Photo in Imelda Marcos' viral birthday billboard 'stolen' from 'The Kingmaker' director

A photo of a billboard greeting for Imelda Marcos' 93rd birthday has circulated on social media for intriguing reasons.

The billboard shows the former first lady in a bright red gown with the caption "Happy 93th Birthday First Lady Imelda Romualdez Marcos."

Several netizens had a good laugh due to the wrong ordinal suffix used. One did not find the billboard funny at all.


American director Lauren Greenfield took to social media to complain that her photo of Imelda on the billboard greeting was used without her permission.





"I have just been notified by friends in the Philippines that my photograph of Imelda Marcos from THE KINGMAKER has been used without permission on a massive billboard owned by a company called Digital Out Of Home PH owned by a Mr. Alvin Carranza, a known Marcos apologist," she wrote.

"I have already asked Mr Carranza via FB to take this image down immediately. We will see what happens…"


The photo on the billboard was from the 2019 documentary film 'The Kingmaker,' which Greenfield directed. The film tackled Imelda's political career and the Marcos dynasty's rise, fall, and attempt to return to power.

Ferdinand "Bongbong" Marcos Jr., son of ousted dictator Ferdinand E. Marcos, was sworn in as the 17th president of the Philippines last June 30, 2022.

In the Facebook post, Greenfield called out Digital Out Of Home PH (DOOH), which she said is the company that put up the billboard along EDSA in Mandaluyong City.

The American director also posted The Philippine STAR's photo on Twitter, saying "Clearly, whoever stole my image to wish Imelda Happy Birthday doesn't understand copyright infringement…"

She followed the tweet with a call: "If anyone knows who owns the billboard and the building involved, please dm me and @mattshonfeld @instituteartist"

DOOH immediately issued an apology for using Greenfield's image of Marcos in the digital billboard, assuring the filmmaker they would take it down.

"We must confess that we were unaware of your copyright, and we appreciate that you brought the matter to our attention," the billboard company said in a statement.

The billboard is installed on one of the GA Towers, a twin-tower residential building owned by businessman Delfin Lee who faced syndicated estafa charges involving a P6.6-billion housing loan anomaly in 2014.

Recreate, Empower and Capture at the Restaurant Engagement Conference 2017

The Restaurant Engagement Conference had its media launch press conference on June 28, 2017. This was held at the 7107 Culture + Cuisine at the Treston International College, Bonifacio Global City.

The Restaurant Engagement Conference will be held on August 12, 2017 at the Marcopolo, Ortigas, Pasig City. The Restaurant Engagement Conference (REC) will tackle the challenges of Small and Medium Enterprises (SMEs) particularly in the restaurant and Food and Beverage industry sector. 

The thrusts of the REC are the following:

1. RECREATE – Existing brands are subject to the ever changing and fast paced dynamics of today’s business. The need to evolve and adapt to the trends and emerging trends is a must for the entrepreneur. This is more imperative for new entrants in the restaurant and F&B industry.

2. EMPOWER – Knowledge of trends and the uses of traditional and new marketing methods, strategies, tactics and processes will equip the entrepreneur in navigating the paths towards the right business decisions for their enterprise.

3. CAPTURE – Capture the right market. Knowing the proper niche in the market for the enterprise or business spells the difference between success and failure. The correct discernment of the target market, market needs and delivery of the need to customer will translate to brand loyalty.

Mplify Managing Director Miguel S. De La Rosa opening the media launch of REC

The REC will cover a wide range of subjects and topics that the entrepreneur will find useful in their business endeavors.

The Speakers for the conference are the following:

1.. YAYU JAVIER, President/COO - Avanza 

2. JERRY ILAO, President - Simple Life Technology 

3. HAZEL HERBER, Managing Director - Where to Eat Philippines 

4. WESSAM ATIF, CEO/ President - FoodSHAP 

5. JAY BAUTISTA, Managing Director - Kantar Media 

6. BRIDGETTE TAN, Operations Director - Inquirer Mobile 

7. TIMOTHY LEE, VP for Special Projects - Globaltronics 

8. LLOYD TRONCO, Executive Director -Center for OOH Media 

9. AILEEN CONTRERAS, VP Retail SME Loans - Maybank 

10. HENRY DE CHAILLE, Group Sales Manager - Google Philippines 

11. NIKOLAI ANTONIO FREZ, Segment Head - Globe MyBusiness 

12. PAOLO LACUNA, Business Development Lead - Facebook Philippines  

The Restaurant Engagement Conference is organized by Mplify.     

