billboards and banners, DOOH formats are flexible and dynamic, allowing advertisers to change and optimise their ads in real time. 

These advantages have led to DOOH becoming the fastest growing advertising channel in 2023, outpacing all other media channels in ad spend – a trend that is likely to persist as AI technologies continue to be integrated into the ecosystem. AI is now being used to improve every aspect of DOOH advertising, from targeting and personalisation to creative development and measurement. 

DOOH is raising the bar

DOOH ads are an increasingly invaluable tool for advertisers who want to reach a large audience, leverage data to target intelligently, and deliver engaging content. 

Not only can they be placed in high-traffic areas such as highways, airports, and shopping malls, but they can also be targeted to specific demographics, such as age, gender or by audience groups (e.g.commuters or families), and interests by integrating data from mobile devices and other sources. A DOOH ad for a new clothing store, for example, could be targeted to people who have recently visited a clothing store website or by store proximity to drive footfall to a store opening. DOOH placements can also be bought and sold programmatically, which can be particularly powerful when paired with strategies like geofencing, where relevant ads are programmed to show up as a user enters a particular geographical area.

DOOH ads are also more engaging than traditional OOH ads, such as static billboards. Interactive DOOH ads, for example, allow viewers to engage by using touch screens, gesture recognition, or other technologies. The most interesting juxtaposition of traditional, digital and experiential has been the integration of cutting-edge technology like Augmented Reality, 3D ads, live streaming and gaming tech with billboards. 

But it’s not just advertisers – DOOH are winning consumers over too. Research shows that a majority of global consumers (70%) believe DOOH “feels really current” and find it to be a useful format for learning more about products or brands, with 72% describing it as “very” or “quite” informative. A majority also find DOOH ads to be more memorable and trustworthy when compared to social media or online video formats. These favourable perceptions, coupled with the creative and measurement advantages that DOOH offers has made it an essential channel while crafting an omnichannel strategy..

AI is taking DOOH to the next level 

With the inclusion of AI, DOOH advertising is becoming more experiential, dynamic and personalised than ever before. Ads can now be tailored to not only the specific demographics and interests of the people who are viewing them, but their emotions, facial expressions and even the environment they’re in by integrating with facial recognition, geolocation, and other data-driven technologies. 

AI can also be used to optimise DOOH ad campaigns in real-time, based on factors such as weather, traffic, and even the mood of the audience. The result is not only more effective but memorable advertising. We’ve seen this materialise in pDOOH campaigns done by brands such as Air Asia, in Malaysia, and AQUA in Indonesia. 

More recently, giga!, a Singapore-based mobile service provider, integrated pDOOH into its marketing strategy. The advertisements dynamically transitioned between ‘sunny’ and ‘rainy’ versions based on real-time weather conditions in Singapore. When it rained in any part of the island, customers were able to redeem free data. This innovative approach was an extension of the brand’s successful “Feeling Good” four-year anniversary campaign, allowing customers to share new mobile lines with their loved ones for just SGD$1, as detailed in the official brand statement. Notably, the pDOOH campaign was strategically rolled out across prominent locations in Singapore, including One Raffles Place, Raffles City, 313 Somerset, and Bugis Street. Additionally, dOOH posters were also strategically placed at bus stops islandwide to maximise incremental reach and uplift brand image. 

Unlocking efficiencies for advertisers

AI has the potential to greatly improve the effectiveness of DOOH advertising. Unlike traditional OOH, DOOH can help advertisers track the number of people who see an ad or take an action after through mobile beacons, QR codes and geolocation technologies for example. AI technology can further supercharge DOOH measurement and targeting through its ability to build a probabilistic model of who has seen the ad. 

By taking into account a variety of factors, such as the location of the ad, time of day, and type of device being used, this model can help predict which people are most likely to have seen the ad. This information can then be used to target and amplify future ad campaigns more effectively. The use of AI also opens doors to more engaging campaigns by integrating with innovations like eye tracking technologies, for example, that can measure where people look when they see a DOOH ad and how long they look at it for. It can also help unlock efficiencies by automating tasks like testing and optimising creatives in real time. 

As AI technologies continue to evolve and improve, brands will continue to gain from the ability to innovate, track and optimise their DOOH advertising. It’s the ambitions of the AI-focused businesses being formed today that will likely drive this growth in the years to come. And with Southeast Asia currently a hotbed for AI innovation, brands and businesses in the region have everything to gain from this shift.

