June 7, 2019
SPHMBO, the outdoor advertising arm of Singapore Press Holdings (SPH), has inked a partnership with One Raffles Place to install a brand new mega LED screen measuring 100 sq metres on the façade of the integrated commercial development.
As the leader in large format sites (both static and digital) in Out-of-Home (OOH) advertising in the city centre, SPHMBO has amassed a valuable portfolio of sites targeting time-scarce PMEB (professionals, managers, executives and businessmen). SPHMBO is the sole media representative for the largest Underground Pedestrian Network, a 2.3km thoroughfare connecting Ocean Financial Centre, One Raffles Quay, The Sail, Marina Bay Link Mall to Marina Bay Financial Centre.
According to Nielsen Media Index, 50% of the traffic in Raffles Place are PMEBs versus the national average of 32%. Raffles Place also attracts a higher proportion of high-income earners with an average monthly household income of $7,000 and above (53% versus 38% national average).
One Raffles Place comprises two Grade A office towers and a six-storey shopping mall. It attracts shopper traffic of close to one million each month. The hard-to-miss digital LED screen is strategically located above the main entrance of the mall, towering over Raffles Place Park, a 0.6 hectare oasis of greenery which is flanked by Clifford Centre, Singapore Land Tower and The Arcade. For the PMEBs, the building serves as the gateway from Raffles Place MRT station to their places of work.
Ms Ng Lay Pheng, General Manager of OUB Centre Limited, said: “Our collaboration with SPHMBO is one of the many initiatives to revitalise our mall and enliven the surrounding vicinity. With SPHMBO’s extensive experience in the city centre and wide network, the collaboration represents the dynamic synergy between both parties with the aim to take this digital advertising platform to greater heights in the heart of Singapore’s central business district.”
Mr Ignatius Low, Chief Marketing Officer of SPH Integrated Marketing Division, said: “We are proud to be appointed the preferred partner of One Raffles Place. Our remit is to deepen the brand position of SPHMBO as the leading digital outdoor media owner in Singapore through strategic investments, underpinned by constant reinvention and with emphasis on creative and digital enhancements. By understanding what truly works in public spaces where people now consume content, we are able to identify high-impact sites that seamlessly fit into commuters’ journey throughout their day.”
A spokesperson from GroupM said: “The convergence of online and offline realities has presented huge opportunities for OOH players in Singapore to deploy digital solutions that are instrumental in driving the industry’s next stage of growth. While there remains good reason for brands to place value on a traditional medium that raises awareness, offers relevance and enhances trust among target audiences, it is now essential that OOH campaigns revolve around creative impact and innovation to create powerful marketing moments and deliver greater efficiency in advertising dollars. The trajectory of SPHMBO’s expansion underlines the media owner’s commitment to meeting these imperatives.”