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/

Media Outlook's economic forecasts for 2017

Media Outlook has been providing expert commentary and insights centered on the shifts in advertising and consumer buying to several media, advertising and marketing professionals. 

This year, Media Outlook will focus on topics about marketing communications, particularly, advertising spend in various media touch points, consumer demographics and psychographics, changing consumer habits and behavior and lifestyles influencing major trends and forecasts for the coming year. 

Media Outlook 2017 is set to happen on December 13, 2016 at Fairmont Hotel, Makati City.

Below are the key points that a panel of advertising and media experts will discuss and provide information in the Media Briefing.

KEY TOPIC PRESENTATIONS

I. Media Outlook (Traditional) by Gabriel V. Buluran,

General Manager, Kantar Media Philippines

1. Advertising Expenditure (Radio, TV, and Print)

- Impact of election spending on TV, Radio and Print

2. Forecast for 2017

3. TV viewing and Twitter activity

4. Latest Radio Listening Trends

II. Outlook for Digital and Media Insights

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

Media Insights

1. Evolution of Consumer Touch Points

2. The Digital Landscape

- Urban vs Rural Trends

- Rise of Generation Smartphone

3. Digital Media Consumption vs. Traditional Media

III. Outlook for OOH by Norman Davadilla, OOH Director, Publicis One Media

1. Has traffic increased the relevance of OOH?

2. Launch of OOH Media Spend Report

Who Should Attend

CMOs, Managing Directors, Advertising/Marketing/Media Managers, Brand Managers, Category Managers, Product Managers, Corporate Communication Managers, Media Planner/Buyer, 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

The resource speakers and experts: 

The panelist: