THE MOST WIDELY READ DIGITAL INDUSTRY JOURNAL FROM NIGERIA.
Published in Digital and Print
LEGISLATION AND POLICIES
HISTORY OF BILLBOARD ADVERTISING
AN INDUSTRY IS FORMED
OUTDOOR ADVERTISING CONTRACTORS ASSOCIATION OF NIGERIA
HISTORY OF BILLBOARD ADVERTISING
TODAYS OUTDOOR BILLBOARD
HEFITECH
OUTDOOR SERVICES LIMITED
BILLBOARD FABRICATION & GENERAL CONTRACTOR
THE HISTORY OF BILLBOARD IN NIGERIA AND FORMATION OF OAAN
HISTORY OF BILLBOARD ADVERTISING
AN INDUSTRY IS FORMED
HISTORY OF BILLBOARD ADVERTISING
OUTDOOR ADVERTISING CONTRACTORS ASSOCIATION OF NIGERIA
HISTORY OF BILLBOARD ADVERTISING
OUTDOOR ADVERTISING CONTRACTORS ASSOCIATION OF NIGERIA
LEGISLATION AND POLICIES
THE HISTORY OF BILLBOARD IN NIGERIA AND FORMATION OF OAAN
AN INDUSTRY IS FORMED
We build Outdoor Adver sing structures that pushes the message into the traffic
TEL: 08054074901, 08121173003 Email: hefitechoutdoor@gmail.com
Delivering the Promise We come to work each day for one reason: to make things work for you as our clients- not just merely on paper or conceptually, but on ground practically with our hoarding.
THAT IS OUR PROMISE.
Colour Image Publicity
Limited Head office 3, Little Road, Sabo Yaba, P.O.Box 10455, Marina, Lagos
Tel: 01-2954642, 08033056356, 08098856356 www.ciplimited.com.ng Email: cip_limited@yahoo.com, tundecip@yahoo.com
GENERAL PROCUREMENTS
NETWORK MANAGEMENT
TECHSHELF
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Contents Vol 3, No 1 - 2018.
LEGISLATION AND POLICIES
HISTORY OF BILLBOARD ADVERTISING
AN INDUSTRY IS FORMED
OUTDOOR ADVERTISING CONTRACTORS ASSOCIATION OF NIGERIA
THE HISTORY OF BILLBOARD IN NIGERIA AND FORMATION OF OAAN
HISTORY OF BILLBOARD ADVERTISING
TODAYS OUTDOOR BILLBOARD
HISTORY OF BILLBOARD ADVERTISING
AN INDUSTRY IS FORMED
HISTORY OF BILLBOARD ADVERTISING
OUTDOOR ADVERTISING CONTRACTORS ASSOCIATION OF NIGERIA
HISTORY OF BILLBOARD ADVERTISING
OUTDOOR ADVERTISING CONTRACTORS ASSOCIATION OF NIGERIA
LEGISLATION AND POLICIES
THE HISTORY OF BILLBOARD IN NIGERIA AND FORMATION OF OAAN
AN INDUSTRY IS FORMED
11 Verba m
31 Milestone
27 News Roundup
30 Vacant Site
7 Heros Past High Chief Kolawole Abiodun Oyekan
SIGNAGE JOURNAL is published monthly both in Nigeria and Ghana for N2000.00 and GHS 24.81 by DEDAY EVENTS, 4, Akinwale Street, opp Na onwide filling Sta on, Yaya Abatan, Ogba, Lagos State. Telephone: (+234) 811 653 2923, for adver sers: (+234) 811 653 2923. Le er to the Editor should be sent to this address: 4, Akinwale Street, opp Na onwide filling Sta on, Yaya Abatan, Ogba, Lagos State. Copyright 2018 All right reserved. No part of this publica on may be reproduced in any form or by any electronic or mechanical means including informa on storage and retrieval systems without wri en permission from the publisher. The contents or views expressed in adverts, advertorials, special features and supplements in SIGNAGE or other TITLES are exclusively those of the adver sers. you can access SIGNAGE website at: www.signage.com.ng, get our digital format from www.issuu.com/signageng and our email address: signagemag@outlook.com, info@signage.com.ng * Cover design by PrintWise
* Printed in Nigeria by Printwise
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DESIGN
FABRICATION
INSTALLATION
HEFITECH
OUTDOOR SERVICES LIMITED
BILLBOARD FABRICATION & GENERAL CONTRACTOR We build Outdoor Adver sing structures that pushes the message into the traffic
TEL: 08054074901, 08121173003 Email: hefitechoutdoor@yahoo.com Signage April 2018
Content April 2018
signage.com.ng
60 SECONDS WITH
Bridget Kifordu
Jinodu Olabisi
20 Billboard Review 30 Milestone 11 Briefing Social Media - 10 Instagram 15 facebook 25 twi er Heros Past Remembering Adele Olu of Ilaro at two Hmmmmm, how mes flies! it was like yesterday when death, the cessa on of life leaves a heatache and pain in the hearts of many family, friends and well-wishers when it suddenly took the life of the late Adele Olu, High Chief Jas Abiodun Oyekan, the man who was reputed for the upli ment of Ilaro, Yewa , Ogun and humanity through his social and philanthropic gestures Indeed, it was a painful exit when we’ re about to discuss the huge success of his 70th birthday he had on April 23, 2016, but death just snatched away that lovely and renowned socialite, without expressing his apprecia on to those who contributed to the success of his birthday, what a life, we all live. However, from God we came and to him we shall return, May the gentle soul of our deariest late Adele Olu con nue to rest in perfect peace and God give his Family and Friends for tude to bear the irreparably loss Adieu, the legend
Late High Chief Kolawole Abiodun Oyekan the Adele Olu of Ilaro.
