APAC Forum 2023 Wrap

The World Out of Home Organization held its second APAC Regional Forum in Bali, Indonesia: November 1st - 3rd.

The first APAC Regional Forum, with over 200 delegates, was held in Kuala Lumpur, Malaysia, in October 2022. In Bali we got over 350 delegates a record for a Forum so far. As was the case in Kuala Lumpur we received a very warm welcome from our Indonesian hosts.

This Forum gave delegates one and a half days of presentations on the Expanding World of Out of Home from Media Owners, Buyers, Tech Suppliers and Clients. Here are some of the highlights.

Day 1

WOO President Tom Goddard opened the Forum highlighting the importance of the APAC Region, home of four of the world's biggest OOH markets and highlighting that OOH's share in the region is now 7% compared to a global average of 5%.

But the medium has much to do, Goddard continued, to reach its merited market share of 10% and he outlined a course of action to grow the medium by 1% a year to reach this goal.

What the industry still needs, said Goddard, are:

More consolidation - research shows that consolidated markets achieved a bigger market share
More coordinated Adtech Strategies - the adtech industry is booming but too fragmented
More measurement and data across all markets - perhaps the key factor and a constant theme at all WOO"s regional and global events
More collaboration on standards and language - the medium must become easier to plan and buy
More empowerment and resource for National Associations - active and energetic national associations drive best practice, innovation, and sector growth but too many are under-resourced.

Day 1 continued to focus on all aspects of driving sector growth in Out of Home including a powerful session from Chloe Neo from Singapore on Cross Media Measurement. This was followed by a great session on OOH Creativity from Jay Young of Talon’s Grand Visual who reminded us with some fantastic examples of the enduring power of OOH Creativity to drive a message, one often then amplified by social media.

The forum then moved on to the increasingly important and serious subject of sustainability in a session that outlined a number of WOO initiatives including the setting up of the WOO Sustainability Task Force.

Presentations by hardware providers Doris Li from Absen and Jon Settingsard from Daktronics demonstrated some of the more practical steps being taken by the industry, while Adi Panuntun of Sembilan Matahari gave a very local take on sustainability in action in Indonesia.

Throughout the day there were market updates from Indonesia – Agung Prihambodo, India - Pawan Bansal and Daewoon Kim from South Korea. Daewoon Kim got the afternoon of to a particularly lively start focusing on the fascinating and advanced South Korean Market with a sprinkling of K-Pop which proved a great favourite with delegates.

During the day we also saw presentations from Matt Steffenson - Vistar Media on 'The tech trends driving growth and how you can tap in' and also a discussion imaginatively entitled, ‘Viva la Transformation! Out-of-Home never Out-of-Date' from Veronica Ong of Broadsign and Melanie Lindquist of Talon Asia Pacific which discussed the challenges and opportunities media owners face in an ever-evolving landscape, with a specific focus on the impact of technology on sales teams.

The day closed with Gideon Adey and his experienced panel of measurement practitioners (Maud Moawad - 7th Decimal, Kristina Rudoman - Allunite, Jun Sakurai - LIVE BOARD and Daniel Wong-Chi-Man - Ipsos) discussing the benefits of setting up an effective audience measurement system in terms of OOH growth. The discussion covered various aspects of audience measurement, including the need for prescriptive briefs, understanding client expectations, data usage, and the importance of industry standards. This was followed by presentations highlighting the latest in cutting edge audience measurement techniques.

Day 2

Day Two focused more on the Science of OOH and highlight the growing impact of data, automation and the programmatic buying of OOH. Starting the Day, Tom Goddard WOO President and Andreas Soupliotis founder and CEO of Hivestack used their session set the scene in terms of the development of OOH and the state of programmatic DOOH in this diverse geographical market. This enlightening discussion touched on a number of areas including the challenges associated with data and audience measurement, transparency and the prospect of consolidation within the technology landscape.

This was appropriately followed by the Trade Desk’s Greg Fournier who highlighted how the company’s core mission of the company revolved around scaling omnichannel campaigns across diverse platforms and the potential opportunities this held out specifically for OOH.

The OMA’s Charles Parry-Okeden the moderated the Programmatic and Automation panel which delved further into the subject sharing their insights, experiences, and challenges related to the adoption of automation and programmatic in OOH advertising. This section of the forum was rounded off with a practical session from Andy Hamblin of LDSK and Mike English of UK Based Media Owner London Lites, on the practical steps required to start the automation journey and the potential rewards available to Media Owners. At the heart of these sessions will be a focus on how we can make OOH easier to buy.