This article is written by Divya Acharya, Vice President, Solutions Design & Development & Marketing Science, APAC, at GroupM Nexus

The insight is published as part of MARKETECH APAC’s thought leadership series under What’s NEXT 2023-2024What’s NEXT 2023-2024 is a multi-platform industry initiative which features marketing and industry leaders in APAC sharing their marketing insights and predictions for the upcoming year.

UAE – Location Media Xchange (LMX), the enterprise software provider for out-of-home (OOH) media owners, has announced its partnership with UAE-based digital-out-of-home (DOOH) advertising company BackLite Media to offer advertisers access to a more expanded inventory.

Through this collaboration, advertisers can leverage BackLite Media’s comprehensive DOOH inventory while also capitalising on the benefits of programmatic buying and the streamlined workflow integration of LMX.

BackLite Media offers premium DOOH media opportunities across a wide range of settings in Dubai and Abu Dhabi, including bustling highways like Sheikh Zayed Road and upscale malls and destinations.

LMX will seamlessly connect its supply-side platform (SSP) into BackLite Media’s dynamic DOOH inventory to give advertisers streamlined access to an extensive audience across the UAE.

With the integration of both platforms, advertisers can now seamlessly tap into this extensive inventory through their DSPs with a variety of programmatic buying options, including open auction, programmatic guaranteed, and private marketplace deals.

BackLite Media and Moving Walls herald a new chapter in programmatic OOH media evolution in the UAE. As the partnership gains momentum, it stands poised to contribute to the continued evolution of programmatic advertising in the UAE market.

Sean Gadsby, head of programmatic at BackLite Media, said, “This new partnership has further opened up our Programmatic inventory to the rest of the world. With over 200+ screens available in our Programmatic network and more significant expansion planned for 2024, it is the ideal time to partner with Moving Walls. Moving Walls has a depth of experience in the Programmatic DOOH space, and we look forward to working closely with them to develop the market here in the UAE.”

He added, “I have met with Srikanth and the wider team at multiple industry gatherings across the globe, and we are delighted to finally make our partnership official. The future looks bright for Programmatic DOOH in our region.”

Commenting on the partnership, Srikanth Ramachandran, founder and group CEO at Moving Walls, also shared, “BackLite is well known as one of the most premium DOOH providers not just in the region but globally. This partnership makes it easier for global and regional advertisers to advertise on some of their iconic media assets in the UAE.”  

Kuala Lumpur, Malaysia – Locations Media Xchange (LMX), an enterprise software provider for out-of-home (OOH) media owners, announced its integration with Xibo’s SSP Connector, empowering Xibo users to access and execute advertising demand directly from the LMX platform.

This integration bridges the gap between Xibo and LMX, enabling Xibo users to access advertising demand from the LMX platform and streamline the supply path for advertisers, ensuring greater transparency and efficiency on a global scale.

Moreover, the integration also marks a step forward in enhancing monetization capabilities for Xibo users while providing advertisers with a direct route to a diverse and comprehensive digital signage network.

Talking about the integration, Srikanth Ramachandran, CEO of the Moving Walls Group, said, “With this integration, Xibo users gain direct access to our expansive advertising demand network. We are excited to offer this opportunity to Xibo users, allowing them to tap into premium advertising demand effortlessly.”

Meanwhile, Dan Garner, director of engineering at Xibo Signage, commented, “We are delighted to add LMX by Moving Walls as a partner via our SSP connector; representing an exciting opportunity for Xibo networks in the region to unlock the power of programmatic DOOH.”

With this integration in mind, LMX and Xibo Signage said in a press release that they will continue in their goal to enrich the capabilities and opportunities available to digital signage networks, to ensure that both advertisers and media owners can seamlessly and efficiently connect within the evolving digital out-of-home landscape.

Singapore – Moving Walls, the out-of-home (OOH) media enterprise software provider, has announced its partnership with Place Exchange, a programmatic OOH media supply side platform (SSP), to provide businesses with seamless access to a vast network of digital OOH inventory.

The new partnership will allow Moving Walls OOH’s software users to access Place Exchange’s expansive network for digital OOH inventory.

Moving Walls’ buy-side OOH planning and buying software is used by brands and partners across multiple regional marketing hubs like Singapore, Japan, India, Latin America, and the Middle East that utilise DOOH for their marketing campaigns.

