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WHEN EVEN DIGITAL GIANTS GO OOH

Manila, Philippines—In this age where phones have increasingly become
an imperative part of every person’s life where access to entertainment,
information, and commerce is enclosed in the four corners of an LCD screen,
one has to wonder how can traditional media can keep up?

Like many others in the ad industry, OOH was heavily affected by the sudden
burst of digital ads and many even thought of its inevitable demise. But true
to its structure, strength, and stance, OOH remains to be unyielding despite
these so-called new “threats”. Importantly though, even the big names in
social media and digital streaming apps seem to think the same.

GOING OUT OF THEIR OWN BOX

Mobile phones are quite literally the extension of someone’s life—from
contacts, interactions, to movies, series, and business, one doesn’t need to
go too far or too big to have it all and for years now, they have taken the bulk
of the most precious of times, whether for personal or for work-related
consumption. It is not surprising then
that advertisers turned towards the direction of digital to implement their creatives.
Simply, they need to be where the viewers are. But as digital becomes an inescapable
and normalized platform, its high time may now also be coming to an end.

With apps used on a one-on-one, literal down-view hardware, the notion of something
so traditional like OOH now becomes (ironically) foreign, new, and exciting despite its
quotidian circumstance. Whether experienced at passing (i.e. rounding shopping malls,
having long-mile road trips) or as a habit (i.e. the everyday commute, the city landscape),
going out and seeing OOH is still a way of life. It is there daily, its grandness and scale
looming over every person’s head—and they only need to look up to get so caught by it.

That in mind, this grandness and bigness of OOH, and then into the context of an app that
is so powerful, so personalized it is a data-collecting machinery, somewhere in that narrative
inevitably comes the need to make this seemingly individualistic and isolated entertainment
method resonate as a large, collective, relatable, and shared (branded) experience—considering
as well that advertisements, in the digital world of exit icons, close buttons, forced exits, and
curated content, is still a hard one to really digest.

THE COMPLETE MERGER

Spotify’s Thank you, 2016. It’s Been Weird campaign is perhaps one of the most
well-known OOH campaigns produced by an-all digital platform. Using their own
brand of wit combined with the app’s consumer data, Spotify was able to bring out
the laughs using OOH in its simplest and truest form—printed visual and copy.
But why OOH as their major outlet? Spotify CMO Seth Farbman only has this to say,
(OOH) has the ability to really drive clever copy home that other media can’t always do as well.”

At this point in the digital ads and apps journey where evidently consumer data is
one of its main strengths, it is no longer surprising to see brands like Spotify, Netflix,
and Facebook then reach out to OOH for their advertisements in order to expose their
content and tools on a literally larger scale and in a setting still very much relevant to
their audience. Like how mobile devices are undeniably handy, people too, are still
undeniably outside. And when once brands just focus their campaigns solely on OOH or
TV or digital, today, the merging of two or more (if not all platforms applicable) is simply
the most practical way to go.

Progress and change is something that is not entirely terrible and terrifying. With a clear
and sensible perspective, advertising has just gotten really bigger, better, and definitely, real-time.

 

References:

https://www.alistdaily.com/entertainment/hb-netflix-investing-in-billboards/

https://adage.com/article/media/digital/315104/

moving-billboard-blog/tech-giants-use-ooh-ads

GO GET ‘EM YOUNG EYES

Manila, Philippines–with the still advancing visual technology (may it be VR, laser, widescreen,
or touchscreen), static designs and mediums like out-of-home and print ads may already seem
so insignificant nowadays. With this visual technology also present in personal mobile gadgets,
this visual digital movement is more rampant and relevant than ever. And the ones most allured
to these devices? The Millennials.

YOUTH (YO-OOH-TH). noun.

While it is true that millennials are the most tech-savvy generation hence the ones to benefit
from these technological upgrades, undeniably, they are also the ones always on the move.
They like to go out with friends, shop, go bar hopping, visit art fairs, attend concerts, festivals,
and many other trendy affairs. They are exposed to OOH almost every day as they are, literally,
also always out of home. By this time, their generation is also on the brink of moving out of their
parents’ house and move in to condos or units in the city where most OOH displays can be
seen.
According to a global research by Nielsen, 60% of millennials trust out-of-home
advertising—and it is reflective of their digital behavior as well. Most think that just because
millennials are always online that it meant digital ads is the only way to penetrate them. But
millennials are very careful when it comes to their social media or online activities. They want
control of the content they see. They want authenticity—branded and “unskippable” ads do not
belong in their carefully curated digital media feed. Their digital life IS their personal life—to
mess with it is an automatic click on the close button.

