Thursday, April 30, 2009


By Roger Pe
Philippine Daily Inquirer, April, 2009

Want to be seen by more than 1.5 million people every day? Want to be exposed to 12 meto Manila cities in just 26 days? Do the OOH.

Countless articles have been written about billboards and how advertisers can maximize their selling potentials. On Google, the phrase “Billboard Advertising” alone gets you almost 5 million search results in one click.

Down the road, in a coffee shop at the corner street, for instance, the most repeated things people say when you ask them about billboards or any form of outdoor advertising can certainly be music to advertisers’ ears. Here are a few:

“They remind me to buy my favorite shampoo or soap before going home.”

“What I hear on car radio and see on tv at home, I also see on the road. That’s great!”

“Moving vehicles with advertising are cool.”

“It’s like a giant tv screen with my favorite movie star.”

“A newspaper round-the-clock.”

“Because of true-to-life images they show, I am convinced that’s the car I want to buy!”

“A city without billboards is dead and boring.”

Called Out-of-Home advertising, in general, and one of the most exciting media categories today, outdoor advertising continuously evolves as technology moves.

In the Philippines, out-of-home advertising is getting to be synonymous to “advantage,” allowing advertisers to sell more and spend less. And if some of the biggest (and happiest) advertisers will tell you, it might as well be called OOH.

OOH stands for Out-Of-Home, the outdoor advertising specialist that is first on the list of smart advertisers like Globe Telecom, Del Monte Pineapple, Philips, Greenwich, Ayala Land and some of members of PANA (Philippine Association of National Advertisers).

Why do some of the country’s most dynamic of marketers choose OOH?

“We have innovative products – all works of art that are converged by science and technology, packaged with utmost convenience for busy advertisers,” says a proud Astrid Cecille Lee, Marketing Manager of OOH.

Unlike other outdoor advertising companies, OOH is a One-Stop shop with a billboard site inventory numbering thousands in metro Manila, Luzon and key urban centers around the country.

On its website, ( advertisers looking for a preferred site would find the task very fruitful and rewarding. Because of an electronic billboard locator that automatically gives prospects a wide range of choices, including immediate calculations on costs, advertisers always find it easy to close a deal with OOH.

Not only that. OOH is conscientious. “Due to economies of scale, our mark-ups are very low. We want our clients to advertise more and spend less,” Lee says. “By giving advertisers an advantage through low-cost but highly effective media is also advantageous for us. With these schemes, clients prefer us and loyalty is always built,” Lee emphasizes.


The Philippines’ first with the only B2B portal boasts of its star products: “Bus Ads”, “Outdoor Exchange” and “Roving Villboards” aside from mini billboards, lamp post banners, light boxes and other out-of-home media. All three always surpass the most discriminating advertiser’s expectations.

“Bus Ads” provide highly effective advertising for buses, jeepneys, taxis and other mobile vehicles. They go beyond merely plastering large format stickers but are equipped with a scientific and systematic approach - maximizing consumer eyeballs that hit the right target at the right place at the right time.

“Outdoor Exchange” is a revolutionary OOH product that uses highly sophisticated softwares. Like an online mall offering best buys in billboard advertising, it has an inventory of more than 2,000 sites across the Philippines. If you are an advertiser, all you need to do is type the area on its search engine and it will provide locations and corresponding budgets immediately.

“Roving Villboards”. In Out-Of-Home advertising, the name of the game is not only market penetration – but how deep you make the mark and how you do it consistently. Where public vehicles seldom ply, OOH’s scientific routing schedules and patented V-type “Roving Villboards” provide increased visibility with a delightful “wow.”

Using ”Metal-Hallide” lamps instead of fluorescents at night, OOH’s “Roving Villboards” give outdoor advertising a stunning 3-dimensional visual experience, magnetizing consumers in a trance-like fashion, giving advertised brands that “unique and big feel” image.

Thinking of reinforcing your traditional media? Arm yourself with a breadth of network, one that can pierce deeply into your target with desired results. OOH is your best bet -for value-added, state-of-the-art products that give you a solid, huge advantage.


Emotional but effective - this new Camella Homes tv ad is getting unsolicited plaudits on Facebook, much more through word-of-mouth. In the spot, a little girl gestures the physical discomfort of living once in a cramped, almost shoe box world. Alas, she’s found a new home and as she stretches her little arms by the sofa, thrilled by her family’s dream now fulfilled: “Ganito na kami ngayon sa Camella,” says the father’s voice over. If only each Filipino family can have a home like the one being sold in the commercial. Refreshing, good casting, great acting. 4-Stars


One business paper wrote about highly visible politicians who have seemingly started campaigning on broadcast media. The article bannered a headline saying” if you don’t like their ads, don’t vote for them.” It’s almost exactly one year before the national election and we’re already feeling the heat. Brace yourselves when voting time is just around the corner.


Dennis Garcia of the legendary Hotdog Band ventures once again to another McCann agency after McCann Jakarta. Dennis assumes an ECD role in the U.S. territory of Guam - Glimpses McCann this time, the island’s biggest.