Ayala Malls & Summit Outdoor Media To Redefine Out-of-Home Scene

(SPOT.ph) The Philippines’ premier lifestyle destination developer, Ayala Malls, and an industry leader in innovative out-of-home (OOH) solutions, Summit Outdoor Media, have forged a strategic partnership poised to redefine the retail and out-of-home landscape. 

The official contract signing held May 14, 2025 at One Ayala, Makati saw the participation of key figures from the two groups. From Ayala Malls, there was Commercialization Lead Rio Mayuga, Head of Asset Management Jose Ramon Katipunan, and Chief Operating Officer Paul Birkett. From Summit Media, Deputy Head of Summit Outdoor Media Abigail Pe Aguirre, Chief Operating Officer Howard Go, and President Lisa Gokongwei-Cheng were present.

Leveraging Ayala Malls’ strategically located destinations, Summit Outdoor Media will deploy a comprehensive suite of integrated out-of-home solutions. This forward-thinking approach aligns with Ayala Malls' ongoing commitment under the innovative direction of Ayala Malls COO Birkett, to redefine the retail experience.

"Ayala Malls’ vision is to shape inspiring environments that spark imagination and deliver personalized, immersive experiences,” said Birkett, sharing his vision for this landmark coming together. “This partnership with Summit Outdoor Media allows us to expand the canvas upon which Ayala Malls, tenants, and relevant brands create visual brand identities which resonate with our unique customer demographics."

Opening new ways to connect

Pe Aguirre expressed her excitement about the collaboration: “We’re excited to partner with Ayala Malls to bring fresh, innovative out-of-home solutions to their spaces. By combining our creative and tech-driven approach with Ayala Malls’ premier retail environments, we’re opening new ways for brands to connect with people through immersive and experiential experiences.”

This collaboration aims to deliver powerful brand impact for advertisers and enrich the mall environment for shoppers through a blend of static, digital, and experiential formats:

• Next-Generation Digital Displays: High-impact, interactive screens strategically placed to capture attention and deliver dynamic content.
• Experiential Zones: Innovative and immersive assets designed to create memorable brand interactions that engage with more than just the visual sense.
• Integrated Mobile Connectivity: Leveraging technology to bridge the gap between physical and digital experiences, enhancing audience engagement through mobile integration.

Birtkett envisions the partnership going beyond traditional advertising. “Our long-term vision... is to create an immersive, dynamic environment that enhances customer experiences and boosts brand engagement, fostering meaningful connections between consumers, brands, and the mall.”

The transformative OOH solutions brought by Summit Outdoor Media are expected to significantly contribute to the overall ambiance and engagement within Ayala Malls. "The look and feel of the malls, under this new partnership, will allow us to deliver a more dynamic and vibrant environment,” added Birkett. “Innovative OOH solutions bring immersive experiences to our malls and create a seamless connection between physical and digital experiences.” 

Pe Aguirre further elaborated on the synergy and impact for the OOH industry: "By bringing together Summit Outdoor Media’s innovative approach with Ayala Malls’ high-traffic retail environments, we’re setting a new benchmark for what OOH can achieve in retail spaces."

This partnership is strategically vital for both organizations, aiming to achieve significant business goals. For Ayala Malls, it’s to further solidify its position as an innovative mall developer in the Philippines, offering refreshing retail, dining, and lifestyle experiences to its evolving customer base. For Summit Outdoor Media, it’s to enhance the customer experience through a thoughtful and seamless integration of out-of-home assets and targeted content within the retail space.

Expressing enthusiasm, Summit's Howard Go said: “I am thrilled with our partnership with Ayala Malls. Summit Outdoor Media’s vision for innovative, high-impact OOH advertising aligns perfectly with their leadership in creating vibrant, community-centric, lifestyle destinations. Together, we are poised to deliver breathtaking and memorable OOH experiences that captivate audiences, elevate brands, and redefine the art of engagement across the Philippines’ most iconic spaces.” 

Techonology-driven approach and rollout plan

Pe Aguirre detailed Summit Outdoor Media’s technology-driven approach and rollout plan: "It is designed to elevate the Ayala Malls experience by creating immersive and engaging brand moments that resonate with today’s shoppers. Our vibrant LED and LCD displays invite shoppers to engage with content in real time. The initial rollout begins with One Ayala, where we’re focusing on engaging the high-volume commuter audience within the Makati transport hub. This strategic launch sets the stage for our broader vision: to establish a strong, innovative presence across the Ayala Malls network, transforming key locations into impactful touchpoints for brands and consumers alike. Exciting developments are on the way as we scale this partnership."

Under the leadership of Birkett, Ayala Malls has consistently created engaging and evolving retail, dining, and lifestyle experiences for vibrant communities. Summit Outdoor Media is eager to actively contribute its expertise in dynamic out-of-home solutions to further enhance these exceptional environments, creating even more impactful connections between brands and Ayala Malls' diverse and engaged customer base.

"Bringing this vision to life entails ensuring the in-person experience is seamless between consumers’ worlds, whether online or offline and across multiple touchpoints,” stressed the Ayala Malls COO. “With this partnership, we can create immersive experiences that engage the senses and speak to consumers’ desires and preferences."