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Solons: Drive against ‘sexy’ billboards late

June 10, 2009 Tech Support 0

Solons: Drive against ‘sexy’ billboards late By Leila Salaverria Philippine Daily Inquirer First Posted 00:40:00 06/10/2009 MANILA, Philippines—Why just now? Lawmakers on Tuesday said that while the Department of Public Works and Highways (DPWH) was right to tear down billboards with “sexy” images, this should have been done a long time ago. They pointed out that the decision to dismantle the advertisements and signs was reactive, since it was made only after a sex scandal between Dr. Hayden Kho Jr. and actress Katrina Halili made headlines. “While I congratulate the DPWH, it saddens me that it has taken this long for them to take notice of erring billboards which are in violation of DPWH rules,” Quezon Rep. Lorenzo Tañada III said in a statement. Marikina Rep. Marcelino Teodoro also urged the DPWH to be more consistent in fulfilling its duties. “This is the problem with the concerned government agencies. They are only reacting to what is timely. They should be more serious and consistent with the implementation of their responsibilities to the public,” Teodoro said. The DPWH’s actions were long overdue, he stressed. For the past weeks, the DPWH and outdoor advertising operators have been removing billboards on Edsa that show models in various states of undress. Gabriela Rep. Luzviminda Ilagan said the DPWH should not eye just the sexy billboards but all outdoor advertisements, adding that “all billboards pose a danger to the public.” from the Inquirer.net

DPWH Industry News Solons: Drive against ‘sexy’ billboards late

Solons: Drive against ‘sexy’ billboards late By Leila Salaverria Philippine Daily Inquirer ...

20 operators dismantle ‘sexy’ billboards

June 09, 2009 Tech Support 0

20 operators dismantle ‘sexy’ billboards By Marlon Ramos Philippine Daily Inquirer First Posted 16:58:00 06/08/2009 MANILA, Philippines— Following warnings from the Department of Public Works and Highways (DPWH), 20 operators of outdoor signages featuring "indecent" images have voluntarily dismantled their billboards in the metropolis. In a statement Monday, DPWH assistant regional director for Metro Manila Armando Estrella said the operators of outdoor advertisements apparently "realized that many people were against indecent and immoral billboards." "They were conscience-stricken," Estrella said. "They fear the backlash in public opinion will affect the products they were endorsing," he added. Since DPWH Secretary Hermogenes Ebdane Jr. ordered a crackdown on illegal, unsafe and "sexy" billboards last week, Estrella said his office has been receiving complaints from concerned individuals, including parents. Some even called for a boycott of products which employed suggestive images on its outdoor displays, he said. As of Monday, Estrella said 37 outdoor ads with images of models and celebrities in skimpy outfits were already taken down either voluntarily by its operators or by members of DPWH's Oplan Baklas Billboards. In an earlier interview, Public Works Undersecretary Rafael Yabut said most of "sexy" billboards in the metropolis violated certain provisions of the National Building Code of the Philippines.

DPWH Industry News 20 operators dismantle ‘sexy’ billboards

20 operators dismantle ‘sexy’ billboards By Marlon Ramos Philippine Daily Inquirer Fir...

‘Sexy’ billboards in Metro go down

June 09, 2009 Tech Support 0

‘Sexy’ billboards in Metro go down By Marlon Ramos Philippine Daily Inquirer First Posted 00:54:00 06/09/2009 Filed Under: <a href="http://services.inquirer.net/tagcloud/keyword.php?tag=Advertising&id=136&imp=">Advertising</a> MANILA, Philippines—Around 20 operator of outdoor advertisements in Metro Manila have started dismantling billboards featuring “indecent” images, the Department of Public Works and Highways (DPWH) said Monday. Since last week, 37 billboards showing models and celebrities in skimpy outfits have either been taken down voluntarily by billboard operators or by members of the DPWH’s Oplan Baklas Billboards, according to DPWH Assistant Director for Metro Manila Armando Estrella. Among those dismantled were two billboards showing the half-naked body of actor Piolo Pascual endorsing a coffee product in Quezon City. Also taken down were the display ads for a clothing company featuring a Caucasian model in a tight-fitting leather top. Estrella said in a statement that the operators of outdoor signages volunteered to take down the huge ads after “they realized that many people were against indecent and immoral billboards.” “They were conscience-stricken,” he said, adding, “They fear the backlash in public opinion will affect the products they are endorsing.” Estrella said his office has been receiving complaints from concerned parents and other individuals after Public Works Secretary Hermogenes Ebdane Jr. ordered a crackdown on illegal, unsafe and “sexy” billboards in the metropolis last week.

