Activate Metro Manila DOOH on AdQuick across 7,500+ digital screens -- EDSA, Makati, BGC, Ortigas, MNL airport, and the LRT/MRT. Holy Week and Christmas-season windows lift EDSA Guadalupe and BGC spectacular CPMs to PHP 850+ (from PHP 160 programmatic); test campaigns from PHP 75,000 on DSPs.
Test campaigns from ₱80,000 (~$1,450 USD); enterprise activations to ₱27.5M+. Plan EDSA, Makati, BGC, NAIA, transit, malls, and place-based inventory in PHP or USD on the AdQuick out of home advertising platform.
Digital Out-of-Home Advertising in Manila: 2026 Cost, Formats, Platforms & Inventory Guide
Roughly 5,500–9,000 digital screens across EDSA, Makati CBD, BGC, Ortigas, Quezon City, Pasay, NAIA, MRT-3 / LRT, and the SM Prime and Ayala Malls portfolios. Programmatic CPMs from ₱100–₱300 ($2–$5); EDSA premium LEDs ₱300–₱700; NAIA airport ₱600–₱1,400.
From iconic EDSA flagship LEDs to mall, transit, and place-based networks — the working breakdown planners use to scope a Metro Manila DOOH plan.
EDSA premium LEDs (Guadalupe, Ortigas, Shaw, Cubao, Kamuning, Balintawak, Ayala–EDSA), Ayala Avenue Makati flagships, and BGC 32nd Street / Bonifacio High Street spectaculars. Brand statement, launches, and Ber months Christmas campaigns.
NAIA Terminals 1–4 (arrivals, departures, gates, duty-free), MRT-3 stations along EDSA, LRT-1 (Taft) and LRT-2 (Recto–Antipolo) platform and mezzanine screens, plus PNR commuter rail and the under-construction Metro Manila Subway.
Urban digital bulletins along Roxas Boulevard, Taft Avenue, Commonwealth Avenue, Katipunan, Shaw Boulevard, Ortigas Avenue, and major arterials across the 16-city National Capital Region, with traffic-facing LEDs and street furniture.
SM Prime and Ayala Malls retail-media screens, office-tower and elevator networks in Makati, BGC, Ortigas, Rockwell, Eastwood, and Alabang, gym chains, forecourts (Petron, Shell, Caltex, Phoenix), and SM / Ayala / Resorts World cinemas.
Manila DOOH is priced CPM-first for programmatic activations and a blend of CPM plus monthly share-of-voice (SOV) for direct buys on premium EDSA, Makati, and BGC placements. Rates are quoted in Philippine Pesos (PHP / ₱) for local buyers and commonly in USD for international planners (USD 1 ≈ ₱55–₱58; PHP floats against USD with meaningful day-to-day volatility). Below is the 2026 benchmark CPM table by venue type:
| Venue Type | Example Inventory | Typical 2026 CPM (PHP ₱) | Typical CPM (USD) | Best For |
|---|---|---|---|---|
| Urban digital bulletins / street LED | Roxas Boulevard, Taft Avenue, Commonwealth Avenue, Katipunan, Shaw Boulevard, Ortigas Avenue | ₱150–₱400 | $3–$7 | Mass reach, retail, entertainment, commuter |
| EDSA premium LED / large-format | EDSA flagships (Guadalupe, Ortigas, Shaw, Kamuning, Cubao, Balintawak stretches), Boni, Ayala-EDSA | ₱300–₱700 | $5–$13 | Launches, brand statement, extended traffic-dwell viewing |
| Makati CBD & BGC premium LED | Ayala Avenue, Paseo de Roxas, 32nd Street BGC, 5th Avenue BGC, Bonifacio High Street | ₱300–₱750 | $5–$13 | B2B, luxury, finance, tech, premium consumer |
| Airport DOOH — NAIA | Terminals 1–4 arrivals, departures, gates, duty-free | ₱600–₱1,400 | $11–$25 | Inbound international, premium CPG, travel retail, OFW-returning families |
