Sunday, August 2, 2015

Philippines Is Above The Global Average For OOH Spending

Filipinos really love billboards and outdoor advertising. 

A recent side by side comparison of spending in out-of-home media shows that the Philippines is above the global average for monies allocated to OOH media.

A study from ZenithOptimedia showed that the global average is 7.4% for the year 2013.  At that same period, the Philippine Center for Out-Of-Home Media Research and Science pegged the OOH adspend in the Philippines at 11.2%.


With the traffic situation worsening not only in Metro Manila but all over the Philippines, we can expect this percentage to increase as OOH becomes more relevant.



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Saturday, August 1, 2015

In-House Seminars on Media Landscape, Updates, and Trends Available to OAAP Members

Media gurus Jay Bautista of Strategic Consumer Marketing Incites, Gabs Buluran of Kantar Media, and Lloyd Tronco of the Philippine Center for Out-Of-Home Media Research and Science, have come up with bespoke in-house seminars for outdoor advertising companies in order to fully grasp what is happening elsewhere in media.  With the rise of digital media and smartphone usage, the demands for a digital component within OOH executions are more evident.

To make outdoor advertising companies understand the shift in media consumption and the corresponding behavior of the audience, Jay, Gabs, and Lloyd help the attendees grasp the impact of today's media environment.





For queries on bespoke In-House seminars, you may email martinezeno ( @ ) gmail.com

Wednesday, July 29, 2015

Research Shows Great Number Of Consumers Exposed to Out-Of-Home Media

Media research guru, Jay Bautista shows media consumption
of today's consumers
MANILA, Philippines - More consumers are being exposed to out-of-home media these days.  In the recently concluded Mobile Summit Manila 2015 at the Enderun Tent in Taguig, media research guru, Jay Bautista, showed the various relevant media touchpoints in use today.  While free TV is still dominant, 70% of consumers acknowledge having been exposed to OOH Media within the past 7 days.

As the traffic situation in the metropolis worsens, there is indeed more sense in reaching consumers via OOH media.


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Related Post:

Makati Ordinance sets limits on size, height, location of Billboard and Signage

The Billboard and Signage Ordinance of Makati has taken effect last Monday, June 30, 2014, and the city government will be evaluating all existing and proposed non-mobile billboards and signage in the city according to its provisions and guidelines on dimensions, height, illumination and location, among others.  Makati Mayor Jejomar Erwin S. Binay said City Ordinance No. 2013-A-044 provides regulations covering all billboards and signage in the city...Read More


Tuesday, July 28, 2015

OAAP History

In the beginning, there was only outdoor advertising...

Advertising in the early time were mere message carved in stone plates, and notices printed on walls. It was only the form of advertising then, it was outdoor advertising.

Outdoor advertising, for time, enjoy this monopoly until print, (newspaper and magazines) and radio technologies were invented and developed. Up the early 1960s in the Philippines, outdoor advertising was regarded as the primary advertising medium, a status reinforced when 15 established outdoor advertising companies organized themselves into one, cohesive, solid voice to form the Outdoor Advertising Association of the Philippines Inc (OAAP) on August 13, 1964. Its purpose was to promote the growth of the outdoor advertising in the Philippines by establishing its own Code of Ethics.
 

Fifteen founding members made up of its first aggrupation: ACME Neon Lights, Advertising Associates, Hi-Art Reproduction, House of Racor, Luzon Advertising, Manalang Advertising, Manila Neon Lights, Martin Outdoor, MJ Gonzales & Associates, Modern Advertising, Outdoor Advertising of the Philippines, Lunod & Associates, Sierra Neon, United Neon Lights, and Universal Sales Promotions.
 

Outdoor Advertising has gone a long way: From stone and wall carvings, to hand painted billboards, and now to high-tech, large-format photographic print, 3D inflatable, and big screen electronic signages. And then there are the undying, reliable, and colourful neon signs lightning up the city nightlife.
 

Only in outdoor advertising can show the signs of the times like no other advertising medium. In one glance, outdoor advertising blends wonderfully past, present and future.