The Millennial generation is then the perfect market to witness a transformative period in the
industry where all mediums need to be more cohesive and helpful of one another.
The re-emergence of vinyl players, cassette tapes, and old gaming consoles are also a
testament of how this young generation crave the physicality (and nostalgia, for the Old
Millennials) of experience. The age bracket of the millennial generation is too broad a spectrum
to say that they never knew the concepts of analogs or cables. But they are the generation to
have experienced a huge technological shift that quickly buried these physical belongings in
favor of purchasing digital.
So that in itself, this digital life they have lived in for so long, compels them to see the allure of
the real life again. A clever, interactive OOH set-up gives them the flair of the dramatics in the
physical world (both in scale and experience) that they share it online to tell their friends and
followers.
This exposure to a good OOH campaign almost guarantees an online action amongst
millennials—more importantly, they chose to do it so on their own. According to a study by
Outsmart in the UK, there is a 147% increase in millennials’ mobile brand actions once exposed
to out-of-home executions.
Then with the emergence of Digital OOH, it all the more comes attractive to them when finally,
their two worlds collide—when their craving for the physical is met with the genius of digital. The
huge public exposure of OOH helps them display their personal brand choices, preferences,

and image—which they have carefully built online. Imagine a brand influencer on a billboard ad
together with some big shot celebrity? Imagine winning an online contest announced via a
billboard shout-out in EDSA?
This merger of digital and OOH also improves the millennials’ disposition and loyalty in the
landscape they live in. It is progressive and it is modern—just like them. OOH is a significant
variable in building the ideal ‘smart city’ they may want to choose to live in.

THE MARRIAGE OF OOH-DIGITAL

In another study by Outsmart UK, almost 63% percent of mobile users use ad blockers. It is a
significant number especially to newly launched brands. But with the scale and location of OOH,
every ad displayed on site will be noticed, creating a much needed brand awareness. This
awareness can then encourage mobile activity in order to know the brand or promo further via
visiting their official page or website.
This partnership of digital and OOH also strengthens brand trust amongst viewers as the
presence of both online and traditional ads in a campaign solidifies the brand as true, authentic,
and importantly, safe—for many can place online ads (some of which can be scams, bots,
viruses, etc.) but only a few can afford the luxury that is OOH.

With the ever-growing activation gimmicks—from QR codes to facial recognition—having OOH
in a digital campaign creates a wonder-filled consumer journey that heightens the digital
experience. A good example is the Spotify 2016 “It’s Been Weird” campaign. With the
abundance of their user data, they transformed these online behaviors into a collective,
relatable, public experience by producing billboard ads. This exposure grounds the digital
platform into the physical, daily lives of its users and good-naturedly “exposes” their online
behavior vis-a-vis the real-life struggles, joy, mishaps, etc. they—or the world—is experiencing.
To see digital and OOH as competition is a loss to an industry that could gain more through its
marriage. The merging of these two channels can fulfill a meatier and more meaningful
advertising experience via an impressive 360°campaign. OOH can increase brand awareness,
reach, and dramatics while digital can enhance brand knowledge, affinity, and even secure
sales and purchase.
Online and traditional ads can always be of support of each other. A great campaign always
starts with a good marketing strategy, then a great creative can be executed with proper media
buying—a selection process in which digital and OOH, in the beginning, must be in equal
footing before the creative strategy takes place. Because the beauty in advertising is that there
is more than one way to tell a great brand story.

We are very proud to share that the newest advertiser at the Napolcom Mega Walll Billboard is Red
Horse Beer. Massive in size at 188’ (H) x 100’ (w), its striking artwork with 3D effect CATCHES THE EYE.
Check out the day and night shots of the newly Red Horse Beer installed material.

Advertiser: Red Horse Beer
Location of Billboard: NAPOLCOM BUILDING , EDSA SOUTHBOUND
SIZE: 188’ (H) x 100’ (W)

CATCH THE EYE WITH BILLBOARDS!


(In Photo from left to right: BERNARD SUIZA – AVP NETDEV AND NFRB (PHOENIX PETROLEUM PHILIPPINES, INC.)
JOSE M. VALE – PRESIDENT LUNETA ADVERTISING, INC., AND ERICSON INOCENCIO – GM FOR RETAIL SALES
(PHOENIX PETROLEUM PHILIPPINES, INC.)

Manila, Philippines—As one of the leading Out-Of-Home companies in the country, Luneta Advertising is always in search of the best ways to serve their clients better. With the mission to reach more and more audience, Luneta Advertising has struck a deal with Phoenix Petroleum Philippines Inc. last May 3, 2018 that will enable it to construct billboards situated in several—and importantly, strategic—Phoenix gasoline stations all over the country.

