August 13, 2013

The event was filled with research and insight as the advertising industry recognizes the growing importance of outdoor media in today’s integrated marketing mix.

Managing Director of GoodThinking Research Inc., Ferdie Frejas shared the results of their 2011 study entitled “On the gOOH!”. Objective of the study was to determine the impact of out of home media on mobile consumers. Respondents were 300 males and females from ABCD homes in Metro Manila who travel or go out of their houses at least thrice a week.
Some of the findings include: 1) OOH media has strong fit with different product/service categories; 2) OOH media is a good source of brand awareness just like traditional media; and 3) that some OOH media work better in certain segments of the population.

Frejas also gave three tips in OOH media usage. First is to know which are far-reaching in terms of visibility level and level of repeat encounters. Second, know what is close to the consumers’ hearts as determined by overall liking and purchase push. Third, know your place in the OOH media clutter.

Ms. Delia Magtoto, OAAP President was also present and gave updates on some issues faced by OAAP. She was followed by Lloyd Tronco, Chairman for Information and Education Committee of OAAP. Tronco showed various video presentations that exemplified the unlimited possibilities with OOH and OAAP. “With outdoor, every time could be primetime,” Tronco said. He ended his presentation by declaring that the new tri-media is composed of the internet, mobile and digital signage.

PANA GMMs are interactive forums where industry experts are invited to share information to PANA members on timely and relevant topics; done every last Thursday of the month at the Hard Rock Café, 3/F Glorietta 3, Makati City.

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