The document recommends an outdoor advertising campaign to create awareness of Din Tai Fung's new store opening in Greenbelt 2, Makati, targeting 20-59 year olds, through billboards, LEDs, taxi ads, and lamppost banners on major roads, secondary roads, and near the store, to maximize visibility and repetition of messaging.

1. Din Tai Fung
OOH Recommendation
January 9, 2019

2. BRAND AWARENESS
Campaign Objective
Create awareness on the
new store opening in
Greenbelt 2, Makati

3. Target Market
Male and Female20-59 y/o Class ABC

4. Dining out in a quick-
service or fast food and
casual dining
restaurants are on the
rise at 77%
46% of Filipino
respondents claim that they
have visited a fast food
outlet and a casual dining
restaurant respectively in
the past six months
38% of Filipino online
consumers prefer to eat
outside on a weekly basis
*SOURCE: The Nielsen “Quest for Convenience” 2018 Report
https://www.marketing-interactive.com/time-starved-filipino-consumers-prioritize-convenience-in-choosing-products-and-services
Filipinos love to dine-out

5. Lunch and afternoon snacks are the
most eaten out meals.
Accessibility to one’s home and work
area is one of the most important
reasons that people consider in
choosing a place to eat aside from value
and quality of food.
33%
30%
16%
13%
5%
3%
MID-AFTERNOON SNACK LUNCH BREAKFAST
DINNER MID-MORNING SNACK MIDNIGHT SNACK
MEALS AND SNACKS EATEN OUT-OF-HOME
*SOURCE: The Nielsen Foodie 2017 Report
https://www.nielsen.com/ph/en/insights/news/2017/metro-manila-consumers-are-your-lunch-and-snacking-crowd.html
Eating out is not just for special occasions
Metro Manila
market eat out
around 42x in a
month or 2x a day

6. *SOURCE: The Nielsen “Quest for Convenience” 2018 Report
https://www.marketing-interactive.com/time-starved-filipino-consumers-prioritize-convenience-in-choosing-products-and-services/
Seekers for Convenience
TIME-STRAVED CONSUMERS
• Pre-occupied with work
• Hours spent on driving /
commuting due to
worsening traffic
CHANGING LIFESTYLE
• Always on the go
• Increasing uptake of
technology
CONVENIENCE
• EASY
• SIMPLE
• USEFUL

7. 0
20
40
60
80
100
120
140
160
0
10
20
30
40
50
60
70
80
90
Touchpoints Noticed
CONSUMPTION AFFINITY
Frequency of Visiting Places
Supermarket 86%
Malls 80%
Restaurants 72%
Mode of Transportation
Walking 83%
PUVs 48%
Private Car 24%
The target market is frequent mall goers thus they highly notice IN-MALL ADS as well as STATIC
BILLBOARDS. Meanwhile, REAR TRANSIT ADS, LEDs and LAMPPOST BANNERS are formats
where the market is highly engaged to.
Most Noticed Touchpoints
Source: CCS Philippines, 20-59 y/o, M and F, Class ABC

8. Tier 1 – In proximity to store (Greenbelt)
Tier 2 – Secondary roads leading to the store
Tier 3 – Major roads leading to the store
Bus
Greenbelt
Offices
T1
T2
T3
Out-of-Home Ecosystem
Lamp Post
Banners
Taxi Cabs
Taxi Cabs
Lamp Post
Banners
Taxi Cabs
Billboard
LED
LED

9. Our Strategy
AWARENESS
To be present in areas leading to Point of Sale
Major Road Secondary Road Proximity
Billboard
LED
Rear Bus Ad
Rear Taxi Ad
Lamp Post Banners
Rear Taxi Ad
Lamp Post Banners
Rear Taxi Ad
Visibility in major roads
for massive awareness
Presence in secondary
roads to communicate in
repetition
Messaging in-proximity to
POS for recall

