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New cohort of digitally-driven innovative brands join OMIG

By M4G Bureau - March 23, 2021

The Moving Walls led Outernet Marketing Innovation Group (OMIG) brings together innovative brands to trial and establish best practices for the industry.

The arrival of vaccines has injected a sense of optimism among advertisers and consumers. Many countries across Asia have now relaxed movement restrictions and brands are looking at ways to become top-of-mind for consumers who will spend more time outside their homes.

An Out of Home Advertising Association of America (OAAA) study conducted by The Harris Poll entitled ‘Consumer Insights & Intent: Q1 2021’ states that "55% of consumers in big cities are noticing more OOH messaging and signage, compared to 41% of the general population, while OOH influences 34% of consumers purchasing decisions in big cities."

While OOH media came to a standstill in terms of campaigns, the stakeholders on both the buy and sell sides have been equipping themselves with cutting edge audience-based planning and measurement tools.

The Moving Walls led Outernet Marketing Innovation Group (OMIG), formed earlier this year, brings together innovative brands to trial some of those technologies and establish best practices for the industry.

While the initiative was launched with eight regional brands, there are now more than 25 brands who have equipped themselves with best-in-class OOH media technology.

The Outernet technologies give digitally-driven brands like Yoodo the opportunity to seamlessly integrate their offline campaigns into online and to start including OOH into their campaign mix for highly effective omnichannel results.

A Moving Walls release illustrates why some of the newest added brand leaders decided to join OMIG.

Saki Goh, General Manager Marketing, WIPRO (Malaysia) Saki GohEthel Yow

"Being at the forefront of innovative personal care products in Malaysia, we recognise the importance of being able to communicate with the right audiences. This has been traditionally hard to do with precision using offline media. However, the industry is now embracing measurement and buying automation and we look forward to shaping these capabilities."

 Ethel Yow, Marketing Manager, eRemit (Singapore)

"We believe that Outernet is able to provide us with the insights we require for more efficient Out of Home planning and placements to reach out to our consumers.”

Rahul MishraDurba MandalRahul Mishra, Head of Marketing & Communications, Shemaroo (India)

"Consumers these days are demanding for more personalisation. It gets more challenging to capture their attention in the sea of ads they are exposed to in a day. The Outernet is a perfect opportunity for us to leverage technology and infrastructure, thus accelerating our adoption of contextual and dynamic campaigns."

Durba Mandal, Head of OOH, Cheil (India)

“Outernet is the key to establish an ad balance between OOH & Digital life that we lead in this fast-paced world.”

Aninda GuptaAnggi ParamitaAninda Gupta, Lead Marketing – Media, Digital & B2C Business, Saint-Gobain Gyproc India

“Data-driven advertising is surely the focus of advertisers. While, traditional mediums like OOH have seen slower adoption, putting data at the core of OOH will unlock new possibilities, making it more effective and efficient. It’s a natural evolution for the medium.”

Anggi Paramita, Head of Media, PT. Samsung Electronics (Indonesia)

"With media saturation at an all-time high, marketers need to constantly challenge their assumptions and hypothesis. This means seeking out new data to understand the customer journey. With the rise of challenge in the digital platform (ad blocking, ad fraud, etc), a marketer is finding other ways to touch the relevant audience with relevant messaging.

OOH digital transformation, amplified by the advantages of the digital marketing funnelling, will increase the effectiveness for advertisers in determining the target audience, the relevant location and relevant message."

Jane AngelesJane Angeles, Head of Media Hub, Smart Communications, Inc. (Philippines)

"The real magic happens when both offline and online tactics work together. We know that to build a long-lasting relationship with our audiences, we use offline to prime and online to scale up the relationship. We look forward to capitalising these potent technologies to run our campaigns at full scale."

Each OMIG member will get access to Moving Audiences, a location-based media platform that provides Planning, Buying, and Measurement automation. They will also benefit from regular sharing and brainstorming sessions with other members of the group.

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