Kuperus: ‘We use insights, powered by data and technology, which allows us to understand the entire audience journey.
THE world’s largest ad agency WPP, through its out-of-home (OOH) unit Kinetic, has set the path to strengthen its OOH advertising market in Malaysia via technology and innovation.
Towards this end, the agency will also strongly bank on messages or campaigns by advertisers that are contextually relevant to audience on the move. Kinetic head of global innovation Dennis Kuperus tells StarBizWeek during an interview that campaigns or messages in OOH advertising should be relevant to the target audience.
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