Media Outlook 2015 : OOH Measurement Notes

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

Deniece Cornejo Wins Awards As Civic Leader and Humanitarian Service Advocate

MANILA - Deniece Cornejo, the fashion model, bagged awards last night as Humanitarian Service Advocate and Civic Leader.  In a ceremony held at the AFP Theater in Camp Aguinaldo, Quezon City, Deniece received from the PEOPLE’S CHOICE AWARD, an award conferred on “OUTSTANDING ACHIEVERS” in business, sports, entertainment, education, public services and other major professional fields.  The People's Choice Award has been running for over three decades since 1983.   

The awards project is organized by the NATIONAL CONSUMER AFFAIRS FOUNDATION (NCAF) jointly with the TOP ENTERTAINERS AWARDS (TEA) COMMITTEE, whose mission and vision is:

To motivate individuals to excel in their chosen fields of endeavor thru public recognition, and eventually serve as emulation to the rest of their countrymen. 

Said Cornejo in he Facebook account:

35th Peoples Choice Awardee

(1.)Outstanding Fashion Model & Humanitarian Service Advocate" And

(2.)Outstanding Professional Versatile Model Stylist & Civic Leader

Today, I stand before you, stronger than I have ever been. Earlier this year, my faith was tested. However, I look back and saw this as an opportunity to magnify my voice. I believe my dark moments have unleashed my potential and inner strength. I strive to be a better person everyday, and hopefully I can inspire more women to do the same.

I dedicate these awards to all those who stood behind me, beside me and even in front of me to shield me. I thank those who continue to believe in me.

Let us uplift and empower each other. Let us work together for a better society--- one voice, one dream at a Time.

MRM/McCann Manila does a Three-Peat as Digital Agency of the Year

Christmas Celebration comes early to MRM/McCann Manila as the agency won the Gold in this year's edition of Campaign Asia's Digital Agency of the Year.  This is the agency's third year to win the coveted award. As if a three-peat was not enough, MRM/McCann Manila won the award as Southeast Asia Digital Agency of the Year at a gala dinner at Singapore's Ritz Carlton Millenia last night.

Hats off to Manny Fernando, Budjette Tan and the team for a superb job!

How The Negros Trade Fair maximized the use of Social and Out-Of-Home Media to draw more attendees

Every September, the Association of Negros Producers troops to Makati with all their delicious goodies and beautiful wares from the land of sugar, Negros Island - the Sweet Spot of the Philippines.  The Negros Trade Fair is a big hit not just among the Negrenses and Ilonggos residing in the Metropolis but among all who have been charmed by the land of chicken inasal and delectable cakes and pastries.

This year, the Negros Trade Fair, in step with the digital age was able to maximize the use of social media using an apparatus which fuses Social Media with Out-Of-Home Media.  Using the services of SelfieStation (a trademark of Cloudwalk Digital), the Negros Trade Fair was able to provide its attendees with an opportunity to have their photos taken with a distinct Negros Trade Fair frame.

Users of the SelfieStation were able to choose from three configurations of the frame (single, strip, or square).  The shots could immediately be uploaded on the users' Facebook accounts.

Overall, the Association of Negros Producers saw a greater awareness created around the event as visitors and SelfieStation users made their presence at the Trade Fair known through the leading social media platform, Facebook.

To inquire about SelfieStation and how to rent or acquire it for your event or venue, Cloudwalk Digital may be reached at 0917-591-6924.

OAAP 2014 Golf Fellowship (followed by Christmas Party)

The Outdoor Advertising Association of the Philippines invites its friends in the advertising industry to join its Golf Fellowship on December 11, 2014.  Tee off is at 7:00 am at the Villamor Golf Club.

Contact Wheng Reyes at 751-0255 and 843-8201 for slots.

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