It may be traditional, but outdoor or out of home (OOH) advertising is one of the most effective marketing tactics that ever existed. In the Philippines, it has even become something that has kept commuters and bystanders entertained despite the heavy daily traffic.
Filipinos are known to be more visual than auditory and this makes visual advertising a more effective medium. They tend to respond and retain information by looking at a picture or reading slogans, more than hearing them without the visuals.
While television advertising sends the message faster and requires less effort from the consumer’s end, billboards and signages are easier to put up and garner quick attention, too.
Outdoor Ads are Eyecandies
OOH advertising, especially billboards and signages, is never short of attention and consumption as expert billboard makers see it. Based reports from the Philippine Center for Out-of-Home Media Research and Science, 82 percent of the surveyed consumers like looking at billboards, while 69 percent say posters and light boxes catch their attention.
This has something to do with how Filipinos are wired to receive and retain information, and the fact that they are spending a big chunk of their time outside their homes.
Entertainment on the Go
The average commuter spends 95 to 180 minutes on EDSA, the Philippines’ main thoroughfare that cuts through the heart of the metropolitan area — one that runs from Monumento in the North to Taft in the South. At peak hours, this journey could be longer. A study by PhilCOuRSe says that people are not always home; only 14 percent stay at home 24 hours a day while 86 percent are out for the most part of it. Logically, this contributes to traffic, especially on major roads.
In this case, businesses will find that taking other mediums aside – television and radio, and often even newspaper – they can only reach out to a wide market using billboards and signages. Mobile devices are limited by their power, signal and their internet connectivity.
So long as there is traffic in Metro Manila, billboards and signages are here to stay.