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Author: Femi Adenekan

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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

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

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