Is The OOH Media Industry Ready For A Tech Disruptor?

Over the past year, we have seen how technology has disrupted various industries.  Time and again in various conferences involving digital marketing and tech startups, we have heard this line stated repeatedly : "Uber, the world’s largest taxi company, owns no vehicles. Facebook, the world’s most popular media owner, creates no content. Alibaba, the most valuable retailer, has no inventory. And Airbnb, the world’s largest accommodation provider, owns no real estate. Something interesting is happening.

In the industry of transportation, a shakeup has been obvious given the popularity of Uber and Grab Taxi, way down to a point that traditional taxi operators could not help but run to the LTFRB for relief.  The game has obviously changed and old paradigns are left with no choice but to bend its knee to those who offer a better service option.  Can this be true also in the world of out-of-home media - where regulation is hardly in place in comparison to radio, TV and print?

There have been several attempts to replicate the success of Uber and AirBnb into the space of OOH media but none have been truly successful.  One attempt by an APAC based tech startup even involved investment of close to half a million US dollars.  The startup online marketplace for billboards and posters is no longer running and the founders have moved on to other tech startups.

Not too long ago, I was also called in to help out with a group which tried to resell a sophisticated mapping system which could provide street views as well as record vital information pertaining to the OOH medium.  The platform is still there but it is not being utilized.  The proponents have simply given up.

Given all these unfortunate occurences, I wish to answer the question posed in this title : Is The OOH Media Industry Ready For A Tech Disruptor?  Well, it's gonna be some time until a tech disruptor comes along because OOH is a complicated business.  It's not just as easy as placing all the available billboard inventory in one online selling platform.  At the onset, it looks like a simple real estate transaction.  Nevertheless, for those who are familiar, there are many intricacies involved.  I've studied what the intricacies are.  I've sounded like a "contrabida" always to those who have intended to create an online marketplace for all OOH media but, the fact that there is nothing really working even in more developed markets only proves that it is not that easy to pull off.

That doesn't mean it's impossible to do though.  Nevertheless, when the kinks are sorted out and the tech disruptor arrives, I'll tell you, the OOH Media industry will not know what it is. The balance between agency, advertiser, and vendor will definitely be upset.  And that is why it is called disruption.

Lloyd Tronco is a Certified Digital Marketer and Out-Of-Home Media Strategist.  He was one of the pioneers in agency-managed OOH media. He currently does marketing consultancy for tech startups.

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.

Digital Out-Of-Home Media : The Education Should Continue

Lloyd Tronco, Convenor of the Philippine Forum on
Digital Out Of Home Media

Despite the growing acceptance of outdoor media as a mainstream medium, OOH still has a long way to go in terms of reaching a status of reverence.

Almost everyone in the circle of advertising and media are familiar with the blatant absence of regulation in the medium brings about a Wild,Wild West mentality among vendors.  By saying so, placements are not controlled in terms of position, size, and execution.  Take that further into Digital Out-Of-Home and everything gets even more confusing.

It is not just the rates and variety of packages that clients and planners need to contend with, it is also the understanding of the nuances of the medium which practically everyone in the industry, including creatives, need to come to grips with.

It was for that reason that in the early days of digital signage, the Philippine Center for Out-Of-Home Media Research and Science spearheaded the First Philippine Forum on Digital Out-Of-Home Media.  That took place in 2010 and a clear 5 months before there was even a Digital Signage World Asia in Singapore! 

At the First Philippine Forum on Digital Out-Of-Home Media, we were greatly elated to have DOOH guru Manolo Almagro to be with us.  At that time, he was still residing in the country doing his consulting for Jollibee and Globe.  Year after that, we had DOOH 2 which again was a big hit having Ricky Baizas of Nestle and no less than Bob Michaels of the Digital Screen Media Association.

DOOH.2 with Bob Michaels, Ricky Baizas, and Christian Besler

On the third year, it just got bigger.  Thanks to Willy Soong who was the newly appointed distributor of Daktronics, the DOOH 3 took place at the Jaguar Lifestyle Center in BGC.  Ron Graham flew in to Manila, as did the folk from Christie, Julianna Tong and the gents from Daktronics.  Research guru Jay Bautista also weighed in.