This morning session also recognised the importance of media buyers and clients with Sheila Shanmugam - CEO Mindshare Group Malaysia delivering a strong and very persuasive message on the importance of accountability when it comes to driving OOH investment.

Ricky Afrianto, Director and Global Marketing Director of Mayora spoke about emerging brand expectations from OOH Balance and the need to long-term brand building & short-term performance marketing.

The morning session concluded with Laetitia Lim, CEO, Quividi and Kevin Chang - General Manager, Presco, shining a light on the massive growth potential of Retail Media. This was followed by Ranga Somanathan, Co-Founder of Rsquared Global Ventures who delivered, an at times nostalgic but always insightful presentation on transforming your OOH strategy to help accelerate growth.

WOO CMO Richard Saturley says: "We made our second visit to Asia hoping, among other things, for insights and guidance about how the world of Out of Home is developing in the region and what the medium globally needs to do to become even more attractive and effective in the future."

"Our Bali Forum more than met these expectations thanks to an inspiring array of speakers and panellists and invaluable feedback from delegates. It's a brilliant way to end our programme of events for 2023 and means we're set fair for our first in-person Africa Forum in March 2024 and then our Global Congress in Hong Kong in June."

We are currently finalising the presentation slides and recordings for sharing.

All Bali Forum Delegates will be emailed a password protected link to access all videos and presentation slides once this process is complete.

WOO Members also will be able to access both presentations and slides.

SEE THE FULL PROGRAMME HERE

- Gold Sponsor
  
  AMG (Alternative Media Group)
  
  AMG (Alternative Media Group) provides the most diverse OOH media in Indonesia. They are the pioneers of place-based D/OOH media with an expansive network across four major cities: Jakarta, Bandung, Surabaya, and Bali which offers a variety of static & digital solutions to deliver advertising that goes beyond awareness.
  
  Their inventories cover more than thousands of screens situated in multi-tier office and apartment buildings, in addition to retail, transportation and street as touchpoints which reached high-buying power audiences with high dwell times and accessible via programmatic DOOH.
  Through Otego, it also provides D/OOH media for its clients to reach wider audiences in an exclusive transportation channel of MRT Jakarta. And to address wider audiences, it extends its journey both media and experiences by initiating the entertainment business this year.
- Gold Sponsor
  
  PRISMA
  
  Prisma is a Jakarta-based advertising company in Indonesia with a trusted track record of 19 years. We specialize in the latest innovations in the Out of Home (OOH) and Digital Out of Home (DOOH) industries, strategically located throughout Indonesia.
  
  Our business unit, PiX Animation, representing immersive creativity through technology, creates creative content such as 3D Anamorphic and Digital Characters that have gained global recognition. On the other hand, BoostAD is our business unit that serves as the official partner of TransJakarta and other public transportation, offering integrated Creative Branding and activation services alongside OOH. Prisma is dedicated to consistently meeting client needs and achieving exceptional results.

- Event Silver Sponsor
  
  AllUnite
  
  https://allunite.com/

- Event Sponsor
  
  Pixel Group
  
  PIXINDO MEDIA PRAMA is a holding company of Pixel Group special Out Of Home media company with the single purpose to deliver effective advertising and branding campaigns to reach our clients’ target market and generate conversions. Our experience and innovation,
  combined with smooth execution of our advertising solutions have made us reputable since 2003.

- Exhibitor
  
  Absen
  
  Established in 2001, Absen Optoelectronic Co., Ltd (SZSE: 300389) is a trusted global brand providing LED display solutions and services. Featuring reliable visual performance and proven product quality, Absen’s LED displays havebeen exported to over 120 countries and regions around the world. Amongst the Chinese manufacturers of LED, Absen has been ranked number one Chinese exporter for the last, consecutive, nine years. With more than 30,000 successful installations in OOH advertising, retail, sports, entertainment, spectaculars, branding, corporate and broadcasting, Absen has an LED product solution for every application. As a truly global player Absen is constantly developing its international sales and service networks. For our European partners and customers our European HQ is located near Frankfurt a.M., Germany, where we would welcome the opportunity to meet with you and demonstrate the proven quality and costeffectiveness of our award-winning products.
- Exhibitor
  
  City Screen
- Exhibitor
  
  MDMedia
  
  MDMedia (MD MEDIA - PT Metra Digital Media), is an integrated digital & marketing communication agency in Indonesia. MDMedia provides solutions in planning and implementing communication media through Digital, Above the Line and Below the Line.
  As digital advertising company that owned various communication platforms, we determined to provide the best ideas and our creativity for your brand communication.
- Exhibitor
  Radius Displays Limited
  
  Media Infrastructure Cultivation, Design, and Development
  
  Radius Displays Limited is an Asia-based design and implementation agency serving clients both regionally and worldwide. With our professional and comprehensive design, engineering, and project management capabilities, our Hong Kong-based team offers international-standard skills with the significant advantage of close proximity to high-end Chinese production partners and digital hardware manufacturers.
  
