Kinetic Advantage: Pushing the limits of out-of-home media

MANILA, Philippines - Is out-of-home the new TV? It could possibly be.

These days when commuters and motorists experience heavy traffic on roads and highways from morning till evening, they have no choice but to see those huge ubiquitous billboards, and even signs on buses, trains, and so on.

A recent study from Kinetic Worldwide Philippines, a global out-of-home media agency, suggests that out-of-home is next 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.

“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,” says Rowell Santiago, insights director at Kinetic Worldwide Philippines.

In Metro Manila, out-of-home media has grown over the years despite the increasing demand to regulate the medium and the imposition of stricter guidelines around it — most recently, the proposed ban on sexy billboards.

The popularity of this advertising medium, however, 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 journey of consumers across Metro Manila, was recently launched to 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.

With this new tool at hand, Kinetic Worldwide underscored the importance of insight development in out-of-home communication planning to stay ahead of the curve not just by knowing where to advertise but also who to influence with more precision.

Kinetic Advantage in business

How far does an out-of-home media get in promoting a brand? It can go to as far it can possibly go. The brand can go even further.

Kinetic delivers to local businesses an advantage that can really put brands on the edge.

The Kinetic Advantage is the pioneering research study in the country that gives customers better insights and perspectives about out-of-home media 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,” Santiago said.

Kinetic aims to make local businesses prosper more as they work on building their brand and bringing their business to a highest level.

As pioneer, the Kinetic Advantage will give businesses a different turn on OOH media as it developed a top-of-the-line framework that will challenge and further substantiate the traditional thinking with regards to the media, audiences and key environments it engages with, and its effectiveness.

According to TNS, comprising a major highlight of the study are critical pieces of information on the profile of recent passers-by of Metro Manila’s arterial roads.

The results were mapped out in all zones identified by Kinetic, enhancing its set of proprietary tools for planning and buying. The study was customized for the unique landscape of the country as it also examines other touch points and compares them to OOH media as a promotional tool.

It highlights OOH media’s effectiveness in adding value to investments in the medium. It also sets the foundation on which other studies on OOH media can be based.

With the Kinetic Advantage, businesses can customize their own OOH media campaigns to fit the interests of the audience profiled in the study. It also allows businesses to correctly place their OOH media where they can reach the most of their customers.