From there, we somehow slid back.  There was a DOOH 4 but it was not of the scale as DOOH 1, 2, and 3.  Zeno Martinez and myself know the reasons why the momentum tapered off, but it is not for us to discuss here.  Nevertheless, young as it is, there has to be a constant stream of "Learning Series" to feed and fuel the proper use of digital signage.

As it is, all we see are display ads which hardly maximize the full potential of the LED and LCD screens.  Yes, the images are moving, but that is all there is to it.

So the education must continue.  As usual, Bing Kimpo and I by default are the voices crying out in the wilderness trying our best to advocate good use of Digital OOH.

It is my hope that this year, 2016, the stakeholders of Digital Signage and DOOH will rally behind further educational events.  After all, once the clients/advertisers see that DS/DOOH works, anything invested towards the educational events will pay off.

Then DOOH ads will no longer be the mere moving displays of re-purposed TVC edits as we are so used to seeing.

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.

Court of Appeals : MMDA has power to regulate billboards

Once again, the outoor advertising industry is at siege.  Last week, the Court of Appeals (CA) has affirmed the power of the Metropolitan Manila Development Authority (MMDA) to regulate billboards and advertising signs along major roads in the metropolis.

The CA released a 21-page decision stating the appellate court’s Second Division reversed a 2013 ruling of the Makati City Regional Trial Court (RTC), which stopped the MMDA from issuing clearances and permits for advertising billboards.

The CA held that Makati RTC Branch 58 Judge Eugene Paras committed grave abuse of discretion in granting the petition filed by advertising firms.

The CA dismissed the complaint filed by Summit Publishing Co. Inc., Bigboard Advertising Corp. and Sygoo Enterprises questioning the validity of a memorandum of agreement between the MMDA and the Department of Public Works and Highways (DPWH).

The DPWH deputized the MMDA to implement provisions of the National Building Code and regulate the issuances of permits for the installation of billboards.

The advertising firms filed a petition for the issuance of a writ of injunction against the MMDA after the their applications for billboard permits were denied for failure to comply with the requirements set by the MMDA.

They questioned the validity of memorandum circulars issued by the MMDA pertaining to guidelines for the issuances of permits for billboards. 

The Makati court issued a writ of preliminary injunction restraining the MMDA from confiscating, rolling down and demolishing billboards and other items similarly engaged in the business of outdoor media advertising.

The ruling was penned by Associate Justice Remedios Salazar-Fernando. Associate Justices Priscilla Baltazar-Padilla and Socorro Inting concurred with the ruling.

Media Outlook for 2016 to be held at Fairmont Makati, Dec. 15

2016 will be an interesting and exciting year for the media industry in the Philippines as the National Elections and ASEAN integration take center stage in the country.

The Media Outlook 2016 will present more than the usual economic forecasts we get from different media groups. Very few forums touch on the topic of marketing communications, particularly trends and forecasts for the coming year. These relevant questions should be addressed – Will TV continue to be the dominant consumer touch point?, What is the future of TV?, What is the state of out-of-home and billboard advertising? How fast are Filipinos becoming digital? How’s uptake for radio and print media?

These are just some of the questions that a Panel of Experts will answer and provide information in the Media Briefing.

The Panel of Experts is composed of the following:

1. Gabriel V. Buluran, General Manager, Kantar Media Philippines
2. Lloyd Tronco, Executive Director, PhilCourse
3. Jay Bautista, General Manager, Strategic Consumer and Media Incites, Inc.

KEY TOPIC PRESENTATIONS

I. Redefining Television by Gabriel V. Buluran, General Manager, Kantar Media Philippines

1. Redefining Television
2. Advertising Spend and Ratings in Radio and Print
3. The Audience Measurement Evolution
4. Advertising In An Evolved Environment

II. The Outlook for OOH by Lloyd Tronco, Executive Director, PhilCourse

1. Current OOH business landscape
2. Estimate of OOH’s reach
3. OOH Adspend
4. Who consumes OOH? (Are millennials attracted to Outdoor?)
5. Popular OOH executions used in 2015
6. Integrating OOH with Digital
 
III. 2016 Media Insights Study Highlights by Jay Bautista, General Manager, Strategic Consumer and Media Incites, Inc.

1. The Millennial Pinoy
2. Popular Touch Points
3. The digital landscape (Online and Mobile)
4. 2016 Outlook and impact on the Elections

Who Should Attend

CMOs, Managing Directors, Advertising/Marketing Managers, Brand Managers, Category Managers, Product Managers, Corporate Communication Managers, Media Planner/Managers, Publishers, Advertising Suppliers, Entrepreneurs, Academics, Students, Government, and those involved in media, advertising and marketing.

