OUTDOOR.PH

The Outdoor Advertising Industry Needs Its Own Traffic Count

February 01, 2016 Tech Support 0

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MANILA, Philippines - With more billboards and LED screens coming up in the metropolis, there is an urgent need for the outdoor advertising industry to come up with its own traffic count of the main thoroughfares if it is to deliver effective measure to the primary stakeholders which are the advertisers and clients. "The current traffic counts will no longer do", said Lloyd Tronco, Executive Director of the Philippine Center for Out-Of-Home Media Research and Science.  "Most of these numbers used are from previous studies of the MMDA and Traffic Engineering Center", he added.  "Neither can we resort to the National Center for Transportation Studies in UP Diliman because the data is also culled from MMDA and TEC". A more recent traffic count is needed as this is the basic building block to determine DNV (Daily Net Viewership) of an outdoor advertising medium, be it a static tarpaulin or an LED billboard. Tronco adds, "Any OOH media agency can claim that they have some form of measurement of viewership for static or LED panels but the thing is, if you start off with the wrong traffic count, the 'measurement' is useless.  Down the line, as you compute for DNV, you can have a variance of as much as 15,000 eyeballs and that's a lot." Likewise noted is that for a variance of even 10,000 in a billboard's DNV, a great difference can be brought about on other factors such as Cost Per Thousand. Currently, the Philippine Center for Out-Of-Home Media Research and Science more commonly known in the industry as PhilCouRSe is talking to potential partners who will help in the completion of a long overdue method of measurement. 
 
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The Outdoor Advertising Industry Needs Its Own Traffic Count

MANILA, Philippines - With more billboards and LED screens coming up in the metropolis, there is a...

Samsung Stuns EDSA Evening Traffic With LED On GA Tower

January 08, 2016 Tech Support 0

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MANILA, Philippines - Electronics giant, Samsung stunned EDSA's evening traffic the other night when it started running its new out-of-home media placement on GA Tower, Mandaluyong. 
 
The curtain-type LED set-up covered 80% of the former static billboard space to show the latest offerings of Samsung. This display adds to the number of LED billboards in that short 400 meter stretch from EDSA Boni MRT station to the Mandaluyong side of the Pasig river, currently bringing the total of LEDs to six. Visibility of the screen was very high especially during the night though a bit diminished during daytime, especially in the afternoon sun. 
 
 
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Photo by Lloyd Tronco

Samsung Stuns EDSA Evening Traffic With LED On GA Tower

Client/Advertiser-Samsung Creatives and Design Media Agency-Starcom Monitoring Photos Navia Technology Samsung Stuns EDSA Evening Traffic With LED On GA Tower

MANILA, Philippines - Electronics giant, Samsung stunned EDSA's evening traffic the other nigh...

Bench Creatives Get It Right In Its Use Of OOH

January 07, 2016 Tech Support 0

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MANILA, Philippines - If there is one brand which really knows how to use OOH in its proper context, it has to be BENCH. Lately, we've seen a lot of brands jumping in on the Aldub phenomenon, getting Alden and Maine as endorsers.  As one observes the postings on EDSA, Aldub billboards have been emerging.   
 
Most of these billboards though are replications of posters or print ads.  There is a great need for creatives to actually learn the nuances of OOH as a medium. Bench's simple yet highly contextual execution shows their mastery of the medium. A seminar must soon be done on Effective Outdoor Communication.

01 EDSA Client/Advertiser-Bench Creative Executions Creatives and Design Featured POVs Bench Creatives Get It Right In Its Use Of OOH

MANILA, Philippines - If there is one brand which really knows how to use OOH in its proper contex...

Understanding The Media Landscape - Foundation For Effective Strat Planning for Brands/Media Vendors

January 07, 2016 Tech Support 0

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Brands and media vendors are off to a quick start this week the return to work last January 4, 2016.  As 2015 whizzed by, some of the strategic planning duties were postponed to this January.  Yet, I wonder how many brands or media vendors will actually do their strategic planning correctly - that is with the basis of reputable knowledge on the fast changing media landscape.  Without that, strategic planning may be an exercise in futility.  It's like going to war without a prior reconnaissance mission.   
 
