OUTDOOR.PH

Measurement Is The Key To Get OOH Media Back In The Game

July 18, 2017 Tech Support 0

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<span style="font-size: large;">MAKATI CITY, Philippines - There was a time when outdoor advertising stepped into the limelight of the media mix, being hailed as the relevant medium given the fragmentation of broadcast media and the increased mobility of the urban consumer.  Hard to believe, time has zipped by so quickly that we can pinpoint that time to a quarter of a century ago.  In 25 years, minimal strides have been made to measure the viability of outdoor, or out-of-home media as we know it.<br /><br />For the longest time, measurement lived within the domain of OOH media specialist groups.  Now, more than ever, the need for measurement in OOH is a pressing need.  The simple reason is because the next medium which came in and has stolen the limelight from OOH is highly measurable.<br /><br />Yes, we are talking about digital media.  Digital across both mobile and desktop.  </span><span style="font-size: large;">It's nearly impossible today to read any advertising trends article that
 does not mention the explosive growth in digital, particularly mobile.<br /><br />Here in the Philippines, other media have taken a hit on the resounding popularity of digital.  Marketers love digital because they know two things : One, they themselves are engrossed in it, and Two, the medium can be measured.</span><br />
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</span></span><span style="font-size: medium;"><table cellpadding="0" cellspacing="0" class="tr-caption-container" style="float: left; margin-right: 1em; text-align: left;"><tbody>
<tr><td style="text-align: center;"><span style="font-size: large;"><a href="https://2.bp.blogspot.com/-_bzLlKDk07Y/WMMzuXpYttI/AAAAAAAARdY/0-uxDlvNxdQVjJhhrrccAIh1baqOIm34gCLcB/s1600/lloydtronco18.jpg" style="clear: left; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img border="0" height="267" src="https://2.bp.blogspot.com/-_bzLlKDk07Y/WMMzuXpYttI/AAAAAAAARdY/0-uxDlvNxdQVjJhhrrccAIh1baqOIm34gCLcB/s400/lloydtronco18.jpg" width="400" /></a></span></td></tr>
<tr><td class="tr-caption" style="text-align: center;"><span style="font-size: small;">EDSA Guadalupe six years ago</span></td></tr>
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<span style="font-size: medium;"><span style="font-size: large;"><span style="font-size: small;"><span style="font-size: large;">To date, the OOH advertising industry has lacked the reliable performance metrics that today's media planners and marketers seek before committing money to a placement. OOH companies need reliable data and analytics tools to demonstrate the reach, frequency and return on investment their channel can offer.  This is something which I have seen since the time I was in McCann when we took the lead in agency-managed OOH media.  Clients need the analytics in order to defend their spends in OOH to upper management.<br /><br />From the time I left the agency, some years back, I have been working on an efficient measurement system which will at least provide the confidence to clients with regard to their spending in OOH media.  The approach is more intelligent in the sense that there are more data points to measure and the raw data such as traffic count is more up-to-date.<br /><br />While this is good news to the clients and brands, I have expected that this will not sit well with some of the partners on the supply side.  This is simply because when placed under the scrutiny of stringent and systematic measurement, some placements should actually be dismissed and tossed out of the media plan.</span></span></span></span><br />
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<table cellpadding="0" cellspacing="0" class="tr-caption-container" style="float: left; margin-right: 1em; text-align: left;"><tbody>