Discounts and Payment Scheme

PHP 5,999 + VAT inclusive of meals and kit

- Package of 5 Delegates + 1 Free
- 10% Discount to Past Delegates
- 20% Discount to Academe/Students/Government


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The Resource Speaker and Experts:

1) Gabriel V. Buluran

General Manager
Kantar Media Philippines

Gabriel has close to 25 years experience in Media and Market Research, designing studies, managing data collection, and panel homes and data production.

He is currently managing the Client Servicing Team and National TV Audience Measurement (TV Ratings) Service in Mega Manila, Urban and Rural Philippines, where he is responsible for the overall management and direction of Kantar. He launched Kantar Media Philippines’ Radio Audience Measurement Service for KBP and the Radio Research Council in 2013 and developed the first Internet Audience Measurement Service for the Philippines 2014.

Before joining Kantar Media Philippines, Gabriel worked with ACNielsen Philippines. He joined the company as Associate Director of Nielsen Media Research, then went on to become the Director for Customized Research Operations.

Gabriel earned his degree in Bachelor of Arts major in Philosophy from Ateneo de Manila University.

2) Lloyd Tronco

Executive Director, Philippine Center
for Out-of-Home Media Research and Science (PhilCourse)

Lloyd Tronco is a stalwart in outdoor advertising in the Philippines. His first brush with outdoor advertising and Out-Of-Home media, started 30 years ago having grown up in a family business which provided billboard space in the Visayas and Mindanao. Having worked his way up in the family business, he became the General Manager of Tronco Advertising which is based in Bacolod by 1994.

In 2001, when Out-Of-Home media began gaining popularity in the Philippines due to the advent of digital tarpaulin printing, Lloyd Tronco was hired by McCann Erickson Philippines’ media unit, UniversalMcCann to be part of a team specializing in out-of-home media. At UniversalMcCann, he handled the Out-Of-Home media requirements of the agency including that of Coca-Cola, Cathay Pacific, Mastercard, and Globe Telecom, until early 2005.

Following the stint with UniversalMcCann, he set up a consultancy which developed the business of OOH media vendors and at the same time serving the Out-Of-Home media needs of various media agencies.

3) Jay Bautista

General Manager
Strategic Consumer and Media Incites

Jay is currently the General Manager of Strategic and Consumer Incites, Inc. (SCMI) which is a market and media research Start-up Company.

Prior to setting up his own company, he was Managing Director for Media at The Nielsen Company where he spent 19 years honing his skills in media research particularly in the field of advertising information and audience measurement covering traditional media (TV, Print, Radio, Cinema, Out of Home) and digital media (online and mobile).

He is currently a director of the Marketing and Opinion Research Society of the Philippines (MORES) where he was past President (2010) and co-chair of the Digital Measurement Board (DMB) of the Internet and Mobile Marketing Association of the Philippines (IMMAP) to which he served as director in 2013.

Jay earned his degree in AB Communication Arts from the Ateneo de Manila University and a Master’s in Business Administration degree from the University of the Philippines.

OAAP Holds First Ever National Summit In Davao

The Outdoor Advertising Association of the Philippines (OAAP) held its first ever National Summit in its 50 year history at Waterfront Insular Hotel in Davao City with the theme: “Let’s Go Outdoor!” last Saturday, August 22, 2015, in conjunction with the annual Kadayawan Festival in the City.

About 90 Outdoor Advertising practitioners throughout the country attended hailing from OAAP Chapters in the NCR, North Central Luzon, Visayas and Mindanao.

