OOH Media of the Year 2014

It has been nimble, innovative and resilient in a digital era, which is why the out-of-home medium remains a key part of the marketing mix, and one exciting space to watch. In this report, we see how marketers have ranked their preferred OOH media partner.

1. JCDecaux

JCDecaux grabs top spot in the 2014 OOH Media of the Year once again. In the past year, the company has invested several million dollars in new digital media landmarks, interactive platforms and enhancing its current sites. For example, digital towers have been installed at Changi Airport Terminal 1 equipped with programmable screen rotation. It also launched a new interactive media platform at ION Orchard which features a range of capabilities such as augmented reality, touchscreen and kinect and is equipped with social media connection. Its billboards in Chinatown have been rebuilt and increased by 70%. JCDecaux also commissioned a market study of 500 respondents about the effectiveness of billboard advertising. As for new senior hires, it appointed Evlyn Yang as its deputy managing director.

Previously, Yang worked at the company from 1996 to 2011. Her previous role in the company was general manager, leading the sales team. It also appointed Nicolas Dupuit technical director responsible for the Singapore operations. Key campaigns run in the past year included those by long-term clients Chanel, Dior, Estée Lauder, AMEX, Inter Parfums, Nissan, Burberry, LVMH and Marina Bay Sands. Lipton ran its first interactive campaign at the new Interact@ION.

Tissot executed its fi rst real-time digital clock on the digital 70-inch screen network across all three terminals at Changi Airport to reinforce its positioning as the official timekeeper at the 2014 Asian Games. Tiger Beer launched its island-wide “Uncage” campaign at 43 Keppel, the landmark billboard along Keppel Road and was the first advertiser to launch at the all-new Baggage Claim Impact Wall at Changi Airport Terminal 2. Air Asia also used Cathay Cineleisure Orchard’s external facade to target the new budget airline’s travelling demographic. “Our continued objective is to improve our media offer wherever practicable and deliver better value to advertisers,” said a JCDecaux spokesperson.

2. Clear Channel

Clear Channel does well this year taking second spot once again. This year saw a change of leadership at the company, with CEO Adam Butterworth exiting and sales and marketing director Kelly Khoo taking over the reins as the new CEO. The company has also seen many new developments. For example in July 2013, Clear Channel Singapore was awarded with the contract to sell and market the outdoor advertising space at Tang Plaza. It is a combination of façade banners on the building exterior and underpass and escalator wraps.

It also launched SOAR or Singapore Outdoor Audience Research, the first official provider of audience measurement data for the Singapore Out-Of-Home media industry. This is an initiative done by Nielsen and co-funded by Clear Channel Singapore, MediaCorp, Moove Media and SMRT Media. It produces audience insights for OOH advertising that can be used in planning, trading and valuing advertising investment in the medium. Travel journeys of the consumers will be visually tracked via software and trips will be mapped out to show which outdoor sites the consumers passed by.

Another global initiative, Connect was also launched. Advertising panels on Clear Channel Outdoor’s pedestrian-accessible sites across the globe will be turned into mobile launch pads, enabling consumers to access interactive content from advertisers via their smartphones. Connect creates seamless integration between out-of-home and mobile, driving deeper brand engagement with consumers when they are out and about.

Singapore has taken the lead by offering advertisers interactive mobile advertising solutions through Mobile Life! since August 2011. May 2014, Mobile Life! was re-branded as Connect.  By September 2014, all 4,000 6-sheet advertising panels in Singapore, in addition to existing Mobile Life!-enabled panels in the CBD, will be permanently equipped with Connect capabilities, allowing advertisers to launch mobile enabled campaigns with ease.

3. SMRT Media

Over the last year, building on its digital leadership, SMRT Media launched its latest e-commerce initiative - iMOB / I’m On Board in May 2014. The platform was created to integrate advertising, digital and retail business and offers passengers immediate access to rich branded content and lifestyle deals in and around SMRT’s transport network.

SMRT Media also extend its reach through strategic partnerships. Recently it inked a partnership with Kallang Wave, the new mall at Singapore Sports Hub integrated with sports, lifestyle and entertainment, as its Official OOH Media Partner.

It also rolled out its first batch of double-decker buses. Through this, SMRT hoped to entice advertisers into advertising on huge moving billboards. More buses will be deployed progressively throughout the year.