Needless to say, the annual 
planning process plays an essential role. In addition to formulating at 
least some elements of a company’s strategy for the next 12 to 18 
months, the process results in a budget, which establishes the resource 
allocation map; sets financial, operating, and marketing targets, and 
aligns the management team on its strategic priorities. The operative 
question now is as companies go for the preparation of the strategic 
planning event, how can they plan properly for the brands they are 
pushing and the markets they are trying to conquer if they don't begin 
with understanding the media habits of their target audience and 
consumers? This is where the input of three people come in.  Gabs Buluran, Jay Bautista, and yours truly, Lloyd Tronco. Last year was an interesting year because the three of us saw invitations to join strategic planning meetings to lay the groundwork in terms of giving an appraisal of the media landscape. Here are our profiles in the event you need any help: 
 
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1) Gabriel V. Buluran General Manager Kantar Media Philippines Gabriel
 has close to 25 years experience in Media and Market Research, 
designing studies, managing data collection, and panel homes and data 
production. He is currently managing the Client Servicing Team 
and National TV Audience Measurement (TV Ratings) Service in Mega 
Manila, Urban and Rural Philippines, where he is responsible for the 
overall management and direction of Kantar. He launched Kantar Media 
Philippines’ Radio Audience Measurement Service for KBP and the Radio 
Research Council in 2013 and developed the first Internet Audience 
Measurement Service for the Philippines 2014. Before joining 
Kantar Media Philippines, Gabriel worked with ACNielsen Philippines. He 
joined the company as Associate Director of Nielsen Media Research, then
 went on to become the Director for Customized Research Operations. Gabriel earned his degree in Bachelor of Arts major in Philosophy from Ateneo de Manila University. 
 
 
 
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2) Lloyd Tronco Executive Director, Philippine Center for Out-of-Home Media Research and Science (PhilCourse) Lloyd
 Tronco is a stalwart in outdoor advertising in the Philippines. His 
first brush with outdoor advertising and Out-Of-Home media, started 30 
years ago having grown up in a family business which provided billboard 
space in the Visayas and Mindanao. Having worked his way up in the 
family business, he became the General Manager of Tronco Advertising 
which is based in Bacolod by 1994. In 2001, when Out-Of-Home 
media began gaining popularity in the Philippines due to the advent of 
digital tarpaulin printing, Lloyd Tronco was hired by McCann Erickson 
Philippines’ media unit, UniversalMcCann to be part of a team 
specializing in out-of-home media. At UniversalMcCann, he handled the 
Out-Of-Home media requirements of the agency including that of 
Coca-Cola, Cathay Pacific, Mastercard, and Globe Telecom, until early 
2005. Following the stint with UniversalMcCann, he set up a 
consultancy which developed the business of OOH media vendors and at the
 same time serving the Out-Of-Home media needs of various media 
agencies. 
 
 
 
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3) Jay Bautista General Manager Strategic Consumer and Media Incites Jay
 is currently the General Manager of Strategic and Consumer Incites, 
Inc. (SCMI) which is a market and media research Start-up Company. Prior
 to setting up his own company, he was Managing Director for Media at 
The Nielsen Company where he spent 19 years honing his skills in media 
research particularly in the field of advertising information and 
audience measurement covering traditional media (TV, Print, Radio, 
Cinema, Out of Home) and digital media (online and mobile). He is
 currently a director of the Marketing and Opinion Research Society of 
the Philippines (MORES) where he was past President (2010) and co-chair 
of the Digital Measurement Board (DMB) of the Internet and Mobile 
Marketing Association of the Philippines (IMMAP) to which he served as 
director in 2013. Jay earned his degree in AB Communication Arts 
from the Ateneo de Manila University and a Master’s in Business 
Administration degree from the University of the Philippines. 
 ----- You may email martinezeno@gmail.com in the event you would want to know more information.
 
 
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Featured Industry News POVs Understanding The Media Landscape - Foundation For Effective Strat Planning for Brands/Media Vendors

Brands and media vendors are off to a quick start this week the return to work last January 4, 201...

