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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

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