OOH Media of the year 2013

It has been nimble, innovative and resilient in the digital era and perhaps that's the reason out-of-home has always been an important part of the marketing mix.

In this report we see how marketers have ranked their preferred OOH media partner.


How did we achieve this?

The Digital Media of the Year rankings were derived from questions in Lighthouse Research's annual Media Spend Benchmarking Survey. Lighthouse Research employed an online questionnaire and surveyed its database of client advertisers and marketing services agency professionals. All answers given by respondents were considered by Marketing when finalising the rankings.

Quality recipients and respondents

A total of 763 respondents from Singapore participated in the Media Spend Benchmarking Survey. Out of the 763 respondents, 578 were from the client advertiser-side and 185 from the agency side. Genuine advertising decision-makers and influencers across key agency using industries were well represented as were agency professionals from various marketing services categories.

Eighty four per cent of client advertiser-side respondents were manager-level decision-makers and above, with 16% from the most senior ranks of client advertisers - CEOs, MDs or GMs and another 21% were VPs or director-level marketers.

Out of the 185 respondents from the agency side, the majority were marketing personnel (at 37%), 26% were CEOs, MDs or GMs, while 25% were sales personnel. The remaining 12% were operations, creative and media personnel.

Advertisers from major and local international banks, FMCG companies, property and construction, IT and telecommunication firms, as well as those from travel and tourism companies participated in the survey. Agency professionals across the marketing services spectrum were also well represented.

1. JCDecaux Singapore

Clinching the number one position once again is JCDecaux Singapore. With advertisers becoming more interested in social and digital media, it was imperative for JCDecaux to respond with contemporary communication solutions to achieve a more effective reach.

Over the past 12 months, JCDecaux Singapore has invested in new digital and analog media platforms both downtown and at Changi Airport. The continuing objective for the company has been to improve its media offering wherever practicable.

A new digital media landmark at Changi Airport, Digital 360, in Terminal 3, offers 360-degree visibility and is a unique new design which has attracted major luxury brands such as Burberry and Chanel.

JCDecaux also conducted a study of more than 1,000 passengers to understand the traveller/consumer profile and their purchasing behaviour. The research highlighted that airport advertising influences purchase behaviour and brand preference. Also, airports are a captive environment where travellers are receptive to media messages

For Changi Airport, JCDecaux's main advertisers are Nissan, Estée Lauder, AMEX, LVMH and Chanel.

An all-new digital Dragon's Tail at ION Orchard and Digital Walkway at Citylink Mall have also been popular with advertisers. These investments have proven successful because they enable clients to showcase proprietary digital content and sound for a more visually impactful and engaging effect which pays dividends with recall rates.

Meanwhile, JCDecaux also significantly increased its market share in terms of cinema advertising, with the expansion of its partner, Cathay Cineplexes. Cathay Cineplexes will be opening a new Cineplex at Jem and three additional halls at Cathay Cineleisure Orchard. JCDecaux leads the industry in market share for cinema halls. Perimeter "Halo" lighting has also been installed on all billboards owned by JCDecaux, lending new impact and prominence on ads placed on these mediums. As a result, new advertisers who have come on board include Regus, JobsDB, Google, FANCL, Asia Rooms, Dassault, RHB Bank, Swarovski and Malaysia Airlines.

2. Clear Channel

In second place this year is Clear Channel. Recently, it signed a partnership with Thai public relations and communications agency ThreeSixtyFive (TSF) to appoint Clear Channel as its exclusive sales and marketing partner outside Thailand.

With the partnership, Clear Channel promotes TSF through Singapore as part of expanding its international sales and account management offerings. Clear Channel is responsible for all international sales and for TSF's out-of-home media portfolio, which includes airports, billboards and other street furniture through key high-profile locations in Bangkok, Chiang Mai, Khon Kaen and other big cities throughout Thailand.

In November 2012, Clear Channel launched Singapore's first digital out-of-home six-sheet network, Play.

Play features 30 high-definition 72-inch digital six-sheet screens at key premium locations in close proximity to business, retail and entertainment environments around Orchard Road and the central business district. Clear Channel launched Play's first time-sensitive digital campaign with McDonald's Singapore for National Breakfast Day earlier this year.

Also, for H&M's Conscious Collection, a garden was planted at selected bus shelters which featured real plants framing the six-sheet panel and a trellis flower bed at the bottom.

Going forward, Clear Channel will be launching updated near-field communications (NFC) and quick response (QR) code capabilities under Mobile Life, its out-of-home mobile solution for advertisers. It is also currently working on technological updates for Play to provide more dynamic things in the later part of 2013. In
October 2013, Clear Channel will be holding its "Out & About Rally", an "amazing race" on wheels where participants from media agencies, creative agencies and others will pit their driving, endurance and planning skills against each other to complete challenges and drive from one place to another to collect clues.

