Tag: Media Specialists Association of the Philippines

Manila, Philippines – The Media Specialists Association of The Philippines (MSAP) and ad-tech player, Moving Walls, have partnered to launch the ‘Video Outside’ playbook to share their knowledge and provide guidance on how to extend video advertising to the real-world using billboards and placed-based Digital Out-of-Home (DOOH) media.

In digital, video has become the most popular and engaging form of content with the world’s largest advertising spenders relying on premium video formats to reach audiences. We are now seeing video advertising extend to DOOH with more venues covered by digital panels from traditional roadside billboards to in-mall signages.

Video in the ‘real world’ offers several benefits that TV or mobile videos can not – higher reach than TV and greater brand safety than online – all with targeting and measurement capabilities that digital advertising offers.

According to Jam de Guzman, president of MSAP, the partnership between the association and Moving Walls Philippines has created measurement, transparency and accountability across the Philippines OOH landscape.

“We already know that video is the most popular form of digital content that is consumed across Social, Over-the-Top (OTT) media services, and the internet. Extending this to locations ‘Outside-the-Home’ presents an untapped opportunity to reach new audiences,” De Guzman said.

The initiative was launched by former president Michael de Castro, whose stellar leadership and guidance helped accelerate the adoption of new technologies that ensure measurement, accountability and automation. With the ‘digital-like’ planning capabilities in place for the Filipino Digital OOH scene, the medium’s full potential can now be realised.

This playbook will take marketers through a step-by-step guide to building a successful video outside campaign in the real world and help marketers and advertisers learn how to leverage non-intrusive, brand-safe, and measurable advertising on physical screens.

Manila, Philippines – The Philippine arm of adtech Moving Walls has teamed up with the Media Specialists Association of the Philippines (MSAP) to create measurements, transparency, and accountability strategies for the growing out-of-home (OOH) industry in the Philippines.

The partnership will utilize Moving Wall’s OOH programmatic platform ‘Moving Audiences’, allowing member-agencies of MSAP to plan static and digital OOH (DOOH) campaigns more holistically while adopting a data-first approach to its programmatic campaigns in this new currency for OOH.

First introduced in 2019 at the MSAP M-Possible media congress in the Philippines, the platform enables the collection of location intelligence data for both static and digital outdoor media sites, which builds a strong foundation of measurement and accountability. Media planners and buyers will be able to plan ‘outernet’ campaigns in an automated manner, gaining insights from around 35,000 sites globally while measuring campaign effectiveness in real-time.

“Both organizations recognize the current media landscape as well as the challenges faced by the industry, which include fragmentation of OOH and its perceived difficulty to prove ROI like its online counterpart. To address these challenges, automation & data, now considered the ‘push factor’ is needed to build a future-proofed outdoor industry,” both parties said in a press statement.

Furthermore, the programmatic OOH platform is capable of dynamic ad-content serving, audience retargeting, use of various triggers such as weather and time-belting.

According to Norman Davadilla, CEO of Moving Walls Philippines, the partnership is part of the company’s commitment to creating a ‘common currency’ for outdoor media planning and buying in the Philippine market, where OOH planning and buying have continued to be siloed.

“Our tech stack provides MSAP member-agencies with quick access to location data, plan and execute campaigns and provide their clients with post-campaign reports hopefully bridging the gap that should result in transparency and accountability of outdoor media spends. Ultimately, MSAP and Moving Walls are future-proofing a key media channel in the Philippines,” Davadilla stated.

“Our partners’ digital screens are strategically located in Metro Manila and key cities having a combined inventory of 244 digital screens, on average serving 500,000 impressions per screen,” added Davadilla.

Meanwhile, Moving Walls Philippines is in discussion to extend its supply-side subsidiary platform to outdoor media owners who are members of the Out of Home Advertising Association of the Philippines (OHAAP). The Moving Audience Registry and Moving Audience Content, both used to onboard media owner sites and automate their content management system (CMS) will ensure OOH inventories are available to MSAP member-agencies.

“The MSAP Board is delighted to partner with Moving Walls Philippines to accelerate the adoption of new technologies that ensure not just measurement and accountability but also automation. Many clients have been looking forward to newer ways of planning and buying OOH media and incorporating audience location data is truly an innovation for the industry,” said Michael De Castro, president of MSAP.