Some advertising professionals have underscored the importance of technological innovation in the Nigerian advertising space.
The speakers stated this at the 10th anniversary celebration of Nimbus Media on Friday in Lagos.
The theme of the event is “10 years of Innovative Advertising Solutions.”
The Chief Executive Officer (CEO) Nimbus Media, Mr Wale Adegoke said that the event was an opportunity to explore a decade of innovative advertising solutions in Nigeria and to chart the way forward.
“We are glad to have been joined by experts from across the advertising ecosystem in Nigeria.
“We also used the opportunity to announce the 2022 Nimbus Aid Project winners; 10 women-led businesses selected from over 580 applications across the Tech and non-Tech categories”.
Adegoke said that the businesses would receive N2 million in advertising from Nimbus Media and other exciting opportunities courtesy of its partners.
He listed the partners to include Marketing Edge, TechCabal, Lagos State Employment Trust Fund, and News Central TV.
While delivering his keynote address, Mr Alaba Fadero, Executive Director, mediaReach OMD Nigeria, said that Nigerians were spending much time consuming social media content.
Fadero spoke on the topic: “Omni channel Advertising & New Models in Nigerian OOH Industry.”
Represented by Mr Promise Oduh, Associate Director, Media Reach, OMD, Nigeria, Fadero said that advertisers and outdoor advertising community need to do more because of the challenge of time allocated to their content.
According to him, modern consumers have daily insatiable wants and variety in a number of ways
He said that driving attentive reach in today’s market requires Omni channel marketing.
“One of the models driving this innovation is the use of programmatic and location based targeting.
“Through the GPS technology an app can give your location
“Programmatic targeting provides interactive media and data driven campaign.
“Adopting new tech 3D techniques, drone displays, neon lighting are finding their way into Nigerian market,” Fadero said.
He said that location based marketing allowed marketers to target their audiences based on their current locations and their geographic locations.
“It allows advertising to be delivered to the right place, time and audiences.
“As both models are relatively new in Nigerian market, it has the potential to grow in the future,” Fadero said.
He said that OOH advertising in Nigeria has been consistently adventurous and is still rising on..
He explained that the industry had yet to get to the point where OOH speaks to consumers.
“OOH is the cornerstone of an Omni channel marketing strategy and bridges the gap between online and offline retail.
“New models thrive on partnership and consumer centric utilitarian ideas.
“It is saying that OOH should not be driven by technology alone, but by utilitarian values
“OOH should not only like the brands but should provide utilitarian value to the consumers.
“Through partnerships, we can drive growth and build meaningful experiences and convenience for today’s elusive consumer through the power of OOH,” Fadero said
He noted that in addition to well established websites, companies need to build more established apps that would enable consumers to make purchase online, browse products and provide loyalty points.
“All of these will lead to purchase,” he said.
Panelists at a session moderated by Osagie Alonge, Director of Marketing at Kippa, explored “How Technology Will Shape the Nigerian Outdoor Advertising Industry in the Future.
Experts on the panel included Ayoola Ogunyomi, Head of Media and Marketing at Patricia, David Akharume, Executive Chairman/CEO of Torydoes Nigeria Limited,
Others included Oyindamola Fakile, Creative Director at Nitro 121, and Rilwan Ajiferuke, General Manager at Plural Media & amp; Tech Ltd.
While answering questions on the panel, Akharume said that while traditional outdoor advertising would remain the norm, industry practitioners must continue to innovate and collaborate.
He said that disruptions in the industry required collaborations so that they could have the required impact.
“Thankfully, much collaboration is happening now, so we are on the right path,” he added.
Fakile, noted that the future of the Nigerian advertising industry must lead us to a place where stakeholders can explore all aspects of OOH advertising and get convertible results.
The second panel explored “Regulatory Challenges and the Growing Need for Collaboration in the Nigerian Advertising Industry.
On the panel, the President of the Outdoor Advertising Association of Nigeria (OAAN), Mr Emmanuel Ajufo, said that while unnecessary regulations could be very challenging for players in the industry, most stakeholders were becoming more resilient and learning to adapt.
“Many players in the advertising field are business owners who just want to run their businesses without any undue pressure from regulators.
“They will typically cooperate with regulatory agencies if there is increased collaboration between the industry, regulators and governments,” Ajufo said.
He was joined on the panel by Temitope Sanni, Nigeria Team Lead OOH, PHD Media, and Zion Rufus of Marketing Edge Magazine.
