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Out-of-Home ads get techie at digital forum

PHILIPPINES, JULY 21, 2011 – All screens big and small had their moment, as top advertising experts talked about the future of outdoor during the recently concluded Philippine Forum on Digital Out-of-Home (DOOH) Media  at the Asian Institute of Management in Makati. Organized by outdoor advertising research organization PhilCourse, the event clued in various outdoor advertising suppliers on how they may take their game to the next level with the help of modern technology. 
 
Now on its second year, DOOH packed a punch with its lineup of speakers which included Jollibee and ZenithOptimedia Digital Experience Strategist Manolo Almagro, TBWA\Santiago Mangada Puno Creative Director Bryan Siy, and Digital Screen Media-US Founder Robert Michaels. All three speakers took on the task of inspiring the attendees to explore the world of digital outdoor, instead of settling for the usual still billboards. 
 

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From left: Manolo Almagro, Robert Michaels, Ricky Baizas, Christian Besler, Lloyd Tronco, and host Bing Kimpo
 

Michaels talked about the future of digital displays, citing that interactivity is crucial in capturing the  attention of the audiences. He backed his claims by showcasing a string of effective international campaigns that utilized the potential of touch screen technology for brand building. From IBM’s real-time content to British Airways’ interactive guessing game via electronic billboard, the speaker touched on a wide variety of  executions for various purposes. “It’s the impression you give people in one go. Touchscreen, for example, can deliver a message and illicit instant engagement and response at the same time,” he stresses.
 
Meanwhile, Siy and Almagro took time to give guests a clearer picture of where the Philippines stands  in terms of digital outdoor. Siy, who just came home from France after the recent Cannes Lions, also gave the audience a glimpse of festival winners and non-winners, yet again sparking the idea versus technology argument. “ Digital makes a concept more exciting but the idea will remain to be the most important point. Technology will be what makes it alive,” he explains, citing the impressive Ralph Lauren 4D experience which fell short of a Cannes Lion despite its amazing execution. 
 
Organizers were also pleased with the participation of advertisers in this year’s event. Clients  donned their speaker’s hats as they shared their point of view regarding the issue of digital outdoor investments. Nestle Philippines Marketing Executive Ricky Baizas talked about digital integration, while Globe adviser Christian Besler cited simple examples on how brands can take the digital leap. “OOH is the Michael Jackson of Digital. It’s the unnoticed Jackson that could sell billions, but you have to discover it first!” says Baizas. 
 
He  was particularly proud of milk-brand Nido’s Mother’s Day billboard, which projected images of moms and their kids on a giant electronic billboard along a major Philippine highway. It generated interest which  translated to 8000 entries, at a significantly lower cost as compared to the usual stationary billboard that features a multi-million peso endorser.
 
Organizers deemed the second DOOH the success, after posting an increase in number of attendees despite more exclusive invitations. “We believe that Digital OOH is an integral role of trim-media. Relating it to the Ad Congress, we believe that it is the element that can really change the game for advertisers, as seen all over the world,” says Lloyd Tronco, Executive Director of PhilCourse.

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