With the growth of the Philippine economy, the Out-of-home Industry is gearing up to become a relevant player in this unprecedented push for share of the market in terms of advertising spend. The summit was led by OAAP Chairman Mr. Frank Abueva and OAAP President Mr. Rod Guevarra. Five Speakers are spoke before the group: Lawyer to the Stars, Atty. Lorna Patajo-Kapunan as Keynote Speaker and Guest of Honor, followed by Philippine Center for Out-Of-Home Media Research and Science (PhilCOuRSe), Executive Director and former OAAP Board Member, Mr. Lloyd Tronco spoke on the Latest Updates In Managing An OOH Business. Also in the line-up of speakers were Globaltronics VP for External Affairs & Partnerships and current OAAP P.R.O., Mr. Nato Agbayani who spoke on Rich Media Marketing Via Digital OOH.

Powerhouse speakers coming from the Franchising and Advertising industries were lined-up for the afternoon session. The legendary RK Franchise Consultancy Founder, Mr. Rudolf Kotik spoke on Franchising and Intellectual Property, followed by Advertising Guru and IPG Media Brands Philippines CEO, Ms. Venus Navalta who spoke on What’s Next in the World of OOH.

Lloyd Tronco Caps A Decade Of Writing On OOH; Starts Anew With OUTDOOR.PH

If one were to name 5 names heavily associated to Out-Of-Home Media, it will come as no surprise that Lloyd Tronco's name will be in that list.

One of the original Out-Of-Home Media Strategists when agency managed OOH was not yet in vogue, Lloyd Tronco is the Executive Director of the Philippine Center of Out-Of-Home Media Research and Science which is the repository of information pertaining to Philippine OOH media.

After his stint with UniversalMcCann, Lloyd took to writing about OOH and monitoring the trends and changes in this vertical.  This was 10 years ago on a platform known as OutlookPH.blogspot.com .

This week, after speaking at the 1st OAAP National Summit in Davao, Lloyd capped a decade of doing OutlookPH and starts anew with OUTDOOR.PH .


Source: http://www.outdoor.ph/2015/08/lloyd-tronco-10-years-of-blogging-about.html

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Billboards : An Industry of Congestion

BEING stuck in traffic has become part of everyday life in the Philippines — the cost people pay to enjoy the benefits of city living.

But the frustrations of many can be a gold mine to some — and it’s hard to imagine an industry benefiting more from road congestion, with the captive audience it creates, than billboard companies.

“Traffic is a main contributor to the growth of out-of-home (OOH) media because as people are stuck in the cars and in public transportation, the more they will be away from traditional media,” said Lloyd Tronco, Executive Director of the Philippine Center for Out-Of-Home Media Research and Science (PhilCOuRSe), in an interview with BusinessWorld.

For Mr. Tronco, the OOH media industry, which is behind the billboards on major thoroughfares, is “fueled by traffic,” and that until the congestion problems are solved, OOH “will become more relevant.”

THE ECONOMICS OF BILLBOARDS

The average travel time on EDSA, from Monumento to Taft Ave., is 95 minutes, which can rise to 180 minutes in peak hours. Data from the Japan International Cooperation Agency and the the Land Transportation Office suggest that clogged roads in the Philippine capital cost the economy P2.4 billion a day, or around P200 per capita.

Part of the reason for this congestion is that hardly anyone ever stays home. Astudy published by PhilCOuRSe reveals that only 14% of Filipinos stay at home 100% of the day while the 86% are out and about, creating the traffic that helps make OOH a viable alternative to other forms of media.

“And even for the 14% who say they remain at home, within the span of the time they are at home, a quick run to the corner sari-sari store will expose them to an outdoor ad. Though not necessarily a big billboard on EDSA, it is still OOH media,” Mr. Tronco said.

Billboards are nothing fancy technology-wise — in fact they’re thought to be one of the earliest forms of advertising. They took off sometime in the late 18th century, when lithography made the commercial printing of large signs possible.

Yet the old dog still has has a lot of tricks in it — in the Philippines OOH media spending commanded 11.2% of total advertising expenditure in 2013 — significantly higher than the global average of 7.4%. That 2013 represents a steady rise from 7% in 2007. But the conditions for the rise of OOH were sown long before, in the dramatic rise of vehicle ownership over the last three decades, from a mere 446,000 in 1980 to 1.9 million in 2010.

Beyond vehicle ownership and congestion, could there be cultural reasons behind the popularity of the medium?

