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


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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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Three smart moves when buying billboard ad space.

Three smart moves when buying billboard ad space.

dae.outdoor   February 02, 2015   No comments:

We all know that location is still the primary consideration when acquiring billboard ad space simply because visibility is a function of location. The more foot and vehicular traffic in the location, the more visible the space will be. However, it is not a simple matter of looking at the map and asking about the the traffic count in the area.

Here are three smart things to do when buying (or more accurately leasing out) billboard space:

1. Shut up and drive. Do just as Rihanna says. This simply means that after you've talked to the supplier over the phone, and ascertained the availability of the billboard space, get in your car and actually drive by the location. Better if you do it during the daytime and night time. Check on the possibility of a tree growing, or building being put up, and  blocking the poster in the future. It is also a good idea to be the passenger, rather than the driver; taking the bus or train will give you a more realistic assessment of the visibility. Remember the driver is only one out of many people inside a vehicle.

2. Go beyond the Big Boys. There are cases, wherein bigger is not necessarily better. Don't just rely on the Godzillas of the industry. You'll be surprised that there are other "smaller", less visible players who actually give very good value, highly visible ad spaces. Ask around and get your feet wet, so to say. 

3. Think long term and build relationships. Getting a really low price for that much coveted space may mean driving a really hard bargain that ultimetely hurts other parties involved. The astute media buyer knows that she is in the game for the long haul. Top notch Pinay media planners know that maintaining a healthy relationship with their partners in the media supply chain means bringing home the bacon for the brands they handle. This in turn strengthens their career even if they move on to other agencies, or even find themselves on the other side of the fence.

On another note, while industry forecasts for 2015 mention digital displays and place-based media left and right, remember that traditional static billboards still take up at least a third of total OOH advertising budgets.

Happy shopping and may your OOH ad campaigns bear much fruit this year!

Image credit: Top photo from www.salon.com.

: : 

 

If you're tapping the market of motorists and commuters going north coming from the Roxas Boulevard, Baclaran, Pasay-Paranaque-Las Pinas, and Cavite areas, check out this HUGE ad space. Right between Roxas Boulevard and the MRT Taft Station, as well in the vicinity of the provincial bus terminals in the area.

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Envisioning a New Manila

Envisioning a New Manila

Tech Support 2   February 03, 2011   1 comment:

Metropolitan Manila, is one of the twenty most populous cities in the world and the capital of the Philippine archipelago. Metro Manila is by far and without question the political, economic, and cultural axis of the Philippines. Metro Manila’s haphazard infrastructure, governance, and identity can be explained by her similarly haphazard history. Having passed from the hands of one colonial regime to another—including the Spanish, the Japanese, the Americans—Manila has been put together and torn apart more times than she cares to remember. And the scars have never healed.
Today, Metro Manila is a third world urban mess facing major problems of poverty, air and water pollution, noise pollution, traffic, unmanageable waste, poor sanitation, inadequate housing and fragmented infrastructure. The city is a dirty, chaotic, inhumane mess.
Already, the people of Metro Manila are suffering. Traffic costs citizens countless hours of lost time, not to mention wasted energy and frustration. Road accidents kill and injure thousands of people every year, making the streets among the most dangerous in Asia.

Source: Envisioning a New Manila by Patricia Faustino, Philippines
Read full entry here.

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House bill seeks to regulate Edsa billboard jungle

House bill seeks to regulate Edsa billboard jungle

Tech Support 2   November 23, 2010   No comments:

by Elaine R. Alanguilan, Manila Standard Today

A BILL in the House of Representatives seeks to regulate the P5-billion outdoor advertising industry to phase out the so-called outdated laws and regulate the sector, its sponsor said Thursday.

“[House Bill 3159] would set and clear the parameters and expectations for all industry players, including government regulatory bodies,” Pangasinan Rep. Leopoldo Bataoil, a retired police general, said.

“This is a legitimate multi-billion-peso industry with a positive contribution to the economy by employing thousands of workers and generating allied businesses.”

Bataoil says it is necessary to amend the laws regulating the billboard industry “since most of it are scattered in our statute books.”

Winthrop Hawthorne Bañez, legal counsel of the Outdoor Advertising Association of the Philippines, says the industry is growing at 10 to 15 percent a year. It is now worth P5 billion to P6 billion and accounts for about 6 percent of the total advertising revenue.

“A law that would regulate the industry would ensure stability and encourage more players to go into outdoor advertising,” Bañez said.

He says a billboard ad can cost an advertiser as much as P1.2 million a month in prime locations such as the one fronting the San Carlos Seminary along Edsa in Guadalupe, Makati City.

Bataoil says the outdated advertising laws include the Building Code of the Philippines of 1972, the National Building Code, the Philippine Electrical Code, the Code of Ethics for Advertising and Promotions, the Philippine Highway Act of 1953, and the National Structural Code of the Philippines of 1992.

“The bedlam in the present set-up lies in the absence of an exacting law on billboards,” Bataoil said.

“Every entity is imposing different rates of regulatory fees.”

Bataoil says his bill, an “Act Prescribing Standards and Guidelines for the Outdoor Out-Of-Home Media Industry,” would merely regulate the structural soundness of outdoor ads, but their content would be vetted by the Advertising Board of the Philippines and the Advertising Standard Council.

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