READY TO OWN THE STREETS?

Traffic jams. The bane of ordinary Malaysians, a boon for marketers. With Malaysians spending an average of 44 hours a month in traffic, and probably double that in environments with screen media, Out of Home (OOH) media is tapping into a literally captive audience.

And Visual Retale is changing the game.

Once a 3D projections specialist, Visual Retale saw the writing on the wall and pivoted into the world of OOH media, recognising its power to complement digital marketing. As CEO Sailendra Kanagasundram puts it, digital outdoor screens are now the “Big Digital.”

While digital platforms can engage, OOH media brings a real-world presence that builds credibility and trust in ways digital alone can’t. Together, they create a seamless, multi-channel experience – big, bold billboards grabbing attention, with digital delivering the deeper connection.

“It’s time that we were taken as seriously as mobile digital. And if we are going to share the same stage, we need to be as accountable,” he added.

Enter PLAYDOOH

Co-developed with brilliant technopreneurs, PLAYDOOH is a cutting-edge digital dashboard that matches mobile data with DOOH locations.

PLAYDOOH can pinpoint and identify mobile IDs passing through various locations. It compiles 62 data points from individual mobile ID, including demographic and psychographic data.

Sailendra explains, “What this means is that the team has drawn a virtual polygon at the ideal viewing point to capture an acceptable sample of the mobile IDs passing through the location. All anonymised of course!”

These device IDs carry a digital footprint which will include your app usage, browsing pattern and frequency, to determine a digital personality for the device ID. The aggregated digital footprint from the mobile IDs within the polygon will help to build a personality for that location.”

Impressive. But what does this mean for marketers?

PLAYDOOH simplifies the process, allowing marketers to filter inventory by location, audience, or screen attributes. With built-in optimisation by CPM and audience segments, brands can create, track and measure customised campaigns using over 90% of all available indoor and outdoor screens in East and West Malaysia.

Visual Retale make this possible by working with 75 media owners, in order to offer a whopping 32,614 screens of all shapes and sizes across retail, residential, commercial, campuses and more.

Every screen tells a story

“It’s about putting in the right message, at the right time and in the right place”, Sailendra explains.

By integrating feedback with case studies, Visual Retale has demonstrated the effectiveness of campaigns that combine Big Digital and Mobile Digital for maximum impact.

Take the cheeky campaign they ran to congratulate Tan Sri Michelle Yeoh on her Oscar win that went viral, organically, on 16 online news platforms in just 2 weeks. It even made the news on NBC’s Today Show with Jimmy Fallon (Air date: 25 January 2024).

Or how they hijacked the Deadpool movie trailer with ETIKA’s humorous mirror advertisement for Sting energy drink, leveraging the brand’s similar red and yellow colour scheme. What’s even more impressive is the timeframe that the entire campaign was conceptualised within.

From brief to implementation, Visual Retale nailed the screen selection, media buying, full content creation, and overall campaign management within just 3 days.

And it’s not just about creativity for its own sake. It’s about measurable outcomes.

Visual Retale ensures the effectiveness of their OOH campaigns by conducting rigorous brand health studies both pre- and post-campaign. For marketers, this translates to creative strategies that are not only innovative, but also effective. It’s about campaigns that drive tangible results.

Putting the ooh! into OOH

Visual Retale isn’t your conventional outdoor media practice – they’re a full-throttle OOH powerhouse. With a crew of 24 brilliant minds, blending applied sciences, engineering, and psychology, they bring together logic and creativity to run supply, demand, and content like a well-oiled machine. Their creative team? Masters of animation and 3D magic that slices through the clutter.

Ready to make some magic?

The landscape of OOH advertising has evolved dramatically with the advent of digital technology, offering dynamic, real-time content that can be tailored to specific locations and audiences. It has a vibrancy that allows for highly targeted, fluid messaging that adapts to the context of the environment, such as weather conditions, time of day, or local events.

The result is a more interactive and relevant advertising experience, transforming public spaces into vibrant platforms for impactful, realtime communication. OOH is a one-to-many medium that helps create shared meaning among the 95% of Malaysians it reaches, and Visual Retale is your backstage pass to owning this massive stage.

Because great advertising is all about owning the streets!

After 20 years of evolving technology, shifting market trends, and adapting to changing consumer behaviour, the media landscape has nearly reached saturation.

We’ve optimised to the fullest, providing advertisers with abundant choices across technology, platforms, data-driven marketing, CTV, OTT, DOOH, influencer marketing, retail, etc.

Media specialists have diversified, but with more options comes the challenge of maintaining income growth. The industry is expanding, but revenue isn’t keeping pace.

Now, we’re at a TURNING POINT: time to explore and harness new sustainable revenue streams. While GroupM forecasts a 7.8% global ad revenue growth in 2024, challenges like antitrust regulation, AI and copyright issues, and platform bans persist.  

Collaboration is key: partnerships that thrive on synergy, shared values, and aligned goals are becoming increasingly essential.

Hence, the Malaysian Media Conference, in its 20th year, has assembled the partners and players under one roof on October 25 for a day of learning, sharing, and exploring.

 

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