By Ruelle Albert Castro
May 26, 2017
Billboard placements on the stretch of EDSA trump placements in other major thoroughfares in Metro Manila as the 24-kilometer highway corners nearly half of outdoor ad spending for the first quarter of the year.
A study by consumer and market research firm Strategic Consumer and Media Incites (SMCI) showed that EDSA placements accounted for 43.9 percent of the P2 billion billboard ad spending for the first three months of the year, followed by South Luzon Expressway with 21.2 percent share and North Luzon Expressway completing the top three with 19.8 percent.
Eric Barrera, SMCI client service director, said a total of 3,655 sites with ad placements were monitored for the period covering 12 major thoroughfares in Metro Manila.
The SMCI study, the first of such scale in the country, revealed 15 percent of ad spend is poured into secondary roads like Ortigas, Commonwealth avenue, Roxas boulevard, Quezon avenue, Espana, Quezon boulevard, NAIA road and Marcos Highway.
A 2013 study said there are more than 300,000 vehicles that pass through EDSA everyday.
The SCMI study showed that out-of-home advertising remains an effective “touchpoint for middle class consumers in Metro Manila.
The survey covered 800 respondents in Metro Manila, aged 13 to 60 years from all social classes in the metro.
“The mix of product categories in billboard advertising appears to be those that are essential to lifestyle and not about basic needs as evident in the proportion of lifestyle categories cornering the major shares in ad spending on this medium,” said Barrera.
SCMI study shows lifestyle products and services dominated products advertised on billboards in the first quarter with spending of up to P285.20 million. Fashion boutique brands, real estate, banks and financial services, passenger cars and over-the-counter drugs are the top five billboard spenders.
“The lowest spending for these products is at P53 million,” said SMCI.
In terms of the actual brand, the top 10 spenders for the first quarter are Suyen Corp., Jollibee, San Miguel Corp., Tiara Commercial, Robinsons, Pepsi Cola, SM Devt Corp., Golden ABC, Vida Nutriscience and Iflix with spending between P22 million to P115 million each.
“Top products on billboard ads include brands such as Bench, SMC, Jollibee, Rob, Penshoppe, Iflix, SMDC, Chowking, Gibi and Mcdonald’s with a total spending of P19 million to P106 million,” SCMI said.
“The advertising clutter is more glaring at the level of brand names. The list of top brand players is longer than what are usually observed in core media. Each top brand could achieve only a single digit in the share of advertising spend,” Barrera added.
The SCMI study showed billboard ads attract target markets because they are visually pleasing, colorful, eye catching and clear.
SCMI admitted billboards have a downside, mostly concerns on security and obstruction.
Barrera , however, said billboards are not a distraction to drivers.
The study also showed popular brands maintain strong presence in billboard ads, among them clothing line Bench and food and food giants Jollibee and Coke.
“Telecommunications firm Smart and Globe and fastfood multinational McDonalds follow in terms of managing presence in billboard ads. Bearbrand (milk), Chowking (fastfood), Marlboro (cigarettes) and Samsung (electronics) are also on top 10 of popular billboard ads,” SCMI said.
The SCMI study also revealed that the working population are mostly out on travel from 5 p.m. onwards.
Out of home travels peak between 6 to 9 a.m. and 5 to 7 p.m.
Barrera pointed out thought that while out of home placement is increasingly becoming a popular platform, television still dominates the media platforms for advertising followed by mobile. Out of home advertising ranks third.
“SCMI believes there will be an increase in demand to measure audience exposure of out of home ads due to its steady rise in popularity,” the company said.