<tr><td style="text-align: center;"><a href="https://1.bp.blogspot.com/-JCtu-PfRW7E/WW07KmxAUVI/AAAAAAAAYnI/Yi3DxgqeLK8LMpJVHhcaRPbsPQD_4CyZACLcBGAs/s1600/edsa_traffic_count_01.jpg" style="clear: left; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img border="0" data-original-height="686" data-original-width="1000" height="219" src="https://1.bp.blogspot.com/-JCtu-PfRW7E/WW07KmxAUVI/AAAAAAAAYnI/Yi3DxgqeLK8LMpJVHhcaRPbsPQD_4CyZACLcBGAs/s320/edsa_traffic_count_01.jpg" width="320" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Counting the traffic on EDSA.</td></tr>
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<span style="font-size: medium;"><span style="font-size: large;"><span style="font-size: small;"><span style="font-size: large;"></span></span></span></span><span style="font-size: medium;"><span style="font-size: large;"><span style="font-size: small;"><span style="font-size: large;"></span></span></span></span><span style="font-size: medium;"><span style="font-size: large;"><span style="font-size: small;"><span style="font-size: large;">This is not to say that the sites were awful to begin with when bought without any measurement tools.  It is just that over time, the landscape on thoroughfares like EDSA has changed.  EDSA for example is now becoming a dark corridor of condominiums in some parts.  What was a highly visible billboard back in 2008 is no longer as effective now. <br /><br />The tools are now here to justify client spending on OOH and, put OOH back in the game.  The question is, as has always been, "Who's going to pay for it?"</span></span></span><br />
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<span style="font-size: medium;"><a href="http://2.bp.blogspot.com/-AAybODnOGL0/VS7sglw2xLI/AAAAAAAAEmo/HwvlOlgGfT4/s1600/lloydtroncoprofile150.jpg" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://2.bp.blogspot.com/-AAybODnOGL0/VS7sglw2xLI/AAAAAAAAEmo/HwvlOlgGfT4/s1600/lloydtroncoprofile150.jpg" /></a></span></div>
<span style="font-size: medium;">
<span style="font-size: small;">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.  </span><br />
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<span style="font-size: medium;"><a href="http://oohresource.blogspot.com/" target="_blank">Click here</a> for OOH Marketplace:</span></div>
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<span style="font-size: medium;"><a href="http://oohresource.blogspot.com/" target="_blank"><span style="font-family: "arial" , "helvetica" , sans-serif;"><img border="0" height="155" src="https://4.bp.blogspot.com/-VRygKCMpPww/VT_41_NX0QI/AAAAAAAAE6Y/8aSUV4oUf2k/s1600/edsa_billboard.jpg" width="200" /></span></a></span></div>
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<span style="font-size: medium;"><a href="http://www.outdoor.ph/2017/03/ooh-media-agencies-where-we-started.html" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="211" src="https://2.bp.blogspot.com/-_bzLlKDk07Y/WMMzuXpYttI/AAAAAAAARdc/DMq0jtyAYFQjL1gE5T8hHUQvMidlpx62ACPcB/s400/lloydtronco18.jpg" width="280" /></a></span></div>
<span style="font-size: medium;">
<a href="http://www.outdoor.ph/2017/03/ooh-media-agencies-where-we-started.html"><b><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-size: small;">OOH Media Agencies - Where We Started Shows Us Where We Are Headed</span></span></b></a><br />
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There is a term which may not be easily grasped by millennials these 
days.  The term is Y2K.  Those who have been around know what kind of 
fuzz there was prior to the coming of the new millennium.  Yes, there 
was excitement in the dawning of the year 2000, but also a bit of fear 
as doomsayers said that the world banking systems would crash  ... <a href="http://www.outdoor.ph/2017/03/ooh-media-agencies-where-we-started.html"><span style="font-size: xx-small;"><span style="font-family: "arial" , "helvetica" , sans-serif;">Read More</span></span></a><br />
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Measurement Is The Key To Get OOH Media Back In The Game

