Tag: OOH advertising

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.

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.

Singapore – Singaporean F&B tech startup Oddle has launched a new marketing campaign in collaboration with Stellar Ace as Media Partner, and OtterHalf, a fractional marketing agency.

The campaign aims to delight daily MRT commuters with exclusive dining deals, transforming their everyday journeys into culinary adventures through Oddle’s food discovery platform, Oddle Eats.

Targeting commuters at selected MRT stations, the adverts feature exclusive deals, including 1-for-1 promotions and up to 40% discounts at over 80 participating restaurants, which can be easily claimed by scanning QR codes on advertisement placements located at selected MRT stations along the North-South and Circle lines.

Inspired by Singaporeans’ love for food and deals, the campaign’s concept revolves around the convenience of accessing dining offers. Oddle and OtterHalf developed engaging, informative advertisements that highlight where to find these deals, making the advertisements relevant to daily commuters. Additionally, the campaign successfully achieved Stellar Ace’s goal of enhancing commuter’s lifestyles.

The campaign also features interactive elements to engage commuters. Digital screens showcase short videos of participating restaurants and the variety of cuisines available through Oddle Eats. All advertisements, including window and lift stickers, include QR codes leading directly to the Oddle Eats website that is accessible via the app, where commuters can browse and claim deals instantly.

Talking about the campaign, Wei Lin Tan, country manager of Oddle, said, “This campaign is incredibly exciting as it benefits both commuters and our restaurant partners. Commuters can easily access exclusive dining deals during their daily travels, while our restaurant partners gain increased visibility and customer engagement through this strategic partnership.”

Meanwhile, Cassandra Ong, founder of OtterHalf, commented, “Our initial concept played on the word ‘tap,’ highlighting that the best dining deals are just one tap away. During the review period, we decided to amplify the call-to-action to ensure that viewers clearly understand what they need to do to claim the deal.”

Jakarta, Indonesia – Out-of-home (OOH) advertising solutions provider EYE Indonesia today announced that it has adopted the Broadsign Platform to expand its capabilities for media buyers across the region. 

Part of the EMTEK Group since 2016, EYE Indonesia oversees the conglomerate’s OOH media division, offering customers a comprehensive range of OOH campaign options, including traditional and programmatic media placement on strategically located screens, as well as assistance with ad creative and tax permitting. 

By leveraging the Broadsign Platform, the company is able to deliver new capabilities for its media buyers, such as share of voice, impression-based buying, programmatic transactions, and more.

Among the EYE Indonesia OOH inventory powered by Broadsign is the company’s cutting-edge LED Videotron network, which is installed in high-traffic areas. From its urban centers to roadside installations, and screens in bustling public spaces, the network sets a new standard in outdoor advertising. 

Videotron’s vibrant, high-resolution displays give advertisers a powerful platform to showcase their brands, products, and messages. Using the Broadsign Platform, the Videotron network supports real-time updates and targeted content delivery, ensuring campaigns remain relevant and impactful. 

Recently, brand aggregator Tjufoo ran a successful campaign using EYE Indonesia’s Videotron network, generating significant engagement with consumers across Jakarta. Based on that campaign’s result, EYE Indonesia anticipates rolling out similar implementations for other brands in the region.

Livia Joehana, director at EYE Indonesia, said, “Our commitment to innovation, strategic partnerships, and personalized campaigns positions us as a trailblazer in the industry. Partnering with Broadsign has empowered us to deliver exceptional value to our advertisers, and we look forward to continued success together. We chose to partner with them due to their reputation for providing a comprehensive and reliable end-to-end solution. Our experience has exceeded expectations, with seamless ad management, real-time analytics, and a user-friendly interface.”

Meanwhile, Remi Roques, general manager for APAC at Broadsign, commented, “Indonesia is the fourth most populated country in the world, comprising hundreds of diverse communities that make for a truly unique advertising landscape. Digital out-of-home, in particular, is evolving rapidly in the region, driven by technology advancements that provide the ability to deliver personalised, contextual content, and this partnership will only help further the possibilities. We’re excited to be working with EYE Indonesia as it prepares for this next phase of growth and to ensure it has the flexibility and adaptability it needs to deliver new approaches to buying and securing OOH ad inventory so that clients can plan and execute more dynamic and impactful campaigns.”

Canada – While digital out-of-home (DOOH) has taken centre stage in recent years, static OOH continues to be in high demand. Currently, static OOH accounts for around 70% of the current OOH market inventory. This is according to the latest report from Broadsign, putting focus on critical insights into the current and future problems and possibilities in the OOH sector.

Even though static OOH has been successful in the digital age, most participants expressed that procedures for OOH are excessively complicated and hinder productivity. Only 17% of respondents said their teams ran well, and almost 50% said there was a serious need to improve workflow.

Additionally, 53% of respondents cited operational inefficiencies as a barrier to competition. According to participant input, improving OOH’s share of advertising revenue in the upcoming years will depend heavily on the modernization of static technologies and procedures.

