Foot Traffic and Digital Displays: Why One Ayala Is the New Hub for Advertisers

Summit Outdoor Media and Ayala Malls—led by Summit Media President Lisa Gokongwei-Cheng, Summit Media Chief Operating Officer Howard Go, and Ayala Malls Chief Operating Officer Paul Birkett—launched their out-of-home (OOH) digital displays at One Ayala in Makati last September 17. The property-wide deployment features 70 LED screens in transit points, entrances and exits, and concourses at the transport hub-slash-mall. This comes after the formalization of a partnership between the two forces last May 14.

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Digital Billboards as an Innovative OOH Advertising Solution

Billboards are a pillar of OOH advertising, but the industry is no longer limited to the traditional static billboards we often see along expressways. Statista reported that the Philippines is embracing interactive digital OOH advertising, with a forecast of ad spending reaching U.S. $118.18 million this year. The Philippine market is also expected to experience an annual growth rate of 7.16%, leading to a projected market volume of U.S. $167.03 million by 2030, the report added.

This market growth is fueled by locations with high foot traffic, like One Ayala, which is not only connected to one of the busiest MRT-3 stations but also houses a Point-to-Point (P2P) bus terminal, the southbound EDSA Carousel stop, bus bays, and a PUV terminal. Adding to this promise of significant eyeballs to brands and advertisers are the ease of movement from these terminals to food stalls, restaurants, and retail shops within the mall, not to mention the walkways to Glorietta, SM, and even the rest of Makati CBD.

Several screens are found on the bridge between MRT-3 Ayala Station and One Ayala.

"It's a wonderful initiative that redefines the boundaries of traditional advertising, and it really opens up new possibilities for immersive customer engagement," Paul Birkett, Chief Operating Officer of Ayala Malls, said during the launch last September 17.

Birkett was referring to the range of advertising formats that is a product of their collaboration. Instead of static billboards, the interactive screens and lightboxes engage passersby with dynamic content; and instead of single-buy spaces, several screens in the vestibules are available for massive brand takeovers.

Dynamic billboards are featured on the walkway from the station to the mall.

Immersive spaces, such as the lightbox installation by the escalator leading to the bus bays, are designed to create memorable brand interactions.

"At Ayala Malls, our vision is to really craft inspiring environments that spark imagination and allow everybody to deliver personalized, meaningful experiences that really resonate with every guest that comes in. What we see here today really reflects that ambition. It enhances the mall experience, but it also reinforces the brand connections that make Ayala Malls such an important part of everyday life. We're especially pleased to be partnering with Summit Outdoor Media. Certainly, they're the leaders in the field. They have such a deep understanding of how out-of-home advertising can be harnessed, not simply to promote, but to tell compelling stories and create memorable moments in the physical world. Their expertise, their creativity, their commitment to innovation make them the ideal partner," he added.

Howard Go, Chief Operating Officer of Summit Media, explained to the audience during the launch: "With this, One Ayala now stands as the benchmark for what Ayala Malls can become: a seamless part of one's everyday journey, where campaigns move beyond being seen to being experienced. Our station domination allows brands to create campaigns that combine digital storytelling, immersive zones, and activation spaces. This hub is no longer just going to be a place to pass through. It will be a place where our audiences can engage with stories that come alive."

Globe is among the first to run a brand takeover on the new digital screens. More screens are located at the One Ayala drop-off point.

One Ayala's PUV Terminal

Summit Outdoor Media, according to Go, is looking to continue this partnership with Ayala Malls.

"Perhaps our next stop will be Trinoma. I think Quezon City commuters will very much appreciate this immersive journey themselves," he said.