PETALING JAYA: While advancements in artificial intelligence (AI) and new developments in marketing technology (martech) and advertising technology (adtech) have taken up much of the conversation within the marketing landscape, traditional media channels still have a crucial and evolving role to play today.
Through high quality data insights, smarter planning tools, and new campaign approaches, formats such as out-of-home (OOH) and digital out-of-home (DOOH) advertising are continually being transformed to deliver greater effectiveness and impact in campaigns.
This key evolution served as the main topic of discussion at the first CMO Assembly, a new initiative by the Malaysian Advertisers Association (MAA), created exclusively for its members.
The gathering saw senior marketers, agencies, media owners and technology providers come together for candid exchanges about how brands can adopt emerging methodologies and integrate outdoor media more effectively into today’s marketing mix, while exploring the skills and tools the industry will require in the future.
“OOH and DOOH are strong examples of how traditional media continues to evolve through data, technology, and new approaches to campaign thinking,” said Claudian Navin Stanislaus, MAA president, at the session.
“At a time when so much attention is placed on the newest trends and emerging media opportunities, it is equally important to recognise that transformation is happening across the wider media landscape, and brands need to stay alert to it.”
Presentations during the event included a demonstration by Karan Chhabra of OOH media practice Visual Retale on how platforms can leverage aggregated data to plan campaigns across outdoor, retail, transit and indoor digital screens.
He added that various tools are currently being employed by the industry to better understand audience reach and campaign performance.
“Today, planners may receive different reach figures for the same site depending on the source of data,” he said.
“What technology can do is provide additional layers of information, such as traffic data and anonymised mobile signals, to help advertisers make more informed decisions when planning campaigns.”
Elsewhere, discussions took place around outdoor media’s critical role in delivering scale and credibility for brands, and its place as a complement to both in-store and digital campaigns.
According to industry figures shared during the session, OOH is said to be the second-largest advertising medium in Malaysia after digital, with annual spending exceeding RM800mil.
“Digital may dominate budgets, but OOH is still the right platform to get real eyeballs and brand visibility beyond the store,” said Hussain Karim Ally, head of marketing at Mydin Mohamed Holdings Bhd.
“Retailers like Mydin focus heavily on in-store and social media, but outdoor extends that reach into everyday life, where attention is less fragmented,” he added.
“From a marketing standpoint, every ringgit must show return on investment, and when OOH is measured properly, it amplifies digital and delivers impact at scale.” Another theme that emerged in discussions was the growing integration between outdoor media and digital ecosystems.
Melinder Virk, head of GrabAds Malaysia at Grab, noted that advertisers are increasingly connecting city screens with mobile engagement to craft a more seamless consumer journey.
“DOOH remains highly relevant because it delivers scale and visibility in the physical world,” she said.
“Through GrabAds, we’re seeing how brands can extend that impact by connecting city screens with the Grab ecosystem, from vehicles on the road to engagement within the app.”
The event marked the third event organised by MAA in 2026 so far. The association said it is currently working subject matter experts and strategic partners to plan for several more sessions, which will be announced in the coming weeks.
“The CMO Assembly is the latest of MAA’s knowledge-sharing platforms, curated to help bridge the gap between research, technology, media expertise, and brands.
“It is meant to create a conducive space for open, balanced conversations that allow for better understanding across all sides,” Navin said.
He added that MAA welcomes collaboration and partnerships across research, innovation, and technology, both from within the industry and beyond, for those keen to contribute to the initiative moving forward.
“We want these sessions to be more thoughtfully curated, more personal, and above all more relevant, giving brands and their custodians a space to exchange ideas openly about what is already working, what innovations are beginning to emerge, and what capabilities marketers will need for the road ahead,” Navin said.
