Singapore Press Holdings’ (SPH) outdoor advertising arm SPHMBO has inked a partnership with One Raffles Place to install a mega LED screen. Located above the main entrance of the One Raffles Place mall, SPHMBO aims to target the PMEBs.
Quoting Nielsen Media Index, SPHMBO in a press statement said, 50% of the traffic in Raffles Place are PMEBs versus the national average of 32%. The statistics show that Raffles Place also attracts a higher proportion of high-income earners with an average monthly household income of SG$7,000 and above (53% versus 38% national average). Ng Lay Pheng, general manager of OUB Centre, said the collaboration with SPHMBO is one of the many initiatives to revitalise the mall and enliven the surrounding vicinity.
With SPHMBO’s extensive experience in the city centre and wide network, the collaboration looks to represent the “dynamic synergy between both parties” with the aim to take the digital advertising platform to greater heights in the heart of Singapore’s central business district.
Meanwhile, Ignatius Low, chief marketing officer of SPH integrated marketing division, said the company’s remit is to deepen the brand position of SPHMBO as the leading digital outdoor media owner in Singapore through strategic investments, underpinned by constant reinvention and with emphasis on creative and digital enhancements.
“By understanding what truly works in public spaces where people now consume content, we are able to identify high-impact sites that fit into commuters’ journey throughout their day,” he added.
Earlier this year, SPH appointed former GroupM chief investment officer and head of trading Linda Lim in the newly-created position of chief of advertising partnerships and market development at SPH integrated marketing. Some of Lim’s duties include taking charge of SPHMBO, to work towards expanding its portfolio to better fit into the company’s overall media solutions proposition.