Strategic Sites
Catering to a vast mobile audience that is constantly on the go but regularly stuck in traffic, billboards have become a huge part of our daily existence and every day commute. Its benefits to a company are indisputable: placing an ad on a billboard that includes a company name and a memorable image of a product or service stays visible 24 hours a day, 7 days of the week. And, although the cost to design and manufacture a billboard can be expensive, the exposure generated from the advertising often begins the minute after the billboard is installed. This makes it more cost-effective in the long run.
In a global study conducted in 22 key markets including the Philippines, research group Magna Intelligence (https://magnaglobal.com/ten-reasons-why-out-of-home-advertising-outperforms/) said that OOH advertising is now a $29 billion market, responsible for approximately 6% of the $500 billion global advertising spending. The study was conducted to assess OOH advertising’s sustained growth and impact during a period where offline marketing budgets are stagnating and other media categories are struggling.
The study cites several key reasons behind the resilient and consistent performance of OOH media in markets such as the Philippines. Among them: OOH remains a mass reach medium (reaching at least half of consumers in most markets and as much as 90% in some); OOH advertising cannot be skipped or blocked (unlike TV or digital ads); transit and street furniture are still developing (transportation authorities and municipalities are ready to partner with OOH vendors to generate advertising revenues); and OOH can address branding campaigns as well as lower funnel activation (positioned in transportation and shopping malls, OOH has an inherent ability to target customers at or near point-of-sale).
