Evolution Of Digital Billboards And 4 Reasons Why OOH Advertising Is Here To Stay
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Step out of your home and all the billboards, banners, and stickers that surround you are in a nutshell, Out-Of-Home (OOH) advertising. OOH advertising remains a fixture that has helped businesses, political parties, and even, during the recent pandemic, public health organisations spread awareness. But with the digital wave sweeping through various industries, wouldn’t that mean that OOH, commonly known as a print-based medium, is set to see its descent as a sunset industry?

VGi is an OOH media company which is responsible for the advertisement space spanning 54 stations of the KTMB railway line and 31 stations of the Sungai Buloh – Kajang MRT railway line. Originated from Thailand and a subsidiary of BTS Group Holding, VGi is a leader in the outdoor media industry in Thailand. 

[Read more about VGi Transit and how they’re changing the OOH industry here]

Despite the challenges of Covid-19 and ensuing lockdowns, OOH remains possibly a relevant medium that could be used by businesses to reach out to consumers. The continued presence of OOH can be attributed to 4 key reasons: the growing popularity of digital billboards, the changing roles of OOH and Digital OOH (DOOH), the emergence of new analytic tools, and finally, the consistent need people have to go out and socialise.

1. Embracing the Digital Wave With Digital OOH

Rather than working against the emergence of digital interventions in today’s modern times, Digital OOH uses technological advancements to offer businesses and customers alike a new perspective into OOH advertising. Using new means such as digital screens and billboards that not only utilise animations, bright colours, and sounds to attract attention, they also allow media owners to feature more brands in spaces with limited OOH space. This doesn’t put traditional static billboards in the backseat — especially since some larger OOH setups deliver a WOW factor that’s otherwise unattainable — but rather, static and digital billboards are used together to complement each other.

Embracing this new technology, VGi has installed 100 new digital screens across MRT and KTM stations to provide consumers with a memorable brand experience. But, while digital screens and static billboards grab attention, the tools of OOH are evolving to play multiple roles today.

2. OOH and DOOH Are More Than Just A Pretty Face Today

For a long time, the appeal behind OOH was in their larger-than-life static billboards that were colourful and nice to look at to attract attention but didn’t do much else. What’s more, OOH advertising used to rely on a “gut approach” that used intuition and the agency’s experience — but not data —  when it came to looking for the best placements and types of advertising.

Today, the roles of OOH and DOOH have changed and they do more than attracting eyeballs. Rather than using a gut approach, ad placements and solutions can be more effective today by using analytics and research. Furthermore, OOH and DOOH have evolved to include more interactive and creative solutions.

Just take for example one of VGi’s campaigns for Pepsi. The Pepsico Voice Activation Vending Machine was installed at MRT stations to capture the attention of passers-by and interact with consumers in a way earlier OOH tools would not be able to. Other examples of using OOH and DOOH to do more than create brand awareness include using QR codes on digital screens and furniture stickers that direct consumers to shop or learn more about a product immediately as they wait for a train or even as they’re seated during their commute. These new tools also possibly mean that the effectiveness of OOH and DOOH are more trackable now.

3. Analytics – An Exciting Future For OOH

As the “gut approach” gives way to research and analytics, this brings an exciting time for OOH. Already, consumer research has started to pave the way for more effective ad solutions by not only taking into consideration ad space but also providing more creative solutions for a more successful campaign.

The emergence of new analytic tools will help businesses and media owners better target consumers so that on one hand, the businesses are reaching out to the right audience; and on the other hand, consumers are not plied with advertisements that are irrelevant to them.

At VGi, they’ve identified the golden period of OOH advertising — a 5-minute gap while waiting for a train where a commuter could be most receptive to advertisements. Leveraging information such as this will help businesses expand their brand awareness as they reach consumers more effectively with OOH, adding on to reasons why OOH is here to stay. But the most important reason why OOH will be relevant today and in the future lies in the consumers and their continuous need to go out and socialise in the new normal.

 4. Out, Out, and About with OOH

Let’s face it, we are sociable creatures and staying connected with our family and friends remains a basic necessity alongside other things like food, water, and so forth. This is innate to every one of us and sometimes that means leaving our homes.

That’s why as long as consumers are travelling for work, holidays, or even just for a change of scenery, there will remain a demand for OOH advertising because businesses can’t afford to miss out on the opportunity to connect with their audiences.

People are still commuting via the MRT and KTM, and with the current economic situation that might cause some businesses to take a step back, other brands could capitalise on their absence and reach out to customers with little interference.


With VGi x RinggitPlus Collaboration – Connect Better With Your Consumers Today!

VGi is ready to help your business grow and retain customers with OOH solutions at preferred rates. For the first time, VGi is collaborating with RinggitPlus to give businesses an advertising boost at reduced rates with the VGi Special Package.

 Total Media ValueVGi Special Package Rates
Package 1 :

–        39 Buildings (110 units)

–        24 times per hour / 336 times per day

–        7 Underground Stations (62 Screens)

–         Min 108 spots per day (alternate loop)

Package 2 :

–        39 Buildings (110 units)

–        24 times per hour / 336 times per day

–        7 Underground Stations (62 Screens)

–         Min 108 spots per day (alternate loop)
VGi Special Package Rates for Digital Screen Advertising at MRT Stations

So, if you’re ready to take the next big step for your business and are looking to explore OOH solutions, reach out to VGi here.

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