“Pinoys love billboards,” Mr. Tronco said. “Even at the turn of the century, you will find billboards posted on the top of stores in Binondo and Escolta... It is the quickest way to tell the public that you are selling something.”

“Add to the fact Pinoys are artists. The popularity of billboards is tied in with the fact that many sign painters could come up with good signs in a few days. Recently, the quick turnaround in terms of production due to digital tarpaulin printing made it even more popular,” he added.

Remrick E . Patagan, Research Director of the Institute for Development and Econometric Analysis (IDEA), believes the growth of the OOH “billboard” industry hinges on the natural reliance on visual focal points, especially when traveling.

“Because people tend to rely more on their sense of sight, visual forms of advertising becomes more appealing. They (the billboards) also have an advantage in terms of being seen by a wide range of people over multiple times,” he told BusinessWorld via e-mail. “This helps create lasting impressions that can be reinforced through repeated visual contact.”

He also shares Mr. Tronco’s insight that “traffic congestion likely plays a large role in the growth of out-of-home advertising ” as slow speeds on the roads force commuters to be consumers of OOH media.

“Traffic congestion leads to slower vehicular speeds and long commuting times, essentially creating a captive market of commuters that can be exposed to visual advertisement,” Mr. Patagan said.

He added that contributing factors would be “population density, with Metro Manila having one of the highest in the world, and lack of regulation.”

ON REGULATION

The process of erecting billboards, according to Zeno Martinez, Business Innovations Manager at NextMedia Advertising & Communications, is a collaboration between the vendor and the advertiser.

“The billboard is owned by a vendor. The vendor puts up the structure then leases the property — he sells it to the agency or the advertiser,” he told BusinessWorld in an interview.

The contracts for billboards, according to Mr. Martinez used to be standardized at one year, but terms have shortened as advertisers become more aggressive with their campaigns. “Usually the practice is a three-month campaign whether it’s for a new consumer product, real estate, etc.” 

When it comes to regulation, however, there are no clear guidelines on the installation and operation of billboards, and the current arrangements mean the industry is largely self-regulating.

With the closing of the Advertising Board of the Philippines in October, much of the regulation fell onto the lap of the Outdoor Advertising Association of the Philippines (OAAP) — formed by advertisers in 1964 to promote the growth of the industry. 

But according to Mr. Tronco, who is also a member of the OAAP, the government needs to step in with laws to govern the industry.

“A Magna Carta is needed for everything to be clearer because right now, the billboard operators are building on the basis of obtaining building permits and following the building code. But there are no clear stipulations pertaining to billboards. It’s a gray area,” he added.

It was an unexpected event from 2006 — typhoon Milenyo (international name: Xangsane) — that helped tighten up building standards after the toppling of more than 20 billboards.

“Things became stricter. Whenever there’s a storm or typhoon nearing, we broadcast it to the members of the OAAP to take them (the billboards) down,” said Mr. Martinez.

“The supplier bear the costs of putting them down but the advertisers don’t charge extra for the lost exposure time. By now, the advertisers 
understand that it has to be rolled down because if they topple, they’ll be the ones to draw the flak from social media,” he added.

Much of the controversy about billboards involves allegations that they constitute a traffic hazard, and that the space used for billboards could have been used for other things, which Mr. Tronco disputes

“There is no substantial data that will show that an accident was caused by billboards. In fact, the distractions of mobile devices are more dangerous. Nowadays, people text or check their Facebook while driving.”

Mr. Martinez concurs. “If you track accident data, the main causes are reckless bus drivers, taxi drivers, driving while texting, etc. The targets of billboards are mostly commuters or passengers, not the drivers themselves. In fact, I think, psychologically, billboards provide relaxation for those stuck in traffic.”

As for the space argument, Bank of the Philippine Islands Associate Economist Nicholas Antonio T. Mapa believes that “In terms of efficiency, I would have to say it is given that the space cannot be used for any other purpose, save for advertising.”

For his part, Mr. Patagan says: “Whether the use of billboards and other forms of outdoor advertising represents an efficient use of space will largely depend on how society values visual spaces. Those values will in turn be determined by physical, cultural, and socioeconomic conditions.”