| MRT-3 (along EDSA) | Platform screens, station mezzanines at North Avenue, Ortigas, Shaw, Boni, Guadalupe, Ayala, Taft | ₱150–₱350 | $3–$6 | Commuter frequency, mass market, EDSA corridor overlap |
| LRT-1 (Taft) / LRT-2 (east-west) | Platform screens, station mezzanines across Manila and Quezon City | ₱130–₱300 | $2–$5 | Commuter, students, mass market |
| PNR / North-South Commuter Rail (phasing) | Intercity commuter rail screens | ₱120–₱280 | $2–$5 | Commuter, intercity |
| Shopping centre digital — SM portfolio | SM Mall of Asia, SM Megamall, SM North EDSA, SM Aura, SM Southmall, SM Fairview | ₱200–₱500 | $4–$9 | Shopper marketing, mass to mid-market |
| Shopping centre digital — Ayala Malls portfolio | Glorietta, Greenbelt, Ayala Malls Vertis North, UP Town Center, Market! Market! BGC | ₱250–₱600 | $5–$11 | Premium shopper, lifestyle, B2B |
| Shopping centre digital — other | Power Plant Mall (Rockwell), Eastwood Mall, Festival Mall Alabang, Uptown Mall BGC, Robinsons Place | ₱200–₱500 | $4–$9 | District-specific shopper |
| Office tower / elevator networks | Makati CBD, BGC, Ortigas Center, Rockwell, Eastwood, Alabang | ₱250–₱600 | $4–$11 | B2B, BPO, tech, finance, SaaS |
| Gym / fitness club screens | Anytime Fitness, Gold's Gym, Fitness First, Gold's Gym Manila | ₱200–₱450 | $4–$8 | Wellness, CPG, pharma OTC |
| Forecourt / convenience | Petron, Shell, Caltex, Phoenix forecourts | ₱150–₱350 | $3–$6 | Auto, CPG, beverage |
| Cinema | SM Cinema, Ayala Cinemas, Resorts World Cinemas | ₱350–₱800 | $6–$14 | Younger audiences, Ber-months blockbusters |
| Programmatic open exchange (blended) | Multi-venue across Metro Manila | ₱100–₱300 | $2–$5 | Scale, always-on, test campaigns |
Standard DOOH levers apply — venue dwell time, audience specificity, dayparting, creative format, programmatic vs. direct model. Seven Manila-specific factors worth budgeting around:
Three worked budgets, in PHP (USD reference at USD 1 ≈ ₱55–₱58), for brands testing into or scaling DOOH across Metro Manila:
≈ $1,450–$3,200 USD · Single-DSP, single venue type, 30 days.
≈ $20,000–$50,000 USD · Multi-venue programmatic + one direct deal, multi-city, 90 days.
≈ $100,000–$500,000+ USD · Blended direct + programmatic, always-on or event-windowed (Ber months Christmas September–January, Holy Week / Semana Santa March–April, Independence Day June 12, National Heroes Day, All Saints' Day November 1, Chinese New Year in Binondo, PBA basketball playoffs, Miss Universe or international pageants hosted in Manila).
DOOH in Metro Manila is organised by venue environment. Here's the working breakdown planners use:
EDSA (Epifanio de los Santos Avenue) is a 23.8 km ring highway running north-south through Metro Manila, connecting Monumento (Caloocan) in the north through Quezon City, Mandaluyong, Ortigas, Guadalupe, and down to Pasay / Roxas Boulevard in the south. Because MRT-3 runs directly along EDSA, the corridor uniquely combines highway LED exposure with transit commuter audience. World-class traffic congestion extends dwell time dramatically.
Makati is the traditional Philippine financial district. Makati DOOH premium-LED inventory on Ayala Avenue and at the Ayala–EDSA interchange commands top-tier CPMs for finance, B2B, and luxury.
