Outdoor advertising, or out-of-home (OOH) media, has been a staple of the advertising world for decades, helping businesses reach their target audiences where they live, work, and play.
In the Philippines, OOH media continues to thrive, offering a diverse range of advertising options for businesses to choose from.
In this comprehensive guide, we'll dive into the different types of outdoor advertising available, explore real-life examples, and share insights on the most effective OOH and outdoor media used for your brand.
With a better understanding of the vast OOH landscape, you'll be well-equipped to make informed decisions and boost your brand visibility in the Philippines.
Table of Contents
Transit Advertising: Moving Your Message Across the City
Transit advertising offers a unique opportunity to reach consumers during their daily commute. By leveraging various forms of public transportation and transit hubs, businesses can connect with their target audience in a captive environment.
Here are some popular transit advertising options in the Philippines:
➤ In-Vehicle Tablet Advertising: OnGo
A revolutionary and increasingly popular form of transit advertising in the Philippines is in-vehicle tablet advertising.
By placing smart tablets in cars and taxis, specifically in front of the passenger seat, businesses can deliver targeted, personalized, and engaging content to riders throughout their journey.
This form of transit advertising provides an opportunity to capture the attention of a captive audience, making it an excellent choice for brands looking to create memorable experiences for their target market.
🚌 Bus Ads:
Bus ads can be placed on the exterior or interior of buses, providing both large-scale visibility retail advertising and a more intimate connection with riders.
🚆 Train Ads:
Like bus ads, train ads can be placed on the exterior or interior of train cars. They are particularly effective in urban areas with high daily ridership, such as Metro Manila.
🚕 Taxi Ads:
Taxi ads offer a more targeted approach to airport advertising, as they can be customized based on the taxi's route or the demographics of its passengers. They can be displayed on the exterior or interior, as well as on top of the taxi, for added visibility.
🚉 Transit Station Ads:
Transit stations provide a captive audience, making them an ideal location for mobile advertising everywhere. Ads can be placed on walls, platforms or even integrated into the station's architecture.
Billboards: The Classic OOH Media Powerhouse
Billboards have long been the backbone of outdoor advertising, and they remain a popular choice for businesses in the Philippines. With a variety of sizes and formats available, billboards can be tailored to fit any budget and reach a wide range of consumers. Here are some of the most common types of billboards:
🪧 Static Billboards:
These traditional, fixed-location billboards are a cost-effective option for delivering a high-impact message. They're commonly found along highways, busy streets, and other high-traffic areas.
📟 Mobile Billboards
As the name suggests, mobile billboards are mounted on vehicles and can be driven around to target specific locations, events, or demographics. This flexibility allows advertisers to reach their audience more precisely.
💾 Digital Billboards:
These electronic billboards offer the ability to display multiple ads in a rotating sequence, increasing the number of advertisers that can share the same ad space. They also provide the opportunity for more dynamic content, such as real-time updates or interactive elements.
Street Furniture Advertising: Blending Ads into Everyday Life
Street furniture advertising incorporates ads into functional elements of the urban landscape, such as benches, kiosks, or phone booths. This type of form of advertising offers the dual benefit of providing useful amenities for the public while simultaneously creating advertising opportunities.
Some common types of street furniture advertising in the Philippines include:
🚏 Bus Shelter Ads:
Bus shelters and shelter ads provide an opportunity for advertisers to target commuters while they wait for their bus. These ads can be placed on the walls or roof of the shelter or even incorporated into the seating.
📱 Kiosk Ads:
Kiosks can serve a variety of functions, from providing information to selling products. By integrating digital ads further into these structures, businesses can reach consumers in high-traffic areas like malls or city centres.
💺 Bench Ads:
Advertising on benches offers a unique way to engage with consumers in a more relaxed setting. These ads are typically placed on the backrest of the bench and can be found in parks, bus stops, or other public spaces.
Digital OOH Advertising: Harnessing the Power of Technology
Digital out-of-home (DOOH) advertising combines the traditional reach of OOH media with the flexibility and interactivity of digital marketing technology. This innovative approach offers a variety of creative possibilities, including real-time updates, user-generated content, and even augmented reality experiences.
Examples of digital OOH advertising in the Philippines include:
💾 Digital Billboards:
As mentioned earlier, digital billboards offer the opportunity to display multiple ads in a rotating sequence or incorporate dynamic content. Digital billboards can also be more engaging than traditional billboards, thanks to their content.
Animations, videos, and other interactive elements can be used to capture the attention of consumers and create a more memorable experience.
🚇 Digital Transit Ads:
Digital screens can be placed in buses, trains, and transit stations to display ads, news, and other content. These screens provide advertisers with the ability to target specific routes, times of day, or even individual screens.
📱📱 Interactive Kiosks:
Interactive kiosks offer an engaging way for consumers to interact with a brand through mobile devices, whether through touchscreens, QR codes, or other digital interfaces.
Ambient Advertising: The Art of Creative OOH
Ambient advertising pushes the boundaries out of home advertising and traditional OOH media, using unconventional methods and locations to create memorable experiences for consumers. This type of advertising often leverages creativity, humour, and surprise to make a lasting impression.
Examples of ambient advertising in the Philippines include:
Guerrilla Marketing: Guerrilla marketing involves unconventional tactics, such as street art, flash mobs, or installations, to generate buzz and capture public attention
🏢 Building Wraps:
These large-scale outdoor ads cover the exterior of a building, transforming it into a massive, eye-catching advertisement.
🌆 Projection Advertising:
Projection advertising uses light to display images, videos, or messages on buildings, sidewalks, or other surfaces. This method can create a striking visual impact, especially during nighttime.
OOH Media Planning: Tips for Success
Now that you're familiar with the various types of outdoor advertising available in the Philippines, it's time to plan your own OOH digital outdoor media campaign.
Here are some tips to ensure success:
➡ Define Your Objectives:
Clearly outline your campaign goals, such as increasing brand awareness, driving sales, or promoting a specific product or event.
➡ Know Your Target Audience:
Understand your target audience's demographics, behaviours, and preferences to select the most appropriate OOH media types and locations.
➡ Choose the Right Format and Location:
Select the advertising format and location that best aligns with your objectives and target audience.
➡ Design High-Impact Creative
Create eye-catching visuals and compelling messaging that effectively communicates your brand's value proposition.
➡ Monitor and Optimize:
Measure the performance of your campaign and make adjustments as needed to improve its effectiveness.
In conclusion, outdoor advertising in the Philippines offers a diverse array of OOH media options that cater to various marketing objectives and target audiences.
From classic billboards and transit advertising to cutting-edge digital OOH and creative ambient advertising, businesses can effectively boost their brand visibility and engage with consumers in impactful ways.
By understanding the different types of OOH media available, planning strategically, and executing high-impact creative campaigns, businesses can make the most of this powerful advertising medium and elevate their presence in the Philippine market.
So, gear up to explore the world of outdoor advertising and transform your brand visibility in the Philippines today!