Its daily ridership figures have gone up by 4.43% to 2.8 million trips per day from FY12 to FY13. The network has an average of 19.6 million passenger trips per week. One major campaign that was done over the past year was by Comchest. Comchest came on board to partner SMRT Media to launch Singapore’s first ever OOH digital donation drive in a transit environment to help the disadvantaged in Comchests’ Care & Share campaign.Commuters could use their EZ-Link card to tap on SMRT billboards to donate SG$1 to Community Chest as they viewed the ad panels at key stations – Orchard, Somerset, Tiong Bahru, Yishun and Bishan. The public could also use their smart phones to scan the QR code on posters to donate large amounts via the Comchest website

Other advertisers that came on board include international electronic brands such as Samsung, HP, LG, and most recently, Huawei. Ads for these brands ran across Orchard station’s iBillboard and iView digital screens, and Raffles Place 62-metre linkway wall, to create an extensive showcase of their latest mobile and tablets.

Meanwhile luxury brands venturing out of main stream media, into OOH also used SMRT’s mediums. New on its canvas is BMW who came on board SMRT Media to showcase the BMW 4 series. New FMCG brands such as Clinique, Kao, Sephora, Luxola, Kleenex, Orbis, Ever Soft, came on board with greater strength this year. To activate sales and boost brand presence, various advertising platforms such as window stickers, platform screen doors, concept train and wholly wrapped buses delivered their message with impact.

4. Moove Media

2014 has been an eventful year for Moove Media, the out of home media company says. It’s concept bus campaign for F&N Creameries’ new product, JWEL Ice Cream, was nominated as a finalist for The Spark Awards 2014 and Singapore Media Awards 2014. Moove Media came up with a concept around the concept of royalty, resonating with the brand’s image of JWEL Ice Cream. Besides being fully wrapped on the exterior, the bus also underwent an interior makeover to resemble a royal grand hall in a colour scheme of teal and gold. In it were customised seat covers too.

On four weekends from 12 April to 4 May, the concept bus provided free shuttle services to the public in Orchard Road, with radio DJs and royal jesters entertaining the passengers on it.

The launch of Downtown Line also gave the company many new opportunities to showcase campaigns for clients in the new stations. One of the most prominent one was CIMB’s station dominance campaign at Downtown Station.

Through this campaign, it is nearly impossible for CIMB and its brand to not be noticed by target audience like PMEBs working around the Marina Bay Financial Centre. CIMB’s advertisements covered the pillars, floor, platform station doors, and wallscapes of the station. Taxis have been another area where the company has been out trying new ideas and executions.

In March, NTUC Income Travel Insurance, through Moove Media, rolled out a fleet of taxis, each adorned with a 3D model of a piece of luggage on top, and also wholly wrapped in eye-catching and brightly-coloured stickers.

Last month, Sentosa also ran a campaign with the company to promote its show by the sea, Wings of Time. This multi-platform campaign included fully wrapped buses and taxis with their tops featuring a 3D model of the show’s characters; Shahbaz, a pre-historic bird-like creature, and Felix riding on it.

5. Golden Village

In the last year, as part of the continuing growth strategy, Golden Village Multiplex completed the revamp of another two of its cinemas - GV Bishan and GV Grand.

Golden Village Grand underwent a SG $2.5 Million revamp and re-opened its doors to the public in October 2013 and Golden Village Bishan re-opened its doors in February 2014. GV also presented the public with new movie-going experiences through the introduction of D-BOX motion seats. The D-BOX motion seats are programmed with movements and sensations to complement the action on screen.

GV also launched Quick TixT islandwide. With every online transaction made, either through GV app iGV or online, a unique QR code was embedded in the confirmation email and sent to the customer's email address. Customers can then head down to the auditorium after scanning the QR code from their mobile devices.

Internally, the company also appointed Clara Cheo as the new chief executive officer of Golden Village Multiplex in 2013. She has 17 years of experience working in GV.

Some of the key campaigns that ran on its platform include Volkswagen GTI Fast Lane where Volkswagen built an actual slide on at grand staircase of GV VivoCity, encouraging people to take the "Fast Lane' as a speedier alternative to the stairs. Sennheiser also had a roadshow  in which it set up a competition booth for patrons to take part in. Winners were rewarded with Sennheiser's new headphones and the campaign ran from June to July 2014.

