Study gives critical data on out-of-home media

MANILA, Philippines - Kinetic, the world’s largest out-of-home media agency, has launched its pioneering research that uncovers a deeper understanding of out-of-home media in the Philippines.

This is the first of its kind and most comprehensive in its form specifically executed in Metro Manila during the last quarter of 2013. 

Employing the internationally known expertise of TNS, a leading market research company, Kinetic developed a top-of-the-line framework that would challenge and further substantiate the traditional thinking on the medium’s audiences, key environments it engages with, and its effectiveness.

“The study will be able to supply critical information on the profile of recent passers-by of Metro Manila’s arterial roads,” according to TNS.

The results were mapped out in all zones identified by Kinetic, enhancing its set of proprietary tools for planning and buying.

Uniquely designed for the local landscape, the study also examines how other touchpoints are faring versus out-of-home media as a source of ad awareness for brands in specific categories.

Selected advertising initiatives were chosen and tested, identifying message take-outs and key elements influencing consumers whenever they have interacted with a brand on an out-of-home ad.

Significantly, the study highlights out-of-home media’s effectiveness that can now add value to stakeholders’ investments in the medium.

It also sets the groundwork for further studies on an increasingly growing sector that demands greater accountability.

As part of the Kinetic Advantage study launch, an event will take place in early February to showcase the top-line findings to the industry. It is expected to be attended by marketing leaders, site owners and media vendors in the country.

“We are very excited to launch this study in the Philippines as we have been working on this for over a year now to bring something really valuable for our clients and partners. This breakthrough undertaking demonstrates our continuous commitment in enhancing our planning and buying capabilities by spearheading the discovery of fresh insights on out-of-home media,” said Rowell Santiago, media and insights director of Kinetic Philippines.