How Outdoor Advertising Companies Can Improve Their Strategic Planning for 2016

November 26, 2015 Tech Support 0

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December of this year and January of 
next year is the time for companies to do their strategic planning.  For
 those working in the overwhelming majority of corporations, the annual 
planning process plays an essential role. In addition to formulating at 
least some elements of a company’s strategy for the next 12 to 18 
months, the process results in a budget, which establishes the resource 
allocation map; sets financial, operating, and marketing targets, and 
aligns the management team on its strategic priorities. The operative 
question now is as companies go for the preparation of the strategic 
planning event, how can they plan properly for the brands they are 
pushing and the markets they are trying to conquer if they don't begin 
with understanding the media habits of their target audience and 
consumers? This is where the input of Media Outlook 2016 comes in. 2016 will be an interesting and exciting
 year for the media industry in the Philippines as the National 
Elections and ASEAN integration take center stage in the country. The
 Media Outlook 2016 will present more than the usual economic forecasts 
we get from different media groups. Very few forums touch on the topic 
of marketing communications, particularly trends and forecasts for the 
coming year. These relevant questions should be addressed – Will TV 
continue to be the dominant consumer touch point?, What is the future of
 TV?, What is the state of out-of-home and billboard advertising? How 
fast are Filipinos becoming digital? How’s uptake for radio and print 
media? These are just some of the questions that a Panel of Experts will answer and provide information in the Media Briefing.Who Should Attend CMOs,
 Managing Directors, Advertising/Marketing Managers, Brand Managers, 
Category Managers, Product Managers, Corporate Communication Managers, 
Media Planner/Managers, Publishers, Advertising Suppliers, 
Entrepreneurs, Academics, Students, Government, and those involved in 
media, advertising and marketing. Discounts and Payment Scheme PHP 5,999 + VAT inclusive of meals and kit - Package of 5 Delegates + 1 Free - 10% Discount to Past Delegates - 20% Discount to Academe/Students/Government ---- The Resource Speaker and Experts: 
 
 
 
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<a href="http://3.bp.blogspot.com/-a-LD291ZDFU/VlIzErwutlI/AAAAAAAAHRs/wkJG4e4Wn_E/s1600/gabsbuluran2.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="http://3.bp.blogspot.com/-a-LD291ZDFU/VlIzErwutlI/AAAAAAAAHRs/wkJG4e4Wn_E/s1600/gabsbuluran2.jpg" /></a></div>
1) Gabriel V. Buluran General Manager Kantar Media Philippines Gabriel
 has close to 25 years experience in Media and Market Research, 
designing studies, managing data collection, and panel homes and data 
production. He is currently managing the Client Servicing Team 
and National TV Audience Measurement (TV Ratings) Service in Mega 
Manila, Urban and Rural Philippines, where he is responsible for the 
overall management and direction of Kantar. He launched Kantar Media 
Philippines’ Radio Audience Measurement Service for KBP and the Radio 
Research Council in 2013 and developed the first Internet Audience 
Measurement Service for the Philippines 2014. Before joining 
Kantar Media Philippines, Gabriel worked with ACNielsen Philippines. He 
joined the company as Associate Director of Nielsen Media Research, then
 went on to become the Director for Customized Research Operations. Gabriel earned his degree in Bachelor of Arts major in Philosophy from Ateneo de Manila University. 
 
 
 
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<a href="http://4.bp.blogspot.com/-ooev6q1uA6I/VlIzhnnib0I/AAAAAAAAHR0/NolEo-ZKohE/s1600/lloydtronco04.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="http://4.bp.blogspot.com/-ooev6q1uA6I/VlIzhnnib0I/AAAAAAAAHR0/NolEo-ZKohE/s1600/lloydtronco04.jpg" /></a></div>
2) Lloyd Tronco Executive Director, Philippine Center for Out-of-Home Media Research and Science (PhilCourse) Lloyd
 Tronco is a stalwart in outdoor advertising in the Philippines. His 
first brush with outdoor advertising and Out-Of-Home media, started 30 
years ago having grown up in a family business which provided billboard 
space in the Visayas and Mindanao. Having worked his way up in the 
family business, he became the General Manager of Tronco Advertising 
which is based in Bacolod by 1994. In 2001, when Out-Of-Home 
media began gaining popularity in the Philippines due to the advent of 
digital tarpaulin printing, Lloyd Tronco was hired by McCann Erickson 
Philippines’ media unit, UniversalMcCann to be part of a team 
specializing in out-of-home media. At UniversalMcCann, he handled the 
Out-Of-Home media requirements of the agency including that of 
Coca-Cola, Cathay Pacific, Mastercard, and Globe Telecom, until early 
2005. Following the stint with UniversalMcCann, he set up a 
consultancy which developed the business of OOH media vendors and at the
 same time serving the Out-Of-Home media needs of various media 
agencies. 
 