10. AWARENESS on Major Roads
EDSA BUENDIA FLYOVER (SB)
Size:30ft (H) x 35ft (W)
Est. Vehicular Traffic: 451,305
Prism Score: 81.6%
Availability: Feb. 10, 2019 (w/ right of first
refusal)
BILLBOARD TAXI ADS
EDSA STRETCH
Size: 21in (H) x 24in (W)
Availability: subject to availability on the day of
booking
EDSA STRETCH
Size: varies
Availability: subject to availability on the
day of booking
REAR BUS ADS

11. AWARENESS on Secondary Roads
ARNAIZ AVE. MAKATI
Size: 16.40ft (H) x 22.97ft (W)
Est. Vehicular Traffic: 147,936
Prism Score: 87%
Availability: subject to availability on the day of
booking
LEDs REAR TAXI ADS
MAKATI AREA
Size: 21in (H) x 24in (W)
Availability: subject to availability on the day of
booking
BUENDIA COR. MAKATI AVE.
Size: 30ft (H) x 35ft (W)
Est. Vehicular Traffic: 142,511
Prism Score: 83.8%
Availability: subject to availability on the day of
booking
LAMP POST BANNERS
MAKATI AREA (NON-AYALA)
Size: 9ft (H) x 3ft (W)
Locations: Buendia flyover, Kalayaan Ext.
flyover, Magallanes flyover
Availability: subject to availability on the day of
booking

12. AWARENESS in-proximity to store
LAMP POST BANNERS
MAKATI AREA (AYALA)
Size: Size: 9ft (H) x 3ft (W)
Est. Gross Audience: 425,000
Locations: Palm Drive, Esperanza Ave., The
Link, Park Square, Park Drive Way
Availability: subject to availability on the
day of booking
REAR TAXI ADS
MAKATI AREA
Size: 21in (H) x 24in (W)
Availability: subject to availability on the day of
booking

13. VISUAL MEDIA SCHEDULE
Notes:
1) Negotiated cost for 1 and 3 months is same. Initial negotiated costs to be finalized based on the final number of
units and duration
2) Availability of sites subject to change at point of booking
3) Kindly take note of the minimum no. of units per platform
4) Agency service fee to be finalized

14. APPENDIX

15. Billboard Size: 30ft (H) x 35ft (W) | Illumination: Front Lit, from 6PM- 10PM | Availability: February 10, 2019 (With right of first refusal)
EDSA BUENDIA FLYOVER SB
• Site located along EDSA Buendia SB facing traffic coming from Ortigas, Boni and EDSA Guadalupe heading to Makati and EDSA
Magallanes.
• Rate Card:
• Nego Rate:
• Prod. Cost:
• Duration:
• Net Audience:
• Php 650,000.00 Net + VAT
• Php 640,000.00 Net + VAT
• Php 21,000.00 Net + VAT
• 3 months
• 451,305 est. daily
PARAMETER RATING
Board Size medium
Visibility Distance >50-100m
Clutter level Solus
Obstruction 0%
Board Position 90x RHS
Board Location Next site
Traffic Flow Stoppage
Illimunation Frontlit
Floor Level Eye level
PRISM SCORE: 81.6%

16. Board Size: 5M (H) x 10M (W) | Pixel Size: 240 (H) X 640 (W) | Operating Time: 6:00AM – 11:00PM | Standard No. of Spots: 255 daily
BUENDIA cor MAKATI AVE.
• Site located along Buendia cor. Makati Ave. facing traffic coming from Ayala Ave going EDSA – Buendia MRT, Mandaluyong area.
• Rate Card:
• Material Length:
• Nego Rate:
• Material Type:
• Net Audience:
• Php 267,750 Net + VAT
• 15-seconder
• Php 250,000 Net + VAT
• .MOV / .AVI / .MPEG
• 142, 511 daily
PARAMETER RATING
Board Size medium
Visibility Distance >150m
Clutter level Solus
Obstruction 0%
Board Position 90x LHS
Board Location Next site
Traffic Flow Slow
Illimunation Backlit
Floor Level Eye level
PRISM SCORE: 83.8%

