In today’s Kapamilya Day column in The Philippine Star, Kane Errol Choa recounts the happenings at the country’s first-ever digital trade event, where ABS-CBN showed advertisers the different platforms and elements they can utilize for digital brand success. Read the full article below:
(The Philippine Star)
ABS-CBN has gone beyond television. The country’s leading media and entertainment company’s digital shift was apparent when it held its first-ever digital trade event that was attended by the country’s top advertising, media and digital agencies.
Dubbed as A Lab Story: It’s All About Chemistry, the ABS-CBN digital trade event showcased the breadth of the company’s business and leadership in the digital space as it strives to continue connecting Filipinos digitally to the things that matter most to them.
ABS-CBN’s expansion to the online realm shows how it has been able to keep up with the times and how it has remained in touch with and understanding the needs of Filipinos. ABS-CBN becomes more digital by the day as Filipinos are changing and going digital.
Included in ABS-CBN’s growing list of digital platforms is iWant TV (iwantv.com.ph), the pioneering video-on-demand website that was first to offer content online in the country, and is still the biggest collection of local content. In July, it registered over 30 million page views on its website and via the iWant TV app onABS-CBNmobile, indicating how more and more Filipinos are now watching online.
Anna Rodriguez-dela Cruz, ABS-CBN head of content management for mobile and OTT, shared the new offerings of iWant TV, including an exclusive 360-degree look inside the Pinoy Big Brother house, new titles and made-for-mobile content to be launched in the future.
“In a mobile first generation, iWant TV will be creating content for the digital consumers,” she said.
ABS-CBN websites have also gained heavy traffic, making www.abs-cbn.com the top-ranked local website in the Philippines, according to Alexa.com.
Social media accounts of ABS-CBN programs and its stars are also the most liked and most followed whether on Twitter, Facebook, Instagram or YouTube, prompting ABS-CBN to develop Stellar, a social media marketing agency that matches brands with the best celebrities to endorse their products and services, and vice versa.
Another ABS-CBN digital platform is the multi-channel network Chicken Pork Adobo, which hones the creativity of Filipino content creators including online sensations Lloyd Café Cadena, The Soshal Network, Kristel Fulgar and Bretman Rock.
There’s also One Music Ph, ABS-CBN’s music hub that offers Filipinos a total music experience — streaming of songs, videos and digital concerts of Filipino artists — and is also a launchpad for new talents and fresh discoveries.
The trade event also marked the launch of the Digital Marketing Periodic Table of Elements, a guide to different digital solutions that advertisers can mix and match to create powerful digital campaigns, just like combining elements to form compounds in chemistry.
“The event was very informative. It is good that ABS-CBN is helping companies and brands with this kind of initiative. Since digital is ever-changing and you can basically do a lot of things, the digital periodic table helps put things into perspective,” said Pim del Rosario, digital manager of Philippines AirAsia.
“The trade event was very helpful for us to understand the digital landscape. It gave us various options that we could explore in terms of placements and executions,” added Lara Marie Lua, senior marketing manager of Devant TV.
ABS-CBN chief digital officer Donald Lim cited On the Wings of Love and Pinoy Big Brother as examples on how to use digital more strategically to reach target audiences. Going beyond TV, ABS-CBN extended the viewers’ experience of these shows online, with microsites, promos and engagement on social media.
And with ABS-CBN’s rapid transition into a digital company, Lim said ABS-CBN can serve as the perfect partner for brands and advertisers, as it has both the capability to create compelling content, as well as digital platforms that will house and disseminate the content.
“The brand story is still the heart of any digital campaign. As the national leader in content, ABS-CBN has the creativity to weave all these digital formulas into one powerful brand story that connects to the people. And being the digital media leader in the land, we can also offer our own digital platforms and services to channel these stories to digital Filipinos,” Lim shared.
Wherever the Filipino is, there will be ABS-CBN, ready to serve them in their lifelong journey whether on TV, radio, cable, digital TV, mobile or online. They can rely on their Kapamilya to take the lead in nurturing connections and enriching their lives through compelling content that mirrors the values of Filipinos.
While change is constant, one thing will remain true in ABS-CBN, and that’s the mission to be in the service of the Filipino.