InsightPress Release

Insight: MSAP and Moving Walls launch playbook for marketers to extend digital video reach using OOH media

MANILA, PHILIPPINES — The Media Specialists Association of The Philippines (MSAP) and global ad-tech player Moving Walls have launched a “Video Outside” playbook to share their learnings and provide guidance on how to extend video advertising to the real world using billboards and placed-based Digital Out-of-Home (DOOH) media.

In digital, video has become the most popular and engaging form of content with the world’s largest advertising spenders relying on premium video formats to reach audiences. We are now seeing video advertising extend to Digital Out of Home with more venues covered by digital panels from traditional roadside billboards to in-mall signages. 


Video in the ‘real world’ offers several benefits that TV or mobile videos can not – higher reach than TV and greater brand safety than online – all with targeting and measurement capabilities that digital advertising offers. 

Jam de Guzman, President of Media Specialists Association of the Philippines (MSAP) shares in the playbook how the partnership between the association and Moving Walls Philippines has created measurement, transparency and accountability across the Philippines OOH landscape. 

The initiative was launched by former president Michael de Castro, whose stellar leadership and guidance have helped accelerate the adoption of new technologies that ensure measurement, accountability, and automation. With the ‘digital-like’ planning capabilities in place for the Filipino Digital OOH scene, the medium’s full potential can now be realized. 

“We already know that video is the most popular form of digital content that is consumed across Social, Over-the-Top (OTT) media services, and the internet. Extending this to locations “Outside-the-Home” presents an untapped opportunity to reach new audiences,” De Guzman states.

Videos Make a Greater Impact on Bigger Screens

Easy to consume, eye-catching, and a more effective way of communicating with, inspiring, video is one of today’s most powerful digital marketing tools. Video advertising pushes traditional media boundaries and provides people with a quick and easy way to consume information. 

While video advertising is expected to continue its exponential growth, Digital video spending is projected to reach $70 billion by 2024. Wyzowl The State of Video Marketing 2022 states that 88% of people say that they are convinced to buy a product or service by watching a brand’s video while 88% of people would also like to see more videos from brands in 2022. 

This playbook will take you through a step-by-step guide to building a successful video outside campaign in the real world and help marketers and advertisers learn how to leverage non-intrusive, brand-safe, and measurable advertising on physical screens.

Gain instant access to the playbook today by downloading your copy here

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