 
 
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<a href="http://2.bp.blogspot.com/-ajPIVKA2ECA/VlIzytWx86I/AAAAAAAAHR8/kIZI65s95ZY/s1600/Jay-Bautista2.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="http://2.bp.blogspot.com/-ajPIVKA2ECA/VlIzytWx86I/AAAAAAAAHR8/kIZI65s95ZY/s1600/Jay-Bautista2.jpg" /></a></div>
3) Jay Bautista General Manager Strategic Consumer and Media Incites Jay
 is currently the General Manager of Strategic and Consumer Incites, 
Inc. (SCMI) which is a market and media research Start-up Company. Prior
 to setting up his own company, he was Managing Director for Media at 
The Nielsen Company where he spent 19 years honing his skills in media 
research particularly in the field of advertising information and 
audience measurement covering traditional media (TV, Print, Radio, 
Cinema, Out of Home) and digital media (online and mobile). He is
 currently a director of the Marketing and Opinion Research Society of 
the Philippines (MORES) where he was past President (2010) and co-chair 
of the Digital Measurement Board (DMB) of the Internet and Mobile 
Marketing Association of the Philippines (IMMAP) to which he served as 
director in 2013. Jay earned his degree in AB Communication Arts 
from the Ateneo de Manila University and a Master’s in Business 
Administration degree from the University of the Philippines. 
 
 
 
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How Outdoor Advertising Companies Can Improve Their Strategic Planning for 2016

Industry News Industry News - Regional News/Events OAAP OMAG Technology Total Media How Outdoor Advertising Companies Can Improve Their Strategic Planning for 2016

December of this year and January of next year is the time for companies to do their strategic pl...

Know the 2016 Outlook for Out-Of-Home Media on Dec. 15 at Fairmont Hotel

November 23, 2015 Tech Support 0

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2016 will be an interesting and exciting year for the media industry in the Philippines as the National Elections and ASEAN integration take center stage in the country. The Media Outlook 2016 will present more than the usual economic forecasts we get from different media groups. Very few forums touch on the topic of marketing communications, particularly trends and forecasts for the coming year. These relevant questions should be addressed – Will TV continue to be the dominant consumer touch point?, What is the future of TV?, What is the state of out-of-home and billboard advertising? How fast are Filipinos becoming digital? How’s uptake for radio and print media? These are just some of the questions that a Panel of Experts will answer and provide information in the Media Briefing. The Panel of Experts is composed of the following: 1. Gabriel V. Buluran, General Manager, Kantar Media Philippines 2. Lloyd Tronco, Executive Director, PhilCourse 3. Jay Bautista, General Manager, Strategic Consumer and Media Incites, Inc. KEY TOPIC PRESENTATIONS I. Redefining Television by Gabriel V. Buluran, General Manager, Kantar Media Philippines 1. Redefining Television 2. Advertising Spend and Ratings in Radio and Print 3. The Audience Measurement Evolution 4. Advertising In An Evolved Environment II. The Outlook for OOH by Lloyd Tronco, Executive Director, PhilCourse 1. Current OOH business landscape 2. Estimate of OOH’s reach 3. OOH Adspend 4. Who consumes OOH? (Are millennials attracted to Outdoor?) 5. Popular OOH executions used in 2015 6. Integrating OOH with Digital 
  III. 2016 Media Insights Study Highlights by Jay Bautista, General Manager, Strategic Consumer and Media Incites, Inc. 1. The Millennial Pinoy 2. Popular Touch Points 3. The digital landscape (Online and Mobile) 4. 2016 Outlook and impact on the Elections Who Should Attend CMOs, Managing Directors, Advertising/Marketing Managers, Brand Managers, Category Managers, Product Managers, Corporate Communication Managers, Media Planner/Managers, Publishers, Advertising Suppliers, Entrepreneurs, Academics, Students, Government, and those involved in media, advertising and marketing. Discounts and Payment Scheme PHP 5,999 + VAT inclusive of meals and kit - Package of 5 Delegates + 1 Free - 10% Discount to Past Delegates - 20% Discount to Academe/Students/Government ---- The Resource Speaker and Experts: 
 
 
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1) Gabriel V. Buluran General Manager Kantar Media Philippines Gabriel has close to 25 years experience in Media and Market Research, designing studies, managing data collection, and panel homes and data production. He is currently managing the Client Servicing Team and National TV Audience Measurement (TV Ratings) Service in Mega Manila, Urban and Rural Philippines, where he is responsible for the overall management and direction of Kantar. He launched Kantar Media Philippines’ Radio Audience Measurement Service for KBP and the Radio Research Council in 2013 and developed the first Internet Audience Measurement Service for the Philippines 2014. Before joining Kantar Media Philippines, Gabriel worked with ACNielsen Philippines. He joined the company as Associate Director of Nielsen Media Research, then went on to become the Director for Customized Research Operations. Gabriel earned his degree in Bachelor of Arts major in Philosophy from Ateneo de Manila University. 
 
