IAA Malaysia’s Education Series 2025 Kicks Off with Trends and Insights on DOOH
Navigating the DOOH Landscape
27/02/2025
45th IAA World Congress Penang 2024 receives prestigious Olive Crown Award 2025
08/04/2025IAA Malaysia launched its ‘Education Series 2025’ recently by sharing latest developments within the Digital Out-of-Home (DOOH) media landscape. Three accomplished speakers from the field of media, data science and marketing shared insights and real-life case examples to demonstrate the evolving role of DOOH in brand building and sales and marketing metrics attribution.
More than 80 marketing, media and advertising professionals from diverse backgrounds like business development, management, strategy, research and creative practice attended this inaugural session of the education series of IAA Malaysia.
The discussions in the session were anchored on ‘the changed consumer reality of digital drifts and lower attention spans in reshaping the role of DOOH in brand engagement as well as seamless integration of consumer’s digital and physical worlds’.
“As attention spans shrink, DOOH redefines engagement—seamlessly bridging physical and digital spaces while capatalising and optimizing media buying with AI, automation, and data-driven precision” highlighted Lorrain Capel, OOH Media Specialist and one of the speakers at the event.
Dr Faroukh Abdullah, data scientist in the field of media and a speaker at the event highlighted “The future of advertising isn’t about reaching the most people—it’s about reaching the right people, at the right time, in the right place. Hyper-targeting in DOOH transforms billboards from static displays into dynamic, data-driven experiences that feel less like ads and more like meaningful connections.”
“Shatter the status quo with fresh eyes and harness data insights to ignite innovation in your marketing programs” added Wong Wai Kuan, a marketing consultant in Malaysia and a speaker at the session.
Session highlighted DOOH’s ability to leverage real-world contexts, real-time messaging, and increased consumer mobility to create impactful brand experiences and engagement. With growing investments for technological advancements, DOOH has evolved into a brand building and sales building medium in the modern marketing. With latest and attributable measurement tools, a unified buying approach, and AI-driven targeting, DOOH is set to redefine the future of advertising.
“IAA Malaysia hosted the very successful 45th IAA World Congress in Penang in March 2024 with 1036 registered delegates from 35 countries. Building off the back of this gargantuan 45th IAA World Congress, we are arranging several knowledge and learning events starting with this one on DOOH. Its where ideas come together, learning comes alive, and connections are made.” John D Chacko, President IAA Malaysia and Global VP.