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innova ve media solu on
15b Bola Ajibola Street, o community road, by Ogundana, o Allen Avenue, Ikeja, Lagos. Tel: +234812 111 4155, +234803 309 4688
www.mrl-africa.com Signage April 2018
Editorials March 2018
signage.com.ng
I
first came across the phrase “Ancora Imparo” which means “I am still learning” while reading a particular law report, although it has been a while now since I came across the word, but the phrase still holds true to me till today. It is also the phrase used in the industry as it goes through a new phase of changes, to keep up with times, one needs to begin up ones skills seriously , be it taking an introductory course online or learning more on the area that one is interested in via conferences and workshops. We have been doing a lot of learning too, and in one of the seminars we attended, while the presenter was sharing his presentation, a colleague of his call his attention that the information which he just pulled a week before had already become outdated, that is how quick the industry is fast changing While learning requires one to invest additional time as there aren't enough hours in the day to finish all the tasks and as time really is money. It is very important therefore to set an agenda as for what you use your time
I AM STILL LEARNING for, and if there is an ROI in there somewhere.
one very important note I got while learning is to always have an agenda for everything I want to do for instance, requesting a meeting to explore collaboration opportunities doesn't mean anything to a would be investor, but rather having some research done on your own, then come up with potential action items that could work for both parties, would really tell a lot about you to the other party. This would show the other party that you are seriously looked through their works and found out ways to perhaps add value to what they do while satisfying your own priorities -a winwin situation. I you will and that is often enough for anyone who want to invest their time with you, you don't have the luxury of wasting time - and you sure cannot expect anyone else to set aside their time for no reason.
I want to say a bi thank you to every member of my team, each team member had made a significant contribution (that is not limited to a s s i g n e d ro l e s ) t o o u r s u c c e s s ,
we are dedicated to changing the industry In the next couple of weeks, we shall begin to do more and eventually begin our 24 hours streaming. as usual we have packed this edition with a lot of goodies, please do enjoy.
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we are launching out SignageTv very soon, which is part of what we have learnt and equipped ourselves with, we have started posting some preview copies via social media channels and the feedback had been awesome.
Oyekan Babajide O Editor
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Social Media April 2018
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FOLLOW US ON TWITTER AND MAYBE YOU LL BE HERE NEXT MONTH @signageng
@signageng Here are the post that caught our a en on this month. Follow us on instagram and check back next issue to see if your post made the page!
Signage April 2018
SIGNAGE @SIGNAGENG
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Briefing
its members from the news story.
OAAN DISSOCIATES MEMBERS FROM FALLEN SIGNPOST
T
he attention of the Outdoor Advertising Association of Nigeria (OAAN) was drawn to news reports on the accident that occurred at Ilasa, Lagos, which was captured “ADVERT BILLBOARD KILLS 6 COMMUTERS IN LAGOS” and responded with a press release to dissociate
In the press release, it mentioned that it wasn't an advert billboard that fell but a traffic directional signage, it states that the sign structure that was hot by the driver was not a billboard but a directional signage which is the property of the federal Government contrary to the claims in some if the news reports
OAAN sympathized with the Lagos State Government as well as with the families of the individuals affected by the mishap and added that their members are thoroughbred professionals, who are constantly guided by the guidelines of the Lagos State Signage and Advertisement Agency, LASAA, and its counterparts across the country.
