From Screens to Outcomes – OOH Media’s Transformation in The Philippines

On November 24th, members of the Out-of-Home Advertising Association of the Philippines (OHAAP) LED sector, gathered for a session that highlighted both the momentum and the immense opportunity ahead for the local OOH industry. The event was opened by Jay Tulio, OHAAP’s Director of Meetings and Fellowships and Director at Outcomm Inc., who welcomed publishers with a clear message: the Philippine OOH ecosystem is at an important reflection point one where collaboration, innovation, and industry-wide alignment will define the next decade of growth.

Following Jay’s opening, Norman Davadilla, CEO of Moving Walls Philippines, framed the morning’s agenda by acknowledging the rapid changes across the global media landscape. He emphasised that OOH in the Philippines is positioned to play a more strategic role than ever before, particularly as brands rethink how influence is created in a world where physical and digital consumer journeys are converging.

This led seamlessly into a keynote presentation by Mehul Mandalia, Co-founder of Moving Walls, who unpacked the global transformation taking place in OOH media. He illustrated how OOH is increasingly merging with retail media to create a powerful influence at the last mile of consumer decision-making. His core message resonated strongly with the room: OOH’s next phase will be shaped less by hardware and more by intelligence less by the number of screens, and more by the outcomes those screens can deliver.

The panel that followed moderated by Joanna Chan Mojica, CEO of AmplfAI expanded on this narrative with perspectives from across the ecosystem. Panellists Roj Tirona (Head of Marketing, foodpanda), Memo Moreno (Client President, WPP Media), and Christian Padilla (Country Head, Yazle Philippines) all highlighted a common challenge: measurement remains the biggest bottleneck for OOH, especially during the planning stage when agencies decide which channels deserve investment.

Across all viewpoints, one reality emerged. Advertisers today are evaluating audience behaviour across screens, not channels in isolation. Their questions have shifted from “How many impressions did OOH deliver?” to:

• What incremental reach did OOH add to my digital plan?
  
• How did it influence behavioural or brand outcomes?
  
• Where does OOH fit in the broader consumer journey—outside, online, and in-store?
  

In this new planning environment, OOH is no longer competing with just other billboards; it is competing and collaborating with mobile, social, CTV, digital video, and retail media networks. And for Philippine publishers, this shift represents a major opportunity.

The most progressive OOH markets globally have already begun redefining their value around outcomes rather than exposures. They show not only where ads ran, but also what changed—brand affinity, visitation, engagement, or purchase behaviour. When OOH is evaluated through this lens, its strategic importance becomes significantly clearer.

What was encouraging during the OHAAP session was how ready the community is for this evolution. Publishers acknowledged that investing in data and insight not just hardware upgrades is essential to elevate OOH’s relevance in a cross-screen world. Agencies emphasised their need for outcome-driven metrics that place OOH on equal footing with digital channels. And brands expressed their desire to better understand the influence OOH has on real-world decision-making, especially near the point of purchase. The event was a full house with 40 publisher companies in attendance and actively participating in the question and answer sessions. 

The Philippines is uniquely positioned to lead this shift. With its vibrant urban environments, rapidly growing retail media footprint, and consumers who move fluidly between physical and digital touchpoints, the country can define a modern, connected OOH ecosystem that rivals the most advanced global markets.

The November 24th OHAAP session was more than an industry update it was a signal. A signal that the future of OOH in the Philippines will be shaped not just by the visibility of screens, but by the intelligence behind them. Publishers who embrace outcome-driven measurement, cross-screen integration, and behavioural insight will become indispensable partners in the modern media mix.

The opportunity is here.
The industry is aligned.
And Philippine OOH is ready for its next chapter.