Introduction

Out-of-home (OOH) media remain relevant in improving a brand’s reach and visibility in the Philippines, with billboards the most popular format of choice for many companies. Currently, the focus is on digital billboards; modern, innovative, captivating, and flexible, this type of advertising asset has been making its mark in busy thoroughfares in Metro Manila.

If you want to get a share of the pie and get your message out there, now is the right time for your brand to utilize digital billboard advertising along busy roads, like C-5. You may even be reading this because you are considering the prime ad location. Of course, moving forward without a plan is not an option. Before you decide on hiring any advertising agency, read this guide by Outcomm and learn about the factors that you need to weigh before launching a campaign.

5 Factors To Consider When Placing a Digital Billboard Advertisement in C-5

A digital or LED billboard’s edge is its flexibility. Unlike with traditional displays, you can change your brand’s messaging faster with an LED display. This capacity works to your advantage in many ways, including the capability to update your ad content to match the seasons or completely overhaul your messaging at regular intervals to test each ad’s effectiveness. An advertising spot for an LED billboard is all you need to turn your ad ideas into reality. 

If C-5 is one of the locations you are targeting, then you need to consider the following factors before committing to an ad spot along the busy highway:  

Traffic Volume

The main reason for placing a digital billboard advertising campaign along C-5 is the high traffic volume in the area. According to the data Outcomm gathered in January 2023, the total number of visitors who passed the Bagong Ilog billboard is around 3.6 million, or over 117,000 visitors daily. This set of data gives you an idea of the potential your brand can reach with a placement there.

In addition to the traffic volume, the movement of vehicles on the major road also contributes to improving your brand’s visibility. Below the elevated highway during rush hour, vehicles are likely to move slowly, and some of the passengers who are bored with the commute might just look up to see your glowing electronic message. Meanwhile, the elevated highway provides an almost unobstructed view of the LED display, imprinting your message into the minds of passersby.

Demographics

A message’s impact is highly dependent on the types of people who see it. You can use technologically advanced electronic billboards to display state-of-the-art visuals and still fail to captivate your audience if your messaging does not land on them. To avoid the disconnect, you must first gather demographic information about the people passing along C-5. 

Aside from referring to information from field studies or Manila traffic experts, you can figure out the general demographics by looking at the design and purpose of the roadway. C-5 is a circumferential road, meaning it offers a beltway around Metro Manila for faster travel. Considering this and observations during daytime and nighttime, we can deduce that most of the commuters passing this road are employees, students, and delivery services. Considering these factors when you craft your message will increase your chances of reaching the right audience.

Destinations

C-5 is a long beltway and, thus, features several destinations along the way. The key to leveraging your target audience’s likely drop-off point is identifying a specific inventory location along the thoroughfare and considering the destinations nearest that ad placement. For instance, if your electronic billboard is put up along Bagong Ilog, Pasig, some of the target audience is likely to be bound to Eastwood City and Ortigas Avenue, where plenty of corporate and retail buildings are located. If you have a shop or a service in these areas, placing an ad where you can announce it for the people heading to these places can just be the nudge people need to finally check out your store. 

Seasons

Taking advantage of the seasons can also raise the chances of your ads resonating with your target audience. Combine the time of the year with the likely destinations of people passing through C-5, and you can craft numerous advertising ideas that are intentional. 

For instance, if it’s the Christmas season, you already have a captive audience as more people are likely shopping for gifts. Putting up an electronic billboard that is likely to catch people’s attention as they’re stuck in traffic during the holiday rush is an effective way to elect your brand as one of their options when they do buy gifts at the mall. 

Weather conditions in the Philippines are also a good reference point when creating your ad messages. Dry season means cooling products, like portable fans and air conditioning units, are popular, and you would want your target audience to be interested in them. When C-5 traffic is slow and the temperature is high, seeing an ad that promotes these products might just be the nudge your potential customers need.

Cost and ROI

The cost of LED billboards is generally higher than that of traditional types due to the more advanced technology they use and the additional upkeep required. Nonetheless, the advertising cost will be worth it if your billboard gains significant traction and helps pull in more customers or clients. Note that OOH advertising’s goal is primarily to raise brand awareness — the more people recognize your business through your billboard, the better. Also, note that you should not correlate your billboard’s success with metrics such as sales and leads, unless you have a direct way of measuring them. 

Conclusion

Launching your digital billboard advertising campaign along C-5 is a sound plan if you want to reach more people and repeatedly promote your brand. However, before you commit to an agency, you need to consider the area’s traffic volume, demographics, destinations, seasons, and strategy costs. You can better formulate a plan for your messaging when you take into account these factors. 

Want help with your digital billboard advertising campaigns? Contact Outcomm, and our team can support you!