Some other key advertisers for the brand include Visa, StarHub and L'Oreal. Meanwhile, it also bagged several new advertisers such as ANZ bank and DBS Bank.

6. MediaCorp OOH

In the past year, MediaCorp OOH expanded on its platforms further with the addition of two new outdoor digital screens at Westgate and Orchard Gateway.

Westgate is the newest landmark in Jurong with direct connections to both Jurong East MRT and bus interchanges.  The high definition screen takes prime position, facing the Jurong East MRT platforms and above the pedestrian thorough fare.

Strengthening its dominant foothold along Orchard Road, MediaCorp OOH continues to edge out its competitors by securing a partnership with Orchard Gateway, a mall located in the heart of Orchard. Located at the façade of Peranakan Palace, the new LED digital outdoor screen displays high resolution image and high definition sound.

Both of these prominent screens will feature news, lifestyle, fashion, dining and entertainment content from MediaCorp, as well as a live broadcast of national events. One such example would be the National Day Parade, which will be played on all their malls’ digital screens.

MediaCorp OOH has had numerous projects in the past year. Some of the more notable campaigns would include the DBS Orchard road buyout, a 3D flagship for OCBC Frank and the Augmented Reality (AR) campaign for Pepsi. The last of which was done to create hype for Pepsi’s new sponsorship deal with Manchester United. Tapping onto the rising trend of AR, the Pepsi campaign revolved around a virtual reality whereby the public were offered a rare opportunity to snap a photo with their favourite football player by kicking a virtual ball.

In April this year, MediaCorp OOH welcomed Henry Goh to head the unit. As a pioneer in outdoor advertising, Goh was at the forefront in developing, implementing and promoting bus shelter advertising medium in Singapore from 1996 to 2009.

7. SPH MBO

SPH Media Box Office (SPHMBO) has done well in the rankings this year coming in seventh.

It has been focusing its efforts on providing integrated outdoor solutions to advertisers through its network of digital and static inventory across the island.

It has also been integrating its sales force for better synergy and coverage. It has expanded its product portfolio as well.

One of the key campaigns it did was for Citibank at The Sail Linkway. The global campaign aimed to position Citi as the leading provider of global banking products and services. The objective was to bring the campaign to life in the outdoor space, and anchor the campaign in Singapore. The idea was to dominate the high traffic underpass at TheSail with an extensive mural wall bringing eight recognisable city skylines to Singapore. The skylines were blended into one seamless panoramic view and shaded from dawn through night (echoing Citi's brand colour). The piece symbolically represented how Citi clients are connected, through Citi, to the wider world, and how global travel can be an unbroken Citi experience. LED lighting and innovative 3D print techniques were used on the walls and floors to create an engaging and attention grabbing communication piece.

Another one was a campaign for Club 21. Setting out to stop PMEBs in their tracks, Club 21 has cleverly executed an eye catching accordion wall advertisement that had people enthralled with a different visual when viewed from left(female model) and right(male model) of the advertisement.

Creative aside, it is also done in conjunction with the launch of its online platforms in Singapore, Malaysia, Thailand, Indonesia, Brunei, Vietnam and Philippines, and featured its new tablet and mobile friendly online app. The luxury retail company also took the opportunity to carry out a branding campaign alongside for A|X Armani Exchange.

8. Focus Media

Focus Media has once again retained its eighth position in this year’s rankings. Established in April 2004, the company was publicly listed on the stock exchange of Hong Kong in July 2011. Available at the elevator lobbies of premium office and commercial buildings in the prime business districts of Hong Kong and Singapore, Focus Media operates a large in-store digital network that provides a Point-Of-Sale advertising platform for brands sold at leading retail chain-stores in Hong Kong and Singapore.

According to the company, it intends to build one of the largest digital Out-of-Home media networks by attracting the highest caliber people and partners in the media industry.

As of 30 June 2013, the company deployed flat-panel displays at more than 1,000 office buildings and shopping malls in Hong Kong and Singapore under its office and commercial building digital OOH media network; and across 250 retail chain stores in Hong Kong (partnership with Mannings) and Singapore (partnership with Watsons) under its in-store digital OOH media network.

