Thursday, August 27, 2015


If one were to name 5 names heavily associated to Out-Of-Home Media, it will come as no surprise that Lloyd Tronco's name will be in that list.

One of the original Out-Of-Home Media Strategists when agency managed OOH was not yet in vogue, Lloyd Tronco is the Executive Director of the Philippine Center of Out-Of-Home Media Research and Science which is the repository of information pertaining to Philippine OOH media.

After his stint with UniversalMcCann, Lloyd took to writing about OOH and monitoring the trends and changes in this vertical.  This was 10 years ago on a platform known as OutlookPH.blogspot.com .

This week, after speaking at the 1st OAAP National Summit in Davao, Lloyd capped a decade of doing OutlookPH and starts anew with OUTDOOR.PH .


Source: http://www.outdoor.ph/2015/08/lloyd-tronco-10-years-of-blogging-about.html

Lloyd Tronco Renames OOH Media Industry Blog To OUTDOOR.PH

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Internet and E-Commerce Research industry heavyweight Jay Bautista will be sharing his latest findings and insights on how the e-commerce market and user demographic is changing - that entrepreneurs need to know. Learn from his findings as it will be shared at the E-Commerce Entrepreneurs Summit on August 29 at BEST WESTERN PLUS Antel Hotel. Folks can still register for this event at http://ecommercebootcamp.digitalfilipino.com/course/e-commerce-entrepreneurs-summit-manila-2015-2/

Jay Bautista Will Share Research Findings On E-Commerce at Summit

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Tuesday, August 18, 2015

Contrary to the unfounded notion that billboards cause motor vehicle accidents, a quick evaluation of police data pertaining to traffic shows that there are zero accidents due to billboards.

 In a press conference yesterday, August 17, 2015, at Camp Crame, the Philippine National Police's Highway Patrol Group spokesperson Police Supt. Oliver S. Tanseco told reporters during a press briefing that the Philippine National Police (PNP) has recorded 11,285 traffic accidents in the country from January to June 2015.

 While there are no Year-on-year figures to compare with, the total number of accidents for 2014 stood at 15,572.

 Majority of the traffic accidents were due to human error as opposed to mechanical defects, road conditions or other factors.

 Police data showed that 9,842 or 87.2% of the accidents were due to human error. These include accidents resulting from bad overtaking (2,778), bad turning (3,210), overspeeding (1,687), self-accident (625), drunk driving (332), using mobile phones while driving (271), hit-and-run incidents (623) and overloading (316).  None were attributed to billboards.

 On the other hand, mechanical defects of motor vehicles accounted for 5.4% of the total number of traffic accidents, while road conditions took up 5.1%. Other causes, which includes calamity-related events, accounted for 2.1%.

 Police data also indicated that 60% (6,791) of the accidents occurred on national roads during day time.

 Out of the total numbers, 34% incidents occurred on national roads, 24.8% on city roads, 13.9% on expressways, 13.7% on village roads, 6.5% on provincial roads, 5% on municipal roads, 1.3% on the Southern Tagalog Access Road (STAR) and less than 1% in parking spaces.

 Automobiles (cars) and motorcycles were the vehicles found to be most involved in accidents, accounting for 40% and 27% of the figures.

 Of all the data presented in the press briefing, no indication of a billboard related accident was shown.

 







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In-House Seminars for Events and Below-The-Line Companies

With the rise of digital media and smartphone usage, the demands for a digital component within brand activations and below-the-line activities are more evident. To make BTL and events companies understand the shift in media consumption and the corresponding behavior of the audience...Read More

Traffic Data Shows That Billboards Do Not Cause Accidents

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Saturday, August 1, 2015

With the rise of digital media and smartphone usage, the demands for a digital component within brand activations and below-the-line activities are more evident.

To make BTL and events companies understand the shift in media consumption and the corresponding behavior of the audience, we do bespoke In-House talks which help the attendees grasp the impact of today's media environment.



For queries on bespoke In-House seminars, you may email martinezeno ( @ ) gmail.com

In-House Seminars for Events and Below-The-Line Companies

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There is no doubt that the emergence of the smartphone has created much impact in the lives of today's urban consumer.  It has made our lives much easier but at the same time a little bit stressful too.  Every now and then a red circle with a white number in it pops up in our screen indicating the number of messages or notifications we have to deal with in the growing number of apps on our smartphones.  And because of this, more people are looking down on their phones instead of paying attention to what is out on the street.