The 1964 FOUNDERS
1.    Acme Neon Lights’
2.    Advertising Associates Inc.
3.    HI-Art Reproduction
4.    House of Ractor
5.    Luzon Advertising
6.    Manalang Advertising
7.    Manila Neon Lights
8.    Martin Outdoor
9.    MJ Gonzales & Associates
10.  Modern Advertising
11.  Outdoor Advertising of the Philippines
12.  Lunod & Associates
13.  Sierra Neon
14.  United Neon Lights
15.  Universal Sales Promotions


OAAP VISION
We envision an association whose members abide by the Code of Ethics in the practice of their profession and guided by the principle of self-regulation, and be the only outdoor advertising association recognized by the advertising industry as well as the government.

OAAP MISSION
We endeavour members to be responsible citizens who practice self-regulation within our industry and who collaborate with the government as we observe public safety, environmental concerns, the rule of law and respect for one another in the practice of our profession vis-a-vis promoting the greater importance of the outdoor media in the service of our advertising industry, our community and our country.

Friday, July 24, 2015

OAAP National Summit 2015

JOIN THE OAAP NATIONAL SUMMIT
August 21-23, 2015
Waterfront Insular Hotel, Davao City

LET’S GO OUTDOOR …

OUTDOOR IS ... inside, outside, roadside, above ground, below ground,
on the move and much more.  (Source: OAAA)

OAAP Members and other OOH Practitioners & Industry Players from Luzon,
Visayas and Mindanao are invited to join the “OAAP National Summit”
to be held in Davao City.  The basic itineraries are as follows:

August 21 (Friday)     -   Arrival / Free day / City Tour
     
August 22 (Saturday) -  Registration / Orientation / Seminar and Fellowship (whole day event)
                                                     
August 23 (Sunday)   -  Kadayawan Festival Immersion / Departure

MAKE YOUR RESERVATION NOW!!!
CALL US AT THE OAAP SECRETARIAT:
843-8201 / 751-0255/ Globe 0917-5149781 Smart 0998-5403023
E-Mail: wheng.oaap@yahoo.com/rowenareyes.oaap@gmail.com
             
CONTACT PERSONS IN OAAP REGIONAL CHAPTERS:

NORTH CENTRAL LUZON CHAPTER
MR. RAMIL B. GUTIERREZ - 0922 889 6992 / 0927 619 0291 / sightssites.printing@gmailcom

VISAYAS CHAPTER
MS. LILIA LOMOCSO – 0920 910 5659 / lml_40@yahoo.com
MR. JEREMY HUANG – 0917 322 3220 / jeremy.huang@richmedia.com.ph

MINDANAO CHAPTER
MR. DHAWELL B. MINOZA – 0925 557 9015 / apmdhawell88@gmail.com
MS. VANGIE EVANGELISTA – 0922 874 3097 / vangie_apm@yahoo.com

Delegates’ Registration Fee: Php 2,000.00
(exclusive of hotel accommodation and airfare)



Click here for OOH Marketplace:


Thursday, June 25, 2015

OAAP's own Nato Agbayani will be a speaker at the ASIAN MARKETING LEADERSHIP SUMMIT



OAAP's own Nato Agbayani will be a speaker at the Philippine Marketing Association's "Fifty Shades of Marketing" also known as the ASIAN MARKETING LEADERSHIP SUMMIT.

Nato Agbayani is the COO of Globaltronics, Inc., a leading digital out-of-home industry player. He is the lead advocate of two major branded advocacies of Globaltronics - the National Digital Arts Awards (NDAA) and the Digital Asia Expo and Conference (DAX) which seeks to further digital media technology and digital art in the hope of creating conditions for the Philippines to be the creative hub of Asia. Nato inked and maintains major partnerships to support the advocacies of partners like the WWF, Habitat for Humanity, Philippine National Red Cross, Children’s Hour, the Ayala Foundation, the Parish Pastoral Council for Responsible Voting (PPCRV), the Ramon Magsaysay Awards Foundation and the Asia CEO Forum and Awards.

He is responsible for implementing the corporate social responsibility (CSR) projects of the Outdoor Advertising Association of the Philippines (OAAP) as its Public Relations Officer. In his watch, major collaborations have been undertaken with the Philippine National Red Cross, the Habitat for Humanity, the Presidential Communications Operations Office (PCOO), Philippine National Police (PNP) and most recently the Department of Tourism (DOT) for Visit the Philippines Year 2015.

