In the country’s biggest and largest gathering of media experts and practitioners – Media Congress 2017, PHAR’s Prem Bhatia spoke about the the growing adex domination of digital media, how the other various media are being affected, and how mediums are future-proofing itself.

Prem was defending Transit Media and specifically how airlines, airports and mass transit systems (MRT / LRT) have evolved from plain vanilla OOH to a sophisticated media play across desktop, mobile and digital screens, with measurement and attribution playing an increasingly larger role in the years to come.

Examples he cited included the work being done by Transport for London, Seoul Metro, how airlines were using traveler profiles to effectively segment and bring in advertising dollars, how Jakarta’s new airport terminal was the first 100% digital airport environment ever, and how Light Rail Manila was using DOOH , Wi-Fi and their retail environment to complete the path to purchase.

The Media Congress took place in Baguio City Philippines, from September 6 to 9, 2017.

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