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September 2020

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The growing incidence of low compliance in the Nigerian out-of-home (OOH) advertising supply chain is a big issue for advertisers and other stakeholders in the industry. On the one hand, advertisers are losing media investment and hitting short of their marketing goals and objectives, while on the other, advertising and media buying agencies are losing big on billings and professional integrity. Compliance in the advertising media monitoring parlance refers to the ability of the media owner or the media buying agency to deliver advertising campaigns in accordance with the agreed schedule of media purchase. One of the key measures of media compliance is the

By Femi Adenekan Many advertisers have either cut their budgets or suspended advertising on the media platform due to the stay at home order imposed by the government as a result of the COVID-19 pandemic. However, a report recently released by Google to help understand the impact of the COVID-19 pandemic on mobility of persons within communities with data obtained from its continuous tracking. The Google COVID-19 Community Mobility Report provides insights into the changes in response to stay at home orders, lockdown, social distancing, and other measures taken to flatten the curve of the pandemic. To achieve this, the Google used “aggregated and anonymized” data

By Femi Adenekan   It is no news that the hardest hit media channel is the Out-of-home (OOH) media as the OOH ad spending has felt a negative impact worldwide as a result of the pro-social distancing and isolation measures that have emerged across countries including Nigeria leading consumers actively avoiding large public places and gatherings, and have impacted advertisers’ willingness to advertise in those places as well due to low exposure.  Ripple Effects of the Pandemic Prior to the outbreak of COVID-19 pandemic, OOH especially the Digital OOH had been enjoying an incredible run. However, the outdoor advertising venture came to a screeching halt as the