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OAP 2010 Recap from Adobo Magazine

Out-of-the-box ideas for Out-Of-Home media at the OAP 2010 Expo and Conference

PHILIPPINES, NOVEMBER 2010 - The recent Outdoor Advertising Philippines (OAP) 2010, the second Philippine International Conference and Expo on Out-Of-Home Media, became the venue for OOH innovation and discussion. The expo from November 18 to 20, 2010 at the SMX Convention Center, Mall of Asia presented over 300 exhibitors with the latest in digital OOH – LEDs, LCDs, 3D, holograms and digital printing machines that amazed the attendees and gave them ideas and new options for their organization's corporate and brand imaging needs.

The conference on November 18 was well attended by advertisers, brand practitioners, image builders, entrepreneurs and members of the academe. International and local speakers gave their perspectives on emerging trends and techniques in Out-Of-Home Media in Asia and worldwide. Advertisers presented their jaw-dropping ads and creative executions for a peek at the future of signage and media.

DM9 JaymeSyfu Chairman and Chief Creative Officer Merlee Cruz-Jayme noted that outdoor advertising is not longer limited to billboards. In recent years, there has been a growth in the form of Outdoor, though location remains important. Philippine Center for Out-Of-Home Executive Director Lloyd Tronco discussed metrics and statistics of OOH, whereas Rey Inobaya, managing director of the Kinetic Philippines, preferred not to focus on numbers: "Out-Of-Home is a medium. Treat it as a medium and embrace it as a medium." OOH is then a way to reach the viewer’s attention without them expecting it.

OAAP, the self-regulating body for outdoor advertising practitioners, has more than a hundred active members all over the Philippines. It helps its members to boost and expose their product brands in the mind of the Filipino consumers through out-of-home advertisements. OAAP works with DPWH, PAG-ASA and other government agencies and other sectors of the society to improve outdoor structures for public safety.

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