 
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2) Lloyd Tronco Executive Director, Philippine Center for Out-of-Home Media Research and Science (PhilCourse) Lloyd Tronco is a stalwart in outdoor advertising in the Philippines. His first brush with outdoor advertising and Out-Of-Home media, started 30 years ago having grown up in a family business which provided billboard space in the Visayas and Mindanao. Having worked his way up in the family business, he became the General Manager of Tronco Advertising which is based in Bacolod by 1994. In 2001, when Out-Of-Home media began gaining popularity in the Philippines due to the advent of digital tarpaulin printing, Lloyd Tronco was hired by McCann Erickson Philippines’ media unit, UniversalMcCann to be part of a team specializing in out-of-home media. At UniversalMcCann, he handled the Out-Of-Home media requirements of the agency including that of Coca-Cola, Cathay Pacific, Mastercard, and Globe Telecom, until early 2005. Following the stint with UniversalMcCann, he set up a consultancy which developed the business of OOH media vendors and at the same time serving the Out-Of-Home media needs of various media agencies. 
 
 
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3) Jay Bautista General Manager Strategic Consumer and Media Incites Jay is currently the General Manager of Strategic and Consumer Incites, Inc. (SCMI) which is a market and media research Start-up Company. Prior to setting up his own company, he was Managing Director for Media at The Nielsen Company where he spent 19 years honing his skills in media research particularly in the field of advertising information and audience measurement covering traditional media (TV, Print, Radio, Cinema, Out of Home) and digital media (online and mobile). He is currently a director of the Marketing and Opinion Research Society of the Philippines (MORES) where he was past President (2010) and co-chair of the Digital Measurement Board (DMB) of the Internet and Mobile Marketing Association of the Philippines (IMMAP) to which he served as director in 2013. Jay earned his degree in AB Communication Arts from the Ateneo de Manila University and a Master’s in Business Administration degree from the University of the Philippines. 
 
 
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Know the 2016 Outlook for Out-Of-Home Media on Dec. 15 at Fairmont Hotel

Industry Events Industry News Industry News - International Industry News - Regional Metrics News/Events OAAP OOH Measurement Know the 2016 Outlook for Out-Of-Home Media on Dec. 15 at Fairmont Hotel

2016 will be an interesting and exciting year for the media industry in the Philippines as the Nat...

Lloyd Tronco : 10 Years Of Blogging About Out-Of-Home Media and More

August 26, 2015 Tech Support 0

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Out-Of-Home Media is today more than just another vertical in the media landscape.  In fact, outdoor advertising or OOH as it is commonly referred to, has become to some quarters the main focus of their marketing communications efforts.  This year, I celebrate one decade of having blogged about the outdoor advertising industry in the Philippines.  It has been a great journey seeing all the changes take place right before my eyes and documenting them digitally for everyone else to access. Some may have a hard time believing this but my first brush with outdoor advertising happened 38 years ago.  It was a literal first brush because at that time, our backyard in Bacolod City was filled with 6'x12' GI sheet panels which were the tarpaulins of the olden days.  I picked up a lettering brush and tried to do what the sign painters were doing.  In those days, there were no digital inkjet printers.  Today, we have LEDs, LCDs, and various digitally flavored out-of-home media options.  So many changes have taken place and yet, there is still more ground to be covered. With this, I am committed to write more about OOH Media in the next 10, 20, and even 30 years.  I started writing this blog 10 years ago under the title www.outlookph.blogspot.com.  Today, I cap the first 10 years of it and start its new life under a new name : <a href="http://outdoor.ph/">OUTDOOR.PH</a> . I am excited to chronicle what's up ahead while keeping a firm grasp on what has taken place in the past - Typhoon Milenyo included. Ladies and Gentlemen of the Philippine advertising industry : please welcome <a href="http://outdoor.ph/">OUTDOOR.PH</a> . 
 
 
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Lloyd Tronco : 10 Years Of Blogging About Out-Of-Home Media and More

Featured POVs Profile : Lloyd Tronco Technology Total Industry Total Media Total OOH Lloyd Tronco : 10 Years Of Blogging About Out-Of-Home Media and More

Out-Of-Home Media is today more than just another vertical in the media landsc...

