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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