3. SMRT Media

SMRT Media clinches third position once again. With more than 500 screens, SMRT Media has one of the largest number of digital screens in Singapore. Daily ridership figures have gone up by 5.07% to 2.86 million trips per day from 2012 to 2013, with an average of 85 million passenger trips per month.

Hence, SMRT Media advertisers are presented with the opportunity to expand their reach and connect to their audience through SMRT Media's suite of digital OOH networks that include 200 trains, 97 stations, six bus interchanges, 1000 buses, 3000 taxis and more.

This year it also installed a new digital screen at Raffles Place MRT station, which is the second highest traffic station. The large LED screen is coupled with escalator light boxes and offers advertisers impactful advertising while allowing them to target both sides of the entrances connecting the Raffles Green and Raffles MRT station.

SMRT Media also aims to capture and engage with consumers through the integration of mobile and outdoor technologies.

Top suburban stations also saw a revamp to offer more engaging platforms to advertisers.

Both Jurong East and Woodlands saw the incorporation of new facilities and amenities, new shops and more advertising platforms, ranging from digital screens and wallscapes. Upcoming stations to be revamped include Ang Mo Kio and Yio Chu Kang.

Meanwhile, luxury brands venturing out of mainstream media and OOH have also reached out to SMRT Media. Club 21, the luxury retail company has come on board with leading fashion brands such as DKNY, AX, Armani Jeans, Marc Jacob and Black Barrett to dominate the Orchard showcase wall that targets both the local and tourist market.

Renowned global fragrance and cosmetic brand Luxasia also came on board with Burberry, Bvlgari and Calvin Klein on the Orchard Media Hub Wall.

4. MediaCorp OOH Media

Since 2012, MediaCorp's OOH has enjoyed a foothold in Chinatown Point, a popular landmark for tourists, with five gigantic billboards and digital media screens.

Its presence in the central area, which includes Bugis Street, has allowed it to expand beyond Orchard Road with two prominent screens in ION and Orchard Central. Apart from the bustling area, it has established a significant presence with its digital network in the heartland area of JCube, Junction 8 and The Star Vista, giving advertisers more options and greater exposure.

Its past year's projects have included SingTel's voting campaign on the Gordon Ramsay Challenge; the Juicy Couture perfume dispenser on its 12-sheet bus panel; and a campaign with BlackBerry on Light Projection.

In addition, it has gathered vast real-time information for the integrated information billboard on the 55-inch digital screens located along CBD bus shelters.

The information billboard is capable of displaying the latest news, twitters, traffic news, dengue fever zone maps, skycam pictures, weather forecast, PSI and PM2.5 readings.

Such pertinent and critical information has served the public commuters well in times of need, especially in recent months.

Its clients include Clarks, CIMB, BlackBerry, Juicy Couture, Great Eastern, Garuda, SilkAir, City Developments, Mary Chia and BreadTalk Group. Moving forward, MediaCorp OOH will continue to strengthen its dominant presence in Orchard Road. It has successfully partnered with Great Eastern on the new mall - Orchard Gateway. This will be the third digital screen in Orchard Road and the first and finest pixel screen in the outdoor scene. Another exciting project is the collaboration with Westgate, a new addition slate of the CapitaMalls Asia development.

5. Golden Village

Golden Village (GV) has moved up the ranks from seventh last year to fifth in this year's Out-of-Home Media of the Year rankings.

With its leading position among cinema exhibitors in Singapore, GV boasts a wide reach with 11 multiplexes, with the City Square Mall branch being the latest.

Some other new developments for Golden Village include a VW slide at GV VivoCity and a media wall panel.

Its current advertisers include VISA, StarHub, Mindef, L'Oréal, Ricola, VW, Lion Home, Citibank Ready Credit, DirectAsia and Love & Co. Of these, VW, Love & Co, Citibank Ready Credit, jobsDB and Fusion Cosmetics have only signed on with GV this year.

In the past year, its advertisers were Visa payWave, Citibank, Peugeot, Red Bull, Sentosa, Shokubutsu, Pearlie White, StarHub and Toshiba.

DirectAsia.com, an online insurance firm, came on board with GV in February last year for the launch of its TV campaign "Insurance Revolution". The ad, which targeted drivers looking for car insurance, aired for three months at Golden Village cinemas.

Other clients, including AsiaRooms, Simmons, Nike, Darlie, BBC, Tokio Marine and Kotex, also ran campaigns across GV's assets in 2012.

Last year, the main focus for GV was to provide more ideas and innovative ways to allow brands to better connect with customers.

It also focused on improving the movie-going experience for its customers through various events and the upgrading of its facilities.

As for this year, GV outlines its focus as maximising the potential from digital projection.

6. SPH Media Box Office

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

In the past year, it has focused its efforts on providing integrated outdoor solutions to advertisers through its network of digital and static inventory across the island.

One campaign included an interactive outdoor promotion for Gong Cha at 313@somerset. This was Gong Cha's first interactive outdoor campaign with SPHMBO using the latter's large digital video wall at 313@somerset.

