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November 2019

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by Femi Adenekan       The advertising industry in Nigeria has grown over the years in spend and spread with advertisers churning out new campaigns to promote their brands and services on traditional media including radio, TV, print, especially Out-of-home (OOH) across the country. The OOH industry spend increased to over N30.8 Billion in 2018, recording a 6% rise from the value in 2017 and is expected to be on the increase in 2019 being an election year where political parties dominated the industry in the first quarter. Over time, larger brands in the Telecoms and Beer categories that budget billions on OOH advertising annually have developed the

by Obianuju Mbey There is a popular phrase – “A picture tells a thousand stories”, the saying goes as far back as the 20th Century. TMKG Consulting as an OOH Media Audit agency provides great opportunity for clients to be assured they get their money’s worth through the images we deliver to them. These images provide holistic view on the kind of environment their sites are located, the nature of traffic, the distance at which the board can be seen and so much more. Asides being an insight driven agency, our core as a company is telling stories with one picture at a time through monitoring of

It’s the time of the year again when advertisers plan and budget for their brands to gain maximum awareness by coming up with tantalizing media mix to actualize their goals. In this article, we will be reminded of the great importance of Out-of-home (OOH) advertising while itemizing mistakes, failings and giving reasonable insights on how to get maximum benefits from OOH campaign executions. The relevance of out-of-home can not be overemphasized,  OOH advertising is one of the oldest, yet still one of the most lucrative and effective ways to advertise your business. OOH advertising has the potential to reach a wide range of audiences

With increasing saturation of Out of Home advertising, breaking through as a brand has never been more difficult. Many brands compete with one another including the big brands for presence, especially in top locations such as Lagos and Port-Harcourt, jostling for the attention of consumers. Most of the time when industry analysis reports are published, only major players in such as those in the Telecoms, Beer, Dairy categories are often mentioned because of their popularity for spending heavily on out-of-home advertising. The industry is virtually dominated by these big spenders and tend to overshadow other brands struggling to have their voices heard. Today we are

2018 Telco spend witnessed a 10% decline from N6.1bn in 2017. Within 2018 there was a 56% drop in spend between Q1 & Q2 which was majorly attributed to by the drop in hoardings by GLO and 9Mobile.   In H2, 2018 GLO increased activity on OOH and they accounted for the 18% increase in spend between Q3 & Q4, acquiring major LEDs in the key cities of Lagos, Abuja and Port Harcourt. From the spend pattern observed in Q4 2018, we project that there would be an increase in TELCO spend for 2019 as brands compete for a greater share of the market.  

We are seeing an increase in consideration and spend in favour of DOOH over static OOH formats. The use of digital formats although at a higher cost creates greater flexibility in campaign deployment, opportunities for more targeted advertising and opportunities for integration of ATL communication with sales promotions and experiential activations. Until these opportunities are harnessed into competitive advantage by brands, the debate on the justification on the cost and use of DOOH will persist.