Bonifacio Global City (BGC) in Taguig has emerged as the modern Philippine corporate and tech hub — newer master-planned office towers, multinationals (Google Philippines, Meta, PwC, Accenture, Deloitte, EY, KPMG, McKinsey, BCG, JP Morgan Philippines), major BPO operations, and a dense ecosystem of Filipino SaaS, fintech, and tech startups. BGC DOOH skews newer, higher-resolution, and more integrated with digital signage than Makati's older LED estate.
Ortigas Center is the third major Metro Manila CBD, straddling Pasig and Mandaluyong. Major tenants: Metrobank HQ, San Miguel, Meralco, Asian Development Bank, and regional BPOs. Ortigas DOOH bridges corporate B2B and mass retail.
Quezon City is the largest city in Metro Manila by population (~3M). Quezon City anchors the northern half of Metro Manila.
Pasay hosts SM Mall of Asia (MOA) — one of the largest shopping centres in the world — plus Conrad Manila, SMX Convention Center, Manila Ocean Park, and the Mall of Asia Arena. The MOA Complex (reclaimed from Manila Bay) is a major tourism, conventions, entertainment, and retail zone. DOOH here serves domestic mass retail plus international visitors.
Ninoy Aquino International Airport (NAIA), operated by the Manila International Airport Authority (MIAA), handles ~40M+ passengers annually across Terminals 1, 2, 3, and 4 — the primary Philippine international gateway. DOOH coverage spans arrivals, departures, gate corridors, baggage claim, and duty-free retail. Premium audience: inbound international business and leisure travellers, returning OFWs (Overseas Filipino Workers) — a massive demographic with strong commercial relevance — and Philippine business travellers. Best for real estate, banks, telcos, money-transfer services, travel retail, and tourism. The Clark International Airport (CRK) in Pampanga is expanding as a secondary gateway, and San Miguel Aerocity / Bulacan International Airport is under construction as a future primary international gateway — a major infrastructure transition phasing through the latter part of the decade.
MRT-3 (Manila Metro Rail Transit Line 3) runs 16.9 km along EDSA from North Avenue (Quezon City) through Quezon Avenue, Kamuning, Cubao, Shaw, Ortigas, Boni, Guadalupe, Ayala, Magallanes, and terminating at Taft Avenue (Pasay) — carrying ~500,000+ daily riders. LRT-1 runs along Taft Avenue from Roosevelt north to Baclaran (being extended to Cavite). LRT-2 runs east-west from Recto (Manila) through Cubao to Antipolo. Digital advertising on platform screens, station mezzanines, and rolling stock reaches mass-market commuters. PNR (Philippine National Railways) commuter rail is being modernized via the North-South Commuter Railway project. The Metro Manila Subway — the first underground metro in the Philippines — is under construction with phased opening through ~2029, adding a major new DOOH inventory category.
Metro Manila retail concentrates in the SM Prime Holdings and Ayala Malls portfolios plus select premium operators. CPMs run ₱200–₱600 ($4–$11) depending on tier and footfall.
Office-tower DOOH concentrates in four primary districts: Makati CBD (Ayala Avenue, Paseo de Roxas, Legazpi/Salcedo Villages — traditional finance), BGC (32nd Street, 5th Avenue — multinationals, tech, modern BPO), Ortigas Center (Meralco, ADB, major BPOs), and Rockwell (premium mixed-use). Secondary clusters: Eastwood City (Libis, QC — BPO/tech), Alabang (southern business belt — Filinvest City, Madrigal Business Park, Northgate Cyberzone for BPO), and Newport City (Pasay–Parañaque). Office-tower DOOH here reaches Filipino and expat executives, BPO workforce (Philippines is the world's largest BPO market), and tech professionals — strong fit for B2B SaaS, fintech, enterprise software, recruitment, financial services, and premium consumer brands.
Anytime Fitness, Gold's Gym, Fitness First, UFC Gym fitness chains; Petron, Shell, Caltex, Phoenix Petroleum forecourts; SM Cinema, Ayala Cinemas, Resorts World Cinemas chains; and bar/restaurant digital networks in BGC, Makati, Eastwood, and Ortigas entertainment zones. Best activated via programmatic aggregation rather than individual direct deals.
