out-of-home media company of the year 2010 out-of-home...

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In a year that saw Singapore recover from the economic crisis, out-of-home advertising displayed great resilience to stay in the good books of marketers.

As we look at the best players in this year’s rankings, what emerges is a hustling and bustling picture of innovation, reorientation and growth.

In a survey conducted this year, Marketing asked marketers which outdoor media companies they would put their dollars with.

We broke down the results across 19

JCDecaux (JCD) edged out closest rival Clear Channel to win this year’s OOH Media of the Year award.

JCD says the past year has been the best in its 12 years in Singapore with the firm signing multiple contracts, including the LTA bus shelter, Cathay for all 41 halls for five years, Mallscape ORQ for two years, Orchard Hotel, 39 and 43 Keppel Road, People’s Park Centre and Serangoon Plaza.

A clear winner across all sections, JCD performed exceptionally in categories such as insurance and investment buyers, car buyers and top-income earners, in which it usurped more than a fifth of the votes.

In line with the move towards digital OOH, JCD ran the McDonald’s Quarter Pounder with Cheese campaign which married digital interactivity with outdoor in May 2010.

The campaign engaged the public in a national debate by urging commuters to vote on a specially created Facebook URL for “beef rules” or “cheese rocks”. It also ran the MasterCard augmented reality campaign, in which commuters could navigate the menu and enjoy various promotions offered during the great Singapore sale with a flash of their MasterCard in front of a camera located within JCD’s 12-sheet panels.

According to JCD, advertisers are expected to return to creative builds on bus shelters when the market improves having been successful promotional talking points in the past. JCDecaux will be concentrating on making Mallscape networks more accessible with product improvement and enhancement. It will also be looking at strategic opportunities with new partners in Singapore to enhance its footprint.

categories to find their preferences. Bigwigs JCDecaux (JCD) and Clear Channel continued the battle for top spot with JCD eventually outperforming its rival.

The top 10 this year also sees other players such as Moove Media, SMRT Media and SPH MBO make an impression and perform well in different categories.

Here is the analysis of who has done well and what the future holds for these outdoor media companies.

JcDecaUX01 02

Clear Channel has slipped marginally to second position from last year with 15.2% of the votes.

The outdoor media player is a marketer’s favourite when targeting most demographics, but does particularly well in categories such as

middle and high-income groups with 15.4% and 13.8% votes respectively.

It doubled the number of votes from its next competitor.

In the past few months, Clear Channel

has added 30 additional sky bulletin sites to its offerings for advertisers. It also forayed into exclusive mobile activation opportunities to enable advertisers to connect with their key audiences in greater depth in the out-of-home environment.

It also launched its consumer insights study – “Peoplecount” – that delved into the psyche of six key audiences and their insights relating to lifestyles, travel habits, attitudes, beliefs, behaviours, routines, journey punctuations and the impact of Clear Channel’s outdoor medium on their brand and purchase preferences.

This research helped maximise cost-efficiency (calculating pre-campaign spending and returns) and cost-effectiveness (measuring post-campaign impact and results).

Besides making the medium more accountable, the company says the research and insights programme allows advertisers and agencies to gain better judgment and justification for their media investment.

Clear Channel also saw the departure of managing director Telly Tan and sales director, Henry Goh at the end of 2009.

It named Adam Butterworth as its new chief executive officer and marketing director Kelly Khoo to the role of sales and marketing director.

Minute maid Pulp & MasterCard’s campaigns on JCD’s platforms.

F1 takes to Clear Channel’s bus shelters.

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SMRT Media slips one position from last year, but is still among the top five with 6.6% of the vote.

With its strong offerings because of the train network and an unparalleled captive audience of more than 2.2 million passengers daily, the outdoor firm is planning its foray into digital media with the Orchard Media Hub Wall, which spans 18 metres wide by 1.8 metres tall and features six high-resolution liquid-crystal display screens set on a large video display panel using LED.

It launched the wall in partnership with the Singapore Grand Prix to count down the 2010 Formula 1 SingTel race.

The new platform allows advertisers to use lights, motion and sound to produce complex and engaging ambient advertisements.

The media player is the marketers choice when targeting teenage boys and girls (9.1%), women 18-24 (12.3%) and men 18-39 (10.7%).