Emerging technologies are opening up new prospects in the static OOH sector. These include automation tools, data, and analytics solutions. Interviewees for the report expressed a rising focus on data and analytics, along with real-time technology insights regarding inventory availability. 87% of respondents said their organisations would benefit significantly from adding greater automation to their processes.

When asked which trends or technologies they believed would have the biggest impact on the expansion of the industry going forward, 59% of respondents named data-driven targeting, and 47% named data measurement and attribution. 

The report’s participants prioritised sustainability, with many expressing their aim to implement more sustainable business practices in order to achieve carbon neutrality in the future. Approximately 64% of the participants had already pledged to decrease their carbon footprint, and 17% indicated that they intended to introduce sustainable practices. 

In terms of ongoing initiatives, 56% of participants were using energy-efficient LEDs for signage, 33% were using recycled materials, and 48% were recycling or donating vinyl after the campaign. 

More than 125 OOH professionals from 60 different companies throughout the world contributed to the report’s compilation. With screen counts ranging from a few hundred to thousands, organisations running hybrid static/digital networks accounted for almost two-thirds of the participants. 

Speaking about the report, Catherine Lee, Broadsign product marketing specialist, said, “Static is going to continue playing an essential role in the OOH market for the foreseeable future, but as more screens go digital, adapting with the times will be vital. To this end, there is more work to be done to automate the tools and processes used across the industry and reduce static OOH’s carbon footprint.” 

She added, “Our report findings not only reinforce these challenges, but point toward an optimistic future for the industry should it work together to evolve and overcome them. We’re excited to reveal our findings to the community and hope they’ll inspire conversions that drive change.”

India – Global technology company Lenovo has partnered with dentsu’s B2B marketing agency Merkle B2B and its out-of-home (OOH) specialist agency Posterscope India to launch its latest ‘Lenovo-F1’ campaign for Formula 1 fans in India.

Merging together both agencies’ specialties, the campaign featured 3D anamorphic billboards that were used to play visually stunning displays aimed at capturing the viewers’ attention and leaving a lasting impression.

The ‘Lenovo-F1’ campaign used exclusive and personalised digital screens strategically situated at prominent advertising locations such as Mumbai, Delhi, and Bangalore airports, which are major tech and business hubs.

Lenovo’s goal is to elevate the brand’s perception as a solutions and services provider, targeting IT decision-makers and tech optimists who are also Formula 1 fans. The eye-catching visuals spotlight the brand’s commitment to cutting-edge technology and underline its position as an innovation leader.

Having been chosen as Lenovo’s agency of record, Merkle B2B is overseeing the strategy, planning, and buying with a focus on data convergence, performance evaluation, and paid media.

Commenting on the campaign, Imtiyaz Vilatra, managing director at Posterscope India, said, “We are thrilled to introduce the Lenovo F1 campaign, highlighting the brand’s unwavering dedication to innovation while establishing a fresh standard for imaginative and strategic outdoor advertising. Through this campaign, our goal is to inspire individuals to effortlessly forge, unite, and cooperate in an increasingly digitalized world.”

Anubhav Tyagi, client partner at Merkle B2B India, also commented, “This activation perfectly aligns with our network’s core values of forward-thinking and innovation. What makes this even more special is the innovative technology that has been used to highlight the collaboration of two brands—Lenovo and F1, both of which are at the forefront of technology and innovation!”

Malaysia – Moving Walls, a global outdoor advertising enterprise software provider, has entered into a partnership with Adsmovil, a Media Tech company that offers advertisers an audience-first platform for programmatic buying for the Hispanic market in the United States, Latin America, Spain, Portugal, France and Turkey.

Through this partnership, Adsmovil OOH, a specialized entity, has launched an OOH tech solution that is powered by Moving Walls. The solution includes fully customized buy-side and supply-side tools that bring advanced OOH inventory and campaign management tools to Latin American markets.

Several media agencies, advertisers, and media owners in the region have already started using the software, which comes with an integrated OOH audience measurement solution. The Adsmovil OOH team have already deployed the technology with monthly impressions available across screens in Brazil, Colombia, Chile, Mexico, and Peru with other markets to follow. 

According to Statista, OOH budgets in Latin America will grow from $960m in 2021 to $1.47b by 2024. Meanwhile, eMarketer also notes that Latin America will outpace the world in digital advertising spending growth – 14% vs the 10.5% global average. 

According to Alberto Pardo (“Banano”), Founder and CEO of Adsmovil, “Latin America is not just one population, but 32 entirely different realities. We chose to partner with Moving Walls so that we could create a customized solution to address these local differences.”

Srikanth Ramachandran, Founder and Group CEO of Moving Walls, added that such a partnership is ideal to scale quickly in a new region. “Adsmovil is already the leading digital advertising solution provider in this region. With this partnership, automated OOH advertising will compliment their Connected TV solution, which is seeing great adoption.”