Nato will be a speaker during the Philippine Marketing Association's "Fifty Shades of Marketing" Conference to be held on July 8 and 9 at the Sofitel Philippine Plaza. See poster below for further details. To register for the conference, click this link to download the form: https://drive.google.com/file/d/0Bzp08AP9o7NVTVljTllLUzdaQkk/view?usp=sharing





Click here for OOH Marketplace:


Wednesday, June 24, 2015

OAAP at 51


Tuesday, June 23, 2015

OAAP's own Nato Agbayani to speak at PMA's Fifty Shades of Marketing

OAAP's own Nato Agbayani will be a speaker at the Philippine Marketing Association's "Fifty Shades of Marketing" also known as the ASIAN MARKETING LEADERSHIP SUMMIT.

Nato Agbayani is the COO of Globaltronics, Inc., a leading digital out-of-home industry player. He is the lead advocate of two major branded advocacies of Globaltronics - the National Digital Arts Awards (NDAA) and the Digital Asia Expo and Conference (DAX) which seeks to further digital media technology and digital art in the hope of creating conditions for the Philippines to be the creative hub of Asia. Nato inked and maintains major partnerships to support the advocacies of partners like the WWF, Habitat for Humanity, Philippine National Red Cross, Children’s Hour, the Ayala Foundation, the Parish Pastoral Council for Responsible Voting (PPCRV), the Ramon Magsaysay Awards Foundation and the Asia CEO Forum and Awards.

He is responsible for implementing the corporate social responsibility (CSR) projects of the Outdoor Advertising Association of the Philippines (OAAP) as its Public Relations Officer. In his watch, major collaborations have been undertaken with the Philippine National Red Cross, the Habitat for Humanity, the Presidential Communications Operations Office (PCOO), Philippine National Police (PNP) and most recently the Department of Tourism (DOT) for Visit the Philippines Year 2015.

Nato will be a speaker during the Philippine Marketing Association's "Fifty Shades of Marketing" Conference to be held on July 8 and 9 at the Sofitel Philippine Plaza. See poster below for further details. To register for the conference, click this link to download the form: https://drive.google.com/file/d/0Bzp08AP9o7NVTVljTllLUzdaQkk/view?usp=sharing







Click here for OOH Marketplace:

Monday, June 22, 2015

OAAP 2ND GMM 2015

To Our Dear OAAP MEMBERS,

Cheers!

We wish to inform you that our SECOND REGULAR QUARTERLY GENERAL
MEMBERSHIP MEETING 2015 will be held on JUNE 26, FRIDAY, 11:00 A.M. 
at the Function Room of Max's Greenbelt 1, Greenbelt Drive, Ayala Center, 
Makati City.

Your presence is important and mandatory to get the latest information
about the industry, OAAP updates and various activities.

RSVP:  Jen Grabador - 8438201 / 7510255 

P.S.: Surprises await early birds and raffle prizes will be given away 
                        before the meeting adjourns.

See you all on June 26th!

Thank you very much and more power to all!

Best regards,

Rowena "Weng" P. Reyes 
Head, OAAP Secretariat 
Outdoor Advertising Association of the Philippines (OAAP) 
Upper Ground 37, Cityland Pasong Tamo Condominium
No. 6264 Calle Estacion, Bgy. Pio del Pilar, Makati City
Tel. No. 751-0255 Telefax No. 843-8201 
Mobile Nos.: 0917.5149781 / 0998.5403023
E-Mail: wheng.oaap@yahoo.com / rowenareyes.oaap@gmail.com
Website: www.oaap.org.ph  






AdBoard @ 40 Chairman's Cup Golf Tournament

Attention:  ADVERTISING INDUSTRY GOLFERS

You are enjoined to participate at the AdBoard @ 40 Chairman's Cup Golf Tournament to be held on June 27, 2015 (Saturday) at the SOUTHLINKS GOLF CLUB, Ayala Southvale Village, Almanza Dos, Las Pinas.

Tournament Fee of P3,200.00 is exclusive to all AdBoard Members and early bird.

