“Programmatic DOOH Steps Into The Mainstream” and “The Rise Of The Creator Economy- How Is It shaping Consumer Behaviour” were some of the topics discussed in MMC 2022

This year’s MMC which took place on the 24th of August 2022 has been nothing but a success. The conference was attended by notable speakers and panelists as well as attendees from the advertising and marketing background in keeping with the theme “Reset, Recharge, Reconnect”.

Presented by Weldon Fung, Social Solutions Lead, SEA, Meltwater, the topic was “The Rise Of The Creator Economy- How Is It shaping Consumer Behaviour”. The main focus of this  session was the views on consumer’s behaviour.

So, what is consumer behaviour? It is a process where the act of decision-making is involved when it comes to buying and using products. In simple words, these consumers make purchasing decisions when it comes to purchasing a product. 

Weldon began with a brief introduction about Meltwater before getting in depth on the topic. He focused on using influencers to market a brand’s products or services. The breakdowns of the influencer marketing landscape in Malaysia were also shared to the attendees. “It is indeed vital for brands to find the right influencer to address the right audience” Weldon added. 

He was followed by Srikanth Ramachandran, Founder & Group CEO of Moving Walls who moderated the the topic of “Programmatic DOOH Steps Into The Mainstream”.

He was joined by panelists that consisted of Kiron Kesav, Chief Strategy Office of OMG, Mahek Shah, Head, Account Management (Airasia Media Group | Airasia Ads), Maaresh Starling, CEO of Redberry Sdn Bhd, President, OAAM and Abhishek Bhattacharjee, Managing Director of Publicis Media.

It was indeed an interesting session with discussions on how DOOH plays a role in today’s world. Mahek Shah started by saying that “ads are everywhere nowadays, and once consumers see it and are interested, they will go for it”. While Maaresh Starling stated that “DOOH has both its pros and cons to it and it’s not all good”.

Whereas Abhishek Bhattacharjee added that “DOOH requires addresibility. Why is that area suitable to put up ads are things that should be considered”.

Kiron Kesav ended it with saying that “creativity captures attention that further builds salience for the brand to keep playing with signals”.

It was a brief, direct and interesting session that kept the audience thinking that was when the attendees were given a chance for the Q&A session and some questions were further directed to both the moderator and panelists to clarify their understanding on DOOH.