Introduction

If your travel route includes Epifanio Delos Santos Avenue or EDSA, you will be hard pressed not to notice colorful traditional billboards and glowing LED displays in your commute. The major thoroughfare has long been considered a prime location for out-of-home (OOH) advertising, being one of the busiest highways in Metro Manila. Brands, big and small, have exchanged spots along these inventory locations for decades. So ubiquitous are EDSA billboards that they resulted in so-called “visual clutter” along the major road, prompting calls to regulate billboard displays and which brands are allowed to advertise. 

That said, if you are considering advertising using billboards along EDSA, you don’t need to fret about these issues. Read on to learn more about the reasons you should act now and why Outcomm, Inc. is one of the advertising agencies in the Philippines that can help you bring your brand to greater heights.

Reasons You Should Launch a Billboard Advertising Campaign in EDSA

Considered as a prime OOH advertising location, EDSA is teeming with opportunities that your brand should not miss. When you get a placement along this busy highway, your message is likely to reach more people, provided that you create an ad that catches the attention and makes a lasting impression. 

If you need more convincing that you need a billboard in EDSA, here are some of the reasons why you should consider this OOH advertisement option:

Broad Reach

A traditional or LED billboard display in EDSA can draw thousands of eyes — more than 360,000 vehicles ply the highway daily, carrying multiple passengers. The likelihood of these people noticing your brand’s advertisement rises when your target audience is stuck in traffic, or if your messaging is relatable to them. There is also the MRT-3 transit line, parts of which run on an elevated railway, giving commuters a clearer view of the billboards they pass by.

The number of eyes (or impressions) is not only the factor that makes billboards wide-reaching, but also the variety of demographics. Usually, the people who pass by EDSA are employees, students, and business owners, among others. There is a high possibility that your brand can reach Filipinos from different walks of life if your billboard gets their attention. LED and 3D billboards, which you can use to pull off gimmicks such as realistic 3D renditions of your products or a tantalizing video featuring a pop icon, can be particularly effective in turning heads. Those who are active on social media may even snap a picture or video of your billboard and share it online.

Unmissable Location

LED billboards are in themselves unmissable, and placing them in major thoroughfares such as EDSA Guadalupe only amplifies their presence. The location can reach commuters and drivers on the road as well as passengers boarding the train. Billboards that are big enough may also be visible to a few occupants from nearby buildings.   

Of course, the key for your brand’s messaging to land on the right audience is to keep it relevant. The people passing EDSA have a broad demographic, so you need to decide which segment of the potential customer base you want to target and be firm with your choice. If you want to target corporate workers, craft a message made specifically for them. The more specific and relatable your message, the higher the chances of it resonating. Choosing EDSA as your location is a move to ensure that your brand is visible to more people, increasing the potential number of audience that you can reach and influence.

Flexible Formats

EDSA is a prime location for OOH advertising and practically a haven for billboard advertisers for its generous inventory locations. But the real advantage is in the type of formats that you can use in this area, as you can opt for either print or digital format. The availability of options can help you better plan your campaigns — for instance, you can test a print billboard first when your budget is limited, then shift to an LED display once you gain enough traction and more revenues. 

Cost-Effective Strategy

Though they might be pricier for their prime spots, EDSA billboard rates are slightly lower than traditional media ad spots, such as TV or radio commercials. The rates are also more affordable than online ads. However, you can only consider EDSA billboards a cost-effective campaign if your messaging lands on its intended audience and gains actual results, like your brand getting more recognition or your shops welcoming more customers.

Also, note that we don’t have a means to directly correlate the number of people noticing your billboard to the number of leads and sales you record monthly, because the purchasing part of the buyer’s journey is highly personal. We can’t pinpoint whether it’s the billboard ad or another factor that became their final nudge. Nonetheless, a billboard ad that is eye-catching and thought-provoking enough may encourage social media users to hype it up. If that happens, then your asset has already done its job to increase brand awareness. 

How Much Does a Billboard Advertising Campaign Cost in the Philippines?

Outcomm pegs the billboard rental prices at ₱30,000 to ₱500,000 a month, or more, depending on the size, location, and type of the display. Other factors that affect the cost of a billboard advertising campaign in EDSA include market research, ad design, and display installation costs. Remember that before you can rent the billboard, creating the ad you will display comes first. At times, the production for an ad may cost more, depending on your goals. 

As for the rental price itself, we can consider billboard display rates a good deal, considering how thousands of people pass through EDSA daily. Not to mention that many of them repeatedly see your ads, which is a key point in effective advertising.

Conclusion

Considering a billboard advertising campaign along EDSA is an effective way to raise awareness of your brand. Adding this option to your strategy enables you to leverage the format’s broad reach, flexibility, ubiquity, and cost-effectiveness. 

If you are considering placing a billboard ad, you need a reliable advertising agency to help you choose the best locations and install your display. Outcomm’s team is here to support your campaign. Contact us today to learn more!