Brands - July 5, 2019

OOH practitioners urged to embrace digital advertising

Espinews July 5, 2019

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Members of the Outdoor Advertising Association of Nigeria (OAAN) have been advised to embrace digital advertising as a new way to grow and remain relevant in business. The Chief Executive Officer of Media Perspectives, Jude Odia, gave the advice at the just concluded 34th annual conference of OAAN held in Abeokuta.

Odia, who is an expert in the business of media buying and planning spoke on the theme: ‘’Future of OOH in Nigeria: Debt, Ethics and Best Practices’’, said the media landscape and the game has changed.

“In the last ten years, the Nigerian advertising industry has witnessed disruptions with digital advertising continually occupying bigger space. Global predictions indicate that digital advertising is on the increase and in Nigeria, it has 8 percent share of total Ad spend from about 5 percent three years ago.

“In recent time, the media landscape and the game has changed as advertisers that used to see, for instance, mobile advertising as a complementary consideration are now considering it first in their budget because of impact, emotive connection and reach,” Odia said, adding that: “with changing landscape, the way we play it about 20 years ago, cannot be same today”.

Odia however mentioned some of the challenges facing the outdoor industry, such as media debt, vacant billboards and over-regulation, which he said it is not that outdoor is shrinking but practitioners in Nigeria need to evolve.

In his contribution, the immediate past president of OAAN, Babatunde Adedoyin said his administration’s achievements include downward review by 30 percent of advert fee on static and 35 percent on LED boards in Lagos, 20 percent payment on vacant boards policy against 100 percent and curtailing frictions with Lagos State and other regulators.

The AGM later produced Emmanuel Ajufo, Managing Director of Opportunity To See as the new President of the association, former General Secretary and Managing Director of Twenty First Century, Femi Ogala elected Vice President while Sola Akinsiku, Managing Director of KOK Visibility Edge emerged the General Secretary.

Others are: Churchill Nwagwu, Assistant General Secretary, Bidwell Okere, Treasurer, Babatunde Oyekan, Publicity Secretary and Babatunde Adedoyin is IPP/Ex-Officio. Babs Fagade, Deola Odesanya, Dupe Adewuyi, Felix Ehikhuemen and Omo Abunene emerged as Ex-Officio members.