For SMRT Media, the next step towards the digital age in outdoor advertising is the launch of iView, which aims to offer day-part pricing and exclusively created content, among other value propositions to marketers.

At the launch, 200 screens will be installed across the entire SMRT mainline train network, reaching out to millions of commuters daily.

It also hopes to establish a strong and continuous industry presence by strategically supporting key national events such as the Singapore Formula One Grand Prix and the Singapore Airshow by working with event organisers on advertising campaigns throughout its network.

smrt meDiamoove meDia

ComfortDelGro’s Moove Media, with its host of offerings from bus interchanges, buses, taxis, NEL trains and stations to ambient spaces, moved up a notch from last year to third with 8.7% votes.

The media player is a marketer’s favourite when targeting teenage boys and girls, catego-ries in which it beat most others to grab second position with 13% and 12.3% respectively. Other categories it performed well in included CFOs and accountants (7.1%) and corporate and IT managers (10.9%).

It says clients are investing more in buses and taxis as well as utilising its platforms for concept campaigns. An example was DBS/POSB, who took a well-timed plunge with Moove Jewel taxis, to launch its new Everyday card. It launched its latest ad innovation Moove

Jewel in June this year. Featuring an array of LED lights on an acrylic case, the Moove Jewel can be transformed into either a multi-faceted advertising display or a moving showcase, allowing clients to display products in 3D.

This is the first rooftop-advertising showcase to be featured atop Hyundai Sonata taxis, the successor to Convex Tops on Toyota Crown taxis, with which advertisers enjoyed successful campaigns.

It recently ran Moove Media’s first nation-wide charity campaign – Moove Love – from October 09 to February 10. The campaign raised $70,000 for the Home Nursing Foundation (HNF), ComfortDelGro’s adopted charity in 2009.

Moving forward, it is researching ways to offer more to clients by incorporating digital OOH into its platforms.

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Moove’s platform for WildLife Reserve & DBS/POSB.

Visa, Yeo’s choose SMRT Media to reach consumers.

Our partnership with SMRT Media allows us to engage an extensive audience base. With different creative platforms, marketers can create a positive and immersive experience for their target consumers. With SMRT Media, our message is driven home.

Working with SMRT Media creates new possibilities for our clients. The various advertising channels are interesting and innovative, helping to optimise exposure and brand recognition. It is a joy working with the professional team at SMRT Media!

www.smrtmedia.com.sg Tel: (65) 6331 1383 Email: [email protected]

Connie ChanManaging Director MEC Singapore

Jimmy LimHead of Invention Executive Director Mindshare

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With more than a 95% share in the captive digital OOH media network targeting PMEBs at premium office buildings and shopping malls in the central business district, Focus Media stands sixth this year.

It was able to strike a chord with marketers targeting insurance and investment buyers (4%), CEOs and MDs (4.2%), CFOs and accountants (4.8%) and consumer electronics buyers (3.2%).

Boasting a reach of more than 2.7 million people on a daily basis or more than 50% of all PMEBs in Singapore, the digital outdoor firm boasts a good mix of premium brands and FMCG brands.

In 2010, it beefed up its headcount and claims its sales grew at a compounded annual growth rate of 47%. The second quarter of 2010 was the best for the firm and it says its association with the inaugural Youth Olympic Games has given its image a boost in the industry.

Launched in January 2005, Focus Media Singapore specialises in the digital OOH media sector and is the largest OOH media company in Singapore in locations and venues. The network is also available in China, Hong Kong, Taiwan, Indonesia, India, Malaysia, Vietnam, Philippines, Australia, the Gulf states, Russia and Latin America.

It is expanding to other platforms such as in-store marketing.

It plans to announce the launch of Singapore’s first in-store digital network soon.

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With its network operating eight large outdoor LED screens and 600 indoor screens island-wide, SPH MBO has moved to fifth position.

It rakes in marketing dollars from brands targeting male fashion and luxury product buyers, middle and top-income earners and insurance and investment buyers.

In the past year, it has invested in a large outdoor LED screen and a video wall in 313@somerset and is setting up new indoor digital advertising screens in six major shopping

centres under the AsiaMalls Group. It boasts digital screens that are networked and powered by digital signage software that offers customised solutions to advertisers.

