Ayala Malls and Summit Outdoor Media’s Game-Changing Partnership

Ayala Malls and Summit Outdoor Media have joined forces to bring innovative out-of-home (OOH) advertising solutions to the Philippines. This collaboration aims to transform the way brands connect with consumers in Ayala Malls' high-traffic locations.

The partnership was formalized on May 14, 2025, at One Ayala in Makati, with key representatives from both organizations present, including Ayala Malls Commercialization Lead Rio Mayuga, Ayala Malls Head of Asset Management Jose Ramon Katipunan, and Ayala Malls Chief Operating Officer Paul Birkett, and from Summit Media, Deputy Head of Summit Outdoor Media Abigail Pe Aguirre, Chief Operating Officer Howard Go, and President Lisa Gokongwei-Cheng.

Summit OOH displays at One Ayala

Innovative Advertising Solutions

Summit Outdoor Media will introduce a range of advertising formats within Ayala Malls, including:

• Next-Generation Digital Displays: Interactive screens that engage shoppers with dynamic content.
  
• Experiential Zones: Immersive spaces designed to create memorable brand interactions.
  
• Integrated Mobile Connectivity: Technology that bridges the gap between physical and digital experiences, enhancing audience engagement through mobile integration.
  

Summit OOH Displays One Ayala MRT Station

Birkett expressed enthusiasm about the partnership, stating, "Ayala Malls’ vision is to shape inspiring environments that spark imagination and deliver personalized, immersive experiences. This partnership with Summit Outdoor Media allows us to expand the canvas upon which Ayala Malls, tenants, and relevant brands create visual brand identities that resonate with our unique customer demographics."

Pe Aguirre added, “We’re excited to partner with Ayala Malls to bring fresh, innovative out-of-home solutions to their spaces. By combining our creative and tech-driven approach with Ayala Malls’ premier retail environments, we’re opening new ways for brands to connect with people through immersive and experiential experiences.”

From left: Ayala Malls Head of Asset Management Jose Ramon Katipunan, Ayala Malls Commercialization Lead Rio Mayuga, Ayala Malls Chief Operating Officer Paul Birkett, Summit Media President Lisa Gokongwei-Cheng, Deputy Head of Summit Outdoor Media Abigail Pe Aguirre, and Summit Media Chief Operating Officer Howard Go.

Enhancing the Shopping Environment

The partnership aims to enrich the mall environment for shoppers by blending static, digital, and experiential formats. It is expected to deliver powerful brand impact for advertisers and create a more dynamic and vibrant atmosphere within Ayala Malls.

Birkett highlighted the data-driven potential of this collaboration, stating, "The capability to gather and analyze consumer data will allow us to gain more insight and understand consumer and audience behavior, which in turn will enable us to deliver tailored moments and experiences."

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Pe Aguirre also detailed Summit Outdoor Media’s technology-driven approach and rollout plan: "Our vibrant LED and LCD displays invite shoppers to engage with content in real time. The initial rollout begins with One Ayala, where we’re focusing on engaging the high-volume commuter audience within the Makati transport hub. This strategic launch sets the stage for our broader vision: to establish a strong, innovative presence across the Ayala Malls network, transforming key locations into impactful touchpoints for brands and consumers alike. Exciting developments are on the way as we scale this partnership."