OAAP Holds First Ever National Summit In Davao

August 25, 2015 Tech Support 0

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<tr><td class="tr-caption" style="text-align: center;">Speaking on the future of OOH were Lloyd Tronco, Venus Navalta, 
and Fortunato Agbayani Jr.</td></tr>
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The 
Outdoor Advertising Association of the Philippines (OAAP) held its 
first ever National Summit in its 50 year history at Waterfront Insular 
Hotel in Davao City with the theme: “Let’s Go Outdoor!” last Saturday, August 
22, 2015, in conjunction with the annual Kadayawan Festival in the City. About 90 Outdoor Advertising practitioners throughout the country attended hailing from OAAP Chapters in the NCR, North Central Luzon, 
Visayas and Mindanao. With the growth of the Philippine economy, 
the Out-of-home Industry is gearing up to become a relevant player in 
this unprecedented push for share of the market in terms of advertising 
spend. The summit was led by OAAP Chairman Mr. Frank Abueva and OAAP 
President Mr. Rod Guevarra. Five Speakers are spoke before the 
group: Lawyer to the Stars, Atty. Lorna Patajo-Kapunan as Keynote 
Speaker and Guest of Honor, followed by Philippine Center for 
Out-Of-Home Media Research and Science (PhilCOuRSe), Executive Director 
and former OAAP Board Member, Mr. Lloyd Tronco spoke on the Latest 
Updates In Managing An OOH Business. Also in the line-up of speakers were Globaltronics VP for 
External Affairs & Partnerships and current OAAP P.R.O., Mr. Nato 
Agbayani who spoke on Rich Media Marketing Via Digital OOH. Powerhouse
 speakers coming from the Franchising and Advertising industries were 
lined-up for the afternoon session. The legendary RK Franchise 
Consultancy Founder, Mr. Rudolf Kotik spoke on Franchising and 
Intellectual Property, followed by Advertising Guru and IPG Media Brands
 Philippines CEO, Ms. Venus Navalta who spoke on What’s Next in the World
 of OOH.

Digital Advertising Digital OOH News/Events OOH Research Total Industry Total OOH OAAP Holds First Ever National Summit In Davao

Speaking on the future of OOH were Lloyd Tronco, Venus Navalta, and Fortunato Agbayani Jr. The ...

Top 5 Outdoor Advertising Companies in the Philippines - 2014

May 11, 2015 Tech Support 0

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<a href="http://3.bp.blogspot.com/-Go05vduF95g/VU_bGvKbcKI/AAAAAAAAFIc/97TqdW6GiTo/s1600/edsa_billboard.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="179" src="http://3.bp.blogspot.com/-Go05vduF95g/VU_bGvKbcKI/AAAAAAAAFIc/97TqdW6GiTo/s320/edsa_billboard.jpg" width="320" /></a></div>
Top 5 Outdoor Advertising Companies in the Philippines - 2014 
 
Objective review of top 5 OOH Media Companies in the Philippines (no particular order): 
 
United Neon, HDI Admix, City Ads Group, Adstrat Group, Summit OOH. 
 
 
 
 
 
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<a href="http://oohresource.blogspot.com/" target="_blank">Click here</a> for OOH Marketplace:</div>
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Related Post: 
 
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<a href="http://outlookph.blogspot.com/2014/12/ooh-agencies-will-have-to-re-adjust.html" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="211" src="http://3.bp.blogspot.com/-IoSFZ_Dyr-Q/VJiLSqNUJcI/AAAAAAAADTI/c3DeVGXsQB4/s320/10846434_10152882401595638_4742827425112660224_n.jpg" width="260" /></a></div>
<a href="http://outlookph.blogspot.com/2014/12/ooh-agencies-will-have-to-re-adjust.html">Media Agencies Will Have To Re-adjust Their OOH Measurement Criteria in 2015</a> 
 
In my recent talk at Media Outlook 2015 at the Fairmont Hotel in Makati,
 I cited the increasing cost of OOH media.  In this respect, since OOH 
media costs are rising, agencies should be very discerning in terms of 
audience delivery for a particular site prior to recommendation to 
client. ... <a href="http://outlookph.blogspot.com/2014/12/ooh-agencies-will-have-to-re-adjust.html" target="_blank">Read More</a>

PhilCOuRSe POVs Total Industry Top 5 Outdoor Advertising Companies in the Philippines - 2014

Top 5 Outdoor Advertising Companies in the Philippines - 2014 Objective review of top 5 OOH Medi...

EDSA Billboards : The Arena For The Battle Of Whiter Armpits

April 30, 2015 Tech Support 0

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The battle of whiter armpits and underarm freshness is taken to a new level as brands shout out their supremacy in personal hygiene with spectacular billboards on EDSA.   This is an interesting development in the out of home media industry wherein more often than not, the skirmishes are between telcos, apparel, shoes, and financial products. 
 
