In an attempt to attract more eyeballs to its news headlines, Malaysia's Star Media Group (SMG) has taken to publishing high-resolution daily full page photo headlines on select digital billboards around Kuala Lumpur in what it calls "a first in the country."
The newly-launched campaign involves publishing headlines and breaking news from The Star's various sections including Nation, Asean+, StarBiz and Bizweek on three digital billboards in the Klang Valley, in 15-minute bursts during peak commutes (8am to 8.15am and from 6pm to 6.15pm).
The pilot campaign will initially run for two months, while being monitored, SMG chief executive officer Andreas Vogiatzakis told Campaign.
Vogiatzakis, who was formerly CEO of Havas Media Group Malaysia, said the digital out-of-home initiative adds to SMG's omni-channel presence, "allowing their brands to reach a wider audience while displaying Star Media Group’s evolution in the digital age."
With a combined size of 1,157sqm, the displayed pages include space for brand advertising alongside news content. SMG teamed up with DOOH provider Visual Retale on the project.
Visual Retale CEO Sailendra Kanagasundram called their collaboration with Star "an idea that transforms the OOH (out-of-home) landscape and bring print and digital in one place, for the advantage of our audiences."