OOH: More creativity, less rules needed

• Clear Channel holds industry release
• Speakers debate current OOH challenges
• Moving forward with creativity

Singapore - The challenge for outdoor in Singapore is to be more creative and not limited by regulations. That was one of the opinions canvassed at Clear Channel's recently held ‘Peoplecount' launch, where a number of speakers had their say on the latest issues facing the local OOH industry.

Clear Channel Singapore had a number of speakers at the event representing the various industries. They included Rommel P. Fuentebella, integrated marketing communications and activations manager at Coca-Cola Far East Limited; Pat Lim, managing director of PHD Singapore; Farrokh Madon, executive creative director of McCann Erickson Singapore; Krishnan Menon, country manager of Kinetic Worldwide; and Adelina Ong, centre manager of The Little Arts Academy.

Clear Channel representatives included MD Telly Tan; sales director Henry Goh, marketing director Kelly Khoo, and senior marketing manager Low Sing Yee.

Madon talked about the endless possibilities of non-traditional creative campaigns. When asked on his thoughts on how OOH creativity is regulated by authorities, where we stand today and how we move on from here, Madon replied: "Outdoor provides a massive canvass of possibilities. So what do we fill it with? The challenge for outdoor is to be able to be creative and not be limited by regulations. Authorities must seek to understand that art can add value, that art does have the ability to inspire, engage and motivate."

The ‘Speaker's Dialogue' allowed each speaker to share their thoughts and challenges faced in the OOH industry, from an agency to a client's perspective. Krishnan Menon, Kinetic Worldwide shared his outlook from an OOH specialist's standpoint that the value of OOH goes beyond its price points.

"I stand for value and believe that it should be the yardstick of how successful a campaign was. Because you want to measure what you gained (value) and not what you lost (price) with the result, brand awareness and recall, that should be the true measure and success of a campaign." Menon said.

From the media agency perspective, PHD's Pat Lim stated that OOH advertising has become an integral part of the media mix.

"With people spending more and longer time out of home, it presents ‘extended' exposure time for advertisers, reaching consumers all day where they work, shop and play."

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