M Network to Participate in Malaysia Airports RFI for a New Airport Advertising Model

 

Lift Wrap in KLIA1 airport, Malaysia 

KUALA LUMPUR, Sept 9 (Bernama) -- M Network has confirmed it will respond to the request for information issued by Malaysia Airports Holdings Berhad on the future of its airport advertising estate.

The RFI invites airport media operators and advertising concessionaires to submit views on how MAHB's advertising assets should be developed, with responses closing on 25 September.

Airports Covered in the Submission

M Network's response covers five airports spanning the peninsula and East Malaysia, reflecting the operator's intention to build a network rather than a single-terminal presence.

• KLIA Terminal 1

• KLIA Terminal 2

• Senai International Airport, Johor

• Kota Kinabalu International Airport, Sabah

• Penang International Airport

An Investment Commitment Above RM5 Million

M Network is prepared to invest more than RM5 million in the development of airport advertising infrastructure, covering both static and digital out-of-home formats across the network.

A portion of the digital inventory would be made available programmatically, giving advertisers automated access to airport screens alongside conventional booking channels.

Static and Digital Working Together

The proposal treats static and DOOH as complementary rather than competing formats. Large static structures anchor the environment while digital screens carry rotating, time-sensitive messaging.

Extending Coverage Beyond Departures

Airport advertising in Malaysia has traditionally concentrated on departure halls. M Network's approach places equal weight on arrivals and on the public concourse.

Arriving passengers represent a substantially underused audience. They move slowly through baggage reclaim and meeting areas, which delivers dwell time that departure gates cannot match.

•  Departures — existing high-value inventory, retained and upgraded

•  Arrivals — a largely untapped environment with strong natural dwell time

•  Public concourse — reaching greeters, drivers and non-travelling visitors

•  Landside and transit zones — connecting the terminal journey end to end

Raising the Ambience of the Terminal

M Network intends to introduce larger structures and panel formats across departures, arrivals and the concourse, improving the visual environment rather than simply adding advertising surfaces.

The objective is to bring Malaysian airport advertising to international standard, matching the scale and production quality found at leading regional and global hubs.

Technology in the Proposal

MAHB's RFI seeks input on measurement, automation and smart-airport integration. M Network's submission addresses these directly through its technology commitments.

• Omni-channel engagement linking airport screens to wider campaign activity

• Energy-efficient digital screen solutions aligned to sustainability requirements

• Programmatic DOOH capability on selected digital inventory

• Audience measurement supporting data-driven planning and reporting

About the RFI

MAHB manages 39 airports nationwide and one in Istanbul. Its review covers terminal buildings, flight information display systems, DOOH screens, trolleys and other airport infrastructure.

The operator has invited feedback on several delivery models, including a nationwide concession, regional clusters, minimum annual guarantees and revenue-sharing arrangements.

M Network will submit its response ahead of the closing date.

More about M Network: https://m.my

Source: advertising.com.my

FOR MORE INFORMATION, PLEASE CONTACT: 
Correspondence
Email: m@m.my 

--BERNAMA