This month's spotlight is on one of our members who joined us last year – EYE Singapore . Raju Bhakta, General Manager shares with us his insight on the digital media.

1.How is EYE embracing technology in the digital age?

EYE is committed to digital and has in some ways been a pioneer in adopting it, the future of outdoor lies with technology. One of the prime reasons we were awarded the Changi Airport business was our ability to usher in digital advertising. Today we have a network of 34 digital units which is around 20% of all the advertising assets. With Terminal 3 we hope to increase this even further. The critical issue is not the introduction of technology/digital but the way it is used and managed. In EYE we take great care in ensuring that the technology introduced is used appropriately so that clients get maximum benefits and realize the value fully. I am glad to say that because of this we have seen the share of digital advertising steadily growing.

2. How can you best compete for the client's budget in an increasingly fragmented world of media?

While the traditional media is fragmenting the audience at the airport and for OOH media in general is increasing. However this does not make our jobs any easier and as with most media we have to constantly push and prove our effectiveness. The way to increase our share is via innovation, accountability and impact.

We constantly ensure that we try and deliver the above, that way we are able to compete for the ever fragmenting advertising dollar.

3. What are the other challenges for your company and the industry?

The main challenge for the industry is measurement. With advent of Internet which is able to precisely account for every dollar spent measurability has become paramount for all media is they want to thrive and of all media OOH is still the least measured media. EYE has been instrumental in Australia in leading the industry to adopt a uniform measurement system. History has shown once measurement is introduced the impact is hugely beneficial to the industry in terms of additional dollars being invested in it. EYE's challenge is the same in the long term.

4. Where do you see the key growth areas in the media industry (local and regional) for the next 12 months?

The key growth area will be Out-of-Home (OOH) and Internet. Internet will be leading but OOH will not be far behind. Locally, the opening of the integrated resorts in early 2009 and Formula One next year will fuel the spending and this will benefit OOH immensely. Regionally the space will be dominated by the 2008 Beijing Olympics. The question is China , the fastest growing market in the world. Will China suck up all the advertising dollars or with Olympics coming to this part of the world have beneficial impact across the whole region?

5. What is the most unusual creative work that your media has carried?

SKII and Johnny Walker created experiential advertising within the airport by allowing consumers to touch, feel, interact and thus experience the product.