And with this partnership, Place Exchange’s inventory of over a million DOOH displays from leading OOH media partners around the globe will be available on Moving Walls’ buying platform.

This gives marketers seamless access to a diverse range of venues and formats, including roadside and city centre billboards, street furniture, transit hubs, retail locations, entertainment venues, and more, helping them get a consolidated view of campaign planning and measurement.

Srikanth Ramachandran, founder and group CEO at Moving Walls, said, “This type of partnership goes a long way to removing the friction of executing truly global DOOH campaigns.”

“Many of our buy-side partners are used to running multi-market advertising campaigns, and DOOH remains the most impactful way of driving reach in a new market. With Place Exchange, our partners can now extend these campaigns into some of the most advanced DOOH markets,” he added.

Commenting on the partnership, Ari Buchalter, CEO at Place Exchange, also shared, “We’re thrilled to introduce Place Exchange’s premium inventory to Moving Walls users and give our supply partners the opportunity to engage with more international advertisers.”

He added, “DOOH is a unique medium with sophisticated audience targeting and performance measurement capabilities on par with other digital channels, and we are excited to unlock these capabilities in new markets for global activations.”

Sydney, Australia – Global digital out-of-home (OOH) marketplace VIOOH has announced new hires for its newly created commercial roles in Australia and New Zealand, with Ryan Sullivan as partnerships director and Mitchell Hodges as technical solutions manager

The announcement comes as VIOOH prepares to release its third annual “State of the Nation” for programmatic DOOH report for the Australian market. 

In his new role, Sullivan will be responsible for taking the management of existing media owners forward, supporting them to transform their businesses through programmatic selling. 

Sullivan joins VIOOH from Bench Media, an independent programmatic media agency in Australia. He is also one of Australia’s earliest advocates of programmatic DOOH and brings with him extensive programmatic experience to VIOOH, having worked with numerous brands and agencies over the years, helping to develop their internal programmatic capabilities. 

Meanwhile, Hodges brings with him valuable experience and will provide crucial support for media owners by guiding technical implementation and spearheading revenue growth and partner education.

Prior to his appointment, he was with Yahoo DSP, where he drove omnichannel campaign success and product development across prDOOH, CTV, Video, Audio and Native. Hodges was instrumental in the recent successes in prDOOH from Tourism Tasmania and SIXT Auto Club Membership.

The new hires are a first for the OOH marketplace in the ANZ region, with both positions based in Sydney. They will sit within the commercial team led by Gavin Wilson, global chief customer and revenue officer at VIOOH. 

Currently, VIOOH’s platform has over 40 DSP partnership agreements globally, including live integrations in the ANZ market with CAASie, Google DV360, Hivestack, Lemma, The Trade Desk, Vistar Media and Yahoo DSP, and is the exclusive SSP for JCDecaux Australia and New Zealand, as well as offering programmatic inventory for multiple media owners including Tonic Media Network.

The OOH marketplace is also set to make additional hires in Australia in the coming months to further develop the demand side and ensure operational excellence. 

Speaking on the announcement, Wilson said, “We’re excited about the potential that programmatic digital out of home inventory can deliver to brands and media owners, and these local hires are an indication of the opportunity we see for VIOOH in the ANZ region. We’re seeing positive year-on-year growth in the region, and having resources locally on the ground will drive relationships and trust, and we fully expect revenue to be enhanced as a result.” 

Also commenting on the hires, Jean-Christophe Conti, CEO at VIOOH, said, “Our ambition is to change the conversation about out of home, with a platform to help accelerate transformation in outdoor advertising through automation. VIOOH offers advertisers a more flexible and impactful way to connect with audiences, and provides media owners with the opportunity to access digital budgets and new customers. With programmatic DOOH becoming more mainstream and a must-have on every media plan, I hope ANZ advertisers and media owners alike will maximise this new opportunity to thrive.” 

Singapore – Vividthree Holdings, a digital content production company, announced that it has signed a memorandum of undertaking (MoU) with ZKDigimax (ZKDM), a joint venture between ZKTeco and DMMX, to deliver a complete and holistic DOOH media experience for both their existing and potential clients. 

Through this strategic collaboration, both Vividthree and ZKDM can leverage their companies’ expertise in order to improve their resources and boost overall efficiency for mutual benefit. Additionally, this partnership opens up new platforms for collaboration with location owners, paving the way to explore DOOH as a revenue center. 