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Verba m The outdoor agencies need to review their marke ng approach, they have to understand that they fight a ght market. You have the digital online market now, which was not there 10 year ago, you have direct marke ng which was not there 10 year ago. you have an outdoor industry that is trying to rush with new technology but applying ancient sales method
Another issue is the mul ple regula ons. You find out that when you put up a board, so many agencies will come claiming have right of way and that you need to get concession from them. In Nigeria, outdoor adver sement is under the jurisdic on of the local government, but that hardly happens. you find out that ,most states have created their own regulatory agencies. Even if you have boards on federal roads, they will also come claiming thia or that.
- Chris Parkes CEO, Chris parkes marke ng solu ons 11
Signage April 2018
Vol 3, No 1 - 2018. Acknowledgements EDITORIAL
EDITOR/ TEAM LEAD: Oyekan Babajide O. EDITOR SIGNAGE PATRON: Blessing Egbekun. EXECUTIVE EDITOR (NG SERIES): Oni Adebola Thomas EXECUTIVE EDITOR (GH SERIES): Osei Evelyn Gyamfua PRODUCTION LEAD: Printwise PHOTOGRAPHY: Bodegraphy (Nigeria) Billsphotography (Ghana)
FACES by khals
PHOTO EDITOR: Bode Kuforiji SIGNAGE TV
PRODUCER Oyekan Babajide O. CAMERA MAN Michael EDITOR: Bodegraphy EXECUTIVE PRODUCER: Deday
ACCOUNTING: Ope Awoniyi
MAKEUP ARTIST
RESEARCH: Popoola Temitope. Shehu Idris.
ESTICIAN
LIFE STYLE SECTION: Wecis Clothing FORI-FORI Steady Salon
CHIEF MARKETING LEAD: Tolls Consul ng
facesbykhals@gmail.com
08029192183
CIRCULATION: e-version - Digital Hardcopy - Prince
facesbykhals
SCAN TO SUBSCRIBE
Deday
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60 Seconds with April 2018
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media DIVA
SIGNAGE had a 60 Seconds with Bridget Kifordu, Media Executive Media Fuse Dentsu-aegis Network.
FIRST JOB IN THE INDUSTRY? This is my first job, I am a media executive on core media buying for Media Fuse Dentsuaegis Network
If I weren’t in the industry, I would probably be in an accounting firm . HOW HAVE YOU DEVELOPED MARKETING STRATEGIES IN THE PAST?
PERKS OF YOUR CURRENT JOB? I have been involved in brand launches and
{ BIO {
THE MOST IMPORTANT THING IN DEVELOPING MARKETING STRATEGIES IS HAVING A CLEAR PICTURE OF WHAT YOUR OBJECTIVE IS The connections one is able to make on the job and also being exposed to many things and places encountered while aiming at giving clients the best exposure.
Bridget Kifordu is currently a Media
Executive at Media Fuse DentsuAegis. She has a B.sc in Economics from Madonna University. She is a Student member of the Ins tute of Chartered Accountant of Nigeria ICAN and also an Accoun ng Technician of the Associa on of Accoun ng Technician West Africa
M A R K E T I N G C O M M U N I C AT I O N S PROFESSIONAL YOU ADMIRE AND WHY? I admire Mr. Dan Oshodin, because he strives for quality in service and doesn’t take little details for granted . BEST CAREER ADVICE YOU HAVE BEEN GIVEN? In every session, be sure you are “ present”. Make sure you contribute something meaningful. WHY CAREER IN THE INDUSTRY? it's a very unique industry that engenders lots of exposure. IF YOU WEREN'T IN THE INDUSTRY, WERE WOULD YOU BE?
Signage April 2018
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impact campaigns and the most important thing in developing marketing strategies is having a clear picture of what your objective is, who you are targeting and how much you have reach them effectively WALK US THROUGH YOUR EXPERIENCE THAT RELATES TO YOUR PRESENT JOB? 1. To get potential Sites/Stations with high reach in the target location (from the strategy brief from client) 2. Contact the owners of these Sites/ Stations to determine availability and negotiate 3. Put the information down on the brief and send back for approval 4. Raise Po’s to vendors upon approval of the brief from client and monitor closely to ensure compliance. 5. Post campaign: ensure proper billing process is followed.