MAKATI CITY, Philippines - There was a time when outdoor advertising stepped into the limelight of the media mix, being hailed as the rele...

The History of Wedding Proposals on Billboards in the Philippines

July 06, 2017 Tech Support 0

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<a href="http://1.bp.blogspot.com/-pDoLWRqdP3U/UzzTd1yWCzI/AAAAAAAACb0/t3z2HXTK0Pc/s1600/Guadalupe.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="318" src="https://1.bp.blogspot.com/-pDoLWRqdP3U/UzzTd1yWCzI/AAAAAAAACb0/t3z2HXTK0Pc/s1600/Guadalupe.jpg" width="320" /></a></div>
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<span style="font-size: large;">MANILA, Philippines - Yesterday afternoon, a researcher from GMA's Unang Hirit called me to ask if my company had entertained a client who requested to use a billboard for a wedding proposal.  I told her, "I used a billboard for the same message (wedding proposal) but it was only to attract attention to sell the available space".<br /><script async="" src="//pagead2.googlesyndication.com/pagead/js/adsbygoogle.js"></script>

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</script><br />Putting up a billboard (static tarpaulin) is not cheap.  Printing the tarpaulin alone will set you back by 50,000 Pesos minimum.  Then of course, there's the media rental (payment for the actual use of the space) which has a minimum contract of one month.<br /><br />The first time I recall that a billboard was used for a wedding proposal message was in Bacolod City.   The year was 1997.  The girl's name was a fictitious Trina.<br /><br />Soon after, my friend and colleague in the industry, Alvin Carranza, came up with one too.  That was posted in Bacoor, Cavite.  I recall that it even made it to the front page of the Philippine Star around the year 2000.<br /><br />Moving on, sometime in February 2014, HDI Adventures came up with a full blown campaign which covered EDSA waiting sheds with the message, "Olivia, will you marry me?".</span><br />
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<span style="font-size: large;"><a href="https://1.bp.blogspot.com/-4dJdYseVyVM/WV25iwf2dnI/AAAAAAAAYDk/H7ur2MIyxVkduEUeZgJySla7ObNn7PCugCLcBGAs/s1600/Olivia%2BWill%2BYou%2BMarry%2BMe%2B2.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="600" data-original-width="600" height="320" src="https://1.bp.blogspot.com/-4dJdYseVyVM/WV25iwf2dnI/AAAAAAAAYDk/H7ur2MIyxVkduEUeZgJySla7ObNn7PCugCLcBGAs/s320/Olivia%2BWill%2BYou%2BMarry%2BMe%2B2.jpg" width="320" /></a></span></div>
<span style="font-size: large;"><br />More often than not, any marriage proposal you will see on a tarpaulin billboard will be some sort of a publicity gimmick by the outdoor advertising company.<br /><br />The recent case of Erich Gonzales being asked out for a coffee date is the exception.</span><span style="font-size: medium;"><br />
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<div class="separator" style="clear: both; text-align: center;">
<a href="http://2.bp.blogspot.com/-AAybODnOGL0/VS7sglw2xLI/AAAAAAAAEmo/HwvlOlgGfT4/s1600/lloydtroncoprofile150.jpg" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://2.bp.blogspot.com/-AAybODnOGL0/VS7sglw2xLI/AAAAAAAAEmo/HwvlOlgGfT4/s1600/lloydtroncoprofile150.jpg" /></a></div>
<span style="font-size: small;">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 millennium.  </span><br />
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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"><span style="font-family: "arial" , "helvetica" , sans-serif;"><img border="0" height="155" src="https://4.bp.blogspot.com/-VRygKCMpPww/VT_41_NX0QI/AAAAAAAAE6Y/8aSUV4oUf2k/s1600/edsa_billboard.jpg" width="200" /></span></a></div>
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<a href="http://www.outdoor.ph/2017/03/ooh-media-agencies-where-we-started.html" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="211" src="https://2.bp.blogspot.com/-_bzLlKDk07Y/WMMzuXpYttI/AAAAAAAARdc/DMq0jtyAYFQjL1gE5T8hHUQvMidlpx62ACPcB/s400/lloydtronco18.jpg" width="280" /></a></div>
<a href="http://www.outdoor.ph/2017/03/ooh-media-agencies-where-we-started.html"><b><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-size: small;">OOH Media Agencies - Where We Started Shows Us Where We Are Headed</span></span></b></a><br />
<br />
There is a term which may not be easily grasped by millennials these 
days.  The term is Y2K.  Those who have been around know what kind of 
fuzz there was prior to the coming of the new millennium.  Yes, there 
was excitement in the dawning of the year 2000, but also a bit of fear 
as doomsayers said that the world banking systems would crash  ... <a href="http://www.outdoor.ph/2017/03/ooh-media-agencies-where-we-started.html"><span style="font-size: xx-small;"><span style="font-family: "arial" , "helvetica" , sans-serif;">Read More</span></span></a><br />
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Featured Industry Events Industry News OOH The History of Wedding Proposals on Billboards in the Philippines

MANILA, Philippines - Yesterday afternoon, a researcher from GMA's Unang Hirit called me to ask if my company had entertained a clien...

