Singapore, 7 June 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.”
ISSUED BY SINGAPORE PRESS HOLDINGS LTD
Co. Regn. No. 198402868E
For more information, please contact:
Assistant Manager, Product Development
DID: 6319 1271
Elaine Chrysta Tan
Corporate Communications & CSR
Singapore Press Holdings Limited
DID: +65 6319 1613
SPHMBO, the outdoor media division of Singapore Press Holdings Ltd, is the leader in large format Out-of-Home (OOH) sites (static billboards and digital screens) in Singapore.
It specializes in providing impactful OOH advertising solutions at strategic locations in the Central Business District and Orchard Road. Key sites include One Raffles Place, Ocean Financial Centre, Marina Bay Link Mall, South Beach, 313@somerset, Paragon, etc. As the leading Digital OOH media owner, it manages close to 500 digital screens including indoor digital networks for POSB and SingHealth.
About Singapore Press Holdings Ltd
Incorporated in 1984, main board-listed Singapore Press Holdings Ltd (SPH) is Asia's leading media organisation, engaging minds and enriching lives across multiple languages and platforms.
SPH's core business is publishing of newspapers, magazines and books in both print and digital editions.
It also owns other digital products, online classifieds, radio stations and outdoor media.
On the property front, SPH owns 70% in a real estate investment trust called SPH REIT which comprises Paragon, a premier upscale retail mall and medical suite/office property in Orchard Road, The Clementi Mall, a mid-market suburban mall and The Rail Mall, a stretch of shopping and dining outlets along Upper Bukit Timah Road. SPH REIT also holds 85% equity stake in Figtree Grove, a freehold sub-regional shopping centre in Wollongong, New South Wales, Australia. SPH owns and operates The Seletar Mall. It is developing a new commercial cum residential site at Woodleigh. It also has a stake in Chinatown Point and owns a portfolio of Purpose-Built Student Accommodation (PBSA) in the United Kingdom.
It is in the aged care sector and owns Orange Valley, Singapore's largest private nursing home operator.
SPH runs a regional events arm and a chain of Buzz retail outlets. It also invested in the education business.