RICE Media has entered a partnership with Falcon Media, an OOH media company specialising in large format outdoor advertising billboards across Singapore. The partnership sees RICE Media’s popular video content playing on multiple digital screens outdoors, including Fortune Centre, Wilkie Edge, Sim Lim Tower, and KINEX.

Khai Asyraf, RICE Media’s managing director, initiated the collaboration to offer RICE’s partners a 360-marketing solution by utilising multiple channels and touchpoints beyond the online realm. “In this ever-changing digital era, strategic partnerships are essential for media companies to attain sustainable growth. With this partnership in place, RICE wants to uphold our brand credibility while maintaining our edge and competitiveness in the media market,” he said

As an OOH media company that works with brands to execute advertising campaigns, Falcon Media’s collaboration with RICE Media is its first-ever partnership with a publication.

Bernice Heng, Falcon Media's managing director, said there is immense synergy and potential in working with RICE. “Having socially relevant, thought-provoking, timely content by RICE Media on our extra-large LED screens showcases how Digital Out-of-Home (DOOH) media amplifies impact by extending the content to be part of everyone’s daily life. We reach out to people of all ages and backgrounds.”

“With RICE Media's content creation offerings and digital media advertising options, they are an excellent fit for us to delve into the online realm. This partnership offers our clients the ability to reach out to their audience outdoors on both a macro and personal level.”

RICE Media will be rotating its slate of video content on Falcon Media’s digital billboards for a period of one year. The campaign kicks off with a story about Ammar, a Singaporean dancer, filmmaker and actor whose deafness never got in the way of his dreams.

The partnership also provides opportunities for the Singaporean publication to establish its commitment to telling stories, perspectives and insights from across Southeast Asia.

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