TV, radio and DOOH advertising automation for the Philippines

OpenMediaLogic can be deployed for Philippine television networks, radio networks, out-of-home operators, sales houses and agencies. It is not live in the Philippines today: the platform runs in Kazakhstan, Uzbekistan and Azerbaijan, where 200+ media brands use it. This page describes what a Philippine deployment would involve, in the market's own terms.

How the Philippines trades, and what the platform connects to

• Television remains the largest advertising medium in the country, and its audience is measured by Nielsen and by Kantar Media, with networks and agencies subscribing to one or both; television is planned and traded on ratings, GRP and CPP and, for digital extensions, CPM. The planning module takes the currency the deal is written in through the API and calculates on it. Blocktime and co-production arrangements, common in Philippine television, are modelled as inventory with their own owner and terms.
• Networks — GMA Network and TV5 among the national free-to-air broadcasters, ABS-CBN as a content company distributing through partner channels, regional and cable channels — sell airtime through their own sales teams. A network selling from spreadsheets and email would run its whole book on the platform; a network with a traffic system of its own would connect it through the API.
• Radio is large and fragmented — national networks with dozens of AM and FM stations, and hundreds of provincial stations — and is where a system that lets a small team run a whole group's schedule, rate cards, bookings, certificates and reconciliation pays off most.
• Out-of-home — the EDSA corridor and the provincial billboard networks, with digital screens growing quickly — is sold directly by operators; the platform runs the direct business (packages, bookings, proof of play, certificates) beside the TV and radio book.
• Codes and clearance — broadcasters self-regulate through the Kapisanan ng mga Brodkaster ng Pilipinas (KBP) and its broadcast code; advertising material is screened by the Ad Standards Council (ASC) before airing; the National Telecommunications Commission licenses broadcasters and the MTRCB classifies television content. ASC clearance status attaches to the creative in the trafficking step.

Commercial and legal terms of a Philippine deployment

• Billing in PHP, VAT and the applicable withholding taxes reflected on invoices and closing documents, through a Philippine contracting entity
• Hosting and data residency in the Philippines, under the Data Privacy Act of 2012 and the National Privacy Commission's rules; role-based access, encryption in transit and at rest, audit log — see security
• Interface in English, which is the language Philippine media business runs in; support hours aligned to Manila time, critical incidents around the clock
• Integration through the REST API: ratings data from Nielsen or Kantar, playout and automation, agency systems, accounting
• Onboarding in 48 hours for the platform itself, reference data migration included

Where the platform fits in the Philippines

The Philippine market resembles the platform's three live markets more closely than the UK or Australia does: a few large broadcasters, a long tail of radio and regional television, a growing DOOH sector, and a great deal of the trade still done by email, spreadsheet and phone. That is the situation the platform was built for. In Kazakhstan it became the environment through which up to 95% of the country's television inventory is sold; a national advertiser cut media costs by 32% in nine months after bringing 11 TV channels, radio and DOOH into one workflow (case); the national broadcaster of Uzbekistan opened transparent programmatic sales of its airtime and gained 120+ advertisers in a year (case). For a network, a sales house or an agency group in Manila the question is the same one those markets faced: whether both sides of the deal should live in one record. The alternatives page describes where the station-side and agency-side systems of the established vendors fit beside it.

Next step

A demo on your own inventory or plan takes 30 minutes: request one. Category pages: TV advertising software, radio, DOOH, media buying, media sales; the company profile. Other markets: United Kingdom, Australia.