He added that “the prevalence of billboards and outdoor advertising is premised on the assumption that visual space is best used for commercial purposes, with corresponding economic benefits for both advertisers and owners of the properties where the ads are located. But others might value clear urban sight lines over visual ads, for instance.”

- Agbayani P. Pingol, BusinessWorld University Edition Vol. 1 Issue 19

Traffic Data Shows Billboards Do Not Cause Accidents

Contrary to the unfounded notion that billboards cause motor vehicle accidents, a quick evaluation of police data pertaining to traffic shows that there are zero accidents due to billboards.

In a press conference yesterday, August 17, 2015, at Camp Crame, the Philippine National Police's Highway Patrol Group spokesperson Police Supt. Oliver S. Tanseco told reporters during a press briefing that the Philippine National Police (PNP) has recorded 11,285 traffic accidents in the country from January to June 2015.

While there are no Year-on-year figures to compare with, the total number of accidents for 2014 stood at 15,572.

Majority of the traffic accidents were due to human error as opposed to mechanical defects, road conditions or other factors.

Police data showed that 9,842 or 87.2% of the accidents were due to human error. These include accidents resulting from bad overtaking (2,778), bad turning (3,210), overspeeding (1,687), self-accident (625), drunk driving (332), using mobile phones while driving (271), hit-and-run incidents (623) and overloading (316).  None were attributed to billboards.

On the other hand, mechanical defects of motor vehicles accounted for 5.4% of the total number of traffic accidents, while road conditions took up 5.1%. Other causes, which includes calamity-related events, accounted for 2.1%.

Police data also indicated that 60% (6,791) of the accidents occurred on national roads during day time.

Out of the total numbers, 34% incidents occurred on national roads, 24.8% on city roads, 13.9% on expressways, 13.7% on village roads, 6.5% on provincial roads, 5% on municipal roads, 1.3% on the Southern Tagalog Access Road (STAR) and less than 1% in parking spaces.

Automobiles (cars) and motorcycles were the vehicles found to be most involved in accidents, accounting for 40% and 27% of the figures.

Of all the data presented in the press briefing, no indication of a billboard related accident was shown.

GLOBALTRONICS Launches the 3rd National Digital Arts Awards

Mandaluyong City (August 11, 2015) – Globaltronics officially launched the National Digital Arts Awards (NDAA) 2015 under the theme #DigitalPinoyAko last August 7 at 500 Shaw Zentrum Events Pavilion. About 600 people mostly students, media agencies, corporate and marketing executives, and sponsors attended the kick-off party.

The event featured three of the country’s top disk jockeys: DJ Jet Boado, DJ Callum David, and DJ Tom Taus. The party offered a toast to the rise of digital arts in the country with open bar for everyone. All the guests were treated to an exciting array of entertainment and surprises. 

 “We want to give way to all the students who dream to be part of the digital arts community in the country. This is their chance to highlight their talents in creating works using rich digital media. We believe that this is the best time for them to join the awards because this is the biggest NDAA so far” said Nato Agbayani, COO of Globaltronics. NDAA is an advocacy of Globaltronics that aims to highlight the skills and talents of digital artists in the country. 

Watch out for the NDAA2015 Visayas & Mindanao Road Show in the following areas:
- August 20-21 – NDAA Caravan at Geeks on a Beach Startup Event, Boracay

- August 21-23 – NDAA Caravan at Outdoor Advertising Association of the Philippines  

(OAAP) National Summit 2015, Davao City

- September 1 – Visayas Launch, Cebu City

- September 8 – Mindanao Launch, Davao City

The National Digital Arts Awards 2015 #DigitalPinoyAko is now open for entries in digital print and motion graphic from Filipino students nationwide. Deadline for submission of entries is until October 16. A total of 1 million of cash and prizes is up for grabs in this year’s edition of the NDAA.  The Awards Night will be held on January 15, 2016 at the Newport Performing Arts Theater, Resorts World Manila, in Pasay City. Aspiring participants can download the full mechanics at their official website, ndaa.globaltronics.net. For more details, follow the NDAA at Facebook: www.facebook.com/NDAAPhilippines and Twitter: NDAAPhilippines.

Contact: 
Bernie Faustine D. Brijuega
bbrijuega@globaltronics.net
0977-3718198

Outdoor Advertising Industry Holds 1st National Summit In Davao

The Outdoor Advertising Association of the Philippines (OAAP) will hold its first ever National Summit in its 50 year history at Waterfront Insular Hotel in Davao City with the theme: “Let’s Go Outdoor!” from August 21-23 in conjunction with the annual Kadayawan Festival in the City.

