OOH media at the tollways
The National Economic and Development Authority (NEDA) Board chaired by President Rodrigo R. Duterte has approved the P358-billion Mega Manila Subway Project, signaling the start of the so-called “Golden Age of Infrastructure.”
Upon the recommendation of the Investment Coordination Cabinet Committee, the NEDA Board also extended the first phase of the project — which was originally from Mindanao Avenue in Quezon City to Arca South (formerly FTI Complex) in Taguig City — all the way to the Ninoy Aquino International Airport ( NAIA) in Parañaque City.
A total of 74 flagship projects have been identified under the government’s “Build, Build, Build” program with a combined cost of P9 trillion over the six-year term of the Duterte administration. So far, 18 of these projects have obtained approval from the NEDA Board.
Travel time from Makati City to the farthest NAIA terminal during rush hour has been reduced from one and a half hours to just less than 30 minutes. This came after the completion of the NAIA Expressway (NAIAx) earlier this year.
Going up to Baguio City from northern Metro Manila now takes only three to four hours with the opening of the Tarlac-Pangasinan-La Union Expressway (TPLEx). When the final segment of TPLEx is completed by yearend, an additional half-hour reduction is projected.
Both NAIAx and TPLEx are run by San Miguel Holdings Corp. (SMHC), the infra arm of San Miguel Corp. (SMC), aside from operating the Metro Manila Skyway, South Luzon Expressway (SLEx), and Southern Tagalog Arterial Road (STAR) Tollway.
SMC President and Chief Operating Officer Ramon S. Ang said: “A dynamic, jobcreating economy needs good infrastructure and a good transport system. We need to fast-track infrastructure spending to significantly improve investment into the Philippines.”
Another SMC subsidiary, San Miguel Properties, recently selected homegrown firm MacGraphics Carranz (MGC) as the exclusive operator for out-of-home (OOH) advertising platforms in the Skyway, STAR Tollway, SLEx, and NAIAx — which serve as gateways from Southern Luzon to the four NAIA terminals and the Entertainment City at Manila Bay area.
This partnership grants MGC the sole right to offer ad spaces in major high-traffic locations frequented by hundreds of thousands, if not millions, of motorists and commuters on a daily basis. It also augments MGC’s portfolio of prime OOH spots along the North Luzon Expressway (NLEx), Epifanio Delos Santos Avenue, Ortigas Avenue, Shaw Boulevard, and Circumferential Road 5 (C5).
NLEx is part of Metro Pacific Investment Corp.’s tollways group, which also operates the Manila- Cavite Expressway ( Cavitex) and the Subic- Clark-Tarlac Expressway (SCTEx). NLEx’s integration with SCTExhas made seamless travel to Central Luzon possible nowadays, while Cavitex will be directly connected to Metro Manila through the forthcoming C5 South Link Expressway and NLEx-Cavitex Port Expressway Link.
According to MGC President Alvin M. Carranza, the media agency is initially planning to supply tollway, bridgeway, and lamppost displays. “Looking to add further value to these platforms, MGC is seeking to upgrade these spaces by featuring LED, lightbox, and other green technologies that allow increased visibility and conversion,” he disclosed.
Last April, SMHC signed an agreement with state- run Philippine National Construction Corp. ( PNCC) for another toll project worth P554 billion. This expanded road network will include the extension of the Metro Manila Skyway’s Stage 3 and the Metro Manila Expressway (C6- Skyway Stage 4). Through its legislative franchise, PNCC has the authority to construct, maintain, and operate the SLEx and Skyway as well as all their extensions and linkages.
A joint venture has been forged between PNCC and SMHC as partners in the two concession companies of Skyway Stages 3 and 4. PNCC President and Chief Executive Officer Mario K. Espinosa believes “this augurs well for the recent extension of PNCC’s corporate life by another 50 years, which was directed by President Duterte.”
It is worthy to note that the Filipino OOH media industry practices self- regulation through the Outdoor Advertising Association of the Philippines (OAAP). Established in 1964, the OAAP and its members are guided by a code of ethics for OOH media practitioners.
Indeed, outdoor advertising has gone a long way from the hand-painted billboards of five decades ago to the current high-tech offerings consisting of big-screen electronic signages, customized 3D inflatables, and large-format photographic print displays.