Vividthree will gain exclusive rights to offer DOOH hardware, a content management system, and cutting-edge AI technology from ZKDM to be marketed across both Vividthree’s new and existing clients. 

Meanwhile, ZKDM will refer content creation requirements exclusively to Vividthree, leveraging the company’s expertise in visual effects and content creation. 

With the union of  ZKDM’s market-leading position in the provision of smart OOH hardware applications such as AI-powered digital signage, LED wall displays, transparent LED screens, etc., and Vividthree’s strong track record in creating effective and impactful DOOH campaigns, the companies ensure their clients an all-round DOOH media experience that will effectively meet their advertising goals. 

The MOU encompasses a 12-month exclusive relationship between both parties in Singapore and Malaysia. 

According to Jonathan Zhang, chief executive officer of Vividthree, “This collaboration brings together the formidable strengths of ZKDM, a renowned total technology solution provider, and Vividthree, an influential digital content production powerhouse. Through this strategic alliance, we are not only equipped to offer cutting-edge hardware and software solutions but also possess the prowess in content creation. As a result, our partnership emerges as an end-to-end advertising solutions provider, catering to every aspect of our clients’ needs.”

Zhang added, “Our combined efforts empower us to present an all-encompassing DOOH media solution, allowing our clients to realize their advertising goals through seamless and immersive entertainment experiences. Together, we envision a future of innovation and transformation, shaping the trajectory of this dynamic industry.” 

Meanwhile, Supardi Tan, chief executive officer of ZKDigimax also commented on the partnership saying, “Prepare to witness a revolutionary leap in the industry as ZKDM and Vividthree unite their unparalleled expertise. This partnership brings together the dynamic capabilities of ZKDM as a total technology solution provider and the creative prowess of Vividthree in the digital content industry. As a result of this formidable collaboration, we now stand as a comprehensive end-to-end advertising solution provider, offering a perfect fusion of cutting-edge hardware, advanced software, and captivating content creation. But our impact doesn’t stop there.” 

Tan added, “This partnership introduces a groundbreaking approach to advertising, seamlessly integrating content with technology to create an entirely new realm of customer experience and engagement. Together, we embark on an exciting journey to redefine the boundaries of what’s possible in the world of advertising and leave an indelible mark on the industry landscape.” 

The importance of DOOH campaigns for fast-food chains cannot be understated, especially in an era where digital media consumption is high. With DOOH, brands can strategically target specific demographics and geographical areas, maximizing the impact of their marketing efforts. 

The ability to leverage location-based data allows fast-food chains to deliver contextually relevant content to consumers, ensuring that their messages resonate with the right audience at the right time. 

Moreover, the integration of DOOH campaigns with mobile and social media platforms enables seamless cross-channel marketing, further enhancing brand visibility and amplifying the reach of their promotional content.

In this latest case study, we take a look at how McDonald’s, one of the biggest fast-food chains in the world, utilised DOOH campaigns in partnership with Moving Walls to entice users to their menu, programmed carefully to match the real-time weather conditions in the Philippines.

The Challenge

Popular fast-food chain McDonald’s aimed at launching a new campaign where special “Crave and Claim Deals” would be made available on their mobile app based on real-time weather conditions. This was being done to help their customers keep cool as The Philippines was about to enter hotter days. The brand wanted to communicate these offers through multiple channels but still be able to reveal them only based on changing conditions.

The Objective

The promotion would already be running on the McDonald’s Mobile App tailored to the user’s local weather. The objective of the campaign was to drive users to check for these offers and utilize them.

The Solution

The out-of-home (OOH) media channel was seen as the ideal mass-reach medium to communicate these offers and influence users to check for the offers.  The brand and their agency partnered with us, Moving Walls Philippines, to leverage Programmatic Digital OOH (DOOH) and be able to serve dynamic creatives based on live temperature changes so that consumers could “Beat the Heat”. Programmatic DOOH was also ideal for such a campaign as the deal period was only a few days.

Moreover, the campaign required a few things to align – live local weather, multiple deal creatives, and multiple screens across 7 locations. The campaign was run through Moving Audiences (MAX) platform and we connected to open weather feeds and created custom ad-serving rules.

The Results

The integration of DOOH, the brand app, and digital ads with real-time weather data had a significant impact on McDonald’s “Crave and Claim Deals”. The campaign achieved close to One Million impressions in just 10 days. Due to in-campaign optimization, the campaign also delivered 152% additional measured impressions vs the initial forecast.