The 10 Worst Billboard Layouts I Ever Saw

March 23, 2017 Tech Support 0

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<a href="https://1.bp.blogspot.com/-alPsZbwjPV0/WNPjtUKLvpI/AAAAAAAASPs/7bGkdYQMDosRz2dXJSsgrhTGxDc5g9_ZACLcB/s1600/2010-06-252638.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="179" src="https://1.bp.blogspot.com/-alPsZbwjPV0/WNPjtUKLvpI/AAAAAAAASPs/7bGkdYQMDosRz2dXJSsgrhTGxDc5g9_ZACLcB/s320/2010-06-252638.jpg" width="320" /></a></div>
<span style="font-size: large;">Let's face it.  Most graphic designers do not know how to speak Sign Language.  No, I am not referring to hand signals for the deaf.  I am referring to Effective Outdoor Communication.  <br /><br />Having been involved in outdoor advertising for a number of years, I have seen so many layouts violating the basic rules of effective outdoor communication.  The following posts on OUTDOOR.PH would enumerate my top 10 list of worst billboard layouts I ever saw.<br /><br />Number 10 would be this execution by Accenture.  Posted in June of 2010, this billboard has more than enough words as the lyrics of Bayan Ko.<br /><br />So much for High Performance Delivered.<br /><br />Next post, number 9.</span><br />
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<div class="separator" style="clear: both; text-align: center;">
<a href="http://2.bp.blogspot.com/-AAybODnOGL0/VS7sglw2xLI/AAAAAAAAEmo/HwvlOlgGfT4/s1600/lloydtroncoprofile150.jpg" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://2.bp.blogspot.com/-AAybODnOGL0/VS7sglw2xLI/AAAAAAAAEmo/HwvlOlgGfT4/s1600/lloydtroncoprofile150.jpg" /></a></div>
<span style="font-size: x-small;">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 millennium.  </span><br />
<div style="text-align: center;">
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<br />
<br />
<div style="text-align: center;">
<a href="http://oohresource.blogspot.com/" target="_blank">Click here</a> for OOH Marketplace:</div>
<div class="separator" style="clear: both; text-align: center;">
<a href="http://oohresource.blogspot.com/" target="_blank"><span style="font-family: "arial" , "helvetica" , sans-serif;"><img border="0" height="155" src="https://4.bp.blogspot.com/-VRygKCMpPww/VT_41_NX0QI/AAAAAAAAE6Y/8aSUV4oUf2k/s1600/edsa_billboard.jpg" width="200" /></span></a></div>
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<b><span style="font-family: "arial" , "helvetica" , sans-serif;">Related Post:</span></b><br />
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<a href="http://www.outdoor.ph/2017/03/ooh-media-agencies-where-we-started.html" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="211" src="https://2.bp.blogspot.com/-_bzLlKDk07Y/WMMzuXpYttI/AAAAAAAARdc/DMq0jtyAYFQjL1gE5T8hHUQvMidlpx62ACPcB/s400/lloydtronco18.jpg" width="280" /></a></div>
<a href="http://www.outdoor.ph/2017/03/ooh-media-agencies-where-we-started.html"><b><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-size: medium;">OOH Media Agencies - Where We Started Shows Us Where We Are Headed</span></span></b></a><br />
<br />
There is a term which may not be easily grasped by millennials these 
days.  The term is Y2K.  Those who have been around know what kind of 
fuzz there was prior to the coming of the new millennium.  Yes, there 
was excitement in the dawning of the year 2000, but also a bit of fear 
as doomsayers said that the world banking systems would crash  ... <a href="http://www.outdoor.ph/2017/03/ooh-media-agencies-where-we-started.html"><span style="font-size: xx-small;"><span style="font-family: "arial" , "helvetica" , sans-serif;">Read More</span></span></a><br />
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Client/Advertiser-Accenture Creatives and Design The 10 Worst Billboard Layouts I Ever Saw

Let's face it. Most graphic designers do not know how to speak Sign Language. No, I am not referring to hand signals for the deaf. ...

