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. 





Friday, May 22, 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
Thursday, May 21, 2015 , , , , ,

Tuesday, May 19, 2015

One Blood, One Nation held successfully

From left: OAAP vice president Ramil Gutierrez, Philippine Red Cross rep, Philippine Red Cross OIC manager Edmundo Marra, OAAP president Rod Guevarra

OAAP’s bloodletting activity, One Blood, One Nation, was successfully held on May 12, 2015 at the Multi-Purpose Center of PNP National Headquarters, Camp Crame in Quezon City.

There were 95 registered participants and 48 successful blood donors coming from the OAAP and the PNP.

Special guest was  Atty. Lorna Patajo-Kapunan, Governor of the Philippine Red Cross and who happens to also be OAAP legal counsel.
   
Representatives from the Philippine National Police included Police Senior Superintendent Randolf Yapyapon Balonglong, Officer-in-Charge, Chief Directorial Staff, Police Community Relations Group (PCRG) and Police Superintendent Job Russel Maddul Balaquit, Acting Chief, Community Assistance and Development Division.

Mr. Edmundo Marra, OIC Manager of the Philippine Red Cross, supervised the bloodletting.

OAAP officers present at the occasion included president Rod Guevarra, vice president Ramil Gutierrez, board secretary Ed Acosta, PRO Nato Agbayani and board director Jane Canlas-Laranjo.

OAAP thanks the following project partners:

• Philippine National Police - for providing the use of venue and blood donors
• Philippine Red Cross - for providing facilities and medical equipments
• Aliw Media Group - Pilipino Mirror, Business Mirror, CNN, DWIZ and Home Radio (for publicity and promotion)
• Divine Livelihood of Don Bosco Makati - for providing snacks (congee and bottled water)
• Luneta Advertising - for printing the backdrop
• Mr. Melvin M. Oloris - for donating 300 eggs
• Mr. Bobot Sto. Domingo - for the layout
   
OAAP President Rod Guevarra in his message during the event said, "..the OAAP stakeholders are not only focused on their respective businesses and income-generating activities, but we also do CSR projects and noble activities such as the bloodletting project."

With this, the OAAP is very much thankful and grateful to each and everyone who became part of our first bloodletting activity.  And we thank God for making us an instrument to save the lives of other people.


OAAP and PNP officers with Atty. Lorna Kapunan
OAAP vice president Ramil Gutierrez, OAAP president Rod Guevarra and OAAP secretariat head Weng Reyes making sure that preparations are all-systems-go






Tuesday, May 19, 2015 , , , , , , , ,

Monday, May 11, 2015

One Blood, One Nation tomorrow at Camp Crame


The OAAP enjoins everyone to One Blood, One Nation - a bloodletting project tomorrow May 12, Tuesday starting at 9:00 AM at the PNP Multi-Purpose Hall in Camp Crame, Quezon City.

OAAP members are encouraged to send at least 3 donors. You may send your employees, group of friends or relatives to participate. The support of each member-company will ensure the success of this event tomorrow.

Our indefatigable legal counsel Atty. Lorna Kapunan will also be present to join us.
Monday, May 11, 2015 , , , , ,

PH Agency wins Grand Clio Image Award for the OOH Media Category


TBWA Santiago Mangada Puno, based in Makati City, claimed victory early last week as it won a Grand Clio Image Award for the Out-Of-Home Media Category with its  "Water Billboard" for the Peerless Lion Corporation.

A proud moment for Managing Partner Melvin Mangada as he received the Grand Clio award in New York.  (http://www.clioimage.com/winners/2015/all/entry.cfm?entryid=801510392&ispartofcampaign=0&index=6)

Further recognition came when TBWA Santiago Mangada Puno became the only agency from The Philppines to collect metal at this year's One Show Awards, announced May 6, 2015 at the gala ceremony in New York.

TBWA Santiago Mangada Puno  picked up 1 silver Pencil and 2 Bronze Pencils for their "Water Billboard" for the Peerless Lion Corporation in the Design - Outdoor Design: Series, Design - Design for the Greater Good: For-Profit Initiated and Print and Outdoor - Outdoor: Installations and Ambient - Campaign categories respectively.

TBWA\SANTIAGO MANGADA PUNO / MAKATI CITY
Silver
Design - Outdoor Design: Series
Peerless Lion Corporation
Water Billboard

Bronze
Design -
Design for the Greater Good:
For-Profit Initiated
Peerless Lion Corporation
Water Billboard

Bronze
Print & Outdoor
Outdoor: Installations & Ambient - Campaign
Peerless Lion Corporation
Water Billboard

From its Facebook Page, TBWA\SMP declared, "We're so happy to announce that TBWA\SMP's HANA Philippines' Water Billboard was awarded the Grand Clio for the Out of Home category at the #ClioImage Awards. Woohoo!"

Monday, May 11, 2015 , ,

Friday, May 8, 2015

OAAP ADVISORY: Typhoon Dodong


According to PAGASA, Typhoon DODONG is expected to make a landfall by tomorrow or Sunday in Cagayan and Aurora. As per further advise, be on alert to roll down tarps in areas of CALABARZON, Eastern Visayas and Bicol Region.

Metro Manila will experience light to moderate rains if its track remains the same. However you may roll down billboards, when necessary, in areas affected by strong winds.

Please continue to monitor your billboards and weather updates for precautionary measures to prevent damages for public safety.

Attached herewith is a Severe Weather Bulletin for Typhoon Dodong for your reference.

FORECAST MOVEMENT:

May 9, Saturday - 250km East of Virac, Catanduanes.
May 10, Sunday - Vicinity of Isabela, Cagayan
May 11, Monday - 100km North Northeast of Basco, Batanes
May 12, Tuesday - 840km Northeast of Basco, Batanes or in the vicinity of Okinawa Japan (outside of PAR)

FOR YOUR INFORMATION.


STAY SAFE EVERYONE! GOD BLESS!



Friday, May 08, 2015 , ,

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.

Sunday, April 26, 2015 , , , ,

Points Of View : A New Section of the OAAP Website

Points Of View : A New Section of the OAAP Website
Sunday, April 26, 2015

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
Friday, April 24, 2015 , ,

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












Friday, April 24, 2015 , , ,

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 ( @ ) gmail.com

Thursday, April 23, 2015 , , ,

Wednesday, April 22, 2015

A New Website! We are now Mobile Responsive!

A New Website!  We are now Mobile Responsive!


HISTORY AND PROFILE OF THE OAAP


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.
















Wednesday, April 22, 2015 ,
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