As the new year has arrived, anticipation for fresh starts and new prospects fills the air. Yet, amidst these aspirations, the perpetual gridlock of Metro Manila traffic remains as severe as ever. Despite post-pandemic shifts, the city’s streets remain notorious for congestion, with daily traffic volume continuously growing since 2020.
Even with altered work patterns and remote setups, Metro Manila’s traffic problems persist, impacting daily commuters and businesses. However, what if this constant source of frustration held a hidden opportunity? Capitalizing on out-of-home (OOH) media can let your company leverage this urban challenge into a platform for unprecedented visibility.
The State of Metro Manila Traffic: Quick Facts and Statistics
Metro Manila’s traffic problem is costing Filipinos a lot of time. These statistics reveal just how Filipinos spend on the city’s congested roads.
Metro Manila is the 9th most congested city in a study of 389 cities worldwide in 2022.
This ranking makes Metro Manila the most congested city in Southeast Asia and the second worst in East Asia. While slightly better than last year, when a different study placed Metro Manila as the 8th most congested, the issue persists.
It takes someone 27 minutes on average to drive 10 kilometers in Metro Manila.
At an average total speed of 20 km/h, 27 minutes to go 10 kilometers is an abysmal pace, yet it’s still far from the worst you can experience. For example, the commute from Quezon City to Makati, an extremely common route for many professionals, frequently takes as much as two hours going one way.
Metro Manila motorists spend 188 hours per year in traffic, losing around ₱56,000 in productive hours.
Each motorist spends over a week every year stuck in traffic. Besides the missed moments to relax and spend time with loved ones, this figure also represents a loss of around ₱56,000 in missed opportunities and productivity hours. This is already an improvement from 2019, which hit numbers as high as 10 days in traffic annually.
How to Use OOH Media to Your Advantage in the Metro Manila Traffic
So, how exactly can you turn this urban crisis into an opportunity? Leverage OOH media to turn the perpetual problem into tangible improvements for your business!
Types of OOH Media in the Philippines
There are plenty of static and digital advertisements ideally suited for advertising on Manila’s busy roads, including:
1. Transit advertising
Advertise on vehicles such as buses and jeeps to extend your reach to a mobile audience.
2. Billboard advertising
Command attention with strategically placed, larger-than-life displays in high-traffic areas.
3. Street furniture advertising
Utilize benches, kiosks, bus stops, and more as canvases for localized visibility.
4. Digital OOH ads
Use the dynamicity of digital screens in prime locations to engage and delight a tech-savvy audience.
OOH Media Tips and Best Practices
The growing popularity of OOH media means there’s some competition to outperform. Here’s how to use your OOH ads to full effect:
1. Choose the type of OOH media that matches your objectives
Align your advertising goals with the most fitting OOH format for maximum impact. The only limit to the format is your imagination, so feel free to get creative to maximize your reach and capture attention. Whether you choose a static billboard, a digital screen, or a bus wrap, make sure it suits your message and audience.
2. Design OOH media that appeals to your audience
Your content must be visually captivating and tailored to catch the eye, even against a colorful and vibrant urban background. One fantastic example is the massive streaming service Netflix, which uses thought-provoking designs to great effect.
3. Implement the OOH media that optimizes your results
Strategically place your ads in high-traffic zones or areas frequented by your target audience to amplify visibility and engagement. For one, a well-placed billboard can generate thousands of impressions and create a lasting impression on potential customers.
Advantages of OOH Media
In Metro Manila, where traffic is a constant challenge, OOH media offers distinctive benefits that other media cannot match, such as:
1. Expansive reach
OOH media, such as billboards, can help you target a captive audience spending extensive time on the roads, ensuring exposure to a diverse array of commuters navigating the city. With specific locations, demographics, and behaviors set, you can reach a large audience in Metro Manila to propel your brand to greater heights.
2. High frequency
Capture repeated impressions as people travel the same routes on their daily commute. Consistent visibility fosters brand recall, creating a lasting memory. OOH media can also complement your other media channels, reinforcing your message and extending your reach.
3. Impactful presence
With OOH, you seize the opportunity during traffic pauses to captivate wandering eyes. Strategically positioned and designed OOH ads can combat digital fatigue, maximizing impressions. It can also leverage the power of visual storytelling, using creative and innovative formats, such as billboards with dynamic or interactive features, to capture your audience’s attention and evoke emotion.
4. Creative freedom
Outdoor advertising lets you explore innovative approaches in design and content delivery for your business to express your message uniquely. It opens a variety of options, whether static, digital, or dynamic displays, engaging your audience in a two-way conversation using interactive features, such as QR codes and social media, among others.
5. Measurable results
Using technologies and methods for precise data-driven insights into audience engagement and project performance, OOH can help you measure the effectiveness of your campaign. With this, you can optimize your message, frequency, and placement to boost your overall brand awareness, recall, engagement, and sales.
Gridlocked Growth with OOH Media
As the wheels of Metro Manila traffic keep turning, there’s an untapped opportunity amid the chaos. The perpetual gridlock, while frustrating for commuters, is a canvas waiting for brands to paint their stories.
Seize this chance to transform traffic jams into brand engagement hubs with OOH solutions. And when it comes to leveraging this urban challenge into a marketing triumph, QBF is your ideal partner. We are an OOH media specialist company with innovative solutions and tailored strategies. Contact us today to turn Metro Manila traffic into an unparalleled opportunity for brand visibility.