OOH Media Agencies - Where We Started Shows Us Where We Are Headed

March 16, 2017 Tech Support 0

<table cellpadding="0" cellspacing="0" class="tr-caption-container" style="float: left; margin-right: 1em; text-align: left;"><tbody>
<tr><td style="text-align: center;"><a href="https://2.bp.blogspot.com/-_bzLlKDk07Y/WMMzuXpYttI/AAAAAAAARdc/DMq0jtyAYFQjL1gE5T8hHUQvMidlpx62ACPcB/s1600/lloydtronco18.jpg" imageanchor="1" style="clear: left; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img border="0" height="267" src="https://2.bp.blogspot.com/-_bzLlKDk07Y/WMMzuXpYttI/AAAAAAAARdc/DMq0jtyAYFQjL1gE5T8hHUQvMidlpx62ACPcB/s400/lloydtronco18.jpg" width="400" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">EDSA Guadalupe in 2011.  The last few days of the giant billboard.</td></tr>
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<span style="font-size: large;">There is a term which may not be easily grasped by millennials these days.  The term is Y2K.  Those who have been around know what kind of fuzz there was prior to the coming of the new millennium.  Yes, there was excitement in the dawning of the year 2000, but also a bit of fear as doomsayers said that the world banking systems would crash given the millennium bug.<br /><br />Such was the mood back then.  Opportunity mixed with risks.  It was not any different in the scene of advertising agencies. A few years prior to the millennium, media independents started taking rise.  Media independents were characterized by the un-bundling of the media department services and spinning off to become an independent business unit.<br /><br />Whereas once upon a time, advertising agency work was typically characterized by the men in suits and the wacky creatives, the media people who were the supposedly the boring number crunchers in the backroom suddenly gained more importance.</span><br />
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<span style="font-size: large;">Media selection had to become more targeted and thoroughly selected.  Gone were the days of shooting from the hip with a TV-radio-print template.<br /><br />First to go the media independent way in this market was the media group of J. Walter Thompson.  Mindshare was birthed to plan and buy media not just for JWT Philippines but also for sister agency, Ogilvy.  </span><br />
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<span style="font-size: large;">Minda R. Lansang, then VP for Media, of JWT Philippines was the seasoned trailblazer in this space running the Mindshare shop with a few expats. Not too far away in what was then Herrera Street (now V.A. Rufino), Universal Media, the media department of McCann-Erickson Philippines evolved into UniversalMcCann (UM).<br /><br />The work of media planning and buying became more intricate as agencies had to utilize their insights into consumer buying behavior and media consumption habits to devise strategic media plans. The purpose was to ensure significant reach so that the target audience will see, read or hear the advertisement. </span><br />
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<span style="font-size: large;">At about that time, Out-Of-Home media was hardly bought by advertising agencies.  Most OOH placements were direct buys between client and OOH vendor.  In fact, there was no fancy term as OOH then.  It was simply billboard, Pearl & Dean, neon, and outdoor advertising.  Those were the terms known to agencies and marketers.</span><br />
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<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><a href="https://4.bp.blogspot.com/-AYgzwj2nrS0/WMnAG1JhFHI/AAAAAAAARrA/FxcGWRxe0LAPKPQbYqJTg5RAwm4B9oOYQCLcB/s1600/1232980_879261152102238_5391378110981365194_o.jpg" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" height="272" src="https://4.bp.blogspot.com/-AYgzwj2nrS0/WMnAG1JhFHI/AAAAAAAARrA/FxcGWRxe0LAPKPQbYqJTg5RAwm4B9oOYQCLcB/s400/1232980_879261152102238_5391378110981365194_o.jpg" width="400" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">12'x36' G.I. sheet handpainted billboard on Roxas Boulevard (photo from Advertising Associates, Inc.)</td></tr>
</tbody></table>
<span style="font-size: large;">There was an economical reason for agencies to do so at that time.  Booking outdoor was not simply worth the time and effort because of the minimal cost of media.  Even at a luxurious commission of 15% (luxurious by today's standards), there was no sense in having to get a 15% from a 10,000 peso per month billboard made on Galvanized Iron sheets and hand painted with enamel, mounted on wooden structures.<br /><br />Those who were at EDSA during the people power revolution remember that billboard which had "The Family That Prays Together Stays Together" at the corner where Robinsons Galeria is today.  That was the iconic example of a 12'x36' billboard.<br /><br />I grew up in that environment.  Back in Bacolod City, my late father, Larry Tronco, ran Tronco Advertising Co., Inc. doing all the San Miguel Beer "Ito and Beer" ads in the late 1970s.<br /><br /> (<a href="http://www.outdoor.ph/2017/03/throwback-to-earlier-days-of-ooh.html">to be continued</a>)</span><br />
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<a href="http://2.bp.blogspot.com/-AAybODnOGL0/VS7sglw2xLI/AAAAAAAAEmo/HwvlOlgGfT4/s1600/lloydtroncoprofile150.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://2.bp.blogspot.com/-AAybODnOGL0/VS7sglw2xLI/AAAAAAAAEmo/HwvlOlgGfT4/s1600/lloydtroncoprofile150.jpg" /></a></div>
<span style="font-size: x-small;">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 millennium.  </span><br />
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<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"><span style="font-family: "arial" , "helvetica" , sans-serif;"><img border="0" height="155" src="https://4.bp.blogspot.com/-VRygKCMpPww/VT_41_NX0QI/AAAAAAAAE6Y/8aSUV4oUf2k/s1600/edsa_billboard.jpg" width="200" /></span></a></div>
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<a href="http://outlookph.blogspot.com/2014/12/ooh-agencies-will-have-to-re-adjust.html"><b><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-size: large;">Media Agencies Will Have To Re-adjust Their OOH Measurement Criteria in 2015</span></span></b></a><br />
<br />
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"><span style="font-size: x-small;"><span style="font-family: "arial" , "helvetica" , sans-serif;">Read More</span></span></a><br />
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OOH POVs Total Industry OOH Media Agencies - Where We Started Shows Us Where We Are Headed

