OUT-OF-HOME MEDIA OF THE YEAR ................................................................................................................................................................................................................
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CLEAR CHANNEL
Coming in third in this year’s OOH Media of the Year ranking is Clear Channel. The past 12 months have been eventful for the OOH media player, with new initiatives and developments lined up to further its foray in the OOH media space. According to the company, November 2015 saw a seven-fold expansion of its digital out-ofhome inventory in Singapore. Called Play 2.0, it included expanded bus shelter networks which lit up Singapore’s skies with 200 75-inch digital screens which will continue to be deployed across the island. The new additions provide contextual advertising solutions and are embedded with an HD camera, colour, gender and object recognition that can be executed seamlessly. Beyond audience-triggered content,
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dynamic targeting messages can be activated based on weather, time, date, news and events. The touch-screen functionality will also allow for an interactive and immersive digital experience. The digital panels are capable of displaying real-time information with updates or feeds sourced from social media platforms or directed web links. Through instantaneous information, it looks to help consumers make better information decisions and fuel a greater call-to-action on
advertising messages. Additionally, these panels are now beacon-enabled with speaker options. The OOH media company also saw the launch of Clear Channel Transit in May 2015, where it was awarded the exclusive five-year contract to manage the bus-wrap advertising operations of Singapore’s third local bus operator Tower Transit Singapore. The contract will see it operate 26 bus services in the Western part of the island starting mid-2016. Clear Channel Singapore also saw the homecoming of Amanda Woo as head of marketing. Woo, who was the marketing manager in 2008, returns to lead the marketing department and assume overall responsibility for marketing communications, research and insights, mobile and digital development, creativity and innovation. Key campaigns in the past year included Coca-Cola Taste the Feeling – a GIF-producing photo booth activated by facial and colour detection; and the Disney campaigns in 2016 such as Zootopia and The Jungle Book as well as Captain America: Civil War. It also included AXA “Born to Protect”; Keep Singapore Clean, NTUC Social Enterprise and Tiger Beer SG50. Some key advertisers include Air France, Degussa, United Airlines, Kellogg’s, Eu Yan Sang, Nets and Sadia.
while maintaining the panels’ even lighting and vibrancy. Over the past year, Mediacorp OOH Media executed various campaigns that enabled a variety of audience engagements. One such campaign was Elizabeth Arden’s interactive panel resembling the #IAMJUICYCOUTURE bottle dispensing on-the-spot perfume samples via motion sensors. Another was OCBC Singapore’s multifaceted, “Because it’s Christmas” campaign, that incorporated a stunning 3D concept shelter and free coach rides to cardholders. It also created Singapore Airlines’ 3D hot-air balloon panels giving the public photo opportunities to pose with Canberra’s
famous attractions. Through opportunities such as L’Oréal Paris Singapore’s campaign, which involved its brand ambassador Rui En interacting with members of the public onscreen, Mediacorp OOH was able to showcase its personal touch when it came to engagement. Similarly, for the Gardens by the Bay “Tulipmania” campaign, the OOH media showcased its digital interactive capabilities through “omnified” bus shelter screens for a cobranded contest. Moving forward, OOH Media aims to continue challenging the status quo of outdoor advertising through innovations and keeping on top of technological advancements.
MEDIACORP
Taking home fourth position this year is Mediacorp. The past year saw Mediacorp OOH Media rolling out a number of initiatives – from scoring a collaborative deal with Yeap Transport to offer coach advertising – to a deal with WE Cinemas by Eng Wah to break into cinema advertising. It also expanded its repertoire of platforms to include additional ambient advertising panels at Orchard Towers, The Centrepoint, Jubilee Square and 321 Clementi. An adrenaline-pumping event at the Sports Hub was also developed for the inaugural Festival of Wheels, a foray into experiential marketing for the media platform owner. Additionally, its platforms have undergone an upgrade through its Opti-Prime screens. It now allows digital engagements with its Omnify (dynamic NFC) feature. It also offers digital concierge services, e-commerce and fulfilment to facilitate the consumer path-to-purchase journey and tap on real-time advertising. Mediacorp OOH Media also grew its fleet of OTMB (on the move billboard) trucks to expand its flexibility to conduct activations and engagements at experiential campaigns. 2015 also saw the relaunch of its 2D flagships as first-of-its-kind 2D illuminated lightboxes, which feature improved night-time visibility, 32 M A R K ET I N G A U G U ST 2 01 6
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