MediaCorp expands into outdoor advertising through ION Orchard

The screens include an LED video display overlooking the city state’s prime shopping district, as well as more than 100 smaller screens over eight floors in the mall.

MediaCorp will further utilise its resources in television, radio and print to bring content to shoppers. International news channel, Channel NewsAsia, will also broadcast its programmes.

There are also plans for interactive content, such as allowing shoppers to send mobile text or even video messages for display on the screens.

In addition, the screens will feature advertisements to be sold by MediaCorp’s newly set up Out-Of-Home Media division.

According to a statement, MediaCorp sees outdoor advertising as a growth area for its business, and will be building up inventory in this space in the coming months as outdoor advertising continues its impressive growth jumping from five per cent of adspend some five years ago to 10 per cent now.

“This strategic partnership presents an excellent opportunity for ION Orchard to make a difference in media communications within a retail mall and on Orchard Road” said Soon Su Lin, chief executive of Orchard Turn Developments, the ION Orchard’s developer.

She added: "By incorporating cutting-edge technology and supported by MediaCorp's expertise in managing and providing content, including for advertising, it brings a whole new dimension to the shopping experience. The prominent digital screen on ION2 will become a focal point for everyone's enjoyment with the broadcast of live events, up to dates news and activities not just from within the mall, but from all over the world."

Shaun Seow, MediaCorp’s deputy CEO, said: “Once people find a reason to look at our screens, our value proposition to advertisers becomes very clear. Advertisers will be able to reach the thousands of people passing through ION every day, and the screens will be a great platform to reach them. This on-the-move audience will complement those already on our TV channels, radio stations and publications. So going into the OOH media business will strengthen MediaCorp’s position as Singapore’s leading media company, providing a one-stop advertising solution to our clients.”

ION Orchard is part of a retail-cum-residential development and is jointly owned by CapitaLand Limited and Hong Kong’s Sun Hung Kai Properties.

It houses some of the world’s top luxury, fashion and lifestyle brands, including many flagship stores debuting in the Lion City for the first time.

Brands opening up a presence in the mall include Chinese sportswear brand Li Ning, Giorgio Armani, Prada, Louis Vuitton, Dior, Dolce & Gabbana and Cartier.