United Neon Group embraces digital technology in advertising
Alpha Allanigue is the chief relationship officer of United Neon Group, a leader in outdoor advertising in the Philippines. In an interview, she discussed how the company is adapting to the digital transformation in advertising. United Neon has embraced digital billboards and data-driven strategies. Over the past ten years, the company has invested in research and partnerships with tech firms to stay current. This includes creating 3D LED screens in Bonifacio Global City, which helps engage audiences. The company aims to enhance its targeting abilities and develop interactive displays that serve community needs beyond just advertising. Strategic partnerships are also crucial for United Neon. Allanigue emphasized that collaboration with advertising agencies helps create stronger campaigns that resonate with audiences. These partnerships allow for sharing insights and creativity. The company also works closely with technology firms and commercial space owners to access prime advertising locations. As consumer behavior shifts toward on-demand services and mobile-first experiences, United Neon is integrating online and offline advertising efforts. This strategy aims to create more engaging campaigns and meet changing audience expectations. Data analytics plays a vital role in enhancing targeting and personalization in outdoor advertising. United Neon focuses on identifying strategic locations that not only have high traffic but also align with the target audience's preferences. Measuring the return on investment for outdoor advertising is also important. The company uses various metrics to evaluate the effectiveness of campaigns. This data-driven approach helps showcase the value of outdoor advertising in building brand awareness. In response to a growing demand for sustainability, United Neon is focusing on developing eco-friendly advertising formats. Their marketing messages now emphasize responsible marketing practices to attract advertisers interested in sustainability.