Kuala Lumpur: The arrival of vaccines has injected a sense of optimism among advertisers and consumers. Many countries across Asia have now relaxed movement restrictions and brands are looking at ways to become top-of-mind for consumers who will spend more time outside their homes.
A report was done by the Out of Home Advertising Association of America (OAAA) and The Harris Poll in their report “Consumer Insights & Intent: Q1 2021” states that “55% of consumers in big cities are noticing more Out-of-Home (OOH) messaging and signage, compared to the 41% of the general population, while OOH influences 34% of consumers purchasing decisions in big cities.”
While OOH media came to a standstill in terms of campaigns, the stakeholders on both the buy and sell sides have been equipping themselves with cutting edge audience-based planning and measurement tools.
The Outernet Marketing Innovation Group (OMIG) was formed earlier this year to bring together innovative brands to trial some of these technologies and establish best practices for the industry. The term Outernet has been coined to describe the engagement opportunity when consumers are outside their homes and not on their devices.
While the initiative was launched with eight regional brands, there are now more than 25 brands who have equipped themselves with best-in-class OOH media technology. Here’s why some of the newest added brand leaders decided to join this illustrious group.
Chow Tuck Mun, Head of Yoodo (Malaysia) “The Outernet technologies give digitally-driven brands like Yoodo the opportunity to seamlessly integrate their offline campaigns into online and to start including OOH into their campaign mix for highly effective omnichannel results”.
Saki Goh, General Manager Marketing, WIPRO (Malaysia) “Being at the forefront of innovative personal care products in Malaysia, we recognize the importance of being able to communicate with the right audiences. This has been traditionally hard to do with precision using offline media. However, the industry is now embracing measurement and buying automation and we look forward to shaping these capabilities.”
Yvonne Tey, Marketing Director, Lenovo (Singapore) “The timing is perfect for Outdoor to take its course. We use outdoor ads to encourage online searches which leads to customer engagement, interest, and loyalty. With outdoor’s data and tech advancement, we look forward to Outdoors enhanced capabilities and can’t wait to incorporate them into our campaigns.”
Ethel Yow, Marketing Manager, eRemit (Singapore) “We believe that Outernet is able to provide us with the insights we require for more efficient Out of Home planning and placements to reach out to our consumers.”
Rahul Mishra, Head of Marketing & Communications, Shemaroo (India) “Consumers these days are demanding for more personalization. It gets more challenging to capture their attention in the sea of ads they are exposed to in a day. The Outernet is a perfect opportunity for us to leverage technology and infrastructure, thus accelerating our adoption of contextual and dynamic campaigns.”
Durba Mandal, Head of OOH, Cheil (India) “Outernet is the key to establish an Ad-balance between Out-of-Home & Digital life that we lead in this fast-paced world.”
Aninda Gupta – Lead Marketing – Media, Digital & B2C Business, Saint-Gobain Gyproc India “Data-driven advertising is surely the focus of advertisers. While, traditional mediums like out-of-home (OOH) have seen slower adoption but putting data at the core of OOH will unlock new possibilities, making it more effective and efficient. It’s a natural evolution for the medium.”
Anggi Paramita, Head of Media, PT. Samsung Electronics (Indonesia) “With media saturation at an all-time high, marketers need to constantly challenge their assumptions and hypothesis. This means seeking out new data to understand the customer journey. With the rise of challenge in the digital platform (ad blocking, ad fraud, etc), a marketer is finding other ways to touch the relevant audience with relevant messaging.
OOH digital transformation, amplified by the advantages of the digital marketing funnelling will increase the effectiveness for advertisers in determining the target audience, the relevant location and relevant message.”
Jane Angeles, Head of Media Hub, Smart Communications, Inc. (Philippines) “The real magic happens when both offline and online tactics work together. We know that to build a long-lasting relationship with our audiences, we use offline to prime and online to scale up the relationship. We look forward to capitalising these potent technologies to run our campaigns at full scale.”
Creating Moments That Matter
Each OMIG member will get access to Moving Audiences, a location-based media platform that provides Planning, Buying, and Measurement automation. They will also benefit from regular sharing and brainstorming sessions with other members of the group.
Some of the innovative campaigns that will be executed using these emerging technologies will also be published to inspire more brands to make the most of the new outdoor audience engagement opportunities.