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Social Media April 2018
signage.com.ng
FOLLOW US ON FACEBOOK AND MAYBE YOU LL BE HERE NEXT MONTH @signageng
@signageng Here are the posts that caught our a en on this month. Follow us on facebook and check back next issue to see if your post made the page!
SIGNAGE @SIGNAGENG
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Signage April 2018
60 Seconds with April 2018
Signage.com.ng
sales ANGEL
SIGNAGE had a 60 Seconds with Jinodu Olabisi , Client Service Executive at Dbrief Media Limited.
FIRST JOB IN THE INDUSTRY?
him for the past four years (he brought me into the industry) he mentors me a lot, we have different personality but I always look up to him because he is positively ambitious, impacting lives and respected in the industry .
My first job within the industry is still my current one with Dbrief Media Limited
BEST CAREER ADVICE YOU HAVE BEEN GIVEN?
FIRST JOB? I worked at a private school as a Teacher
{ BIO {
A LOT OF SPECIAL BENEFIT THAT COMES WITH MY JOB, THEY ARE ALL QUITE INTERESTING BUT THE MAJOR ONE IS THAT IT ENABLES LOAD OF CONNECTIONS, ALLOW YOU MEET PEOPLE. THE MANNER AT WHICH YOU NOW MAKE USE OF THAT CONNECT DEPENDS ON YOU.
Jinodu Olabisi is currently a Client
Service Executive at Dbrief Media Limited. She has an OND in Accoun ng from Yaba College of Technology, Yaba Lagos She is presently studying mass communica on at the University of Lagos (Unilag) Akoka, Lagos
The best career advice I have recived is to never stop learning even if it means failing.
BEST JOB? I have only worked with one company, which is Dbrief Media Limited, and it is the best I have so far experienced in the industry
WHY CAREER IN THE INDUSTRY?
PERKS OF YOUR CURRENT JOB?
its an industry that educates and challenges your personality, I am a very inquisitive person who loves to learn.
I have a lot of special benefit that comes with my job, they are all quite interesting but the major one is that it enable loads of connections, allow you meet people. the manner at which you now make use of that connect depends on you. M A R K E T I N G C O M M U N I C AT I O N S PROFESSIONAL YOU ADMIRE AND WHY? Mr Akeem Salami, I have been working with
Signage April 2018
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IF YOU WEREN'T IN THE INDUSTRY, WERE WOULD YOU BE? I will be in a studio styling someone and bringing out the beauty in him or her. HOW DO YOU WIND DOWN? I go to the cinema and I love to sleep too, it give me time to meditate and dream dreams.
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@aulmedia_services
Talk to us ttoday hen +2480 338 11289
www.aulmediaservices.com
10 Ques ons April 2018
Signage.com.ng
Babatunde Oyekan Asst General Secretary Outdoor Advertising Association of Nigeria (OOAN)
OAAN also ensures that members are well supported in all areas of their business, seminars and training are being organized periodically to enhance professionalism and international best practices in outdoor advertising in Nigeria. Members welfare are being given priority as these are also key to stability in business. Various opportunities are being created through event like Poster Awards to encourage our other sta ke h o l d e rs a s we l l a s provide enabling environment for greater business network for member .
10Qs to ask before joining the Outdoor Advertising Association of Nigeria OAAN 1. HOW CAN ONE BE REGISTERED AS A MEMBER: a. The CEO must be at least an Associate Member of APCON b. CEO must have at least five years working experience in an Outdoor Advertising Company c. Must habe a registered company with CAC d. Must have a C02 and C07 e. Must provide at least two other directors with their passport and contact details f.Purchase in draft an application form of 250 thousand Naira g.Pay in draft screening fee of 250 thousand Naira h. Provide the reciepts of payments of the above listed items I.Must provide a Curriculum Vitae of the CEO/MD j.Application letter to the President through the membership Committee k. Must make available reference letters from two financila member who are not member of the membership Committee.
OAAN takes responsibility of reprimanding and sanctioning of members who default the APCON code(code of Advertising Practice in Nigeria) or go against her constitution.
4. WHAT ARE THOSE THINGS REQUIRED AS A MEMBER? I.Members are required to be financilly up-t-date for the smooth running of the Association. ii. Members are expected to obey the laws guiding Advertising Practice iii.They are expected to act inline with the Constitution iv. To show willingness towards rendering services to the Association v. To render their unalloyed support for the general advancement of the Association vi. Exhibit great level of loyalty to OAAN
6.HOW DOES OAAN CREATE VALUE FOR ITS MEMBERS
Values are created in the provision of suitable platform where Photocopies of the required documents and the original copy of the members interact easily for business relationship. application form should be submitted not later than 6months after picking the application form.