  The Radius team is renowned for its involvement in some of the most iconic signage and street furniture projects across the globe. Our client base includes leading consumer brands and media companies such as Louis Vuitton, Tiffany, Coca-Cola, Nespresso, Clear Channel, QMS, and Asiaray. Our urban street furniture is found in cities like San Francisco, Miami, New York, and Sydney.
  
  At Radius, we pride ourselves on our attention to detail, robust design principles, and full-service approach, which allows us to provide a high-quality service from concept to construction. Our creative and technical development process enables us to deliver one-of-a-kind projects, fostering long-term collaborative relationships with our key clients that extend beyond individual outcomes.
  
  We are the go-to solution for many design agencies, but we also offer direct relationships with clients. Collaborating directly with sophisticated clients allows for faster responses, clarity in objectives, and certainty in outcomes. We provide strong creative solutions, sophisticated technical responses, and advanced visual presentations.
  
  Combined with our extensive and globally recognized technical expertise, we deliver exceptional results.
  
  Our Vision:
  
  At Radius, our vision is to foster a culture of creativity, exploration, and problem-solving to drive advancements and breakthroughs in signage technology, manufacturing, performance, and sustainability. We think beyond conventional boundaries, challenge the status quo, and develop innovative solutions that make a significant impact on the signage industry. Our vision includes:
  
  Building media experiences that people love
  
  Looking beyond the horizon with new, innovative ideas and the application of technology
  
  Enhancing the client's vision and the market through technology in a meaningful way
  
  Upholding high standards of environmental and social responsibility
  
  Our Mission:
  
  Radius serves as your creative source and solution partner, transforming spaces into unforgettable experiences. Our mission is to:
  
  Curate innovative ideas and transform them into outstanding digital signage, street furniture, and creative displays
  
  Work closely with clients to capture their ideas and communicate them through a creative medium that attracts and engages the intended audience
  
  Maintain and continuously improve the three pillars: quality in design and supply, solutions tailored to clients' needs, and a commitment to environmental and social responsibility.

- Media Partner
  
  Media 4 Growth

- Platinum Global Sponsor
  
  Talon
  
  Talon is the leading global independent Out of Home (OOH) media agency focused on delivering smarter, creative, data-driven integrated OOH communications. Combining independence with a collaborative approach, Talon promotes open and transparent working relationships between many of the world’s leading agencies, clients, and media partners that ultimately deliver greater value whilst inspiring people and caring for our planet. Headquartered in London with additional offices in Dubai, Dublin, Frankfurt, Manchester, Nashville, New York and Singapore, Talon delivers expertise at the global, national, regional, and local levels. Additionally, the agency has built a global OOH planning and buying network covering 100 markets across the U.S., Europe, Asia, and Latin America. For more information, please visit www.talonooh.com and follow us on Twitter and LinkedIn.
- Platinum Global Sponsor
  
  Vistar Media
  
  Vistar Media is the world’s leading end-to-end programmatic ecosystem for digital out-of-home (DOOH). Vistar Media’s demand-side platform (DSP) and supply-side platform (SSP) empower buyers and sellers to easily transact on DOOH inventory, while applying intelligent data insights that improve media performance. Vistar’s SaaS solutions (unified ad server and Cortex for device and content management) deliver enterprise-grade solutions for monetizing and operating digital signage networks at any scale. Founded in 2012, Vistar Media is headquartered in New York City and has offices across the United States, Canada, EMEA and APAC. Through its global reach, direct platform integrations, data partnerships, and complete technology stack, Vistar Media continues to power innovation and growth across the digital out-of-home industry.
- Platinum Global Sponsor
  
  Moving Walls
  
  Moving Walls is a media technology group with a presence in seven markets across four continents. The group operates a myriad of technology for both the demand and supply sides of Out-Of-Home (OOH). For planners and buyers, Moving Walls operates ‘Moving Audiences’, a patented multi-sensor approach to location-based media measurement like billboards, digital signage, and transit media. For asset owners, the group’s supply-side subsidiary, Location Media Xchange (LMX) is a platform for marketers to profile locations based on the types of audiences around the site and activate mobile and physical place-based media like digital billboards to reach them during this offline journey.
- Platinum Global Sponsor
  
