For this month’s Media Owner Spotlight, Vistar spoke to Malcolm Wong, Head of Digital at Moove Media. This interview spotlights the unique value proposition their digital network brings to the out-of-home (OOH) industry and how Moove's partnership with Vistar Media is enhancing digital advertising experiences in Singapore.
Please describe your network and the audiences you reach?
The Moove Programmatic Network connects brands to millions of rail and bus commuters through high-impact, large-format digital billboards. The billboards, ranging from 4 to 54 meters in length, are situated at the busiest intersections in Singapore stations. Our digital network reaches a diverse range of audience segments, including daily commuters, occasional travelers, students, and professionals, ensuring maximum visibility and engagement across all demographics.
What sets you apart from other digital channels?
Bigger is better, and our stunning digital billboards provide unparalleled visibility and impact for brands. With some offering exceptionally long dwell times, we ensure your message captures attention and leaves a lasting impression.
What is your network's main value proposition to a brand?
Moove's digital network spans rail and bus stations islandwide, ensuring brands reach diverse audience segments that are on-the-go. Our upcoming expansion into taxi media will extend this reach to city-level audiences, enhancing visibility and engagement across urban areas.
What do you wish more digital buyers knew about OOH?
OOH media showcases brands at scale with significant impact, often creating unique experiences for the audience. Being location-driven, it enables contextual impressions, such as brand exposure near retail stores. Out-of-home as a channel has been proven to drive higher brand recall, offering an unparalleled advantage in audience engagement and brand visibility.
How do you see digital out-of-home evolving over the next year?
With the ease of platform booking, audience planning and measurement tools, we should expect increased budgets moving to programmatic OOH and an increase in digital inventory available.
Why did you choose Vistar as a partner?
Vistar is a key programmatic OOH partner in both local and global markets, making them the natural choice for advancing Moove's programmatic journey.
What has been Vistar's most valuable contribution to your business?
The Vistar Singapore team has been proactive in driving our programmatic OOH business, complemented by the wider team's support in technical integration and process management. This collaboration has enabled us to rapidly tap into the potential of programmatic OOH.
What Vistar software capabilities do you find most useful?
The most valuable aspects of Vistar's software include its seamless integration with Moove’s CMS, which streamlines workflows and boosts efficiency. Additionally, it offers powerful tools for network management, such as DCO-enabled (Dynamic Creative Optimisation) capabilities, which facilitate more personalised and targeted advertising. The real-time monitoring of Moove’s network health further ensures that any issues are promptly identified and resolved, keeping our operations smooth and uninterrupted.
What benefits have you been able to leverage by working with Vistar?
Vistar's platform and team have significantly streamlined our workflow, enabling seamless DSP connections and rapid integration into programmatic OOH. Additionally, Vistar’s global DSP has expanded our access to global demand, enhancing our ability to reach a broader audience on an international scale.