About 100 Outdoor Advertising practitioners throughout the country are expected to attend from OAAP Chapters in the NCR, North Central Luzon, Visayas and Mindanao.

With the growth of the Philippine economy, the Out-of-home Industry is gearing up to become a relevant player in this unprecedented push for share of the market in terms of advertising spend. The event is led by OAAP Chairman Mr. Frank Abueva and OAAP President Mr. Rod Guevarra. Five Speakers are set to speak before the group: Lawyer to the Stars, Atty. Lorna Patajo-Kapunan as Keynote Speaker and Guest of Honor, followed by Philippine Center for Out-Of-Home Media Research and Science (PhilCourse), Executive Director and former OAAP Board Member, Mr. Lloyd Tronco to speak on the Latest Trends in OOH. Also in the line-up of speakers is Globaltronics VP for External Affairs & Partnerships and current OAAP PRO, Mr. Nato Agbayani to speak on Rich Media Marketing Via Digital OOH.

Powerhouse speakers coming from the Franchising and Advertising industries are lined-up for the afternoon session. The legendary RK Franchise Consultancy Founder, Mr. Rudolf Kotik will speak on Franchising and Intellectual Property, followed by Advertising Guru and IPG Media Brands Philippines CEO, Ms. Venus Navalta to speak on What’s Next in the World of OOH.

For details contact the OAAP Secretariat at (02)843-8201/(02)751-0255 or through mobile at 0917-5149781 or 0998-5403023 or visit the OAAP Facebook page at www.facebook.com/pages/Outdoor-Advertising-Association-of-the-Philippines-OAAP.

OOH News : MMDA Relaunches Adopt-A-Footbridge

MANILA, Philippines - The Metropolitan Manila Development Authority (MMDA) relaunched on Friday its “adopt a footbridge” program in an effort to encourage private sector participation in the maintenance of footbridges along major thoroughfares across the metropolis.

MMDA Chairman Francis Tolentino relaunched the program at the footbridge that connects the University of the Philippines Diliman campus and the UP-Ayala Land Technohub across Commonwealth Avenue in Diliman, Quezon City.

According to Tolentino, at least 2,000 students and Technohub patrons use the footbridge every day in crossing Commonwealth Avenue, which has been tagged as the “most dangerous highway” in Metro Manila due to the high number of accidents in the area.

According to Tolentino, “adopted” footbridges will have a roof and restrooms and will be equipped with closed-circuit television cameras (CCTVs) that will be linked directly to the MMDA’s Metrobase monitoring center at the agency’s headquarters in Makati.

The “adopt a footbridge program” was originally launched two years ago by the MMDA.  However, out of the 87 footbridges in Metro Manila, only 2 were adopted by advertisers.
The program was originally launched on July 4, 2013 at the Eastwood footbridge in Quezon City. The footbridge crosses the C5 Road in Libis.

The Eastwood footbridge was “adopted” by the AMSI Builders and Illuminate Dynamic Media, Inc. Under an agreement with the MMDA, AMSI Builders and IDMI financed the repair, rehabilitation and improvement of the footbridge.   In 2013, Smart Communications' advertisements were seen on the Eastwood footbridge.
 “The beauty in this adopt a footbridge program is that we will now be able to repair and rehabilitate our pedestrian footbridges at no expense, since this is a government-private sector partnership. And more than the savings, pedestrians using the footbridges will now be safer and more comfortable,” Tolentino said.

Digital Out-Of-Home Media Lectured At Nestlé Brand University

Out-of-home media veterans Bing Kimpo and Lloyd Tronco recently shared their expertise on Digital Signage and Digital Out-Of-Home media at the Nestlé Brand University, which took place at EDSA Shangrila Hotel on July 27, 2015.

Digital Signage and Digital Out-Of-Home media is the least discussed among digital channels despite the fact that most award winning digital campaigns employ DOOH as a component.

In attendance were the various brand managers of Nestlé Philippines, Inc.

Click here for OOH Marketplace:

 

Best Billboard on EDSA Located!

Happy birthday Joy Manalo!









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