  Kinetic
  
  Kinetic uses intelligence, technology and creativity to help brands communicate with valuable audiences on the move. As the world’s largest planner and digital innovator in Out of Home advertising, we understand the customer’s physical journey better than anyone. Through the application of dynamic data and tech, we turn that journey into an Active Journey, driving people to take action in context. Whether it’s through mobile and social, location-based experiences or in-transit, we are committed to delivering new ways to make OOH interactive and amplifiable – driving efficiency and measurable transactions and bringing forward the future of OOH communications for brands.
- Platinum Global Sponsor
  
  Daktronocs
  
  Founded in 1968, Daktronics is recognized worldwide as the leading designer and manufacturer of electronic scoreboards, programmable display systems, advertising displays and large screen video displays using LED technology. The company has installed more than 35,000 individual video-capable displays in more than 80 countries around the world and has multiple international manufacturing and office locations. These displays inform and entertain people throughout the world including thousands of digital billboards and many custom Out Of Home digital advertising displays in places like Times Square, New York, and Piccadilly Lights in London. Recently the company installed an 8,000 sq. ft. LED video display system at Rogers Centre, Toronto, Canada.
- Platinum Global Sponsor
  
  Broadsign
  
  Broadsign is making it easier than ever for media owners, agencies and brands to harness the power of out-of-home and connect with audiences across the globe. Powering over 1 million signs in airports, shopping malls, health clinics, transit systems, and more, Broadsign is at the heart of people’s lives. The Broadsign platform helps media owners more efficiently manage their business operations while enabling brands and agencies to easily book OOH campaigns. The platform includes tools for content distribution, playback and proof of performance; sales inventory availability and proposal generation; automated programmatic DOOH transactions; and OOH business operations.
- Platinum Global Sponsor
  
  dentsu
  
  Part of Dentsu Group, Dentsu International is a network designed for what’s next, helping clients predict and plan for disruptive future opportunities and create new paths to growth in the sustainable economy. Dentsu delivers people-focused solutions and services to drive better business and societal outcomes. This is delivered through five global leadership brands - Carat, Dentsu Creative, dentsu X, iProspect and Merkle, each with deep specialisms. Dentsu International’s radically collaborative team of diverse creators unifies people, clients and capabilities through horizontal creativity to help clients create culture, change society, and invent the future. Powered by 100% renewable energy, Dentsu International operates in over 145 markets worldwide with more than 46,000 dedicated specialists, and partners with 91 of the top 100 global advertisers.

- Gold Global Sponsor
  
  Ipsos
  
  Ipsos - world leader in Out of Home measurement.
  
  Ipsos operates OOH solutions in 17 different countries. (11 recognised industry currencies). We offer the most accurate and reliable insights for media owners, media agencies and brands. People-centric measurement Ipsos provides a total understanding of audiences. Our approach centres around understanding people and is how we build solutions reflective of local environments. We leverage the best in technology, national data sources and our research expertise to deliver realistic representative OOH data for any market need.
  
  Global Expertise Ipsos is present in over 90 different countries. Our local knowledge is supplemented by a central global OOH team which includes the expertise of MGE Data. (OOH Data and Technology specialists who design, develop and manufacture equipment and software.) This mix of global and local expertise enables us to offer tailored contemporary solutions, ensuring our clients have the most accurate datasets for media planning and advertising. We continually invest in our audience measurement capabilities.
  
  Our scale and expertise in data science ensures our tools are future ready. We help our clients to unleash the power of audiences.
- Gold Global Sponsor
  
  Hivestack
  
  Hivestack is the largest independent, global, full stack, marketing & ad tech company, powering the buy and sell side of programmatic digital out of home (DOOH) advertising. On the buy side, marketers use Hivestack’s Demand Side Platform (DSP) to create measurable campaigns that activate DOOH screens in real-time based on consumer behavior and audience movement patterns. On the sell side, DOOH media owners use Hivestack’s Supply Side Platform (SSP) & Ad Exchange to attract programmatic revenue. DOOH media owners can also use Hivestack’s Ad Server to power impression-based, directly sold campaigns. Our suite of solutions allows advertisers to plan, activate and measure DOOH campaigns at scale.

APAC Forum 2023 Wrap