Mediacorp unveils new 3D screen at PLQ, BYD takes the wheel first

Mediacorp is launching a new 90sqm 3D-enabled digital out-of-home (DOOH) screen at PLQ Mall on 19 October, with BYD securing the first campaign on the display through a four-week takeover.

The automotive brand will have 100% share of voice (SOV) and full-site exclusivity during the period, using the screen to showcase its campaign through 3D anamorphic creative.

The new screen is approximately 60% larger than the existing display and will be one of the largest digital screens across Mediacorp Outdoor’s network. It will also be the first 3D-enabled digital screen at a mall within the Lendlease Global Commercial REIT portfolio.

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When MARKETING-INTERACTIVE reached out, Mediacorp said the campaign builds on its ongoing partnership with BYD, which has tapped the media company's cross-platform reach to connect with consumers across multiple touchpoints. The latest campaign extends the partnership into outdoor advertising at PLQ Mall.

Beyond the screen’s 3D capabilities, Mediacorp is looking to introduce AI-powered audience measurement at the site. The technology will provide insights into audience traffic, audience profiles and engagement time, giving advertisers additional metrics to assess how audiences interact with campaigns beyond exposure.

The data could also help advertisers identify periods of stronger audience engagement and compare different creative executions when planning or optimising campaigns.

The screen will support dynamic and contextual content, allowing campaigns to be adapted according to factors such as time of day, weather conditions and special events, where relevant.

Sabrina Tan, head of omnichannel sales and OOH at Mediacorp, said the new screen reflects the company's approach to combining creative capabilities with audience measurement.

“As OOH continues to evolve, the opportunity lies in combining creative impact with greater intelligence and accountability. The new PLQ Mall screen reflects this direction for Mediacorp Outdoor, bringing together premium digital assets, innovative creative capabilities and deeper audience insights,” she said.

Tan added that the combination of screen scale, creative capabilities and audience insights would help advertisers assess both campaign reach and audience engagement.

“Our ambition is to build a smarter, more measurable OOH ecosystem that delivers greater value for brands and audiences alike,” she said.

The launch follows Mediacorp's recent push into new advertising formats, including its first shoppertainment microdrama, LOVE Angels, which paired scripted entertainment with QR codes, shopping links and live commerce as part of its wider omnichannel offering.

In a previous interview with MARKETING-INTERACTIVE, Jacqui Lim, chief commercial officer at Mediacorp said the company sees branded entertainment evolving towards “stronger storytelling, more purposeful brand integration and clearer pathways from attention to action”.

Photo credits to BYD Singapore, website. 

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