MANILA – January 7, 2014 – Out-of-home media agency Kinetic has launched ‘Kinetic Advantage, a pioneering research study that uncovers a deeper understanding of out-of-home media in the Philippines. The study is the first of its kind and most comprehensive in its form specifically executed in Metro Manila during the last quarter of 2013, Kinetic said in a press release.
Employing the internationally known expertise of leading market research company TNS, Kinetic has developed a top of the line framework that will challenge and further substantiate the traditional thinking with regards to the medium’s audiences, key environments it engages with, and its effectiveness.
The study will be able to supply critical information on the profile of recent passers-by of Metro Manila’s arterial roads, according to TNS. The results were mapped out in all zones identified by Kinetic enhancing its set of proprietary tools for planning and buying.
Uniquely designed for the local landscape, it also examines how other touch points are faring versus out-of-home media as a source of ad awareness for brands in specific categories.
Selected advertising initiatives were chosen and tested identifying message take outs and key elements influencing the consumers whenever they have interacted with a brand on an out-of-home ad, Kinetic said.
Significantly, the study highlights out-of-home media’s effectiveness that can now add value to stakeholder’s investments in the medium. It also sets the groundwork for further studies of an increasingly growing sector that demands greater accountability.
As part of the Kinetic Advantage study launch, an event will take place early February this year to showcase the topline findings to the industry and is expected to be attended by marketing leaders, site owners and media vendors in the country. Invitations to the said event will be sent out by Kinetic soon for further details.
“We are very excited to launch this study in the Philippines as we have been working on this for over a year now to bring something really valuable for our clients and partners. This breakthrough undertaking demonstrates our continuous commitment in enhancing our planning and buying capabilities by spearheading the discovery of fresh insights on out-of-home media,” explained Rowell Santiago, Media & Insights Director at Kinetic Philippines.
