MAKATI CITY, Philippines - There once was a time when Out-Of-Home Media was still emerging as the bright star in addition to the usual Radio-TV-Print menu of advertising agencies. At that time, OOH as we know it now was still called Outdoor Advertising.
Back then, our agency did the necessary efforts to educate the clients about the role and nuances of out-of-home media. Not only did we stop with the clients, we also had to educate the suppliers with what we expected as an agency from those who provided this medium. We reformatted contracts and created new norms. Yes, the New Normal in OOH began with us!
Part of that New Normal we instituted then included cutting the contract to two month deposits instead of six. We required a third party certificate of performance prior to billing. There were also penalties to those who could not post the material as scheduled.
Overall, there was a whole lot of OOH education going on.
Today, as we enter into the pandemic world and BCE (Before Covid Era) is now behind us, there is a new need for OOH to be taught. There are certain fundamentals in OOH use and selection which I feel have been missed by both suppliers and clients alike. Worst part of it is the loss of agency OOH specialists who will champion this medium to the clients, as well as cascade new developments and opportunities to the rest of the agency.
With this, as I have reformatted my blog from the former Outdoor.Ph to this, www.OOH.PH, I am committed to use this platform as a means to for re-education. Let us all learn once again the rudiments of why we select locations and use them for audience contact.
The world has changed. Technology has aided OOH in so many ways. Yet, before we dive into Technology, let us revisit OOH's purpose and role in the entire media mix.
Mabuhay ang OOH sa Pilipinas!
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