Programmatic DOOH in the Philippines is in an active growth phase — global DSPs and SSPs are progressively integrating Philippine supply, driven by international brand spend into one of Southeast Asia's largest consumer economies and the world's largest BPO market.
Buyers activate through a demand-side platform (DSP), which bids into a supply-side platform (SSP) connected to venue owners' ad servers and out-of-home management systems (OMS). When a bid wins, the creative plays in a defined slot inside the venue's loop — typically 7.5-, 8-, 10-, or 15-second slots in a 60- or 64-second loop. The entire transaction happens in milliseconds.
DSP and marketplace that transacts programmatically across every major SSP and aggregates direct media-owner inventory from Philippine operators (Outcomm, Summit Outdoor Media, United Neon Advertising, Nyxsys, LED Platforms, NAIA airport concessionaires, MRT-3/LRT transit concessions, SM Prime, Ayala Malls, Rockwell, Megaworld, Filinvest) in a single unified plan.
Global pDOOH DSP with active APAC / Southeast Asia coverage.
DSP side of the Broadsign ecosystem, active in Philippine signage.
JCDecaux-aligned global DSP.
Omnichannel DSP with DOOH module.
Enterprise DSP with Southeast Asia presence.
Large enterprise programmatic buyer.
DSP with self-serve options.
Multi-market programmatic DOOH with emerging Philippine coverage.
SSP layer of the Broadsign ecosystem; standard for many Philippine networks running on Broadsign CMS.
Programmatic exchange with APAC inventory.
JCDecaux-aligned SSP with international reach.
Strong Southeast Asia presence and growing Philippine integration.
Vistar Media's supply-side platform connecting venue owners' inventory.
| Deal Type | How It Works | Best For |
|---|---|---|
| Open exchange | Lowest CPM, least transparency. | Test campaigns and always-on scale. |
| PMP (private marketplace) | Curated inventory (e.g., NAIA airport only, EDSA LED cluster, SM MOA mall-only package, BGC tech-office network) with deal IDs. | Targeted runs against premium curated supply. |
| Programmatic guaranteed | Locked impression commitments at a fixed CPM, functionally similar to a direct IO but executed through the DSP. | Brand campaigns needing guaranteed delivery on top inventory. |
AdQuick transacts across all three models and operates as a DSP in the pDOOH ecosystem — not a broker sitting above it.
Philippine DOOH measurement combines operator-reported impressions with mobile-panel verification under the Data Privacy Act.
Operator-reported impressions, Philippine industry research, mobile-panel verification, and visibility-adjusted contacts (VAC) form the measurement stack:
A typical Manila attribution setup: DSP serves DOOH impression → DPA-compliant anonymised mobile-panel exposure captured → exposed panel measured against unexposed control → visit lift, conversion lift, or brand lift reported 2–6 weeks post-flight. For shopper campaigns in SM MOA, SM Megamall, Glorietta, Greenbelt, Power Plant Mall, and Eastwood Mall catchments, pair DOOH exposure data with loyalty-card, POS, or digital-wallet data (GCash, Maya, GrabPay) where legally consented.
A consistent gap on the current Manila SERP is concrete creative specs. Here's the 2026 baseline:
The Philippines has exceptionally high English proficiency (second in Asia only to Singapore), and English is widely used in Metro Manila commercial DOOH. Filipino (Tagalog) is the national language and appropriate for mass-market, FMCG, and emotional-resonance creative. Taglish — the bilingual mixing of English and Tagalog — is the lingua franca of Metro Manila advertising and is standard in creative for Filipino consumer audiences.
Neutral comparison of the entities a buyer encounters when planning a Metro Manila DOOH campaign, grouped by entity type.
Major Philippine OOH / DOOH operator with inventory across EDSA, C5, Makati, BGC, Ortigas, and NAIA-adjacent corridors (ranks on the current Manila DOOH SERP; snippets explicitly cite EDSA, C5, and NAIA coverage).