EDSA Guadalupe in 2011. The last few days of the giant billboard. There is a term which may not be easily grasped by millennials these ...

What's Next For OOH Media Agencies? (A Candid Look)

March 15, 2017 Tech Support 0

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<a href="http://2.bp.blogspot.com/-AAybODnOGL0/VS7sglw2xLI/AAAAAAAAEmo/HwvlOlgGfT4/s1600/lloydtroncoprofile150.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://2.bp.blogspot.com/-AAybODnOGL0/VS7sglw2xLI/AAAAAAAAEmo/HwvlOlgGfT4/s1600/lloydtroncoprofile150.jpg" /></a></div>
<span style="font-size: x-small;">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.  </span><br />
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<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"><span style="font-family: "arial" , "helvetica" , sans-serif;"><img border="0" height="155" src="https://4.bp.blogspot.com/-VRygKCMpPww/VT_41_NX0QI/AAAAAAAAE6Y/8aSUV4oUf2k/s1600/edsa_billboard.jpg" width="200" /></span></a></div>
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<a href="http://www.outdoor.ph/2017/03/ooh-media-agencies-where-we-started.html"><b><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-size: medium;">OOH Media Agencies - Where We Started Shows Us Where We Are Headed</span></span></b></a><br />
<br />
There is a term which may not be easily grasped by millennials these 
days.  The term is Y2K.  Those who have been around know what kind of 
fuzz there was prior to the coming of the new millennium.  Yes, there 
was excitement in the dawning of the year 2000, but also a bit of fear 
as doomsayers said that the world banking systems would crash  ... <a href="http://www.outdoor.ph/2017/03/ooh-media-agencies-where-we-started.html"><span style="font-size: xx-small;"><span style="font-family: "arial" , "helvetica" , sans-serif;">Read More</span></span></a><br />
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Featured OOH OOH Research POVs Total OOH What's Next For OOH Media Agencies? (A Candid Look)

EDSA Guadalupe six years ago MAKATI CITY, Philippines - As the second top awareness builder next to TV, Out-of-Home Media is alive and w...

