Thought leaders in advertising, media, and innovation came together on July 21, 2025, for OMG × UNILAB’s Media Multiverse Day. The panel discussion’s topic “Touchpoints That Do More: When Media Becomes the Marketplace,” in which NYXSYS CEO and Founder, Joel Callao participated was one of the most engaging sessions.
Speaking on behalf of NYXSYS, the nation’s leader in AI-enabled data-driven Digital Out-of-Home (DOOH) media technology, explained how OOH advertising landscape in the Philippines has developed into a dynamic force that drives direct consumer engagement and quantifiable response, rather than merely serving as a platform for brand recognition.
From Awareness to Action: How OOH is Evolving
“What are the most significant changes you’ve seen in how advertisers use OOH to drive direct consumer response?” was the panel’s first major question. — he emphasized how data and artificial intelligence are being quickly and drastically incorporated into outdoor media as a form of a package to try by advertisers and brands.
He clarified that OOH has undergone a significant change and is now becoming a data-driven platform. Applications with AI capabilities are being utilized more and more for audience measurement, providing advertisers with real-time insight on the effectiveness of their campaigns.
He also underlined how drastically the conventional perception of OOH as a passive medium has evolved. NYXSYS gives its clients the ability to precisely track audience impressions, dwell duration, demographic breakdowns, and location performance through the platform, Calton Datx.
As agencies and companies begin to see the importance of data, the narrative is changing. They are starting to approach OOH and DOOH like they would digital channels, into a more strategic, quantifiable, and trackable approach.
Creativity Meets Context: The Power of Timing
With the question, “How much of driving consumer response comes from the creative messaging itself versus the technology or format used to deliver it?” The conversation shifted to the balance between creative messaging and delivery technology.
He underlined that while excellent creative execution is always important, accuracy is where the true power lies.
He pointed out that although technology and creative content work well together, even the best advertisements can fail if the target demographic isn’t the correct one. Tools like Calton Datx are crucial in this situation because they guarantee that the correct individuals would be able see the right content at the right moment.
Integrating things like: emotional profiling, traffic volume analysis, and many more. When paired with real-time analytics, it allows marketers to start dynamic campaigns that react to the presence of their audience and only send content when it’s most important.
This effectively means that instead of purchasing static billboard space, advertisers are now investing in real-time, data-optimized environments that adapt and function.
He clarified that the system recognizes the audience’s location and time of arrival and initiates content at that precise moment. Because of this, it has an influence and guarantees that resources are used effectively.
Ready for What’s Next: Future-Proofing with Calton Datx
The panel concluded with a forward-looking question:
“What should marketers consider now if they want to be ready to use these capabilities as soon as they become available?”
He knew the answer was obvious: NYXSYS is at the forefront of the future, which has already arrived.
According to him, it’s already operational at NYXSYS and not something still getting ready for. Having developed a thorough audience intelligence platform especially for Philippine outdoor media with Calton Datx. It is scalable, easily accessible, and produces outcomes for their existing clients right now.
Marketers gain knowledge about their audience’s demographics as well as how and when to interact with them thanks to Calton Datx. These tools are currently available to marketers who are just waiting for the proper moment to employ them. They require a partner who can interpret the data, and NYXSYS is designed to do just that.
The future of OOH is one in which every screen turns into a smart screen, every impression matters, and every touchpoint may result in action, all made possible by innovators like Joel Callao and Nyxsys’ team with technological advancements like Calton Datx.
The company is at the vanguard of the growing digital ecosystem, transforming outdoor media into marketplaces that are driven by outcomes and providing the data that help companies advance.
At NYXSYS, we’re committed to using data, technology, and creativity to influence the media landscape of the future. As thought leaders in this quickly changing field, we welcome invites to speak, work together, and exchange ideas as part of our commitment to enhance the conversation around Out-of-Home and AI integration
Together, let’s create campaigns that are more intelligent and interconnected.
Invite us to your next panel, forum, or workshop, reach us through: inquire@nyxsys.ph