Country’s premier OOH industry inducts 2026 Officers and Board of Directors, gears for new direction and wider industry role.
At the Manila Polo Club, 05 March 2026, this year’s Officers and Board Directors of the Out of Home Advertising Association of the Philippines (OHAAP) were inducted witnessed by members and industry guests.
As one of the longest-serving associations in the wider marketing communications industry, OHAAP continues to bridge its sector through the changes that the tides of creative technology bring. Testament to this resilience is the expansive physical landscape featuring some of the best and most innovative OOH installations.
As the OHAAP inducted its new Board, the rallying call of ‘One Industry. One Vision. One Future’ was heralded by the association’s new president Hospicio Neri Jr.. Declaring the event as more than the rite of succession, and more of navigating direction, Neri declared, “Tinanggap namin ang tungkuling ito nang may pagpapakumbaba,nang may malinaw na layunin at nang may matibay na paninindigan. Narito kami upang paglingkuran ang industriya hindi para sa pansariling interes, kundi para sa sama-samang kinabukasan ng Out-of-Home advertising sa Pilipinas.”
According to Neri, the OOH industry helps in brand building, contributes to the country’s economic growth, despite having experienced instances of division in the past. Now faced with stricter regulation, greater scrutiny, and higher client expectations, the environment is becoming more demanding.
“Sa ganitong panahon, unity is strength. Kapag may isang billboard na natumba—ramdam ng buong industriya ang batikos. Kapag may hindi sumusunod sa standards—apektado ang kredibilidad ng lahat. One Industry therefore means shared discipline, shared standards and shared accountability. Competition will always exist and rightly so. But the responsibility to protect the integrity of this industry must always rise above rivalry,” Neri added.
The induction was officially conducted by Department of Interior and Local Government, Assistant Secretary for Community Participation, Elizabeth Lopez De Leon. ASec Lopez De Leon congratulated the new OHAAP leaders as she highlighted the important role of out-of-home advertising in helping government communicate with the public. She also commended OHAAP’s role in curbing misinformation citing the OOH industry’s visibility that can help inform citizens, support governance, and promote responsible, ethical messaging that empowers communities.
“At a time when misinformation and disinformation continue to challenge public discourse, that visibility becomes even more important. For government, visibility is not about promotion. It is about service.
At the DILG, our mandate is to promote peace and order, ensure public safety, and strengthen the capabilities of our local governments. But even the best programs cannot serve the people if they are unseen. Even the most well-crafted policies cannot empower citizens if they are unknown. Governance must be visible, accessible, and understandable,” ASec Lopez De Leon stated.
At the event, Lloyd Tronco presented the latest OOH wizardry that combined creativity and technology featuring EV-power, sky’s the limit drone tech, programmatic ads—finding a surface anywhere. Tronco further displayed how the business of OOH is today with the inclusion of platform, data, media buying, and marketing strategy. According to Tronco, “There are 2 sides of the business in OOH. Where there is demand and supply, there is a sweet spot where OOH grows.”
One of the highlights of the OHAAP event was the Philippine economic and financial market outlook presented by Michael Ricafort, RCBC Chief Economist. The multi-awarded economist gave a robust picture of the country’s trajectory in the next 5 years. From 2026–2030, financial markets may see currency volatility, expected Fed and BSP rate cuts, lower bond yields with higher bond prices, and a recovery in stock markets, especially in emerging economies like the Philippines.
However, risks include U.S. protectionist policies, geopolitical tensions, and regional disputes. Opportunities may arise from strong Philippine economic fundamentals, policy reforms and regional developments. *
Contributing Writer: MS. AYE UBALDO
