How are brands planning to flex their creative muscles this Ramadan?


As Published On Marketing Interactive on 25 March 2022

Borders in Southeast Asia are beginning to open up ahead of the Holy month of Ramadan and most of the countries are coming to an endemic phase. Malaysia, for example, is fully reopening its borders on 1 April and operating hours, as well as restrictions, will also be eased significantly. Meanwhile, Indonesia, which has already reopened its borders, announced on 21 March that it is lifting all quarantine rules for international travelers, Bloomberg reported. This came after a two-week trial of quarantine-free travel to Bintan, Batam, and Bali. Although these two countries are gradually transitioning into an endemic phase, citizens in each of these countries have varying opinions when it comes to spending.

On the OOH front, markets such as Malaysia and the Philippines seem to be doing better in 2022 compared to 2021. Moving Walls saw an increase in campaign execution by 30% in Malaysia and a 40% to 50% increase in the Philippines. It also witnessed an increase in programmatic campaigns, mainly due to its contextual capabilities such as weather triggers and location targeting.

The piece by marketing interactive expands on -  What are the OOH spending habits during this Ramadan in different markets?  What advertising channels are being used more? What ad categories recorded a higher ad spend? How can brands stand out amongst a sea of ads? Let's Find out.

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