This phenomenon of looking down too much on a 5 inch screen inthe palm of one's hand has an impact too on the daily net viewership of a billboard.  For this reason, it is imperative that media agencies who herald their prowess in audience measurement of Out-Of-Home media should really examine their current criteria for determining daily net viewership of an OOH site or panel.

In my recent talk at Media Outlook 2015 at the Fairmont Hotel in Makati, I cited the increasing cost of OOH media.  In this respect, since OOH media costs are rising, agencies should be very discerning in terms of audience delivery for a particular site prior to recommendation to client.  Clients and advertisers likewise should be very sure of their purchases in OOH media.  It  pains me to see that so much media money is being thrown away by some clients simply by having their advertisements in OOH sites which were not measured properly.

Thus in 2015, agencies who do have their OOH measurement program will really have to introduce a new factor or criterion given the time OTS audiences are looking down on their phones.  With this, a better number of daily net viewership is derived.




For queries on OOH Media Measurement and Out-Of-Home Media in the Philippines, the author may be reached at oohresource ( @ ) gmail.com

Lloyd Tronco Shares His Insights On OOH Media Measurement

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PROFILE.

Gabriel V. Buluran

General Manager
Kantar Media Philippines


Gabriel has close to 25 years experience in Media and Market Research, designing studies, managing data collection, and panel homes and data production.

He is currently managing the Client Servicing Team and National TV Audience Measurement (TV Ratings) Service in Mega Manila, Urban and Rural Philippines, where he is responsible for the overall management and direction of Kantar. He launched Kantar Media Philippines’ Radio Audience Measurement Service for KBP and the Radio Research Council in 2013 and developed the first Internet Audience Measurement Service for the Philippines 2014.

Before joining Kantar Media Philippines, Gabriel worked with ACNielsen Philippines. He joined the company as Associate Director of Nielsen Media Research, then went on to become the Director for Customized Research Operations.

Gabriel earned his degree in Bachelor of Arts major in Philosophy from Ateneo de Manila University.

PRO File : Gabriel V. Buluran

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PROFILE.

Lloyd Tronco

Executive Director
PhilCourse
Lloyd Tronco is a stalwart in outdoor advertising in the Philippines. His first brush with outdoor advertising and Out-Of-Home media, started 30 years ago having grown up in a family business which provided billboard space in the Visayas and Mindanao. Having worked his way up in the family business, he became the General Manager of Tronco Advertising, a company based in Bacolod by 1994.

In 2001, when Out-Of-Home media began gaining popularity in the Philippines due to the advent of digital tarpaulin printing, Lloyd Tronco was hired by McCann Erickson Philippines’ media unit, UniversalMcCann to be part of a team specializing in out-of-home media. At UniversalMcCann, he handled the Out-Of-Home media requirements of the agency including that of Coca-Cola, Cathay Pacific, Mastercard, Philip Morris, and Globe Telecom, until early 2005.

Following the stint with UniversalMcCann, he set up a consultancy which developed the business of OOH media vendors and at the same time serving the Out-Of-Home media needs of various media agencies.  He currently heads the Philippine Center for Out-Of-Home Media Research and Science (PhilCourse), which is the repository for information on the OOH media industry.

PRO File : Lloyd Tronco

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PROFILE. Jay Bautista is currently the General Manager of Strategic and Consumer Incites, Inc. (SCMI) which is a market and media research Start-up Company.

Prior to setting up his own company, he was Managing Director for Media at The Nielsen Company where he spent 19 years honing his skills in media research particularly in the field of advertising information and audience measurement covering traditional media (TV, Print, Radio, Cinema, Out of Home) and digital media (online and mobile).

He is currently a director of the Marketing and Opinion Research Society of the Philippines (MORES) where he was past President (2010) and co-chair of the Digital Measurement Board (DMB) of the Internet and Mobile Marketing Association of the Philippines (IMMAP) to which he served as director in 2013.

Jay earned his degree in AB Communication Arts from the Ateneo de Manila University and a Master’s in Business Administration degree from the University of the Philippines.

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PRO File : Jay Bautista

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