Association of Advertising and Marketing Singapore - AAMS (formerly 4As & IAS), working with Moving Walls, our technical partner , has launched the Out-of-Home Media platform in Singapore.

This sets up of a benchmark of standard metrics in the outdoor space, establishing a common currency for a digital nation. It allows smaller media owners to have level playing field and helps maintain growth rates in the context of growing scale of digital media.

• Phase I - To establish a `Registry’, comprising OOH media assets and its Audience data.
• Phase II - Planning Tool to be introduced and inclusion of the smaller players in OOH
• Phase III - Enabling new markets in marketing and open to new planning applications for non-advertisers

The following key players have pledged their support and is a part of this project:
Focus Media, Kingsmen, Mediacorp, Moove Media, SPH, IPG Mediabrand, Mediacom, Omnicom Media Group, Mindshare, Group M, IM Comms, Havas, Dentsu, Starcom Media, Wavemaker.

We are inviting all AdMarcom players to support this platform and sign up for the Basic Level access to the OOH Platform. This will entail a subscription fee of S$100 (member rate) or $2,100 (non-member rate) for the year, for two users’ access to the platform.

This allows access to basic information of the billboard (dimension, location) as well as audience numbers – impression, frequency at the specific billboard. (click here for more details)

Our Committee shares their views:

Chairperson: Vivian Yeung
Managing Director, Mediacom

"The OOH project is a critical initiative to move forward with clients’ greater requirements for validation and accountability of their media investment. By taking a lean in approach, we will be setting the industry benchmarks for further and more transparent growth for the only offline touchpoint which is still increasing in spend year on year."

Committee: Ranga Somanathan
CEO, Omnicom Media Group

"Accountability and measurement drive growth. This initiative by 4As, to build a currency around OOH measurement, will strengthen the rationale of using OOH to reach consumers and power it’s growth in Singapore. With a successful roll-out, it also presents an opportunity for Singapore to power the OOH measurement protocol to the rest of the region too."

Committee: David Haddad
CEO, IPG Mediabrands

"We are using a proprietary algorithm that will offer agencies, media owners and clients, a new way to track and measure out of home audiences based on cutting edge technology. This initiative will be a game changer for the out of home industry in Singapore and it will be great to have a more modern audience based metric when discussing outdoor."