Please confirm your participation and BE COUNTED.

Thank you very much and good luck to ALL!

Details are as follows:







Friday, May 22, 2015

20th Graphic Expo 2015

Come and visit OAAP booth nos. 223 and 224 at the 20th Graphic Expo 2015.

When: June 4 - 6, 2015
Time: 10:00 am - 7:00 pm
Venue: SMX Convention Center (Halls 1 and 2)

OAAP MEMBERS are encouraged to set up your materials at the OAAP booth, 
disseminate brochures and business cards to be able to promote your company 
and its products & services for free.
SPECIAL THANKS to Advertising Associates, Comactive, and Sights & Graphics 
Outdoor Media/Graphitek Signmaker for free billboard exposure. Also to 
Luneta/Signmedia, Alcordo Advertising, Multisigns Specialist and Globaltronics 
for free LED exposure to promote the 20th Graphic Expo 2015. 





Thursday, May 21, 2015

OAAP AT 50 – The pressures, challenges of OOH present golden opportunities



Long before they became the “giants” in advertising, these guys toiled and sweated it out in ad agencies like their veteran counterparts. Fifty years since it was organized, the Outdoor Advertising Association of the Philippines (OAAP) has found success in growing not just its membership, but also its role in the local advertising community.
The foundations by which the OAAP is built is stable, figuratively and literally, with many of its founders self-made businessmen, men and operators of the advertising industry.

2014 OAAP Chair Frank Abueva talked about how the brave 15 founding members built what is today’s Philippine out-of-home business, that generates P8 billion in annual revenues, employing 18,000 workers. Abueva is one of those OAAP founding members.

“In 1982, Imelda Marcos banned billboards. Then in 2006, Typhoon Milenyo made the public critical of our industry. Today, there are more than 1,000 billboards on EDSA alone,” said Abueva.

According to Abueva, “OAAP now works with the Department of Public Works and Highways (DPWH), and the Metropolitan Manila Development Authority (MMDA). In the Senate, we are working on a law on regulation, guidelines and public safety of out-of-home advertisements.”

“That’s 50 fruitful years that is making OOH one of the major advertising media in the country,” Abueva added.

In line with its golden age, the OAAP also unveiled its trade magazine OAAP Advantage. In-charge of the publication, Board Director Henry Peñalosa thanked advertisers and supporters. “Without their help, OAAP Advantage would not have taken shape. This has been a collective vision. Our organization has since grown to 120 members, and it is continuing to grow,” he said.

“OAAP continues to push to be better and remain relevant. Facing adverse weather conditions, facing introductions of new advertising media. Through the magazine, we have the opportunity to be heard, and will enable the OAAP to prosper,” added Peñalosa.

OAAP stands for more than the business of outdoor advertising. OAAP is active in outreach programs, creating meaningful and sustainable partnerships with the Habitat for Humanity, the Philippine National Police, and Philippine National Red Cross, among others.

Said PRO Fortunato Agbayani, “Unifying the Philippines from our own little corners and enterprises, we can make a difference. We hope to reach out to more people to create more significant programs. We are here for more than hanapbuhay (livelihood), but here to help make more buhays through advertising.”

“OAAP creates value. We have to reach out to more people and show them we are responsible people, and that we intend to continue and expand our advocacy programs. This is the time that the passion in all of us must be there,” Agbayani added.

Veteran OAAP Board member Ed Acosta, 2014 Corporate Secretary, shared, “This event is to commemorate our 50th anniversary, and to let everybody know that the OAAP works hand in hand to make this the best association (in the industry).”

The formal ceremony held August 27 at the Aliw Theater was attended by officers and distinguished guests of industry associations that included the Kapisanan ng mga Brodkasters ng Pilipinas (KBP), Media Specialists Association of the Philippines (MSAP), and the Advertising Suppliers Association of the Philippines (ASAP), among others.

OAAP was created to promote the growth of outdoor advertising in the Philippines by establishing its own Code of Ethics. It was an active member of the Advertising Board of the Philippines, and the Asia Signs Advertising Association. The OAAP functions as a self-regulating body for outdoor advertising businesses, representing more than 500 members across the country.

-by Aye Ubaldo

 
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