17. Board Size: 16.40ft (H) x 22.97 ft (W) | Pixel Size: 480 (H) x 672 (W) | Operating Time: 6:00AM – 10:00PM | Standard No. of Spots: 255 daily
ARNAIZ AVE. MAKATI
• Site located along Aranaiz Ave. Makati City, facing traffic coming from EDSA Ayala going to Greenbelt 1 (vise versa).
• Rate Card:
• Material Length:
• Nego Rate:
• Material Type:
• Net Audience:
• Php 267, 750 daily
• 10- seconder
• Php 250,000 Net + VAT
• .MOV / .AVI / .MPEG
• 147, 936 daily
PARAMETER RATING
Board Size medium
Visibility Distance >150m
Clutter level Solus
Obstruction 0%
Board Position head on
Board Location Next site
Traffic Flow Slow
Illimunation Backlit
Floor Level Eye level
PRISM SCORE: 87.0%

18. • Located along the stretch Makati City roads, within Ayala Property
• Size: 9ft (H) x 3ft (W) (inclusive of rider)
• 6ft (H) x 3ft (W) (inclusive of rider)
• Mo. Rate: P16,000.00 Net + VAT per unit
• Nego Cost: P14,500.00 Net + VAT per unit
• Prod. Cost: P1,000.00 Net + VAT per unit
• Duration: Minimum of 3 months
• Quantity: Minimum of 10 units
• Availability: First Come, First Served
• Gross Aud.: 425,000 estimated daily
• NOTES:
• Rate is inclusive of One (1) Time Material Production, Installation and
Dismantling for min of 3 mos contract
• Rate is inclusive of all necessary permits and documentations
• Succeeding Material Production, Installation and Dismantling will be
charged accordingly
• All artworks are subject to approval of Ayala Property Management
Corporation, which will take at least five (5) working days.
• Upon approval of material proofing, material production will take at
least three (3) days
• Material installations and dismantling can only be done at night,
• MAKATI (AYALA)

19. PALM DRIVE

20. ESPERANZA ST.

21. THE LINK

22. PARK SQUARE EAST ST.

23. PARK WAY DRIVE

24. TOTAL SIZE
9ft (H) x 3ft (W)
AD SPACE
7.5ft (H)
RIDER
1.5ft (H)
• Located along the stretch Makati City roads, excluding
Ayala Properties
• Size: 9ft (H) x 3ft (W) (inclusive of rider)
• Mo. Rate:P15,000.00 Net + VAT per unit
• Nego Cost: P14,800.00 Net + VAT per unit
• Duration: Minimum of 3 months
• Quantity: Minimum of 20 units
• Availability: First Come, First Served
• NOTES:
• Rate is inclusive of One (1) Time Material Production,
Installation and Dismantling
• Rate is inclusive of all necessary permits and
documentations
• Succeeding Material Production, Installation and
Dismantling will be charged accordingly
• All artworks are subject to Makati LGU’s approval, which
will take at least five (5) working days.
• Upon approval of material proofing, material production
will take at least three (3) days
• Material installations and dismantling can only be done
• MAKATI (NON-AYALA)

28. TAXI MAXI BACK AD
METRO MANILA
Rate Card: P13,000.00 Net + VAT per unit
Nego Rate: P12,600.00 Net + VAT per unit
Duration: 3 months
Quantity: 100 units
Mat. Prod: P1,100.00 Net + VAT per unit
Availability: First Come, First Served
NOTE:
• All rates includes Permits, Warranties,
Maintenance and Reports.
• Turn-around time for production and permit
processing is 28 working days maximum.
Size: Size: 24 (W) x 21(H) inch | Illumination: Backlit| Availability: Available; First Come, First Served

29. REAR BUS AD
EDSA ROUTES
Rate Card: P15,000.00 Net + VAT per unit
Nego Rate: P13,500.00 Net + VAT per unit
Duration: 3 months
Quantity: 100 units
Availability: First Come, First Served
NOTE:
• All rates includes Permits, Warranties,
Maintenance and Reports.
• Turn-around time for production and permit
processing is 28 working days maximum.
Size: varies| Availability: Available; First Come, First Served

30. THANK
YOU!
Faizal.Capili@posterscope.com
Senior Media Executive
T: 705 7800 local 7934
M: 0977 256 8765