Harness diverse partners, tap emerging tech
Alpha Allanigue is the chief relationship officer of United Neon Group, the market leader in outdoor billboards. With her extensive experience in corporate planning, marketing, content and strategy, she has played a pivotal role in shaping the company’s approach to the ever-evolving outdoor advertising industry.
In this interview, Alpha shares valuable insights on how United Neon stays ahead of the curve and leverages strategic partnerships to drive growth.
Question: The outdoor advertising landscape is evolving with digital transformation. How has your company adapted to the rise of digital billboards, and how do you see this trend shaping the future of outdoor advertising?
Answer: The out-of-home media and advertising industry is rapidly evolving and, at United Neon, we have embraced this transformation. Recognizing the importance of digitization, we have shifted towards data-driven strategies. Over the past decade, we have invested in research and development alongside marketing and advertising tech companies to understand how digital will significantly impact our business.
This commitment led to the creation of our iconic 3D LED screens in BGC, exemplifying our drive to innovate and engage audiences. As a testament to innovation, our media production house—which creates, develops and produces video—is also capable of doing astounding 3D video materials.
Moving forward, key trends like technology integration and investment will be crucial. We aim to enhance targeting capabilities and collect valuable data while developing interactive displays that serve broader community purposes beyond mere advertising.
We also see the importance of integrating digital marketing with our campaigns to create cohesive strategies across various platforms, similar to what Netflix does with its show-specific promotions. It’s an exciting time for our industry and we are uniquely positioned at the forefront of transforming the outdoor advertising landscape into something truly spectacular.
Q: Outdoor advertising often requires strong strategic partnerships to maximize reach and impact. Can you walk us through some of the key partnerships you’ve formed in recent years and how they’ve contributed to your success?
A: At United Neon, strategic partnerships are essential for enhancing our relationships with stakeholders and executing our company vision. Every member of our leadership team plays a crucial role in maintaining our leading position within the industry.
To strengthen our brand equity, we have actively engaged in business organizations, fostering relationships that transcend mere transactions. This approach has not only helped us revive existing client relationships but also acquire new ones. Our practice of collaborating with other out-of-home (OOH) media owners enables us to create more compelling inventory offerings that benefit all parties involved.
A key component of our strategy is our collaboration with advertising agencies, which serve as invaluable partners in the media planning and creative execution processes. By working closely with these agencies, we ensure that our OOH campaigns resonate with target audiences and align seamlessly with overarching marketing strategies. This partnership allows for shared insights and creativity, ultimately leading to more impactful and successful advertising executions.
Our partnerships with technology companies are pivotal in exploring effective OOH measurement methods, enabling us to deliver real value to our clients. Collaborating with screen manufacturers further enhances our capabilities, ensuring that our team is proficient in technology, equipped for repairs, and able to recommend the best screens for specific applications.
Additionally, our partnerships with commercial space owners allow us to secure prime locations for our OOH media, including high-traffic areas such as Fort Bonifacio and the LRT in Metro Manila, and Mactan-Cebu International Airport. With even more opportunities on the horizon, our partnerships continue to thrive, reflecting the dedication and expertise of our exceptional team.
By valuing collaboration and strategic partnerships, particularly with advertising agencies, United Neon is positioned to lead in the innovative landscape of OOH advertising in the Philippines.
Q: How does the shifting nature of consumer behavior—such as the move towards on-demand services and mobile-first experiences—impact your company’s approach to outdoor advertising?
A: The shift in consumer behavior towards on-demand services and mobile-first experiences presents an exciting opportunity for outdoor advertising. It prompts us to integrate offline executions with online communications, effectively bridging these two worlds.
By combining online and offline strategies, brands can reinforce their messaging, making their campaigns significantly more impactful. This holistic approach allows us to enhance consumer engagement and meet the evolving expectations of our audience.
Q: The integration of data analytics has become a critical element in advertising. How are you using consumer data to enhance targeting and personalization in outdoor advertising?
A: The role of data analytics in guiding decision-making is increasingly vital and has spurred innovation across the industry. Traditionally, outdoor advertising focused on high-traffic areas, often disregarding a brand’s specific target market.
We have shifted our approach to help brands identify strategic locations that not only attract significant high-traffic areas but also align with their intended audience. By strategically selecting these high-potential areas, we enable brands to maximize the value of their investments, ensuring their messaging reaches the right consumers effectively.
Q: Outdoor advertising can be a major part of a brand’s awareness strategy, but how do you measure the ROI for these types of campaigns, particularly in a world that is increasingly data-driven?
A: Measuring the ROI of outdoor advertising campaigns is essential for demonstrating their impact on brand awareness. We leverage various metrics—including impressions, brand lift, and marketing attribution—to assess effectiveness.
By analyzing a brand’s position and sales both before and after an outdoor advertisement is deployed, we can provide valuable insights into campaign performance. This data-driven approach enables us to quantify the ROI and showcase the true value of outdoor advertising in enhancing brand awareness. This takes a collaborative effort between us and the brand. United Neon is proud to have a Business Intelligence and Data Analysis team.
Q: Is there a strong and growing demand for sustainability-focused outdoor advertising? What specific questions do clients in this segment ask and how does that influence your marketing messaging?
A: There is a strong and growing demand for sustainability-focused outdoor advertising. As a media owner, we recognize the importance of developing ecofriendly media formats, and our marketing messaging emphasizes several key aspects. We aim to influence our advertisers to create narratives centered around sustainability and responsible marketing practices.