Lately, apart from the notable emergence of billboards advertising cars, Sarah Geronimo and Anne Curtis have been displaying their flawless armpits for their respective camps.  Who is the winner?  Well, if you were to ask me, it looks like a tie.  Sarah G. looks so awkward with her pose while Anne stuns us with her superhero outfit. 
 
How to settle the issue?  Call for a special execution with scratch and sniff technology.  How's that for a really interactive billboard? 
 
 
 
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Lloyd Tronco is a Certified Digital Marketer and Out-Of-Home Media Strategist.  His experience in OOH Media spans being a vendor for OOH in the Visayas and Mindanao as well as being one of the pioneer OOH Media Strategists in the Philippines at the turn of the millenium.  
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<div style="text-align: center;">
<a href="http://oohresource.blogspot.com/" target="_blank">Click here</a> for OOH Marketplace:</div>
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<a href="http://oohresource.blogspot.com/" target="_blank"><img border="0" height="155" src="http://4.bp.blogspot.com/-VRygKCMpPww/VT_41_NX0QI/AAAAAAAAE6Y/8aSUV4oUf2k/s1600/edsa_billboard.jpg" width="200" /></a></div>
 
 
 
Related Post: 
 
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<a href="http://outlookph.blogspot.com/2014/12/ooh-agencies-will-have-to-re-adjust.html" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="211" src="http://3.bp.blogspot.com/-IoSFZ_Dyr-Q/VJiLSqNUJcI/AAAAAAAADTI/c3DeVGXsQB4/s320/10846434_10152882401595638_4742827425112660224_n.jpg" width="260" /></a></div>
<a href="http://outlookph.blogspot.com/2014/12/ooh-agencies-will-have-to-re-adjust.html">Media Agencies Will Have To Re-adjust Their OOH Measurement Criteria in 2015</a> 
 
In my recent talk at Media Outlook 2015 at the Fairmont Hotel in Makati,
 I cited the increasing cost of OOH media.  In this respect, since OOH 
media costs are rising, agencies should be very discerning in terms of 
audience delivery for a particular site prior to recommendation to 
client. ... <a href="http://outlookph.blogspot.com/2014/12/ooh-agencies-will-have-to-re-adjust.html" target="_blank">Read More</a>

EDSA Billboards : The Arena For The Battle Of Whiter Armpits

Client/Advertiser-Belo Client/Advertiser-Rexona Featured News/Events OOH Medium-Posters/Billboards POVs Total Industry Total Media Total OOH EDSA Billboards : The Arena For The Battle Of Whiter Armpits

The battle of whiter armpits and underarm freshness is taken to a new level as brands shout out th...

Outdoor Billboards : The Medium Filipinos Can't Do Without

April 28, 2015 Tech Support 0

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Outdoor advertising is an inescapable medium.  You can turn off the television, turn off the radio, close the pages of the newspaper or a magazine, put down a mobile phone, but one cannot easily avoid outdoor advertising.  Despite all the criticism it has received through the years because of the proliferation of billboards in Metropolitan Manila, outdoor advertising is very much part of the Filipino and his lifestyle.  Truth is, Filipinos love outdoor advertising – they just do not profess it openly. 
 
Early photographs of Old Manila (circa 1910 and onwards) show that apart from the signboards posted above establishments in Sta. Cruz and Binondo, buildings were mounted with billboard signs of products which were not directly sold within the premises.  This is solid proof in the belief that even as early as the turn of the century, businesses then knew how to employ a means of marketing communication which hit the Filipino consumers where they were at – out-of-home.  
 
From the receiving end, Filipino consumers respond positively to the messages conveyed through outdoor advertising.  As evidenced by the numbers provided by the Philippine Center for Out-Of-Home Media Research and Science in its landmark Out-Of-Home Media Study, 82% of people surveyed like to look at billboards and 69% like to look at lightboxes and posters.   
 
There is no doubt that Filipinos are attracted to messages conveyed visually rather than auditory.  From the moment we step out of our homes and encounter that stapled sign on the electric post offering the services of a plumber or the house mover with his own truck, to the more sophisticated LED screens we see on EDSA and the newfangled touch screen directories at the mall, outdoor advertising or out-of-home media as it is more known among marketers these days is surely here to stay. 
 
There used to be a point in the past wherein outdoor advertising or OOH media was not included in the usual mix of media recommendations of media planners who often skewed their clients budgets towards the media triumvirate of TV, radio, and print.  All of that has changed as the consumers have become more mobile and spend most of their waking hours away from home.  In fact, only 14% of the urban population stay at home all day. 
 
