Cover image via Perion
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Big Tree Outdoor recently joined industry leaders in a collaborative initiative that shows how digital billboards can drive real social impact
The initiative, called Connecting Changemakers, brought together media companies, tech partners, and creative platforms to demonstrate how Digital Out-of-Home (DOOH) advertising can amplify community causes and meaningful messages across Malaysia.
As a key media owner supporting the project, Big Tree Outdoor contributed complimentary Public Service Announcement (PSA) airtime across its digital screens, helping community-focused messages reach audiences in high-traffic urban areas.
In total, more than 60 digital screens nationwide went live simultaneously through contributions from eight media partners, significantly boosting visibility for charitable and social initiatives.
Big Tree Outdoor's participation highlighted the important role media owners play in advancing social good through shared responsibility and collaboration, especially in today's data-driven advertising landscape.
The initiative was led by Perion, Hepmil, and Adzymic, with support from the Out-of-Home Advertising Association of Malaysia (OAAM)
Each partner played a role:
- Perion drove programmatic DOOH integration and measurable outcomes
- Hepmil amplified storytelling across social and youth-focused platforms
- Adzymic delivered dynamic creative technology and interactive content
- OAAM mobilised media owners to contribute airtime for charitable causes
Unlike typical industry showcases, Connecting Changemakers was designed as a collective effort, with media owners donating airtime to support social causes — proving that advertising can mobilise awareness, resources, and positive change, not just sell products.
The initiative also highlighted how DOOH fits into an omnichannel strategy, complementing social, mobile, and digital platforms to deliver both scale and relevance.
Once known mainly for mass awareness, Out-of-Home advertising has evolved into a dynamic digital screen that works alongside social media and programmatic campaigns
By integrating DOOH with social amplification, creative technology, and dynamic content, Connecting Changemakers demonstrated how brands and organisations can extend reach, engage audiences, and create measurable impact both online and offline.
Connecting Changemakers is expected to evolve into a recurring industry movement, encouraging more companies to contribute their expertise, technology, and inventory to uplift communities and inspire positive change across the region.