These investments allow it to be quick and nimble in helping advertisers activate a campaign within hours and allow them the flexibility to make multiple copy changes effortlessly. SPH MBO’s clientele includes M1, CIMB and HSBC.

As part of its commitment to promote the growth of digital OOH advertising, it has been conducting monthly workshops with advertisers and media planners to share emerging media consumption trends and how OOH media can cope with these challenges.

It is also assessing various audience engagement and measurement systems to provide value-add for advertisers and will roll out some of these initiatives this year.

SPH MBO also made senior appointments. Kuah Sok Khim was transferred from SPH’s strategic marketing department to lead SPH MBO’s marketing efforts as its marketing director.

It also hired Caroline Yu, previously media buying director with Kinetic (outdoor specialist under Group M), as business development director in May 2010 to spearhead SPH MBO’s expansion in Singapore.

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HSBC targets PMEBs at SPH MBO’s media platform.

Marrying work and play. SPH staff use OOH to propose.

Lifting brand presence through Focus’ digital platforms.

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mango meDiaMango Media finds its place in the top 10 and is a marketer’s favourite when targeting frequent travellers, female fashion and luxury product buyers. Director for Mango Media Joe Ong says it innovates by working with partners and clients on better engaging installations.

“Clients are more open to explore creative installations giving rise to innovative elements incorporated in the executions. They are seeing the value in outdoor versus other mediums and are more willing to be more experimental and creative in their executions,” he says citing examples where Mango Media made static billboards come alive for the NTUC money growth campaign. Some of its other clients include Evian, Audi and DHL.

In its ninth year of operation, Mango Media is a full service outdoor advertising company.

Being locally owned, it believes in building lasting relationships with clients and property owners.

Ong says having retained partners’ continuous support through the recession, strengthening its portfolio of sites and being appointed exclusive partner for one of the integrated resorts have been the key achievements for the outdoor player.

eye2009-2010 saw Eye reinvent and innovate its strategy to tap into categories beyond finance, which had been the mainstay for the outdoor player, but whose base had eroded substantially because of the ongoing financial crisis.

The Airport media specialist’s suite of services, product insights and accountability studies helped it through the tough times. This resulted in it growing its business with new clients and categories that either never existed or had only used the airport marginally in the past.

The airport audience is varied and to enable its clients and partners to better understand its moods, mindsets and advertising viewing engagements, Eye created Flyer Profiles and has successfully used these audience profiles to reach new categories.

It makes its place in the top 10 in this year’s

rankings and has done well in categories such as CEOs and MDs and frequent travellers in which it garnered 6.3% and 8.6% votes respectively to grab third position.

Some of its clients include Estée Lauder, Singapore Flyer, Marina Bay Sands and Resort World Sentosa.

EYE in Australia is the founding member of Australia’s first audience measurement system, a worldwide first to incorporate airport media called Measurement Outdoor Visibility Exposure or MOVE.

This covers all major out-of-home formats and environments, including roadside billboards, posters, street furniture, railway stations, transit, shopping centres and airports.

Eye in Singapore is looking to support these initiatives in the Singapore market.

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Checking in with the target audience.NTUC & iPhone connect with consumers on Mango Media’s platform.

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golDen villageGolden Village Multiplex, Singapore’s leading cinema exhibitor with nine multiplexes housing 73 screens, features in the top 10.

The movie distributor, which has been in Singapore since 1992, recently clinched the media ownership of SCAPE, marking its first venture out of the cinema landscape. It will now represent SCAPE as its official media partner.

Citing SCAPE’s example, it believes that clients are exploring more “adventurous” avenues to exploit the wonders of the medium

METHODOLOgYThe out-of-home Media Company of the Year survey aims to document which agency client marketers in Singapore would most likely use.

How did we achieve this?Boardroom Research employed an online questionnaire and surveyed its database of marketers (client advertisers) and marketing services agency professionals.

Answers from client advertisers and agency professionals were considered by Marketing when finalising the top OOH media companies.

Quality recipients and respondentsThe survey was sent to 19,815 people and received a response rate of approximately 2.8%.

Out of the 546 responses, 349 were from the client advertiser side (64%) and 197 were from the agency side (36%).

Breaking the results down showed 78% of client advertiser side respondents were manager-level decision-makers and above (273) with nearly a quarter of them coming from the most senior ranks of client advertisers — 14% were CEOs, MDs or GMs (49 respondents) and 8% were VPs or director-level marketers (27).

