There is little doubt that the Philippines is really billboard country, and for an industry seeking the latest thrills and making a few kills in the market, there’s nothing like being the biggest, in anything.
At 18.5 meters tall and 11 meters wide, the LED billboard showing Candie’s/Jag/Kenny Rogers Roasters along EDSA near Boni is not only the first of its kind in the country, according to its makers, it is the biggest in the world. For now.
Behind the LED billboard is Q-Creativs, a company engaged in creating new media. The company scoped the Metro, and erected its first billboard in late 2009.
Researching for the right partner, Q-Creativs went through a number of suppliers, before choosing Panasonic. “We considered (their) technology based on the quality of the screen. It gave the best representation of flesh-tone coloring. It’s the same provider for the Olympics,” reveals Dale Roberts, Q-Creativs president.
With just a few months in operation, the new media company already has a few sites on target. Dealing not only on sales of the LED billboard, Q-Creativs also does content. Because of its vertical orientation, not common for video, the company does conversion of any material, from jpegs to video, to the finished material.
Where regular billboards are printed skins that need mounting and installation, the LED billboard is easy to create and install. Its technology also allows easy revisions and multiple branding. “The material can be mounted within hours (of completion), and easy to modify,” says Roberts.
Another innovation available to LED billboard is time slots. Regular billboard are fixed on term lease. LED billboards operate on hour or half-hour intervals, or multiples of, allowing brands choice of time slots, frequency and style, plus the convenience of easy revisions.
Although Q-Creativs services include concept creation to campaign launches, it is quick to point that it is not an advertising agency. “It is a one-stop-shop, (but) our main focus is new media, to bring new ideas of marketing to the Philippines,” Roberts adds.
