KUALA LUMPUR, Sept 9 (Bernama) -- M Network has confirmed a
nationwide expansion of its out-of-home network, extending
large-format billboard inventory beyond the Klang Valley into eight additional states.
The rollout covers
Pahang, Johor, Kelantan, Penang, Sabah, Sarawak, Melaka and Terengganu, taking the network across both the peninsula and East Malaysia for the first time.
A Two-Phase RolloutThe billboard expansion runs in two distinct phases. The
fourth quarter of 2026 concentrates on static inventory, with digital screens following through
2027.
That sequencing is deliberate.
Static structures establish physical presence at the strongest positions first, securing the sites before digital conversion becomes viable in each market.
Building static first also lets the network prove traffic and audience performance at each location, so the eventual digital investment is directed at sites with a demonstrated record.
Weighted Towards Large Format BillboardsThe new inventory focuses on
unipoles and gantries rather than smaller roadside panels, prioritising the
formats that dominate expressway and trunk road environments.
Gantries span the carriageway and are typically double sided, capturing traffic in both directions from a single structure. Unipoles deliver elevated visibility along open expressway stretches.
Both formats command higher production and lighting costs than standard billboards.
Filling a Real GapMalaysian outdoor advertising has long concentrated in the Klang Valley, leaving national advertisers to
assemble regional coverage from multiple smaller operators, each with different standards.
A
single network across nine markets changes that. Brands can book Johor, Penang and Sabah on one contract rather than negotiating separately in each state.
Consistency matters as much as coverage.
One operator means one set of specifications, one reporting standard and one point of accountability when a campaign runs.
The eight new states also spread the network's exposure across different economic bases, from the industrial south in Johor to the resource and tourism economies of Sabah and Sarawak.
The Digital PhaseThe
2027 digital programme will introduce screens capable of monthly and daily buying, bringing the
flexibility already available in Kuala Lumpur to regional markets.
Digital inventory removes printing cost, allows creative to change mid-campaign, and opens large-format outdoor to advertisers whose budgets cannot support annual static commitments.
It also supports
programmatic and automated buying, which is steadily becoming the expectation among agencies planning across multiple channels.
What It Means for AdvertisersFor national brands, the expansion makes
genuine countrywide outdoor coverage practical rather than theoretical, particularly in
East Malaysia where large-format supply has been limited.
For regional advertisers, it brings city-standard formats and specifications into their own markets, without the compromise that has historically come with buying outside the capital.
Site selection across the eight states is being prioritised around expressway corridors, state trunk roads and the approaches to major towns, where traffic concentrates most reliably.
Rate cards and site listings for the fourth quarter static inventory will be issued to agency partners ahead of the rollout.
More about M Network:
https://m.mySource: advertising.com.my
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--BERNAMA