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 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
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.