Out of Town Blog
From Billboards to Breakthroughs: NYXSYS Philippines, Inc. Leads Digital Outdoor Revolution
Manila, Philippines — In the latest ROI’d to Success episode, Hustleshare shines a light on Mansueto “Joel” Callao, the dynamic Chairman and CEO of NYXSYS Philippines, Inc. The episode unpacks how Callao reimagined a traditional out-of-home (OOH) advertising venture, engineering its transformation into a trailblazing digital media and technology force in the Philippines.
NYXSYS began in 2014, branching out from an established billboard company. It propelled itself ahead by marrying technology with advertising, from smart LED billboards that turn heads, to interactive poster boxes and RFID-enabled solutions that revolutionize how businesses engage consumers throughout Metro Manila and beyond.
Yet, NYXSYS’s journey is also Callao’s. The episode details his hands-on leadership, steering the company through repeated cycles of reinvention. Guided by optimism and grit, he navigated digital disruption and shifting consumer habits—especially amidst the upheaval of the pandemic—transforming adversity into opportunity and securing NYXSYS’s spot at the forefront of the industry.
“When the pandemic hit, everything stopped, and we didn’t have any prepared business plan. But I waited, I prayed a lot, and we strategized on how to survive and thrive. And that’s where we decided to focus more on the technology aspect of our business. And I thought of audience measurement on digital, the first of its kind in the Philippines, something that can produce and analyze data, enable people to engage, and enable people to interact and lead to conversion,” Callao said.
The decision to integrate advanced AI and data analytics marked a transformative moment for NYXSYS. Moving beyond static displays, NYXSYS upgraded its Digital OOH (DOOH) systems, turning passive advertising screens into dynamic, intelligent platforms. These new systems used real-time data to push targeted, impactful content, allowing clients to engage mobile-first consumers more effectively. The shift enabled advertisers to analyze audience metrics, behaviors, and campaign performance, making each promotional effort more strategic and measurable.
Yet, growing an advanced digital business brought new operational demands. Recognizing the need for reliable infrastructure to support their ambitions, NYXSYS sought out a…
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