In addition, the programmatic DOOH campaign leveraged the powerful capabilities of the MAX platform for precise audience targeting and strategic planning. By utilizing MAX, the campaign successfully reached a predominantly adult audience, with a slight skew toward male viewers. This data-driven approach ensured that the campaign’s content resonated effectively with the desired consumer demographic, maximizing the impact and relevance of the campaign.

Lastly, the campaign demonstrated a 9% lift in the audience exposed to the ad visiting McDonald’s establishments during the campaign. This was measured by observing DOOH-exposed mobile devices that were also seen at McDonald’s establishments.

With pandemic restrictions now easing out, brands have been reevaluating their marketing strategies and exploring new avenues to engage with consumers. One approach that has gained significant traction is the utilisation of outdoor campaigns. With people eager to venture out and reconnect with the world, outdoor advertising provides a unique opportunity for brands to capture attention, build brand awareness, and foster meaningful connections.

Moreover, these outdoor campaigns have made brands recognise the value of reconnecting with consumers in the physical realm. By immersing consumers in their brand story and providing opportunities for participation, brands can forge emotional connections that extend beyond a mere advertising message.

This is especially true for campaigns related to tourism, more relevant with regions easing up borders to boost local tourism. And for low-cost airline AirAsia, it tapped into the wide reach of programmatic DOOH to promote its 7 million free seats campaign, launched in celebration 700 million passengers flown in conjunction with the airline’s 21-year anniversary.

In partnership with Moving Walls, AirAsia has forged its strategy and direction for this DOOH endeavour and successfully placed itself in front of consumers – at the right place and time.

The Challenge

As a low-cost airline, AirAsia wants to entice itching travellers to grab seats to local, ASEAN and further destinations around the world. The challenge was how should AirAsia rise to the challenge of creating awareness about its 7 million free seats promo to its specific target audiences.

The Objective

AirAsia aimed to launch an innovative programmatic DOOH campaign to drive awareness and drive bookings for its 7 million free seats promo. The objective was to engage audiences uniquely and leave a lasting impression that would lead to a significant increase in bookings for the promotion.

The Solution

AirAsia leveraged a programmatic DOOH campaign to promote its 7 Million free seats promotion, by targeting high-traffic locations frequented by its key audience segments. The campaign utilized dynamic countdown creatives that displayed the number of remaining free seats for the promotion, creating a sense of urgency and encouraging viewers to take immediate action.

The dynamic countdown creatives were designed in a visually appealing manner to attract viewers’ attention and encourage them to engage with the ad. The creatives were optimised for each location, taking into account the audience’s demographics and behaviours in that particular area.

The programmatic DOOH platform used real-time data to target audiences at the right time and place, ensuring maximum impact and relevance.

The Results

The mega sale campaign by AirAsia delivered exceptional results, leaving a significant impact on the company’s bottom line. The campaign reached over 4.10 Million people and exceeded our initial expectations with a unique reach of 500K. Real-time optimization helped us achieve a lower cost per thousand impressions of RM36, making the campaign both cost-effective and high-value.

By leveraging the programmatic DOOH campaign through Moving Wall’s Moving Audiences platform, they delivered the right content to the right audience at the right place and time. This dynamic creative strategy has helped AirAsia stand out in a cluttered and competitive market and generated high levels of engagement. As a result, the free seats offered were snapped up in just a few days, making AirAsia top of mind for travellers planning their year-end holiday.

The campaign’s effectiveness not only increased bookings and revenue but also demonstrated the power of combining creativity and DOOH for strong outcomes in a short period. The success of this strategic approach showcases the importance of leveraging Programmatic DOOH to create dynamic and effective advertising campaigns.

With full-fledged outdoor engagement now back on track, out-of-home advertising has also seen itself resurrected. Brands are once again going ‘outside’ after an endured period of highly-digitised communication with consumers. After all, brands need to be where consumers are, and in this post-pandemic period, they are out and about, ever so ready to unleash their pent-up social energy. 

In Indonesia, we see the realisation of this through a local bottled mineral water brand, AQUA. 

The brand, just like many, has once again activated the playbook on programmatic DOOH and, just recently, situated itself in attention-grabbing events such as the Citayam Fashion Week, to bolster its visibility to audiences and solidify the brand as a wellness brand. 

