Media Outlook 2016: Redefining Television

Mr. Gab Buluran of Kantar Media Philippines presented the Media Outlook for 2016 with regards to TV, Radio and Print.

Gab Buluran disclosed that traditional media is challenged by the trends toward On-Demand and the switch from Primetime to My-Time. This was the result of the  evolution of media and technology wherein one is no longer time-bound by the schedules released and provided by traditional media. This will also lead to the changing of the structure of media costs.

With statistics that show that there is indeed a generational difference with regards to the need for traditional TV. These are the following:

Ages 65 and up miss TV while those that belong to the 16 – 34 would rather forego of their TV than their mobile smart phones and gadgets. In a marketing point of view, the 16 – 34 year old segment is the demographic sweet spot since it is composed of the largest segment of the market.

Another disruptive event in traditional media is the  AlDub phenomena that occurred in the 2nd half of 2015. It has crossed media platforms from TV to print and even social media. These are supported by the incredible numbers it generated in Facebook and Twitter. The AlDub was also a showcase in realtime communications and feedback and showed the Twitter and TV correlation that was the product of AlDub.    

This is the outlook for 2016:

Advertising expenditures will continue to rise since TV has found it has competition in digital media but both are also complementary with each other. AlDub showed that content and adaptability as a key was attained by TV and this is the next step for media in 2016.

One factor to watch out for in 2016 is that it is an election year and that all forms of media will be harnessed in this political exercise.

Where is Media Headed? : Media Outlook for 2016

Media Outlook for 2016
Three Part Series.

The Media Outlook for 2016 was presented last December 15, 2015 at the Fairmont Makati. The Outlooks were in three parts.

1.    Redefining Television by Mr. Gabriel Buluran, General Manager of Kantar Media Philippines.
2.    Outlook for the Out of Home (OOH) by Mr. Lloyd Tronco, Executive Director of the Philippine Center for Out-of-Home Media Research and Science (PhilCourse)
3.    2016 Media Insights Study Highlights by Mr. Jay Bautista. General Manager of Strategic Consumer and Media Incites, Inc.

For this posting, Out of Home media will be tackled. This is done with regards to the advertising aspect and the media utilized.

Mr. Tronco cited historical precedence with regards to OOH. That as far back as the 1930s. This was evidenced by the OOH of the Manila Electric Railroad and Light Company 9MERALCO) notwithstanding the various billboards of Chesterfield and even Botica Boie during the pre-war years. The moving Cafe Puro billboard at Binondo also lays testament on the heritage and the efficacy of OOH advertising in the Philippines.

Going by the Philippine Golden Highway wich is called EDSA, the presence of OOH along the 24 kilometer strectch lends credence on how effective and also lucrative the OOH industry is. Currently, EDSA has 1,500 billboards, 26 LED billboards on its northbound leg and 25 LED billboards on its southbound lane.

With regards to exposure and reach that drives sales and purchases, statistics disclosed that only 14% stay at home and 86% are exposed to OOH. Most importantly, the current largest market segment, the Millenials have statistics that only 3% of them stay out home and thus within the reach of OOH.

Thus, the future market of Philippine OOH remains bright.

The challenges in the business situation remains.

Several factors point tio challenges, threats but more so on the opportunities. That trend of unbridled construction of billboards on 2015 continued the trend. What is partly considered as a threat is that there is a combination of billboards being considered as a real estate transaction by property owners thus selection and even strategic placements of billboards are defeated by placing as many ads as possible in a single contiguous space. This clutters and diffuses the messages being conveyed by the placements.

 Another is that Local Government Units (LGUs) who are among the owners of the most strategic locations have realized that OOH is  a good source of revenues.

This factor also is included in various concerns such as cost of maintenance, the media cost is projected to increase and OOH media inflation.

The resistance to OOH is also attributed to the grey area between OOH and merchandising, the rising popularity of digital media and the lack of understanding on the fuill potential of OOH.

OOH cannot be treated as an adjunct of what is on print and on video. Its content must be unique in itself since it is visual media but the dearth of knowledge on harnessing OOH that is integrated  with digital media campaigns.

The forecast for OOH are the following.

The main users of OOH are:

Politicians
Financial Services
Tech products
Website, apps and tech startups

What is needed are more LED and LCD screens and digital, mobile integration.

Shopping Madness for this holiday season

Bloggers United 10
#BU10xSMART #BU10xWorldBazaar

The combination of the world’s top fashion bloggers and the country’s longest running annual charity bazaar made it the hottest reason for this season to tag along friends and families!

What an awesome experience for a Sunday filled with creativity and style! Blogger's United 2015 trended once again this year. The shop-til-you-drop-kind-of-experience  started from 10AM-12MN at the World Trade Center.

A lot of shoppers scored Freebies from booths like @iloveflyshades, @myflawless, and @shopee_ph.
The entire place was packed with enthusiasm. Everyone was there to fill their bags with items being sold by the bloggers. The bloggers’ very own treasures and clothes. Most of the items are sold at its lowest price. Can you imagine buying brand new shirts or blouses for only Php50.00! And not only that did they enjoy the shopping galore. They got to spend memorable moments with the bloggers they admire! They asked for selfies, groupies, tips, and discounts from them! 

All of the bloggers really enjoyed their Sunday, they got to plug what they have offering to the public, they turned over their old treasures to those who deserve it for sure! It was an instagrammable moment! The event was wrapped up when the i-Phone 6s winner was announced.

There was no one person who left World Trade Center without smile on their faces and an item to wear or to offer as a gift to friends and loved ones! It was a success for everyone!

Fusion 2016: The Philippine Music Festival

Fusion 2016: The Philippine Music Festival

Theme: ImagiNATION “A better Philippines Imagined Through Music

 

Amidst the daily dose of negativity in the lives of Filipinos, the youth remains hopeful. 2016 is looked upon by everyone as a Year of Change: a new leader, a new direction , and a brighter future for the nation. . What better way to express the desires of each optimistic soul than to be part of a big movement using music as a platform to influence positivity. This is what Fusion 2016 is all about: an avenue to voice out a young generation’s aspirations for a better Philippines.

For its launch, Fusion 2016 sought to involve ordinary Filipinos through crowd-sourced lyrics and materials that will become anthem of the event. Through school tours, messages of each student were amplified via TVC, jingles, online and radio broadcast materials. This enabled artists, music lovers and other stakeholders a venue for conveying their hopes and aspirations for the country.

On January 29, 2016, the movement will be celebrating by manifesting these messages of hope and change through a bigger music festival with better experience and bolder performances from the country’s top music artists. Collaboration of OPM members of different genres will be featured in one night. A whole day of world class Filipino music on different pocket stages, activity booths and other attractions will create excitement like no other concert has done before. Above all, this is an opportunity to be united with both artists and the Filipino people that utters the same battle-cry in imagining a better Philippines through music.

The success of Fusion 2015 wherein 35,000 attended the festival, local recording companies, the Department of Tourism and other organizations , Fusion 2016 is a continuation of Carat’s mission of elevating the music industry to the world stage. Powered by the Carat Play Event Team, the Fusion 2016 is envisioned to be a more spectacular show in 2016.

Among the artists to be featured are:

Sarah Geronimo
Bamboo
James Reid
Gary V.
Parokya ni Edgar
GerphilFlores
Aegis
Kyla
The Dawn
Noel Cabangon
El Gamma Penumbra
Slapshock
Chicosci
Gracenote
Callalily
And more surprise guests.

IMAGINATION Fusion 2016 will be held on January 29, 2016 at the SM MOA Concert Grounds. Tickets are available in 7-Eleven and SM Tickets.