April 16, 2024 | Manila

The talk showcased regional insights revealing high OOH engagement in NCR, Calabarzon, Central Luzon, and emerging hotspots in Davao and Northern Mindanao. Google Maps and Waze data showed that people typically plan activities mid-week but execute them on weekends—an insight with deep implications for campaign timing. David also cited a surge in Google searches for physical locations such as restaurants, gyms, and salons—signaling growing footfall to brick-and-mortar establishments. In-store shopping preference has risen by 7.9% over the past three years, reinforcing the relevance of OOH in the physical world.

Data also showed that ads on billboards and public transport are highly effective when integrated with digital campaigns, amplifying message recall and engagement. David outlined the demographics most likely to act on OOH exposure, with sectors like vacations, jewelry, and smart TVs performing strongly across targeted age groups. The keynote also explored innovations in augmented reality (AR) through platforms, which offer app-free activation zones for immersive OOH experiences.

David emphasized that today’s OOH strategies must be fueled by precision analytics and real-time behavioral data. He encouraged advertisers to take advantage of emerging tech and mobility data to enhance OOH planning and measurement. The session concluded with a call for industry collaboration to modernize and reframe how OOH is valued in the broader media mix.