Outdoor media reinvents and is back in style. “Non-traditional” and “below-the-line”, the advent of new media and technology: computers, the Internet, and cable TV, etc., the challenge for advertisers is to catch and keep the audience’s attention. Out-of-Home (OOH) advertising has seen a 250% increase on OOH media ad spending over the last five years. It is a common sight, from the cities, to the suburbs.
Recently, more than 70 booths and exhibitors presented the latest trends and the most ingenious ways of advertising through OOH in Outdoor Advertising Philippines 2009 (OAP), the first Philippine Conference and Tradeshow on OOH media at the World Trade Center. “Out-of-Home: What’s Up?”, organized by the Outdoor Advertising Association of the Philippines (OAAP), explored new creative marketing solutions to serve the dynamic needs of businesses in the country amid the challenging times.
While all billboard types, including digital ones, are very effective forms of media in the Philippines, comparative analyses show that transit advertisements have the highest effectiveness and benefits with its reach of 66 percent in media rankings. TV follows with 60 percent, billboards with 45 percent, radio with 28 percent, and print with eight percent. This data on media impact was based on a recent study conducted by the Marketing and Opinion Research Society (MORES).
“OOH can get across a good advertising message because it is closer to the point of purchase,” said Astrid Lee, Sales and Marketing Head of OOH Incorporated. “You can see it on the roadside, while you’re driving a vehicle or commuting, so if you get convinced, you will go to the mall or the supermarket right away.” OOH can be popular by consistently keeping the message short, simple, eye-catching, with room for improvement.
“These days, original concepts are coming out in outdoor ads. Billboards now have pop-up qualities and out-of-the-box executions geared to be noticed by the target audience,” Lee added. Although size and location are vital for effective brand recall, creatively done ads will still earn that most-coveted attention of the public.
The medium with a lot of history behind has upgraded into the digital and mobile phase of advertising trends. Given the unrelenting innovations in the industry and people’s lifestyles along with the ongoing penchant for outdoor ads, advertisers can now continue making a statement while going against the flow of current economic conditions.