Tapping the DOOH strategy anew is only one step ahead; as brands, such as AQUA, rediscover their footing in outdoor promotions, they would need targeted and strategic data to know where to place and manoeuvre their DOOH ads. 

In its partnership with media technology company Moving Walls, the AQUA brand, in a previous campaign, forged its strategy and direction for its DOOH endeavour, successfully placing itself in front of consumers – at the right place and time.

The Challenge

AQUA, the leading bottled mineral water producer in Indonesia, wanted to promote hydration and position itself as a wellness brand. The challenge was also to stand out during the Citayam fashion week by captivating street fashion enthusiasts and creating effective brand awareness.

The Objective

AQUA came up with the hashtag #AQUADULU meaning ‘Water First’ which they thought will catch on with millennials. They used it to maximize brand awareness in a highly personalized manner by promoting their bottled water while calling on audiences to stay hydrated outdoors during the Citayam fashion show.

The Solution

AQUA supercharged its on-ground marketing by adding a programmatic digital out-of-home (DOOH) campaign featuring the captivating tagline #AQUADULU. The campaign used dynamic content tailored to real-time weather conditions, ranging from sunny skies to unpredictable weather patterns, making it a true standout in the advertising world. 

AQUA capitalized on Citayam Fashion Week, an impromptu street fashion event popular among Jakarta millennials by promoting their messages on a moving LED truck. By solely exposing the audience to the LED-powered truck, AQUA effectively captured their attention and engaged them with the campaign.

Utilizing data from the Moving Audiences DOOH platform, key locations for AQUA were identified, and a truck fitted with an LED screen was deployed to circulate those localities. The truck showcased dynamic, contextually relevant creatives, tailored to the temperature of each location, accompanied by a QR code for audiences to scan. To further maximize the campaign’s programmatic capabilities, activations occurred only when reached 30 degrees Celsius.

The Results

AQUA’s digital out-of-home (DOOH) campaign was executed over a month and proved to be a great success in Indonesia. The campaign was able to reach over 1 million unique individuals and delivered 2 million impressions throughout its route. The campaign reached the desired demographic, with over 50 per cent of those in the vicinity of the campaign belonging to the 18 to 34 age group.

The campaign effectively utilized dynamic creatives for DOOH, with the sunny creative being displayed more frequently during the campaign period (13/06/2022 – 12/07/2022), owing to the weather conditions being predominantly sunny with low rainfall during the times when the content was being showcased (noon and morning). The creatives were thoughtfully designed with a more simplistic approach to favour sunny content, resulting in a higher playtime for these creatives.

Singapore – Digital media platform in SEA, RICE Media, has partnered with Falcon Media, an Out-Of-Home (OOH) media company specialising in large format outdoor advertising billboards across Singapore, with the aim to display its impactful storytelling and insightful journalism in a much wider reach across Singapore. 

Through the partnership, RICE Media will be showcasing its video content on multiple digital screens outdoors, including Fortune Centre, Wilkie Edge, and Sim Lim Tower, as well as KINEX. It will be rotating its slate of video content on Falcon Media’s digital billboards for a period of one year. The campaign kicks off with a story about Ammar, a Singaporean dancer, filmmaker, and actor, whose deafness never got in the way of his dreams. 

Moreover, the partnership provides opportunities for the Singaporean publication to establish its commitment to telling stories, perspectives and insights from across SEA. It is also Falcon Media’s first-ever partnership with a publication. 

Khai Asyraf, RICE Media’s managing director, initiated the collaboration to offer RICE’s partners a 360-marketing solution by utilising multiple channels and touchpoints beyond the online realm. He noted that in this ever-changing digital era, strategic partnerships are essential for media companies to attain sustainable growth. 

“With this partnership in place, RICE wants to uphold our brand credibility while maintaining our edge and competitiveness in the media market. Falcon Media has enabled and accelerated this mission as we pursue audience growth and expansion across Southeast Asia,” said Asyraf. 

Meanwhile, Bernice Heng, Falcon Media’s managing director, commented that she is excited to kick off the partnership after finding immense synergy and potential in working with RICE.

“With RICE Media’s content creation offerings and digital media advertising options, they are an excellent fit for us to delve into the online realm. This partnership offers our clients the ability to reach out to their audience outdoors on both a macro and personal level,” said Heng.

In July 2022, RICE Media, has announced two leadership promotions, which include Asyraf, former client services director, being its new managing director, and Ilyas Sholihyn, former branded content strategist, being its new editor-in-chief.