As the leading independent oil company in the Philippines that believes in excellence, innovation, and teamwork, Phoenix Petroleum then share the same vision with Luneta Advertising of servicing clients in the best and the most efficient of ways. With this partnership covering 120 gas stations in Mega Manila and Luzon, 81 in Visayas and 53 in Mindanao brands can now expect a wider and farther reach for their messaging. Both of these companies also pride themselves of their simple and humble beginnings that clients can only expect a sincere and trustworthy business partnership with the promise of seeing their brand under the only spotlight that matters—the spotlight where they can catch the eye.


(Photo: The Villamor Golf Club remains picturesque even at night with the help of Luneta Advertising’s
LED Projection Lights.)

Manila, Philippines—If you’re a southerner, one of the most iconic landmarks you’ll pass by via the SLEX is the well-maintained grassy scenery of the Villamor Golf Club right along the highway stretch. While surrounded by nets to ensure that golf balls won’t fly in and disrupt the traffic, recently, another noteworthy structure was temporarily added to the park to welcome golfers and guests in anytime of the day.

While golfing may be a day sport for some, at the Villamor Golf Club, golfing at night has never been more possible and more innovative. With its trial use of Luneta Advertising’s world-class LED Projection Lights, playing the sport even after office hours—and in the middle of the still bustling city—can now be anyone’s newest getaway.

These LED Projection Lights are equipped with a remarkable optics system that ensures wide and bright coverage to any area. It is also easily adjustable via its 5 Reflective Cup selection which allows the light beams to spread further, wider, or narrower depending on the scale and size of the space needed to be highlighted. This same revolutionary LED Projection Light technology is also used and showcased at Luneta Advertising’s brightest billboard to date, the San Miguel Light billboard at the Napolcom building
along EDSA, truly catching the eyes of many commuters even at a great distance.

Recently used and tested for the duration of the Villamor Golf Club’s annual golf tournament, the LED Projection Lights were installed within certain areas of the golf course (Holes 1 and 18) including the driving range. Then as one golf club patron has attested, “[With the LED Projection Lights], it’s like playing [golf] in daytime.”

More updates regarding this project would be posted soon.

We are excited to announce that we have completed the construction of one of the biggest billboards in the Philippines located at EDSA corner Quezon Avenue, Quezon City.The first brand to be advertised is – SAN MIG LIGHT.

TheSAN MIG LIGHT BILLBOARD AT NAPOLCOM BUILDING towers over the EDSA Skyline. The gigantic billboard has a total area of approximately 18,800 sq. ft. It is massive at 188 – feet high and 100 – feet wide. With its size and stunning graphics, the SAN MIG LIGHT BILLBOARD will surely build excitement and capture the attention of its target markets.

NO METAL HALIDES WERE USED TO LIGHT THE BILLBOARD

Yes, you got that right. No metal halides were used to light this billboard because of its huge size. Instead, Luneta Advertising used 24 units of LED Projection Lights. The combined 1,000 and 1,200 LED watts were projected from a site beside the NAPOLCOM Building. The LED lights are sourced from Europe, and are more lightweight and cost efficient than the traditional metal halides.

Because there are no metal halides brackets, theSAN MIG LIGHT BILLBOARD has a cleaner look. By using LED Projection Lights theSAN MIG LIGHT BILLBOARD is evenly- and well- lit making it stand out from the other nearby billboards.

Manila, Philippines—OOH media executions remain to be a big staple in the local advertising industry. In EDSA alone, billboards line up along the iconic highway and generate a colorful and entertaining sight especially while in traffic. So undeniably, clients and OOH firms alike scour constantly for the best locations to place their ads and create the most eye-catching designs.

Renting and fabricating these billboards though is an investment one needs to deliberately and carefully think about. Not only for the budget needed for such a project, but also in ensuring that every brand can make the most out of the high reach and views a billboard can deliver.

So, what can truly make your ad standout?

1. PICKING THE RIGHT LOCATION

1. PICKING THE RIGHT LOCATION

It all begins here. May it be due to the foot traffic, the reach, or the proximity to the product you are selling, choosing the rightful site for your billboard ad is crucial. So perhaps you’ve made the most outrageous and the most creative ad but it is located somewhere irrelevant to your brand and to your goals, what then is the point? So: Location. Location. Location.

2. DARE FOR SOMETHING NEW

2. DARE FOR SOMETHING NEW

Now that you’ve chosen the perfect site, it’s time to get down to the creative thinking. While possibly your brand is pretty standard in terms of execution, having a billboard site to design might give the opportunity for you to create something fresh and new. First impression is imperative to a billboard ad as most people only have a few seconds to digest your message.