Established Philippine OOH operator with Metro Manila coverage.
Historic Philippine LED and outdoor operator.
Philippine DOOH tech and operator presence (publishes educational content, ranks on the current SERP).
Philippine LED operator with digital signage deployments.
Philippine OOH operator.
Industry directory and community presence ranking on the Manila SERP.
Advertising rights at Ninoy Aquino International Airport are concessioned through the Manila International Airport Authority to partner operators.
Station and rolling-stock advertising concessioned through the respective transit authorities (DOTr / MRT Corporation / LRTA).
SM Supermalls (MOA, Megamall, North EDSA, Aura, Southmall, Fairview, and 80+ malls nationally).
Glorietta, Greenbelt, UP Town Center, Market! Market! BGC, Ayala Malls Manila Bay portfolio.
Power Plant Mall, Rockwell mixed-use.
Eastwood Mall, Uptown BGC, Newport World Resorts (Pasay–Parañaque).
Festival Mall, Filinvest City Alabang.
Robinsons Place Manila, Robinsons Galleria.
YCP, Outcomm, Summit Outdoor Media, Nyxsys, OOH.PH, DOOH PH, Graphic Expo (FMI).
AdQuick, Vistar Media, Broadsign Ads, VIOOH, StackAdapt, The Trade Desk (OpenPath DOOH), Yahoo DSP, Adomni, and Adyllic.
AdQuick is a DSP and marketplace that transacts programmatically across every major SSP (Vistar, Hivestack, Place Exchange, Broadsign Reach, VIOOH) and aggregates direct media-owner inventory from Philippine operators — Outcomm, Summit Outdoor Media, United Neon Advertising, Nyxsys, LED Platforms, NAIA airport concessionaires, MRT-3 / LRT-1 / LRT-2 transit concessions, SM Prime retail media, Ayala Malls, Rockwell, Megaworld, Filinvest, and Robinsons Land mall operators, and place-based networks — in a single unified plan, with native mapping, creative delivery, and measurement. That dual capability matters specifically in Metro Manila because Philippine DOOH is operator-fragmented across multiple local agencies and 16 different LGUs (each Metro Manila city has its own outdoor-advertising ordinances, permitting process, and LGU-level approval timelines) — running all of it through one DSP + marketplace is meaningfully faster than negotiating separate insertion orders plus per-city permitting, especially for international planners or multinational brands consolidating APAC campaigns.
The Philippines is one of Southeast Asia's largest and fastest-growing consumer markets — population ~115M, one of the world's largest diaspora populations (OFW remittances ~$34–$38B annually), the world's largest BPO (business process outsourcing) market by employment, and a meaningful tech startup ecosystem anchored in BGC and Makati. Metro Manila represents the vast majority of national DOOH spend, followed by Cebu (Visayas), Davao (Mindanao), and emerging secondary markets. DOOH is accelerating relative to static OOH as LED infrastructure expands and programmatic layers mature.
AdQuick unifies programmatic buying across every major SSP and aggregates direct media-owner inventory across EDSA, Makati, BGC, Ortigas, NAIA, transit, malls, office towers, and place-based networks — so international planners and multinational brands can run a single Metro Manila plan in PHP or USD without negotiating per-operator IOs and per-LGU permits separately.
Where a Metro Manila DOOH plan should concentrate impressions, by audience and use case:
Metro Manila DOOH operates under a Philippine national plus LGU-level regulatory stack.
Regulates EDSA and major Metro Manila arterials; enforces outdoor-advertising structural safety requirements enacted substantively following Typhoon Milenyo (Xangsane) in September 2006, which caused major billboard collapses and reshaped Philippine outdoor-advertising regulation. Wind-load certification, engineering review, and periodic inspection required for large-format outdoor structures.
Federal-level oversight of road-adjacent advertising on national roads and expressways; issues permits and structural standards.
