Manila, Philippines—As we close the Q2 of the 2019, there have already been some remarkable
and noteworthy executions delivered by OOH. As then foreseen last year by media experts,
despite the still growing digital ads, OOH is in no means, left behind.
SCALE, REACH, & FREQUENCY
Undeniably, the reach of OOH ranks top amongst other channels with a whopping 97%
followed by TV with 94%, Radio at 88%, and digital with 69%. This reach attest not only
to the inescapable nature of OOH—a truth that remains for everyone does go out of their
homes—but of how an OOH campaign adheres to frequency (the number of times an ad is seen)
and scale (an ad large/attractive enough not to miss). With the population of Metro Manila
following a daily routine of going to and from work, it’s almost a guarantee that a billboard
in EDSA is most likely to be seen five times a week by the same commuter. While the frequency
and recall is notable, this same ad must also be present in other locations (malls, waiting areas,
bus/train stations, etc.) so it could target everybody and maximize its potential reach.
The continuous growth of OOH alongside Digital is another expansion large businesses
are taking advantage of. With this new possibility of going both offline and online for the same
campaign births to new creative ideas that complete the consumer journey in a larger and yet
far more personal approach.
THE NEW ECOSYSTEM
With digital companies like Spotify and Netflix investing
in out-of-home media, it creates a whole new dimension for creatives to penetrate the audience.
With these mobile apps’ essentially downward-view nature, its presence in OOH promotes the
upward—and shared—ad experience once again; that while OOH is the traditional medium,
when viewers veer away from the small screens of their tablets and phones to look at a
billboard ad, OOH becomes the new attraction altogether.
Then with the innovations of OOH—from LED Video Boards, Experiential Booths, Programmatic Ads,
and many others that capture consumer awareness and offer product trial/sampling—it merges
seamlessly with the digital applications that finish the narrative where consumers can further
engage via inquiry and importantly, purchase.
LOCAL TRUST SOARS
Evidently even in the context of the Philippines, OOH remains to be one of the go-to advertising
mediums. With 2.9B in the food and restaurant category alone and with a 10% increase
in overall revenues from Jan-Oct 2018, out-of-home is not going anywhere soon—and 2019 seem
all the more optimistic. Q1 alone found opportunities in the creative department (AYALA-LUNETA Lenticular Billboard AVP) while expansion and reach just opened up in the south via CAVITEX and with a few
more highways to be accessed soon.
Luneta Advertising is always one in ensuring the credibility, service, and effectivity of OOH.
With these promising data, clients can only expect our team to be even more hard working in
reaching a fruitful and lasting partnership.