Global Advertising Industry Experts Head To Malaysia
Malaysia’s leading Out-of-Home (OOH) company, TAC Media, orchestrated the World Out of Home Organization’s (WOO’s) APAC Forum in Kuala Lumpur, the first in-person such event in the history of WOO.
The event saw over 200 of the global OOH industry who’s who from across 20 countries showcasing OOH’s growing impact in the marketing mix.
Eminent speakers were drawn from the region’s major media owners, media agencies, marketers and suppliers, with strong representations from the regional trade associations, which are major growth drivers in their respective markets.
WOO President Tom Goddard says, “We are thrilled to have our very first in-person APAC Forum here. While a range of positive dynamics are driving the OOH medium forward, the industry needs to increase collaboration at all levels and shift from a focus on local competition to sector level cooperation to help combat the threat of other media.”
“On behalf of WOO, I would like to encourage all members to digitise more inventory, invest in adtech, provide quality audience metrics, invest in data analytics, plus actively support and promote trade associations,” he concludes.
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OOH game changer
Over the last decade, TAC Media, the OOH game changer committed to Innovating for Impact, has undertaken campaigns for large international companies from over 20 sectors such as oil and gas telecommunications, power, FMCG, technology and consumer electronics.
Together with its global partners, TAC Media has implemented large scale projects beyond Malaysia, in challenging and competitive markets such as China, the United Kingdom, Singapore, Indonesia, Thailand and Mexico.
TAC Media’s Managing Director, Angie Cutter says, “It is indeed a significant milestone to have successfully conducted the very first WOO APAC Forum here in Kuala Lumpur. I am delighted that the response was very positive and am grateful to WOO for offering us this platform to bring together the top minds in the industry,”
“Among other industry-shifting topics, we had a riveting discussion on audience measurement, programmatic and creativity with fellow panellists. It is noteworthy to see how other markets have done it and how we can emulate their success in this region. Beyond a shadow of doubt, we need to drive audience measurement here to add value and grow OOH spend.” she adds.
Advertising Industry Experts
During the APAC Forum, industry leaders also shared perspectives of countries such as Japan, Indonesia, South Korea, China and Singapore. The members also explored recent developments including the burgeoning opportunities for OOH in omnichannel advertising.
Angie says, “I am grateful to the multitude of sponsors who came forward willingly and generously to make this event a resounding success. We look forward to organising more such events that bring all the members from across the OOH value chain together to solve problems collectively,”
“On our part, TAC Media will continue to spearhead as an agency that will change the outdoor landscape and how it is perceived. We are committed to adding value to our clients whilst justifying their continuing investment in outdoor,” she added.
Going forward, WOO will continue to organise its annual outdoor advertising congress with professional speakers and play a lead role in the standardization of labels for outdoor advertising research data.