Did you know digital billboards are much more flexible than static ones? It’s one of the reasons why advertisers opt for digital billboard ad space. But when purchasing digital billboard ad space in Malaysia, there’s more than what meets the eye. 

From finding the perfect location to understanding the technical specifications, navigating the world of digital billboard advertising can be a bit overwhelming. To help advertisers feel informed and confident in their decision-making, we can guide them through some of these key aspects to help them make the most of this digital billboard advertising in Malaysia.

Target Location

Firstly, let’s talk about choosing the right spot for your digital billboard. It’s all about maximizing visibility, so high-traffic areas like major urban roads and significant highways are locations to target. 

• Highway in Cities: Federal Highway, LDP Highway, KESAS Highway, and MRR2.
• Expressways: NSE Highway (Lebuh Raya Plus) and Karak Highway (Lebuh Raya Pantai Timur) are great areas for OOH advertising, but they lack digital billboard placements.

Digital billboards are common on highways in cities, so it’s a good idea to explore those locations. Keep in mind that digital billboards are not found on the mentioned expressways. Considering both high-traffic areas and less prominent locations will help to narrow down the choices for placing advertisements. 

Exposure and Traffic

The effectiveness of your ad largely depends on traffic, so it’s important to strike a balance that ensures optimal ad frequency. For instance, digital billboards situated in areas with frequent traffic jams might display 5-6 ads due to slower movement, while those in fast-moving traffic zones could showcase 1-2 ads.  This suggests people are more likely to engage with the advertisements while stuck in traffic, contributing to a wider range of ad spaces.

Ad Space Options and Pricing

Now, when it comes to ad space options, Malaysia offers a variety of choices. It includes:

• LED Gantry: Large, eye-catching structures typically placed over roads.
• LED Wall Banner: Positioned on building facades or other vertical surfaces.
• LED Unipole: A single, tall structure with digital screens.
• LED Street Bunting: Smaller, street-level displays. 
• LED Minipole: Compact, versatile units for tighter spaces.

The pricing varies based on exposure, traffic volume, and flexibility, so it’s essential to consider these factors when planning your campaign ahead of time. Here’s why it varies:

• Exposure: The costs depend on whether you choose a full or half slot. The full slot demands a higher price, while a half slot is at a lower price range. 
• Traffic volume: High-traffic areas command higher prices. For instance, a 3D billboard in prominent locations like Pavillion and KLCC will be pricier, but it’s all worth it as it attracts a wider range of demographics.
• Flexibility: Digital billboards allow for flexible visual changes and scheduling, unlike static billboards, which require fixed schedules for the advertisement to run. Also, ads on digital billboards are mixed with other brands, often featuring 8 or more brands, and 2 Public Service Announcements (PSAs). 

Booking Process and Duration

With digital billboards, the booking timeline is much more flexible and simple. This is because they don’t require printing and a physical installation of the advertisement like a static billboard does. So, advertisers can secure space up to a week in advance!   

The campaign durations are also flexible. The typical options include:

• 1 week: for short-term promotions.
• 1 month or more: for extended campaigns.

This process involves confirming the contract, preparing the visual content of the advertisement, and submitting it for approval from Dewan Bahasa dan Pustaka (DBP). Typically, digital billboards can go live within a week, assuming the advertisement follows the DBP guidelines. 

Technical Specifications

When it comes to digital billboards, there are technical requirements for creating ad content.

• Digital Format: JPG, JPEG, and MP4 are commonly accepted. Pixels also differ depending on the size of the screen, keeping the advertisement running smoothly and flawlessly.
• Local Regulations: For Klang Valley and other states, adhere to DBP’s visual wording requirements. For East Coast regions like Kelantan, Pahang, and Terengganu, incorporate the Jawi script and comply with local Islamic legal requirements. 

Also, certain advertisements have different legal considerations. Ensure that you comply with the following regulations:

• Device Regulations: Similar to static billboards, adherence to Medical Device Authority (MDA) guidelines is necessary.
• Healthcare Services: For healthcare ads, ensure approval from KKLIU (Kementerian Kesihatan Lembaga Iklan Ubat).
• Local Advertising Laws: Complying with local advertising laws is crucial to avoid fines or sanctions from councils (DBP or Majlis Perbandaran).

Go Big With Digital Billboard

In a nutshell, when you’re looking to buy digital billboard ad space in Malaysia, you need to know the best spots, check out all the ad space options, and make sure you follow all the tech and legal requirements. With good planning and sticking to the rules, you can use digital billboards to boost your brand’s visibility and influence.

Image Credit: National Audit Office