While OOH media only garners 11 to 13% of the total budgets spent on advertising media (depending on who’s counting), it is still amazing to note that OOH has made its way up to being the second top awareness builder for brands next to television.  This is where the dissonance comes in.  If OOH is the second top awareness builder for brands among the media choices, why isn’t it gaining in terms of media adspend to outpace print or radio? 
 
There are quick assumptions in answering that question.  Looking around in other markets whether in the region or globally, seldom do we find OOH media spend exceeding the level of 20% of the total adspend in media.  However, one of the most pressing issues for OOH in the local arena is the validation by way of research and metrics for OOH media.  Yes, there are dipstick surveys which show that outdoor advertising indeed drives purchase.  Such kind of news provides some relief to the brand managers who have invested much in outdoor advertising.  However, there is a need for more information to validate items such as the correct selection of OOH media, or the value of a particular location or site.  After all, not all OOH media is synonymous to spectacular billboard in Guadalupe. 
 
A good example of these types of information would be the revelation in the OOH media research that billboards parallel to the road may be equally effective at lesser cost than a billboard facing a motorist head-on or a passenger in the front seat.  Or that the product category which could best benefit from an OOH media campaign are restaurants. 
 
For this hurdle to be addressed, the industry itself has to come together and decide once and for all to foot the bill for the necessary metrics.  As was done in the more developed markets, the OOH media industry was catapulted into a preferable position among its media peers when it had its own numbers available to back up the investments of clients. 
 
Oh how the outdoor advertising industry wishes that it could leapfrog itself into getting this in place for its own obvious advantage.  However, arising simultaneously are other issues which sidetrack the industry players in outdoor advertising for progressive growth in the medium.  This is the incessant pressure that comes in from the governing bodies which have constantly tried to curtail the growth of the outdoor advertising industry. 
 
Thankfully, the Outdoor Advertising Association of the Philippines has been able to buy the outdoor advertising industry more time to continue business as usual until clearer laws are created concerning out-of-home media.  Until then, there will be a need for more information needed to debunk the usual myths in OOH media which lead to errant selection of OOH such as the knee-jerk reaction by brands to be on EDSA Guadalupe, or that bigger-is-better, or even that electronic billboards are more attractive than the usual flat panel tarpaulins. 
 
Surely, OOH has come a long way from where it started at the turn of the century.  And while it will remain on the rooftops of buildings for a long time, it still needs that major breakthrough from being held at bay to that meager 11 to 13% of the total adspend.    As it is, we can see it all around.  The persisting problem of daily motor traffic, the mobility of the consumer,  the natural incidence of OOH media as a function of travelling, all these are actually a good sign (pun intended) for the next fifty years.

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Lloyd Tronco is a Certified Digital Marketer and Out-Of-Home Media Strategist.  His experience in OOH Media spans being a vendor for OOH in the Visayas and Mindanao as well as being one of the pioneer OOH Media Strategists in the Philippines at the turn of the millenium.  
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<div style="text-align: center;">
<a href="http://oohresource.blogspot.com/" target="_blank">Click here</a> for OOH Marketplace:</div>
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<a href="http://oohresource.blogspot.com/" target="_blank"><img border="0" height="155" src="http://4.bp.blogspot.com/-VRygKCMpPww/VT_41_NX0QI/AAAAAAAAE6Y/8aSUV4oUf2k/s1600/edsa_billboard.jpg" width="200" /></a></div>
 
 
 
Related Post: 
 
<div class="separator" style="clear: both; text-align: center;">
<a href="http://outlookph.blogspot.com/2014/12/ooh-agencies-will-have-to-re-adjust.html" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="211" src="http://3.bp.blogspot.com/-IoSFZ_Dyr-Q/VJiLSqNUJcI/AAAAAAAADTI/c3DeVGXsQB4/s320/10846434_10152882401595638_4742827425112660224_n.jpg" width="260" /></a></div>
<a href="http://outlookph.blogspot.com/2014/12/ooh-agencies-will-have-to-re-adjust.html">Media Agencies Will Have To Re-adjust Their OOH Measurement Criteria in 2015</a> 
 
In my recent talk at Media Outlook 2015 at the Fairmont Hotel in Makati,
 I cited the increasing cost of OOH media.  In this respect, since OOH 
media costs are rising, agencies should be very discerning in terms of 
audience delivery for a particular site prior to recommendation to 
client. ... <a href="http://outlookph.blogspot.com/2014/12/ooh-agencies-will-have-to-re-adjust.html" target="_blank">Read More</a>