'With Malaysians going back to offices and vacationing with a vengeance, the time is right for OOH to take its rightful place in the marketing mix.'
WOO recently held its maiden Asia-Pacific Forum in Kuala Lumpur convening over 200 global OOH industry experts from 20 countries.
“What can catapult the industry to its next phase of growth is an increasingly urgent need to introduce a robust system of audience measurement which marketers can utilise with confidence to achieve tangible results. MAA is fully supportive of WOO’s efforts in this direction and we will work closely with them to make this a reality here in Malaysia,” he said.
MAA’s vice-president Javed Jafri, who is also Unilever Holdings Sdn Bhd’s digital, data and commerce hub lead and media lead for South-East Asia and Indonesia ice cream, said: “In a privacy-first online world, OOH’s pivotal role in driving awareness among the target audience is undeniable.
Malaysian OOH investment is growing by double digits with an estimated growth of 46% and US$400mil plus contribution to the industry.
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