Although television and the print media continue to dominate the advertising ringgit in Malaysia, out-of-home advertising currently accounts for a healthy RM300 million annually – and growing.
Steering the out-of-home swell and re-energising the tried-and-tested medium is technology and an eruption of creative ideas.
“Posterscope has more tools than other OOH specialists, but it’s how we manage them that give us the competitive edge,” says Bala Pomaleh, Managing Director, Posterscope Malaysia. “Our range of tools, covering planning, buying, negotiations, implementation, and evaluation, gives clients an opportunity to see the big picture from a vantage point.”
Pomaleh has 16 years media agency experience. Prior to Posterscope Malaysia, he was Group Account Director at Carat Malaysia. Pomaleh was the Bronze Prize winner for the 2007 Aegis Asia Pacific Awards.
Some of the cutting-edge work Posterscope has done for clients in Malaysia include campaigns for Maybank, Tourism Malaysia, KFC, and BMW.
“Globally, out-of-home has made a big comeback in recent years, and it is outpacing the growth rates of other traditional forms of media such as television, newspapers, magazines, and radio,” says Pomaleh. “The growth spurt can be attributed to agencies putting back the glamour in outdoor and developing creative opportunities in traditional and digital platforms.”
Pomaleh believes the out-of-home renaissance is just beginning, led by an exciting creative momentum coupled with technological enhancements.
“Out-of-home is the only inescapable media,” suggests Pomaleh. “You can’t switch it off, you can’t turn the page, and you can’t press the mute button. If you think about it, most of our time is spent OOH anyway.”
Posterscope plans to use its Prism tools and Orbit process in supporting clients target their messages to consumers at the right place – at an affordable price. Out-of-home advertising remains a relatively cost-effective way for marketers to reach a large audience of people.
Posterscope, part of the global Aegis Media Group, which includes Carat Media, Carat Interactive, Carat Insight, and Vizeum, has 38 offices in 20 countries, making it the largest OOH specialist in the world.