Is
out-of-home the new TV? Well the answer
could lead to yes according to Rowell Santiago, Insights Director at Kinetic
Worldwide Philippines, a global out-of-home media agency.
“Given
the amount of time consumers are spending out of their homes and the
continuously changing urban landscape providing new venues for them to spend
time in, whether for leisure or work, it has indeed changed the game on how
brands can be more receptive to their target audiences,” he said.
In
Metro Manila, out-of-home media has proliferated over the years despite the
increasing demand to regulate the medium and the imposition of stricter
guidelines around it. This popularity is evident as brands compete for space
across the metropolis. However, the question still lingers on how effective the
medium is, in terms of generating awareness and capturing the right audiences.
Just
recently Kinetic Worldwide in collaboration with TNS Philippines, a leading
global market research firm launched a pioneering research study in the country
known as “Kinetic Advantage”.
The
study which reveals fresh insights on out-of-home media by looking at the
consumer journey of consumers across Metro Manila was formally launched
recently at Special Exhibition Hall of The Mind Museum in Bonifacio Global
City. The event was attended mainly by
marketing leaders from various industry sectors, media agencies and media
vendors.
Highlighting
this event was the presentation of how “Kinetic Advantage” enhances out-of-home
media planning and buying by providing a more reliable set of information on
how consumers move, who they are, and how specific out-of-home formats and
initiatives are influencing their level of awareness.
It
is interesting to know as well that the study revealed that out-of-home is 2nd
to TV as the source of ad awareness for most consumers, opening the doors for
brands to consider even more the reach and effectiveness of the medium.
With
this new tool at hand, Kinetic Worldwide underscored the importance of insight
development in out-of-home communications planning to stay ahead of the curve
not just by knowing where to advertise but also who to influence with more
precision.
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