Sunday, April 26, 2015

One Blood, One Nation

For more details, please call the OAAP Secretariat at 751.0255 / 843.8201 / 0917.5149781 / 0998.5403023. Thank you very much.

Points Of View : A New Section of the OAAP Website

Points Of View : A New Section of the OAAP Website

Friday, April 24, 2015

10th AdMasters Golf Championship

The 10th AdMasters Golf Championship will be held on April 27, 2015 (Monday) in Alabang Golf and Country Club, Ayala Alabang Village, Muntinlupa City. OAAP Golfers together with the advertising and broadcast industry players will be part of this whole day tournament

The OAAP Now Has A New Mobile Responsive Website!

With more people accessing the internet via mobile phones, the Outdoor Advertising Association of the Philippines has adapted to the changes in technology through a new mobile responsive and easy to navigate website.

Communicating with the Secretariat is even much easier!

Photography by StudioArtGallery

Thursday, April 23, 2015

Notes on OOH Media Measurement from Media Outlook 2015

There is no doubt that the emergence of the smartphone has created much impact in the lives of today's urban consumer.  It has made our lives much easier but at the same time a little bit stressful too.  Every now and then a red circle with a white number in it pops up in our screen indicating the number of messages or notifications we have to deal with in the growing number of apps on our smartphones.  And because of this, more people are looking down on their phones instead of paying attention to what is out on the street.

This phenomenon of looking down too much on a 5 inch screen inthe palm of one's hand has an impact too on the daily net viewership of a billboard.  For this reason, it is imperative that media agencies who herald their prowess in audience measurement of Out-Of-Home media should really examine their current criteria for determining daily net viewership of an OOH site or panel.

In my recent talk at Media Outlook 2015 at the Fairmont Hotel in Makati, I cited the increasing cost of OOH media.  In this respect, since OOH media costs are rising, agencies should be very discerning in terms of audience delivery for a particular site prior to recommendation to client.  Clients and advertisers likewise should be very sure of their purchases in OOH media.  It  pains me to see that so much media money is being thrown away by some clients simply by having their advertisements in OOH sites which were not measured properly.

Thus in 2015, agencies who do have their OOH measurement program will really have to introduce a new factor or criterion given the time OTS audiences are looking down on their phones.  With this, a better number of daily net viewership is derived.

For queries on OOH Media Measurement and Out-Of-Home Media in the Philippines, the author may be reached at oohresource ( @ )

Wednesday, April 22, 2015

A New Website! We are now Mobile Responsive!

A New Website!  We are now Mobile Responsive!


Advertising started in the early times when messages were carved in stone plates and notices were printed on walls. It was the only form of advertising then.

Outdoor advertising was an industry by itself for a long period of time until print (in newspaper and in magazines) and radio broadcasting were introduced. It was through the years up to the early 1960’s in the Philippines when outdoor advertising was still regarded as a primary medium of advertising, when billboard operators and owners organized themselves into one, cohesive and solid voice. Thus, on AUGUST 13, 1964, the OUTDOOR ADVERTISING ASSOCIATION OF THE PHILS. (OAAP) was formed. Its purpose was to promote growth of outdoor advertising in the Philippines by establishing its own Code of Ethics.

Fifteen (15) 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, M.J. Gonzales & Associates, Modern Advertising, Outdoor Advertising of the Phils., R. Lunod & Associates, Sierra Neon, United Neon Lights, Universal Sales Promotions.

In 1974, OAAP was placed under the jurisdiction of the Philippine Council for Print Media

(“PCPM”) under the late General Hans Menzi as per Presidential Decree No. 576. This decree provides PCPM the authority to set rules and regulations for the discipline of all mass media under its supervision.

In 1976, the Metro Manila Governor, Imelda Marcos, in line with her cleanliness and beautification drive, decided to demolish all billboards especially movie ads and neon signs along Roxas Boulevard and Luneta.

The OAAP held a dialogue with the Metro Manila Commission for the purpose of formulating policies and guidelines on the installation of outdoor advertising structures and signs which would jibe with the MMC’s Governor’s integrated beautification program. The OAAP also talked to Minister of Finance Cesar Virata regarding the municipal taxes on billboards in the local Tax Code.

OAAP was instrumental in the forming of Philippine Board of Advertising (PBA). In those days, it was the Philippine Chamber of Advertising and Related Industries (PCARI).

In May 1974, OAAP became one of the charter members of the Philippine Board of Advertising now called the Advertising Board of the Philippines (ADBOARD).

ADBOARD, being the mother and umbrella association of nine (9) member-associations such as OAAP, PANA, 4As, ASAP, UPMG, IBA, MORES, KBP and CAAP, also has its own Standards of Trade Practices and Conduct representing the trade practices from various advertising sectors, with which OAAP is the only recognized outdoor advertising association.

The OAAP is presently working with the Department of Public Works and Highways (DPWH) on the current issue on billboards and likewise continues to coordinate with other government agencies and other sectors of the society.

Today, after Forty Five (45) years, the OAAP stands proud of its position as the self-regulatory body for outdoor advertising practitioners. We now have more than a hundred active members all over the Philippines.

Today, OAAP has adopted a new Code of Ethics and AdBoard’s Standards of Trade Practices & Conduct in the Advertising Industry for implementation and enforcement.

Tuesday, April 21, 2015

The 10th AdMasters Golf Championship

The 10th AdMasters Golf Championship will be held on April 27, 2015 (Monday) in Alabang Golf and Country Club, Alabang Village, Muntinlupa City. OAAP Golfers together with the advertising and broadcast industry players are invited to be part of this whole day tournament commemorating AdMasters’ 10th Founding Anniversary and at the same time celebrating the KBP's 42nd Founding Anniversary.

Tournament Fee: Php 3,500.00 (inclusive of Green Fee, Buffet, Sponsored Drinks, Raffle Coupon, Lootbag with Sponsors' Give-aways). Golf cart rental and caddy's fee will be on the account of individual players.

Registration Proper: 6:00 A.M.
Tee-Off Time: 7:00AM - 8:30AM
Tournament Format: Modified Stableford

Players can pre-register before tournament date. For more details please call the Ad Foundation Secretariat at 812-6231 or 812-6702 and Mobile No. 0939-9238573 and look for Ms. Eilyn Tolentino or Ms. Linda Gamboa.

Wednesday, April 1, 2015



As of March 31, 2015, Tuesday: According to PAGASA, typhoon with international name Maysak, rapidly intensifies and expected to enter PAR Wednesday evening.

Typhoon Warning Signals will be raised in LUZON AREAS and will experience strong winds and gustiness of up to 175kph starting Thursday until Saturday. VISAYAS and MINDANAO areas will experience rainshowers and thunderstorms.

In preparation for the impending typhoon, all Billboard/LED Operators are advised to start roll-down tarps and turn-off LED lights in areas affected by strong winds, and continue monitor weather updates for precautionary measures to prevent damages for public safety.

Thank you very much for your cooperation. Please be guided accordingly.



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