Among the various media available to disseminate information about financial services, banks and credit card companies have shown a liking and preference towards EDSA billboards and other forms of OUTDOOR ADVERTISING. Throughout the year of 2010, readings in various advertising agencies and marketing companies have shown that outdoor advertising is the second highest builder of awareness next to television.
In addition to the impact brought about by BILLBOARDS and OUTDOOR ADVERTISING (also known as Out-Of-Home Media or OOH) is further heightened by the fact that the target market of banks and credit card companies are highly mobile. In a recent study by the Philippine Center for Out-Of-Home Media Research and Science, only 14% of the general population stay at home throughout the whole day. The rest are on the road, in their offices, in schools or in the malls. Thus billboards' efficiency as a medium is highlighted to a level wherein banks are driven to use billboards to convey their latest promos and financial offerings.
With TV viewership on a plateau due to increased internet usage and audiences spending more time on the road, it is little surprise that an EDSA Guadalupe billboard is a perfect medium to announce a bank's latest offering for its clients.