The innovative interactive game, which began on 24 October 2012, aimed to stop consumers in their tracks during the busy lunch and dinner hours to "Guess the Drawing (on-screen) and Win" $1 milk tea with pearl vouchers.

Another campaign was an interactive Mother's Day event, "Love U Mum", held at AMK Hub, from 1 to 12 May 2013. The event was sponsored by Darwin Interior Design, Star Cruises, Somang, and supported by Temasek Polytechnic. The interactive photo booth allowed shoppers to customise their photo templates and on-screen props through hand gestures to create their own unique memorable moment with their loved ones.

Some of the newest advertisers to come on board with SPHMBO have been Franklin Templeton, BlackBerry, Panasonic, Virgin Active, Garuda Indonesia, Microsoft, Singapore Management University and Keppel Land.

Moving forward, SPHMBO wants to continue to invest in outdoor digital and static sites selectively, and initiate new creative campaign ideas that are more engaging for audiences.

7. Moove Media

Out-of-home transit operator Moove Media drops one place to seventh position this year. This year, Moove Media launched a Happy Cows and Hearts campaign, a landscape art form that Moove Media first launched in 2005.

Organised in partnership with the National Parks Board (NPARKs) for three consecutive years, the campaign was rolled out to celebrate "50 years of Greening for Singapore! The City
in a Garden".

Held this year from 6 May to 9 June, the campaign was also launched to "move the hearts of Singaporeans" and to encourage them to reinvigorate their sense of appreciation for people and things around them.

The campaign showcased 600 structures of "Happy Cows" and 1200 structures of "Happy Hearts" across 50 sites island-wide, including 20 NPARKS' parks, Orchard Road, Raffles Place, Esplanade - Theatres on the Bay, Fort Canning, Dhoby Ghaut, KK Hospital and heartland areas.

Moove Media's advertisers include commercial airlines, travel, banking and FMCG industries and government bodies.

Its advertising campaigns have included Tiger Beer's "How would you make the game" that included the use of augmented reality; and Carlsberg's "Where's the Party 2013," with a travellator concept with music.

Another campaign was for Jurong Bird Park, called The High Flyers Show which made use of a wallscape concept with 3D floor stickers.

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.

Focus Media claims to be the largest digital OOH media company in Hong Kong and Singapore in the number of venues in which the company deploys its digital OOH flat-panel displays.

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.

In the next 12 months, the company will continue to seek viable collaborations and partnerships with leading media enterprises in Mainland China as part of its low-cost and low-risk market entry strategy to meet advertisers' growing demand for quality media and advertising assets in the region.

Focus Media will also continue to expand its in-store digital media network at over 300 Mannings retail chain-stores in Hong Kong and at over 100 Watsons retail chain-stores
in Singapore.

The company will also launch its static billboard network in Singapore under its static OOH billboard media solutions, which will include large LED screens.

The company's advertisers in Singapore include Citibank, HPB, Nestlé, Cycle & Carriage, Daikin, J&J, RHB, Amex, Aviva, UniSIM, BBC, GSK, Volvo, Panasonic, Hawley & Hazel, Chan Brothers, MBS, RWS and APB.

9. Mediatech

Mediatech has continued to retain the ninth position in this year's rankings. In the past year, it focused on expanding its presence in terms of properties, top management changes and beefing up its capabilities.

Besides that, it is also looking to focus strategically in expanding and developing new digital formats in key locations. One such example was the use of innovation to update its media platforms, which saw the introduction of the IMAX in collaboration with Shaw.

Mediatech will also unveil an exclusive launch of its interactive cinema mobile app in all Shaw cinemas to link multiple platforms to bring advertisers and target audiences together by the end of this year.

With this app, Mediatech is looking to transform cinema advertising with a more connected and immersive movie experience.

Mediatech has also recently developed a large format outdoor LED screen in Wisma Atria.

Some of the company's advertisers include Burberry, Versace, Hamilton, Canon, Samsung, Swiss Air, Garuda and Standard Chartered Bank.

Over the next 12 months, the company is looking to focus on expanding its out-of-home digital media networks and cinema networks across key locations in Singapore, such as Orchard Road and the CBD district.

In line with its 30th anniversary in 2014, Mediatech is looking to unveil a series of strategic media platforms in the last quarter of 2013 and the first half of 2014.

10. Mango Media

Mango Media once again retains its 10th position in this year's rankings. Formed in 2000, Mango Media is a full-service outdoor advertising company. Its businesses include media space management, development and construction, client service and administration, media sales and billboard maintenance.

Over the past 12 months, the company strengthened its core business in the large format billboard category through delivering Singapore's first-ever building wrap executed in Raffles Place Park, the heart of the central business district. The out-of-home execution spans the entire Raffles Place Park.

Mango Media's advertisers include UOB, Volkswagen, Daimler, HTC, Mitsubishi Electric and StarHub.

For the coming 12 months, Mango Media is looking to actively develop new media platforms and explore strategic partnerships, including strengthening and growing the out-of-home businesses.