Adstratworld Chairman Dong Callao Passes Away

Adstratworld Chairman Dong Callao Passes Away

Tech Support •   January 13, 2016   No comments:

The Board of Directors, Committee Chairpersons, and the Secretariat of the OAAP would like to join in mourning the untimely loss of Mr. Dong Callao of Adstratworld who during his time at the OAAP, served the organization devotedly. He left an indelible legacy on this organization, especially during his time as a Director in 2013.
Condolences are hereby extended to his family and relatives at this time of grief, and the people of Adstrat for the loss of a valuable OAAP member.

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Media Outlook 2016

Media Outlook 2016

Tech Reporter   January 12, 2016   No comments:

2016 will be an interesting and exciting year for the media industry in the Philippines as the National Elections and ASEAN integration take center stage in the country.

The Media Outlook 2016 will present more than the usual economic forecasts we get from different media groups. Very few forums touch on the topic of marketing communications, particularly trends and forecasts for the coming year. These relevant questions should be addressed – Will TV continue to be the dominant consumer touch point?, What is the future of TV?, What is the state of out-of-home and billboard advertising? How fast are Filipinos becoming digital? How’s uptake for radio and print media?

These are just some of the questions that a Panel of Experts will answer and provide information in the Media Briefing.

The Panel of Experts is composed of the following:

1. Gabriel V. Buluran, General Manager, Kantar Media Philippines
2. Lloyd Tronco, Executive Director, PhilCourse
3. Jay Bautista, General Manager, Strategic Consumer and Media Incites, Inc.

KEY TOPIC PRESENTATIONS

I. Redefining Television by Gabriel V. Buluran, General Manager, Kantar Media Philippines

1. Redefining Television
2. Advertising Spend and Ratings in Radio and Print
3. The Audience Measurement Evolution
4. Advertising In An Evolved Environment

II. The Outlook for OOH by Lloyd Tronco, Executive Director, PhilCourse

1. Current OOH business landscape
2. Estimate of OOH’s reach
3. OOH Adspend
4. Who consumes OOH? (Are millennials attracted to Outdoor?)
5. Popular OOH executions used in 2015
6. Integrating OOH with Digital
 
III. 2016 Media Insights Study Highlights by Jay Bautista, General Manager, Strategic Consumer and Media Incites, Inc.

1. The Millennial Pinoy
2. Popular Touch Points
3. The digital landscape (Online and Mobile)
4. 2016 Outlook and impact on the Elections

Who Should Attend

CMOs, Managing Directors, Advertising/Marketing Managers, Brand Managers, Category Managers, Product Managers, Corporate Communication Managers, Media Planner/Managers, Publishers, Advertising Suppliers, Entrepreneurs, Academics, Students, Government, and those involved in media, advertising and marketing.

Discounts and Payment Scheme

PHP 5,999 + VAT inclusive of meals and kit

- Package of 5 Delegates + 1 Free
- 10% Discount to Past Delegates
- 20% Discount to Academe/Students/Government


----
The Resource Speaker and Experts:

1) Gabriel V. Buluran

General Manager
Kantar Media Philippines

Gabriel has close to 25 years experience in Media and Market Research, designing studies, managing data collection, and panel homes and data production.

He is currently managing the Client Servicing Team and National TV Audience Measurement (TV Ratings) Service in Mega Manila, Urban and Rural Philippines, where he is responsible for the overall management and direction of Kantar. He launched Kantar Media Philippines’ Radio Audience Measurement Service for KBP and the Radio Research Council in 2013 and developed the first Internet Audience Measurement Service for the Philippines 2014.

Before joining Kantar Media Philippines, Gabriel worked with ACNielsen Philippines. He joined the company as Associate Director of Nielsen Media Research, then went on to become the Director for Customized Research Operations.

Gabriel earned his degree in Bachelor of Arts major in Philosophy from Ateneo de Manila University.

2) Lloyd Tronco

Executive Director, Philippine Center
for Out-of-Home Media Research and Science (PhilCourse)

Lloyd Tronco is a stalwart in outdoor advertising in the Philippines. His first brush with outdoor advertising and Out-Of-Home media, started 30 years ago having grown up in a family business which provided billboard space in the Visayas and Mindanao. Having worked his way up in the family business, he became the General Manager of Tronco Advertising which is based in Bacolod by 1994.

