'Consolidation is key to sustained OOH growth'

OUTDOOR ASIA|January 2020

'Consolidation is key to sustained OOH growth'
Major constituents of the Malaysian OOH industry have embarked on a transformational journey to achieve accelerated business growth

The Outdoor Advertising Association of Malaysia (OAAM), since its inception in the year 1993, has been pivotal to the OOH industry’s growth and development in the city of Kuala Lumpur and other key markets of Malaysia. The Association has the representation of the biggest OOH media operators that collectively command 70%-80% of the total OOH é business in the country, although in terms of membership only a 4 relatively small percentage of the ,? media operators has taken direct or associate membership of OAAM. Henry Low, President, The Outdoor Advertising Association of Malaysia (OAAM) and MD, Spectrum Outdoor in his interaction with team Outdoor Asia observed that in an OOH market that has over 230 media operators, encouraging all the companies to converge on a common. platform is a challenging task as many of them perceive one another as direct competition in the business. Against this backdrop, the major players who also hold the executive positions within OAAM ~ are ~ volunteering their time to create the necessary conditions for all the media operators in Malaysia to come together as one, to spur the industry’s growth.

Shukhor Ariffin, Vice President, OAAM and CEO of Big Tree pointed out that down the years OAAM has been voicing the industry’s common concerns and has been in dialogue with the concerned policy makers The Malaysian OOH industry has undergone sweeping to ensure that the advertising norms are OOH business — changes since the time OAAM was established. In the friendly. In time, the industry body would also consider mid-1990s the advertising landscape was dominated organising industry meets and conferences, and by classic formats, but in the New Millennium, the business visits, he added. industry started to evolve faster and new formats took

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January 2020