MANILA- Great news for brands who want to stand out in Manila’s cluttered OOH skyline – SM Lifestyle Entertainment has just flicked the switch of the largest LED billboard in the Philippines.
This monstrous digital signage, called the Mall of Asia Arena Mesh, can be found at the Mall of Asia Arena, which is celebrating its second anniversary this week. It spans 702 square meters, or around four storeys tall. To put things in perspective, the giant screens found in cinemas are just around two storeys tall.
Installed right in the center of the eye structure of the arena, the billboard’s peculiar design has an uncanny similarity with the Eye of Sauron from the Lord of the Rings, staring mall goers at the SM Mall of Asia just a stone’s throw away.
Arnel Gonzales, business unit head at the Mall of Asia Arena, shared with Marketing that SM decided to build the engineering feat to take advantage of massive foot and vehicular traffic around the area.
While it’s not found along EDSA, the busiest road in Manila, he touted that over 1 million people on average walk around SM MOA in any given day, making the billboard potential hot ad property.
The MOA Arena Mesh will initially serve SM promotions and its brand partners but has plans to open it to other businesses. So far, the billboard is currently promoting Globe Telecom, PLDT, SMDC, Solaire Resorts, O+ and TV 5.
Aside from serving marketing ends, Gonzales explained that MOA Arena Mesh will also serve the public by streaming live newsfeeds, traffic updates from the MMDA and other announcements from the local and national government. He said that they are currently in talks with ABS-CBN, GMA and TV5 to finalize who will be its media provider.
As for operating hours, SM said that the Mall of Asia Arena Mesh will follow mall hours. Gonzales said that they currently studying if round the clock operation is possible and safe, concerned that the billboard might distract drivers at night.