Make your ads visually appealing and make your copy simple, short, and concise. You can also explore with ideas that resonate heavily to your location and make it especially endearing to the everyday people that see your site.

Humor is also another route you can go to as this not only brightens your audience’s day, but it can be quite memorable too.

3. DON’T FORGET YOUR CALL TO ACTION

3. DON’T FORGET YOUR CALL TO ACTION

A strong worded copy with a strong call to action speaks plentiful about your brand. This not only gets your brand messaging straight on, but it also entices the audience to take the next step in their purchasing journey: search for your product. While the billboard catches their attention, you must ensure that this also allows them to have enough motivation to do what you want them to do next. So, your restaurant is located in the next highway stop? TURN RIGHT ON THE NEXT EXIT. You have a 24/7 customer service? 0915-CALL-US-ANYTIME! You have a summer mall sale? RED HOT DEALS IN 2km!

Simply, get your audience to where you want them.

4. AWE THEM WITH DESIGN

4. AWE THEM WITH DESIGN

While a good, honest copy can be striking, an attractive and bold design can simply be breathtaking. This can range from your brand using special materials such as neon colors, glow-in-the-dark paint, 3D fabrication, or installing digital and LED screens, once you’ve captured the audience with your visuals, it might be hard for them to take their eyes away. It wouldn’t then hurt to search for the latest trends in design, the freshest faces to use as brand ambassadors, the significance of symbols, icons, and even current events to make a long-standing statement, and then maybe, a billboard design that captures something even deeper, something emotional in order to get your message across for importantly, creative and clever executions can improve your brand awareness and recall.

There are other endless ways to explore OOH and bask in its benefits. But if you are new to this, these four points will surely give you a good start—that and of course choosing an out-of-home media partner who is ready to take on this creative journey with you and allow your brand to reach its maximum potential.

References: Dizon, A. (2018).Top 15 Eye-Catching Billboard Design Tips &amp; Examples. [online] Fit Small Business. Available at: https://fitsmallbusiness.com/billboard-design-tips/ [Accessed 30 May 2018]. 99designs. (2018).The 5 rules of billboard design. [online] Available at: https://99designs.com/blog/tips/billboard-design-tips/ [Accessed 30 May 2018].<

Over the years, OOH campaigns have been a significant part of a brand’s strategy in communicating their message or products. With so many opportunities, executions, materials, and methods involved and plausible with OOH, the only limit is truly your imagination. See how these brands were able to use their creativity in reinventing this beloved medium and subsequently impress their audience.

1. SNFC - “Europe. It’s Just Next Door.”

1. SNFC - “Europe. It’s Just Next Door.”

The French railroad company, SNFC, stayed true to its virtues of journey, travel, and destination with their “Europe. It’s Just Next Door.” campaign. They were able to quickly, swiftly, and cleverly bridge different European cities to their home country via video boards that (literally) opened doors to the rest of Europe.

2. XBOX - “The Survival Billboard”

2. XBOX - “The Survival Billboard”

Game console company Xbox have executed a larger-than-life, attention-grabbing campaign via one of the oldest advertising mediums of all time: billboard. The only catch, they never intended their ad to be simply printed. This time, they want to promote their message in the most
experiential way possible.

3. British Airways - “Look Up”

3. British Airways - “Look Up”

Playing on childhood sentimentality of waiting for an airplane to fly across the sky, British Airway’s “Look Up” campaign has captivated audience with its ingenious idea of not only bringing attention to their airplanes on flight in real-time, but it most especially promotes that certain excitement and grandeur in the simple idea of traveling. This campaign is also a testament of the ever-growing,
ever-intelligent digital OOH.

4. Spotify - “Thanks, 2016. It’s Been Weird”

4. Spotify - “Thanks, 2016. It’s Been Weird”

This is one of the best examples of how out-of-home media can especially be a part of a holistic integrated campaign without actually executing much extravaganza. A billboard site, check. A cool design, check. Some witty headlines? Check. In Spotify’s 2016 year-end campaign, the brand only needed to look at their own data to create the most entertaining and most personalized ads in years. The outcome was not only eye-catching, it was worth a good laugh too.

5.  Nike - “Unlimited Stadium”

5. Nike - “Unlimited Stadium”

Turning our attention to local execution, Nike has done it again with their “Unlimited Stadium” activation to promote their newest running shoes, the Lunar Epic. Mixing OOH and the power of digital, runners were able to compete with an avatar of themselves on the LED running track, enabling them to record and study their performance. The Unlimited Stadium not only promoted the newest shoe line, but it helped build a good training experience to Filipino and foreign runners alike.

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