OOH Master Class : The Upcoming LED on EDSA Guadalupe Will Diminish Bench's Visibility

February 09, 2017 Tech Support 0

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<a href="https://2.bp.blogspot.com/-dgI6AuZ-IIw/WJuD3mH-SeI/AAAAAAAAPb0/CEmWNSxBFYIeBqAeXHGOfC9NPGMC_vU7QCLcB/s1600/edsa_guadalupe_002.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="223" src="https://2.bp.blogspot.com/-dgI6AuZ-IIw/WJuD3mH-SeI/AAAAAAAAPb0/CEmWNSxBFYIeBqAeXHGOfC9NPGMC_vU7QCLcB/s400/edsa_guadalupe_002.jpg" width="400" /></a></div>
<span style="font-size: large;">If you've been traveling along the EDSA Northbound lane, Guadalupe, you may have noticed that the former spectacular billboard of Smart and Sun is currently being transformed into a giant LED screen.  <br /><br />While the size of this LED will not exceed the wall mounted LEDs on the PET Plans Building used by Coke and its Non-Carbonated beverages, and the one of Samsung on the GA Tower, the presence of this LED will be of great impact.  The position is superb because it hits the traffic descending from Guadalupe on the Makati side in arena-like fashion.</span><br />
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<span style="font-size: large;"><a href="https://4.bp.blogspot.com/-OKGat1Iawp8/Vo2z_oigOrI/AAAAAAAAHfg/0nOmrGPK_RA3SjFYCR8CiSMvrKeSBU3wQCPcB/s1600/zbillboard016.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="252" src="https://4.bp.blogspot.com/-OKGat1Iawp8/Vo2z_oigOrI/AAAAAAAAHfg/0nOmrGPK_RA3SjFYCR8CiSMvrKeSBU3wQCPcB/s400/zbillboard016.jpg" width="400" /></a></span></div>
<span style="font-size: large;"><br />With the erection of this LED comes not too good news for the brands surrounding it.  Most affected will be the array of Bench billboards to the right.  As it is, Bench is spending millions of PhP on the multiple panels on the right side of the LED. Even so, the Bench array has a few flaws, most obvious would be the fact that the outer and supplementary panels to the direction of Pasig do not really stare back onto the traffic on EDSA.  <br /><br />Worsening the situation for the Bench billboards is the efficient traffic management of MMDA which herds the commuter buses to the right lane and thus obstructing the view of motorists in the center lanes.  This is easy to picture out in the topmost photo where a bus easily covers the view of the Bench billboard array.<br /><br />Given that scenario, the erection of the LED will further distract the viewer away from the Bench array.  It will even distract the viewer away from the competing LED.<br /><br />So what is Bench to do?  Well, if I were Bench and money was not an issue, I would lock-out the entire LED and make it part of the entire array thereby having a great mix of LED and static at the same time.</span><span style="font-size: large;"><br /></span><span style="font-size: large;"><br />
<a href="http://www.talonggo.com/2016/01/why-i-started-talonggo-and-why-you.html" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://2.bp.blogspot.com/-MEuKpddsSQA/VKhbFxCNIwI/AAAAAAAADgs/jfh8m6OhDhw/s1600/avataraablog.jpg" /></a><span style="font-size: small;">The
 writer, Lloyd Tronco, has been observing trends in out-of-home media in the Philippines since the 1970s.  </span><br />
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<a href="http://www.outdoor.ph/2016/02/the-advertising-industry-needs-its-own.html" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="180" src="https://1.bp.blogspot.com/-nuZ_fZTO8Ck/Vq6soyK8h-I/AAAAAAAAH1o/nwTcxCmeq3Q/s1600/edsa001.jpg" width="320" /></a></div>
<a href="http://www.outdoor.ph/2016/02/the-advertising-industry-needs-its-own.html"><span style="font-size: xx-small;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><b><span style="font-size: large;">The Outdoor Advertising Industry Needs Its Own Traffic Count</span> </b></span></span></a><br />
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<span style="font-size: small;">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.
</span><span style="font-size: small;">......<span style="font-size: xx-small;"><a href="http://www.outdoor.ph/2016/02/the-advertising-industry-needs-its-own.html"><span style="font-size: xx-small;">Read More</span></a></span></span><br />
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OOH Master Class : The Upcoming LED on EDSA Guadalupe Will Diminish Bench's Visibility

