Lantern Media launches over 100 digital screens across malls in Klang Valley

Lantern Media has rolled out its mall LED advertising network comprising more than 100 digital screens across seven malls in Klang Valley, including Sunway Pyramid and NU Sentral. The network aims to allow brands to reach highly targeted audience segments while showing shoppers relevant information such as an interactive mall directory as well as events. To overcome the challenge of ambiguous data, Lantern Media has implemented an AI-based analytics system that uses facial recognition to derive audience insights. Additionally, all devices are touch screens to allow brands to engage the audience and track data such as clicks. Among the list of brands that have made use of Lantern Media's new inventory include Maybank, Netflix, Guardian and Triumph. Co-founder Paul Leo Versley said one of the biggest challenges in OOH is data accountability, in other words ROI and actual reach. Most billboards along the highway solely report JKR’s traffic numbers, however, they lack the necessary technology to identify how many people actually looked at the billboard, if they engaged with the brand after, if they were the right demographic and sociographic segment for the brand to reach, he said. "This makes OOH’s impact very difficult to measure, and this is a clear disadvantage to the modern, highly trackable online performance advertising," Versley added. With the "vast increase" in the number of billboards in Malaysia, especially in Klang Valley, as well as LED boards next to highways, Versley said Lantern Media believes the additional accountability of clear reporting and analytics is necessary to stand out from the competition. Lantern Media was founded in April 2018 and its digital screens make use of AI to track user engagement. The screens also feature a touch screen to drive engagement and interactive campaigns. It has worked with location partners including YTL and MRCB. (Photo courtesy: YTL Land)