Upholding the outdoor advertising industry’s standards

PETALING JAYA: THE Outdoor Advertising Association of Malaysia (OAAM) has pledged to build and promote a sustainable industry towards achieving national growth.

The OAAM 2018 recent AGM also saw the association launching a new logo in view of the company’s 25th anniversary. The AGM was held at TPC in Kuala Lumpur.

Since 1993, the group consists of various key players in the advertising industry as well as various government bodies. Acting as the governing body for creative standards in outdoor advertising in Malaysia, OAAM strives to protect mutual interest of members within the industry by working towards higher standards of market ethics. In doing so, members of OAAM will promote and encourage design, manufacture, construction and use of effective mediums for outdoor advertising, OAAM said in a statement.

The market for OOH has spent over RM234.2mil to date for this year. Although OAAM’s members represent only 24% of the total billboard inventory nationwide, its market share stood at 72% (RM840mil.)

In collaboration with the Urban Wellbeing, Housing and Local Government Ministry of, the Communications and Multimedia Malaysia Ministry and the Petaling Jaya City Council, OAAM is a constituent member of Advertising Standards Authority (ASA).

The group now consists of 33 key members from the advertising industry, some including Big Tree, Spectrum, Seni Jaya and Redberry.

With the joint effort between government and key players in the advertising industry, standards can be maintained in order to enhance the quality of presenting outdoor advertising platforms while ensuring safety and efficiency of said advertisements.

The cause for concern was highlighted due to numerous reports of accidents and faulty billboards in the media. Unregulated OOH has led to accidents on the highway, including one fatality reported in Melaka due to a collapsed structure.

Through this joint cause among key players, OAAM strives to enforce safety standards in ensuring the multimillion ringgit industry maintains its quality as well as efficiency in distributing advertisements.

The new executive committee of OAAM 2018 are: President Henry K.O. Low (Spectrum Outdoor Sdn Bhd, vice-president Shukor Ariffin (Big Tree Outdoor Sdn Bhd), secretary Muhamad Fariz Mustafa (Kurnia Outdoor Sdn Bhd), treasurer Datuk Rosle Jaamat (Warisan Ads Sdn Bhd). The executive committee members are Kevin Chang (Prisma Outdoor Sdn Bhd) and Den Han (Gelumbang Jaya Sdn Bhd).