Despite us living in a digital world, traditional media, including out-of-home (aka OOH) are still highly trusted by Malaysians as shown in Nielsen’s study in the image below.
Why? Forbes explains the reasons why it still works.
Out-of-home advertising in Malaysia is usually used by businesses to generate brand awareness, promote a certain event, or to direct people to nearby stores. It is affordable, highly targeted, displays your ad 24/7, and gives you a larger-than-life presence. Here are a few local examples that you will be familiar with:
If you’re considering this medium, here’s how you can get started…
A. Set your objectives.
Ask yourself what is the purpose of the campaign. If it’s for brand building, promoting an event or a new product, or to generate awareness for a certain outlet, then out-of-home advertising might be right for you.
B. Set a budget
Be clear on how much you’d want to spend on this campaign. Your budget should include the ad space cost, production cost, and design fees.
C. Identify your target audience
Who are the people you want to reach? What are their demographics and psychographics? Run surveys to find out your target audience’s habits, routine, interests, and needs. This will help you design a compelling ad that “speaks” to them, and narrow down the locations of your out-of-home ad space.
D. Set a campaign period
Set a time frame for your campaign because this will affect your budget. Rates for out-of-home ad space are subject to the number of months, and which month(s) the campaign will run. This will also determine which out-of-home ad space you’ll get, as not all on your target locations list might be available.
We’re not done yet! For out-of-home advertising in Malaysia, you should also take note of the following:
STEP 1: Booking deadline
When booking any traditional ad space, there is a booking deadline, meaning you should book the ad space a certain number of days or weeks before your campaign runs (the booking deadline is determined by the media owner). For out-of-home, the booking deadline is usually six weeks prior to a campaign’s start date.
STEP 2: Get approval
All artwork/storyboard/script are required to be submitted for approval with the relevant authorities (media owner and/or the City Hall of the area where the out-of-home ad space is located) prior to your ad production.
STEP 3: Ad production
Here’s where the fun starts! Create your ad either in-house (if you have a designer) or through a creative agency.
For any printed formats e.g. billboard, you will need to give approval for colour proofs (which would usually be prepared by the creative agency or designer) prior to material submission.
STEP 4: Submission of material
Materials for the advertisement would need to be submitted to the media owner four weeks before the campaign start date, usually in AI (Adobe Illustrator) format.
STEP 5: Campaign starts
You’ve made it! After all the scheduling, submission deadlines, and approvals, your campaign can finally start.
Seem tedious? We have an easier solution for you. Here’s how you can advertise out-of-home with AdEasy:
STEP 1: Search
Go to AdEasy’s marketplace.
STEP 2: Compare
Browse and compare all the available out-of-home ad space that fit your budget, target audience profile, and campaign period.
STEP 3: Book
Click “Request a quote”, and wait to receive a quotation from us to confirm your booking.
You will get reminders and guidance through the approval, production and submission process.
With AdEasy, you can buy your out-of-home ad space as easy as 1, 2, 3! Interested? Get started now!
Need more information? We provide FREE consultation! Contact us at hello@AdEasy.co or call us at 03.6211.3075.