Field experts share Media forecasts for 2017

Fiera de Manila along with Strategic Consumer and Media Incites and PhilCOuRSe took the initiative to have this program called Media Outlook which is done every year to share recent data as well as upgrades and insights on how media is being consumed by its target audience and consumers.

By understanding how consumers are behaving and how their lifestyles and preferences affect their purchasing decisions, people from the media will be able to strategize more effectively as well as on how they are going to spend their budgets.

Here are the resource speakers' Media Outlooks for 2017:

Traditional Media

According to Gabriel Buluran, General Manager, Kantar Media Philippines

Gabriel Buluran,General Manager, Kantar Media Philippines

1. Digital media consumption increased but is not exclusive.

2. Mobile media consumption addresses out of home media need.

3. Traditional media still driven by content.

4. Digital extends traditional media.

5. Traditional media feeds digital media.

6. Advertising on traditional media has increased.

Jay Bautista and Gabriel Buluran at the Q&A portion for Traditional Media

“Let traditional media be the oxygen that sustains the fire. May digital media be the gasoline that could make this flame bigger but let’s hope that it does not suck all the oxygen and extinguish all the fire."
- Gabriel Buluran

Digital Media Outlook

According to Jay Bautista, General Manager, Strategic Consumer and Media Incites Inc.

Jay Bautista, General Manager, Strategic Consumer and Media Incites Inc.

The challenge in the Philippines in terms of outlook next year continues to be measurement. We still do not have a standard currency that will make digital accountable to the advertisers.

Jay Bautista and Norelyn Babiera at the Q&A portion for Digital Media

Lloyd Tronco, Executive Director, Philippine Center for Out-of-Home Media Research and Science (PhilCOuRSe) giving an introduction for OOH Media

OOH Media Outlook

According to Norman Davadilla, OOH Director, Publicis One Media

Norman Davadilla, OOH Director, Publicis One Media

1. OOH spend to grow double digits driven by both static and digital formats.

2. Amplification of messaging through creative execution

3. Increased use of data and analytics to demonstrate performance and accountability.

4. Digital screens will continue to increase.

5. MRT & LRT to contribute more than 2 billion in 2017.

Lloyd Tronco and Norman Davadilla at the Q&A portion for OOH Media

Photo credits: Fiera de Manila, Inc. https://www.fmi.com.ph/event-gallery/media-outlook-2017/