This includes more than 50 major private residential complexes in Hong Kong under its newly launched residential digital OOH media network. Focus Media has also recently launched its static billboard network in Hong Kong under its static OOH billboard media solutions.

Campaigns it ran this year include ones for Audi A3 Sedan, ExxonMobil (Cleaner Engine), Sealy Lift Door Stickers Campaign, City Developments Limited, HSBC, Korean Tourism Organization, Hershey’s Chocolate, Okinawa Prefecture, Star Cruises Norwegian Cruise Line, HP, Cerebos (Brand’s Chicken of Essence), BMW, Tokio Marine and more.

According to the company’s site, digital billboards is the principle driver of growth for Out-of-Home, the second-fastest-growing advertising medium. Focus Media’s key target group is PMEBs and white collar workers. It claims a monthly reach of 140 million people-times in Hong Kong and 90 million people-times in Singapore.

9. Mango Media

Over the last year, Mango Media has strengthened its offerings with the addition of new large format and event space inventories in the quaint Katong enclave at 112 Katong. First to anchor this new large format and display space is Mercedes Benz, launching their new C-Class.

Meanwhile, the existing large format billboard at Holland Village has been rebuilt, improved and made grander. Tiger ‘Uncage’ is the current campaign running.

In its continuing efforts to improve its events and activation services, Mango Media has extended its out-of-home capabilities with the launch of ‘M-ACTIVATE’ - its Mobile Pop-Up Platform that will enable advertisers to reach its target audience via the client’s choice of routes with its roving billboards. When anchored at strategic venues, ‘M-ACTIVATE’ will transform into pop-up installations to engage the audience, offering up brand and campaign activities. First to come aboard is AXA Insurance with its SmartDrive Campaign.

While the company has had no new hires over the last year, it has had several key campaigns.

Mango Media has over the year been handling all of Tiger Beer’s large format outdoor buys for the ‘Tiger Uncage’ campaign which is ran on 3 billboard installations @ Holland Village, The Arcade @ Raffles Place & Faber House along Orchard Road.

Meanwhile, it also handled AXA’s SmartDrive Mobile Campaign Activation and Mercedes-Benz - The New C-Class Campaign which had both large format and car display aspects. DBS Bank also ran its ‘Mini Surprises’ Campaign on a large format billboard along the AYE. Nissan Teana ran its ‘Ahead of the Game’ campaign in large format on The Verge.

Some of the agencies include Mitsubishi Electric, AXA Insurance, M1, DBS Bank, Volkswagen, Daimler South East Asia, Tiger Beer, Guinness, Tan Chong Motors, CapitaLand Residential, Porsche Asia Pacific Pte Ltd (for the Porsche Macan Challenge), Scoot, Cycle and Carriage for Kia & Citroen, Sony Mobile, Art Science Museum, Audi, Shell, Aberdeen, Emirates.

10. Mediatech

Over the past year, Mediatech has continued to focus strategically in expanding and developing new OOH digital formats in key locations such as shopping districts Orchard and Bugis. Its latest development is the flagship $40 million New Robinsons Orchard at Heeren where its largest LED screen sits, providing advertisers with a multi-sensory canvas to showcase their latest offerings.  On the cinema front, apart from its success with IMAX, Mediatech has new cineplexes in the pipeline, with New Seletar Mall Shaw theatres opening by year end. With regards to its team itself, the company has had no new hires this year.

Mediatech has worked with numerous advertisers over the past year. Notably, Garuda Indonesia has leveraged on Mediatech’s Robinsons Orchard platform to communicate its latest accolades and service improvements as part of its end of year 2013 TVC campaign, that featured the airline’s latest fleet of Boeing 777 aircraft with its unprecedented First Class products. SilkAir has also launched a new brand campaign with Mediatech’s Orchard LED screens at Robinsons located at Heeren and Wisma Atria. Another highlight was the integrated use of the Orchard screens with Fifa World Cup 2014 and Visa, the official card for the event.  The OOH screens were used to spread the World Cup fever, even playing the official music video by Pitbull and Jennifer Lopez. As for other key advertisers, Mediatech has worked with luxury labels such as Burberry, Givenchy, Bvlgari, Cartier and other brands such as Sulwhasoo, Visa, SKII and Canon.