By Jenina P. Ibañez, Reporter

MEDIA RESEARCH agency Kantar Media Philippines, which is known for its television ratings measurements, is expanding its research to outdoor advertising.

Kantar and market research company Strategic Consumer and Media Incites, Inc. (SCMI) will be offering out-of-home (OOH) advertising metrics on Metro Manila travel patterns to help assess customer exposure to billboards and banners.

In a press briefing on Wednesday, SCMI Research Director Mary Ann Africano-Cortez said OOH advertising has two percent share of advertising spending in the Philippines, with P21 billion in annual revenues.

Television advertising accounts for 65%, while radio has a 27% share, digital with 7%, and print with 1%.

Improved metrics measurement, said Kantar Managing Director Jay G. Bautista, can increase ad spend share.

“Ten years ago the ad spend on radio was only at around 12% of the market because they didn’t have research. So the KBP (Kapisanan ng mga Brodkaster ng Pilipinas) put together and funded research so that grew their ad spend share,” he said.

“Any time a standard is established in a market, based on our experience, the support from advertisers also increases.”

The companies will be collaborating on audience measurement studies. Travelers will be given “non-intrusive” trackers to gather information on Metro Manila travel patterns.

The studies are intended to help marketing professionals understand how many consumers see their ads, the demographic profile of consumers who pass through specific areas, and how long and how often consumers are exposed to ads.

The travelers in the study will also be answering surveys detailing which ads piqued their interest.

“We can now customize what is the specific (advertising) material that’s suitable for the profile of those who pass by EDSA-Guadalupe, for example,” Ms. Africano-Cortez said.

The companies will offer various types of reports such as audience demographic profiles. Marketing professionals can also access a browser-based site that includes a map that plots travel patterns and a list of available outdoor ad sites.

After an initial survey of 1,000 people to establish the general profile and travel habits of the surveyed population, the companies will be conducting quarterly tracking studies covering 500 people.

Reports will be made available starting on the second quarter of 2020.

Kantar is looking to continue expanding beyond television ratings research, and is now working on doing research for the print industry’s online arms.

“What we’re going to collaborate with SCMI in the future is to provide research on online readership and consumption of news because we all know while people are on Facebook or Twitter, the news that they see actually comes from the publishers.”