Casino Billboard Proves That With OOH, The Medium Is The Message

One of the things easily forgotten by marketers is that in the case of out-of-home media, the medium is the message.  For the past decade, outdoor advertising has simply grown in terms of number of advertisers using the medium.  Once an optional medium to some brands, there is hardly any launch these days which doesn't have an OOH component.

Marketers or agencies must be reminded though that the uniqueness of OOH media comes with its intrinsic value whereby location, size, and position, can communicate a different message altogether.

Case in point is this billboard of a casino based in the MOA area.  For the size of its operation and for the bigness of itself as a brand, the size and position of the panel hardly communicates a celebration as stated in its layout.

Let's dissect this.  Design shows a celebration of a first year anniversary for a World Class Destination (stated below logo).
Location - Malibay which is the halfway point between Magallanes and Taft.  Position - lower panel of two.  Size - smaller than the top panel.

With this, the picture may communicate more than what words could do.  

Bottom line in selecting OOH, especially for EDSA billboards, is to choose properly and not just get one for the sake of having an EDSA billboard.