Out of the 197 respondents from the agency side, the majority of agency side respondents were account services personnel (58% or 115 respondents). Eight per cent of agency side respondents were CEOs, MDs or GMs (16), while 17% of the agency-side respondents were media personnel (33) and 17% were creative personnel.

Genuine advertising decision-makers and influencers across key agency-using industries were well represented in the survey.

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

Importance of unprompted answersIn market research, multiple-choice questions or drop-down menus seem to be the easiest way to get clean data.

However, this approach may have prompted respondents and, in this case, would inadvertently suggest agencies to participants, thus influencing their response.

In order to avoid biased results, survey participants were not prompted – they typed in their answers in free text fields.

The survey questionnaire was hosted online with a unique URL for each individual.

By not prompting survey participants, every media company had a fair chance of being selected.

and says it is not afraid to get out of the comfort zone as long as it value adds to the client. Its host of other clients includes Shangri-La Hotel, RWS, Zuji, Evian, HPB, AXN, History Channel, L’Oréal, adidas and VISA.

Golden Village was established to develop and operate modern, luxurious multiplex cinemas and is the first local cinema to personalise the movie going experience through its Golden Village Movie Club programme.

It was the prime mover in the introduction of multiplex to Asia.

rank ooh media sg Percentage01 JCDecaux 17.1%02 Clear Channel Singapore 15.2%03 Moove Media 8.7%04 SMRT Media 6.6%05 SPH Media Box Office 3.5%06 Focus Media 2.6%07 EYE 1.3%08 Mango Media 1.1%09 Golden Village Cinema 0.6%10 Mediatech 0.3%

groUPs 1st 2nd 3rdTeenage boys (13-17) JCDecaux Moove Media Clear Channel SingaporeTeenage girls (13-17) JCDecaux Moove Media Clear Channel Singapore

Women (18-24) Clear Channel Singapore JCDecaux SMRT MediaWomen (25-39) JCDecaux Clear Channel Singapore SMRT Media

Men (18-39) JCDecaux Clear Channel Singapore SMRT MediaParents Clear Channel Singapore JCDecaux Moove Media

Middle income earners (S$5,000-S$10,000) JCDecaux Clear Channel Singapore Moove Media

High-income earners (S$10,000-S$20,000) JCDecaux Clear Channel Singapore Moove Media

Top income earners (More than S$20,000) JCDecaux Clear Channel Singapore Moove Media

Car buyers JCDecaux Clear Channel Singapore Moove MediaProperty buyers Clear Channel Singapore JCDecaux Moove MediaFemale fashion

and luxury product buyers JCDecaux Clear Channel Singapore SPH Media Box Office

Male fashion and luxury product buyers jCDecaux Clear Channel Singapore EYE

Frequent travellers Clear Channel Singapore JCDecaux EYEInsurance and investment

buyers Clear Channel Singapore JCDecaux Moove Media

Consumer electronics buyers Clear Channel Singapore JCDecaux SMRT MediaCEOS and managing directors Clear Channel Singapore JCDecaux EYE

CFOS and accountants Clear Channel Singapore JCDecaux Moove MediaCorporate IT managers JCDecaux Clear Channel Singapore Moove Media

Singapore ooH all reSpondentS top 10

marketerS’ favourite media company in targeting Specific groupS

meDiatech

Having been around for more than two and a half decades, media marketing specialist Mediatech finds its way into the top 10 impressing marketers in categories such as middle-income earners and insurance and investments buyers. In the past few months, Mediatech garnered new and strategic outdoor sites in key areas along Orchard and Bugis, which are soon to launch. “We have introduced a new form of cinematic

advertising in all our 3D cinemas which has created a positive response and lasting effect with our cinema audiences with the launch of our first 3D cinema ad,” says Roy See, Mediatech’s director of business development.

See observes that most clients are moving towards OOH and outdoor because of a shift in the generation trend as most of their targeted audience spends time outdoors.

The selection of OOH sites is strongly based on location, size and reach and hence, he says, Orchard will always be top of the list for his clients.

Mediatech is also set to expand and develop more local key advertising sites. On the regional front, it is beginning to spearhead new cinema, outdoor and other OOH platforms.

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Orchard tops the list for Mediatech.

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