DPWH Industry News ‘Sexy’ billboards in Metro go down

‘Sexy’ billboards in Metro go down By Marlon Ramos Philippine Daily Inquirer First Pos...

Ads find way out of idiot box, printed page

June 04, 2009 Tech Support 0

Ads find way out of idiot box, printed page By Kenneth del Rosario Philippine Daily Inquirer First Posted 22:51:00 06/04/2009 MANILA, Philippines—As marketing budgets shrink and the search for consumers intensifies in a bid to ward off the worst effects of the economic downturn, many companies are literally taking their advertisements outdoors. That’s because according to an industry group, outdoor advertising offers a more practical way of launching campaigns as they are cheaper than advertising placements in television, newspapers, or even radio. Room for growth “There’s a lot more room for growth for the outdoor advertising industry,” said Astrid Cecile Chua Lee, sales and marketing head of OOH Inc. (OOHI), which produces and places outdoor advertisements. Lee shared this assessment during the recently concluded Philippine International Conference and Tradeshow on Out-of-Home Media at the World Trade Center, the first of its kind organized by the Outdoor Advertising Association of the Philippines (OAAP), of which OOHI is a member. OOHI was one of the 79 exhibitors at the three-day affair with the theme “Out-of-Home: What’s Up?” which brought together the region’s out-of-home advertising industry and marketing decision makers and interest groups to interact, network, discuss and debate issues important to the growing medium. The trade show aimed to showcase the latest in OOH while encouraging business practitioners to continue breaking barriers to spice up the country’s outdoor advertising arena. Often referred to as “below the line” advertising, Lee said out-of-home (OOH) advertising has become a major player in the competitive advertising world. Lee stressed the potential of OOH advertisement in capturing decision makers—working people who have the time and money—who spend a lot of their time on the road because of heavy traffic. “OOH advertising cuts across all market segments,” Lee said. “It doesn’t matter whether you’re well off or financially struggling. Once you drive along Edsa, you see the same billboard up there.” OOH advertising has also seen the development of new formats in recent years, said Demi Santos, OOHI sales and marketing AVP. Aside from billboards, OOH advertisement can be seen today on T-shirts, caps, benches, waiting sheds, and even the exteriors of buildings. Unconventional Some firms also use mascots or people dressed in costumes to promote products or services. Others are even more unconventional, putting up brand logos on hot air balloons. Very effective, too, are ads placed on vehicles such as buses, jeepneys, and taxis that ply the metro the whole day, thus enabling ads to penetrate even the most remote subdivisions. Santos said LCDs (instead of the usual posters) in vehicles are also showing signs of healthy growth and are the “in” thing today because they’re very “trendy and acceptable.” “Vehicles with billboards (or what we call roving billboards) are actually very effective when it comes to political campaigns,” Santos said. “This allows them to carry speakers that play their jingles while going around wherever they like.” According to Santos, the second and fourth quarters of the year tend to be the busiest time of the year for their business. The timely surge, she said, can be attributed to the advertisers’ back-to-school and Christmas campaigns, respectively. When it comes to how outdoor advertising is affected by the emergence of online advertising, Lee was confident of the former’s strength. “Not everyone knows how to use a computer,” she said. “I don’t think we’re affected adversely by this new trend at all.” In the provinces where technology may not always be up to date, outdoor advertising remains dominant, she said. If at all, she thinks the two forms can only work well when put together for multimedia advertising campaigns. Though both OOHI officers see a very bright future for the outdoor advertising industry, challenges remain. Major concern While natural calamities such as typhoons or earthquakes pose as threat to the integrity of their outdoor materials, Lee said they are more concerned about people who steal the materials they put up. “A lot of the advertisements we put up, especially the tarpaulins and posters, are stolen and are turned into roofs or curtains,” Lee explained, saying that the industry has been struggling with this problem for years. Lee also warned ad placers against using fly-by-night outdoor advertising companies that fail to deliver promised results. “That’s why it’s important to be a member of OAAP because it means we have complete licenses under our belts and that we follow strict rules and regulations that meet industry standards,” she said, adding that her group is also a member of the Advertising Board of the Philippines. These days, Lee said OOHI was putting more focus on developing new products and services it can offer its clients. “We’ll continue travelling abroad to see and observe trends so our country can be at par, or better than, international standards,” Lee said.

Industry Events Industry News Ads find way out of idiot box, printed page

Ads find way out of idiot box, printed page By Kenneth del Rosario Philippine Daily Inquirer ...