APAC Forum Kuala Lumpur 2022

WOO President Tom Goddard had an upbeat message for delegates from across a region now accounting for over a third of the world’s GDP — set to share in OOH’s worldwide bounce-back following the pandemic — while warning that the industry must shift from local competition to sector-level cooperation. His call to action for members:

Day one brought country perspectives from Malaysia, Japan, Indonesia, South Korea, China and Singapore; Sam Balsara of Madison on OOH’s opportunity in the total media mix; a dentsu-led creativity session; Daktronics on the environmental impact of digital billboard luminance; the buyer-side view from Talon and Omnicom Media Group Singapore; and TAC Media’s panel on accelerating growth with audience measurement, with Maxis, Unilever, GroupM and IPG Mediabrands.

Day two turned to the science of OOH: Cathy O’Connor of oOh!media on the opportunity in better data; Gideon Adey’s measurement-governance panel spanning the OMA, IOAA, TAC Media and Japan’s DSC, concluded by Ipsos; then programmatic in depth — Hivestack’s ‘reasons to be cheerful’, Vistar case studies, Charles Parry-Okeden’s panel with Hivestack, Broadsign, Vistar and Moving Walls, and The Trade Desk on the omnichannel opportunity.