OOH Media Measurement In The Philippines

Working on credible measurement for OOH

I first met Jay Bautista when I was still in McCann.  He was with Nielsen then.  When I left McCann in 2005 we worked on many things with the primary purpose of bringing credible measurement to the Out-of-Home media industry.

One of the milestones achieved back then was creating the Advertising Expenditure report under Nielsen in 2007.  That ADEX report I believe is still being subscribed to today by some media agencies.  But the foundations for the ADEX in OOH were laid by yours truly and Jay Bautista.  My team was the on-the-ground monitoring group which provided pics and data to Jay's group which could dovetail into the AdEx of other media.

That's close to 20 years ago.  In between that we were individually discovering the "sweet spot" as to how to bring OOH measurement to Clients and Agencies.  Jay, under Kantar Media had his route to approach the matter in the same way that I had my route on OOH measurement.

Soon, the paths will converge.  Then, there will be no excuse why media agencies cannot deliver credible OOH measurement to the clients.

-Lloyd Tronco