Each of Metro Manila's 16 cities (Caloocan, Las Piñas, Makati, Malabon, Mandaluyong, Manila, Marikina, Muntinlupa, Navotas, Parañaque, Pasay, Pasig, Quezon City, San Juan, Taguig, Valenzuela) and 1 municipality (Pateros) operates its own outdoor-advertising ordinance and permitting process — planners must budget permit lead time on a per-city basis for physical installs. Heritage zones in Manila (Intramuros, Binondo, Quiapo) and specific cultural districts carry tighter signage restrictions.
Philippine data protection law; enforced by the National Privacy Commission (NPC). Governs personal data processing, consent, lawful basis, data-subject rights, cross-border transfer, and breach notification. DOOH screens themselves do not collect personal data, but mobile audience-extension and location-data workflows using device IDs must have lawful basis, transparency, and contractual safeguards under DPA.
Philippine advertising industry self-regulatory body; administers the Philippine Code of Advertising Practice and handles most content-compliance complaints.
Credit, lending, and investment advertising falls under Bangko Sentral ng Pilipinas (BSP — central bank) and SEC Philippines (Securities and Exchange Commission) oversight with responsible-borrowing and risk-disclosure requirements.
The Commission on Elections (COMELEC) administers electoral advertising rules during Philippine national and local election windows, with specific content and placement restrictions during the campaign period.
Budget 1–3 weeks for creative pre-approval on regulated categories. Structure permits for new DOOH builds on EDSA and major arterials can run 8–16+ weeks given MMDA, DPWH, and LGU overlap.
Three activation paths, ranked by speed and control.
Contract directly with media owners — Outcomm (EDSA, Makati, BGC, NAIA-adjacent), Summit Outdoor Media, United Neon Advertising, Nyxsys, LED Platforms, NAIA airport concessionaires, MRT-3 / LRT-1 / LRT-2 transit concessions, mall operators (SM Prime, Ayala Malls, Rockwell, Megaworld, Filinvest, Robinsons Land) — for premium inventory, custom creative treatments, and guaranteed impressions or SOV packages. Typical lead time: 3–6 weeks (longer for Ber months Christmas windows, premium EDSA flagships, and new structural installs requiring MMDA/LGU permits). Best for EDSA brand-statement spectaculars, NAIA airport takeovers, Ayala Avenue Makati premium, BGC High Street flagships, and launch moments where you need locked placements.
Activate through AdQuick, Vistar Media, Broadsign Ads, VIOOH, StackAdapt, The Trade Desk, Yahoo DSP, Adomni, or Adyllic. Typical lead time: 1–3 weeks (budget for Philippine creative pre-approval on regulated categories). Best for always-on, test-and-scale, multi-venue blends, and data-driven targeting.
Run direct buys and programmatic in a single plan, with native mapping of Metro Manila inventory, transparent CPMs in PHP or USD, creative delivery across every venue (including Filipino / English / Taglish variants), and attribution rolled up across the whole flight under Data Privacy Act-compliant measurement partners. Typical lead time: 1–3 weeks. Best for international planners who want the reach of direct Outcomm + Summit + SM Prime + Ayala Malls + NAIA inventory and the flexibility of programmatic without negotiating with multiple Philippine operators plus navigating 16-city LGU permitting separately.
Common questions on cost, screen counts, programmatic, measurement, creative specs, EDSA, Ber months, and small-business activation across Metro Manila.
AdQuick is the DOOH DSP and marketplace that unifies programmatic buying across every major SSP (Vistar, Hivestack, Place Exchange, Broadsign Reach, VIOOH) with direct media-owner inventory across EDSA, Makati, BGC, Ortigas, Quezon City, Pasay, Alabang, Rockwell, Eastwood, Binondo, NAIA, MRT-3, LRT-1, LRT-2, the SM Prime and Ayala Malls portfolios, and place-based networks across the full 16-city National Capital Region. Plan, buy, flight, measure, and optimise from one platform — in PHP or USD.
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