In 2001, when Out-Of-Home media began gaining popularity in the Philippines due to the advent of digital tarpaulin printing, Lloyd Tronco was hired by McCann Erickson Philippines’ media unit, UniversalMcCann to be part of a team specializing in out-of-home media. At UniversalMcCann, he handled the Out-Of-Home media requirements of the agency including that of Coca-Cola, Cathay Pacific, Mastercard, and Globe Telecom, until early 2005.

Following the stint with UniversalMcCann, he set up a consultancy which developed the business of OOH media vendors and at the same time serving the Out-Of-Home media needs of various media agencies.

3) Jay Bautista

General Manager
Strategic Consumer and Media Incites

Jay is currently the General Manager of Strategic and Consumer Incites, Inc. (SCMI) which is a market and media research Start-up Company.

Prior to setting up his own company, he was Managing Director for Media at The Nielsen Company where he spent 19 years honing his skills in media research particularly in the field of advertising information and audience measurement covering traditional media (TV, Print, Radio, Cinema, Out of Home) and digital media (online and mobile).

He is currently a director of the Marketing and Opinion Research Society of the Philippines (MORES) where he was past President (2010) and co-chair of the Digital Measurement Board (DMB) of the Internet and Mobile Marketing Association of the Philippines (IMMAP) to which he served as director in 2013.

Jay earned his degree in AB Communication Arts from the Ateneo de Manila University and a Master’s in Business Administration degree from the University of the Philippines.

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Invisible outdoors: Your brand may be like a neglected child.

Invisible outdoors: Your brand may be like a neglected child.

dae.outdoor   February 17, 2015   2 comments:

I chanced upon this blog article about an advertising campaign to create awareness about neglected children.
OOH ads created by JWT Melbourne for the Australian Childhood Foundation. Making good use of high traffic areas to make the "invisible" visible. https://www.linkedin.com/pulse/20140716091323-139371299-neglected-children-are-made-to-feel-invisible

 (Image from the abovementioned blog page.)

Don't let your product be like a neglected child. Select your billboard sites well.

: : Here's a good value, very visible billboard site northbound along C5 Road, just about as you cross Pasig River from Makati City going to Pasig City. 

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Promoting Unconventional Parking

Promoting Unconventional Parking

dae.outdoor   January 19, 2015   1 comment:

Just before going to the supermarket to do some last minute shopping for Christmas Eve dinner last month, I saw this at the basement parking lot of a mini mall in Quezon City.

Very unconventional parking behavior but apparently that was not something very rare in Metro Manila. Shown below is an even worse example featured in this article on the web:

 

Wikipedia has even used the definition of "double parking" in a different context using the photo below taken in Ontario, Canada:

Original photo uploader was Challisrussia at en.wikipedia

Well, the idea has been used by different advertising agencies in Copenhagen and Hong Kong to promote luxury 4x4 SUVs as early as 14 years ago. Check out this feature on outdoor advertising (or more accurately, ambient advertising) executions by Bates Y&R (Copenhagen) and Saatchi & Saatchi (Hong Kong). Talk about on-ground guerrilla marketing!

: :

Advertisers promoting their products or services to the market in the Roxas Boulevard-Ninoy Aquino International Airport-Southern Cavite area should utilize this tri-face billboard. For inquiries and booking, email dae.outdoor@gmail.com.

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Marketing Professionals Should Attend This : Media Outlook 2015

Marketing Professionals Should Attend This : Media Outlook 2015

Tech Support •   November 23, 2014   No comments:

MEDIA OUTLOOK 2015
December 16, 2014, Tuesday, 1:30-5:00PM
Fairmont Hotel, Makati Avenue, Makati City

2015 will be an interesting year for the media industry in the Philippines as the ASEAN integration and pre-2016 election fever takes center stage among other developments.

The Media Outlook 2015 will present more than the usual economic forecasts we get from different media groups. Very few forums touch on the topic of marketing communications, particularly trends and forecasts for the coming year. These relevant questions should be addressed - ‘Will TV continue to be the dominant consumer touch point?’ ‘What is the state of out-of-home and billboard advertising? How fast are Filipinos becoming digital? How’s uptake for radio and print media?’

These are just some of the questions that a Panel of Experts will answer and provide information in the Media Briefing.

