@Life Job Guide Advertising Communications Article Media Career Guide

Our core business is enabling interactions with consumers through digital outdoor media, and specifically using the mobile phone as an enabler.

Our wide and diverse clientele includes many established retailers, restaurants, and also advertisers. We have also worked with clients from different industries such as tourism, entertainment, sports, government and many more.

What’s your job like?

I am in charge of the daily operations and also plan and oversee the strategic growth objectives for the business. Prior to this I built an analytics company that exited through a trade sale and before that, I managed the Internet and CRM Business Divisions for IBM Singapore.

I’ve always had a passion and keen interest for new media and one particular area that I do a lot of research in is what I term, ‘Outernet’ - the combination of using Internet broadband technology and dynamic multimedia advertising content to reach out to the target audience via different locations.

What are the advertising benefits of digital outdoor media?

In Singapore, research has proven that the average person spends more time outside of their home, and this means that digital outdoor media has great potential to reach out and deliver advertisements in various public places as well. Furthermore, there are several other benefits such as -


(1)	More dynamic, less static
	clients can change the ad content on a regular basis and the call to action for a consumer can be a distance from 1 to 2 km from a digital billboard.

(2)	Ability to integrate
	to a mobile phone with real time content.

(3)	Digital outdoor media
	is less expensive than traditional print media.

(4)	Multiple ways of tracking ad campaign and measuring campaign success

(5)	Diverse locations
	screens can be placed in lifts of buildings, for example.

What kinds of job opportunities exist in the digital outdoor media industry?


There are many types of job opportunities that exist in this young and dynamic industry, such as –

(1)	Sales Professionals
	well versed salespeople who understand and know how to sell new media to clients.

(2)	Content Crafters
	this cluster of people would be your graphic designers, copywriters, editors and webmasters who work with digital content providers to repackage, repurpose, and compress existing multimedia advertising content specifically for the outdoor media advertising segment.

(3)	Operations Specialists
	these are the IT trained people who maintain the digital advertising system and keep it running smoothly, and carry out troubleshooting when required.

(4)	Technologists
	they are generally very experienced staffs that are able to strategically plan a digital advertising campaign and figure out how to cluster the advertising content and efficiently deliver it to the target audience.

What is your view on the industry’s prospects?

I think that Singapore is definitely a growth area for digital outdoor media. At Life currently has more than 200 digital outdoor billboard screens in Singapore and I see even more in the future.

The challenge that exists is how to effectively manage the content and technology and for digital advertising to be effective, there must be the ability to deliver the right content at the right screen.

I also see some clients that will go for a closed network to leverage their physical presence and footfalls, like financial institutions, for example, and effectively reach out to their target audience who are already in their locations.

From our company’s perspective and goals, we are looking to diversify our media technology, grow our customer base, foster more consumer acceptance for digital outdoor advertising, and changing the mindset of advertisers to move away from traditional media.

Find out more at www.atlife.sg

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