Area-Guadalupe Client/Advertiser-Bench OOH Measurement OOH Medium-LED OOH Master Class : The Upcoming LED on EDSA Guadalupe Will Diminish Bench's Visibility

If you've been traveling along the EDSA Northbound lane, Guadalupe, you may have noticed that the former spectacular billboard of Smar...

The Outdoor Advertising Industry Needs Its Own Traffic Count

February 01, 2016 Tech Support 0

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<a href="http://1.bp.blogspot.com/-nuZ_fZTO8Ck/Vq6soyK8h-I/AAAAAAAAH1o/nwTcxCmeq3Q/s1600/edsa001.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="225" src="http://1.bp.blogspot.com/-nuZ_fZTO8Ck/Vq6soyK8h-I/AAAAAAAAH1o/nwTcxCmeq3Q/s400/edsa001.jpg" width="400" /></a></div>
<span style="font-size: large;">MANILA, Philippines - With </span><span style="font-size: large;">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.<br /><br />"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.  <br /><br />"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".<br /><br />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.<br /><br />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."<br /><br />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.<br /><br />Currently, the </span><span style="font-size: large;"><span style="font-size: large;">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.</span><br /><br /><br /><br /></span><span style="font-size: small;"><br /></span>
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The Outdoor Advertising Industry Needs Its Own Traffic Count

Industry News Industry Standards OOH Measurement OOH Research PhilCOuRSe Traffic Count The Outdoor Advertising Industry Needs Its Own Traffic Count

MANILA, Philippines - With more billboards and LED screens coming up in the metropolis, there is an urgent need for the outdoor advertisin...

Samsung Stuns EDSA Evening Traffic With LED On GA Tower

January 08, 2016 Tech Support 0

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<a href="http://3.bp.blogspot.com/-QS4FLqRPuGs/Vo9ZPiqOLDI/AAAAAAAAHjE/H44-Bs-ual0/s1600/lloyd_tronco_edsa_billboard.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="227" src="http://3.bp.blogspot.com/-QS4FLqRPuGs/Vo9ZPiqOLDI/AAAAAAAAHjE/H44-Bs-ual0/s400/lloyd_tronco_edsa_billboard.jpg" width="400" /></a></div>
<span style="font-size: large;">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.</span><br />
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<span style="font-size: large;">The curtain-type LED set-up covered 80% of the former static billboard space to show the latest offerings of Samsung.<br /><br />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.<br /><br />Visibility of the screen was very high especially during the night though a bit diminished during daytime, especially in the afternoon sun.</span><br />
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<span style="font-size: xx-small;">Photo by Lloyd Tronco</span>

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 night when it started running its new out-of...

Bench Creatives Get It Right In Its Use Of OOH

January 07, 2016 Tech Support 0

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<span style="font-size: large;">MANILA, Philippines - If there is one brand which really knows how to use OOH in its proper context, it has to be BENCH.<br /><br />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.  </span><br />
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<span style="font-size: large;">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.<br /><br />Bench's simple yet highly contextual execution shows their mastery of the medium.<br /><br />A seminar must soon be done on Effective Outdoor Communication.</span>