The Panel of Experts is composed of the following:

1. Gabriel V. Buluran, General Manager, Kantar Media Philippines
2. Lloyd Tronco, Executive Director, PhilCourse
3. Jay Bautista, General Manager, Strategic Consumer and Media Incites, Inc.

KEY TOPICS

1. TV Ratings and Radio Ratings by Gabriel V. Buluran, General Manager of Kantar Media Philippines

I. The state of TV viewing in the Philippines
a. Urban vs Rural viewing
b. Top channels
c. Top Genres
d. Twitter and TV viewing

II. Kantar and KBP radio ratings data
a. Radio listening trends across the country
b. Popular stations
c. Popular genres
d. Impact of mobile technology on listening habits

III. Advertising Expenditure information
a. Value of Philippine advertising in 2014
b. Prospects for 2015
c. Top advertisers
d. Top categories

2. The Outlook for OOH by Mr. Lloyd Tronco, Executive Director of PhilCourse

I. Latest audience measurement information
a. Estimate of OOH’s reach
b. Profile of consumers exposed to OOH
c. Popular OOH executions
d. Latest OOH advertising figures
e. Forecast for 2015

3. Results of the recently completed National Urban Media Insights Study by Jay Bautista, General Manager of Strategic Consumer and Media Incites, Inc.

a. Popular touch points for Filipinos
b. Latest online trend
c. Latest mobile trend
d. Digital and Traditional media (competition vs collaboration)

Discounts and Payment Scheme

PHP 4,000 + VAT inclusive of meals and kit

- Package of 5 Delegates + 1 Free
- 10% Discount to Past Delegates
- 20% Discount to Academe/ Students/ Government

LEARN MORE:  www.fmi.com.ph

Who Should Attend

CMOs, Managing Directors, Advertising/Marketing Managers, Brand Managers, Category Managers, Product Managers, Corporate Communication Managers, Media Planner/Managers, Publishers, Advertising Suppliers, Entrepreneurs, Academics, Students, Government, and those involved in advertising and marketing.

For Sponsorship and Registration

Call: +632 – 896 0639, 896 0637

Fax: +632-890-2101, 896 0637
Email: norelyn@fmi.com.ph
Visit website: www.fmi.com.ph

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2009 Philippine Outdoor Advertising Industry Update

2009 Philippine Outdoor Advertising Industry Update

Tech Support 2   January 14, 2011   No comments:

Outdoor advertising industry stable despite crisis

By Michelle Orosa, ABS-CBN News

Posted at 05/17/2009 2:17 AM | Updated as of 05/18/2009 8:26 AM

The out-of-home or outdoor advertising industry is cashing in on cost-cutting measures of advertisers, who are slashing budgets to cope with the global economic slowdown.
The industry--which covers advertising through billboards, signages and digital screens--posted a 15 to 20 percent growth in the past year even as the crisis was starting to get more pronounced, according to Outdoor Advertising Association of the Philippines (OAAP) president Joe Vale.

"We are not really feeling the crisis since most of the advertisers are now using outdoor mediums to save on their costs," said Vale at the sidelines of the First Philippines International Conference and Tradeshow on Out-of-home Media.

Vale explained that outdoor advertising is traditionally more affordable than television, radio and print advertising.

"We are getting more contracts, more advertisers are coming to us," he said. He added that they expect a growth of 10 to 15 percent in the next three years.

OAAP chairman Frank Abueva agreed, saying the industry, which has successfully recovered from the setbacks caused by typhoon damages on billboards and safety concerns a few years ago, is now using the current economic crisis to pull itself further forward.

Abueva noted that product innovations are what brought the industry back on its feet.
"The newest innovation we have right now are the LED boards where it's no longer just one ad flashing, it changes. The client gets more value for the investment," he said.

According to Mediapool, an outdoor advertising firm which specializes on digital boards, the innovative approach of electronic billboards has absorbed whatever decline there may have been on traditional billboard advertising.

"Innovation is the name of the game here," said Joel Callao, president of Mediapool.

Abueva stressed that the OAAP has been agressive in addressing present challenges in the industry--including rising real estate rental costs, illegal billboard establishments, and stringent restrictions from the government--by engaging all its stakeholders, from advertisers to out-of-home media firms, and the government.

"We have to unify all sectors so that we all fall under a common code of ethics and common standards, and common laws," he said.

The First Philippines International Conference and Tradeshow on Out-of-home Media was held from May 14 to May 16, 2009 at the World Trade Center in Pasay City.

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