2.HOW MANY MEMBERSHIP LEVELS ARE THERE? There are three level of membership namely: Pre-Associate Member Associate Member Full Members
7. DOES OAAN HAVE A UNIFIED VISION INTERMS OF WORK COLLABORATION IN ORDER TO BALANCE THE NEEDS OF ALL MEMBERS
Members are afforded the opportunity to relate with one another, which in turn make business interaction seamless. Greater priviledges to rub minds with business colleagues are created, opportunities for international trainning are being explored. Socially, relationship with one another are being engendered 3.WHAT ARE THE BENEFIT OF BEING A MEMBER through the association. OAAN gives members a great sense of Being a member of the association are inexhaustible: OAAN is belonging through different platforms that afford members the empowered by APCON to protect, maintain and regulate the opportunity to air their views. practice of Outdoor Advertising in Nigeria. OAAN interfaces on behalf of her members to fight against obnoxious and unfavourable in case of artbitrary treatment from clients and other reguation, laws in the practice, keeping her members abreast on issues OAAN handles it as a body on behalf of her member. The visions of affecting their businesses. the Association are rightly spelt out in the constitution. Signage April 2018
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10 Ques ons April 2018
signage.com.ng
There are various Committees that look into different aspects of the association in relationship with her members need.
LEADERSHIP STYLE:DEOS OAAN HAVE A PROGREESIVE THOUGHT LEADER REPRESENTING THE ENTIRE OOH INDUSTRY IN NIGERIA, DOES IT EMBRACE CHANGE,’WLAK THE WALK’ AND PROACTIVELY ‘LEADS FROM THE FRONT.’?
Committees are headed by Executive Council members who are majorly non-EXCOs, the Chairmen reports back to the Executive Council General house during monthly meetings. Salient issues raised are usually delibrated upon before final decision are taken to ensure majority of the members need are met.
Yes, the leadership selection had always followed a strict election process ensuring that the most qualified candidates emerges as the winner.
HOW IS OAAN/GOVERNMENT AFFAIRS HANDLED
Our Present leader Mr. Tunde Adedoyin is a true epitome of a leader, who leads by example, his selflessness and humility is second to none.
OAAN believes in mediation, interfacing and lobbying, However
when these options are not yielding, litigation might be explored.
WHAT COMMUNICATION PALTFORM DOES OAAN EMPLOY IN COMMUNICATING WITH ITS MEMBERS, THE ENTIRE COMMUNICATIONS COMMUNITY AND UTIMATELY THE GENERAL PUBLIC For her members, the association explores the use of available technology like Emails, whatsapp, Hard copy letters, Bulk SMS and then phone calls when and where necessary, it communicates with the communications community via emails and letters and to the general public through members billboards and print media.
Ever since he came into office, he has tenaciously been able to weather the storm reasonably in the industry, he actually came in at a very tough time in the country and the Outdoor business in particular However, he has unrelentingly steered the ship of the association to a favorable position. His leadership style is an open one, where all stakeholders are duly carried along, Relevant Opinion leaders are made Patrons to assit in the intervention of the prevalent OOH issues. More so, various committees were also set up yo cater for present and future issues.
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OUTDOOR ADVERTISING ASSOCIATION OF NIGERIA
OAAN HOUSE
Kofo Kasumu Avenue, Lake View Phase 1 Estate, Amuwo Odofin, Lagos. Email: oaan.acct@yahoo.com
Website: www.oaan.org
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Signage April 2018
Billboard Review April 2018
Signage.com.ng
BILLBOARD REVIEW
OWNED BY
Overview
The Board is located in the now adver sement and branding park on Alfred Rewane Road, enroute Falomo, Victoria Island and Lekki axis. Signage April 2018
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UPSURGE MEDIA +234(0)8099452398 www.umedia.ng slaes@umedia.ng
Billboard Review April 2018
signage.com.ng
DIMENSION
10 meters by 4 meters
STYLE AND DESIGN An eye catchy, visually structured board that is not only for pedestrians or incity traffic but targets highway drivers, offering 10 seconds reading me for over 340, 000 vehicles, with 900,000 readers from 100m or even 1000m reading distance. Readable screen billboard, exposing two 10” x 4” faces a premium target The board is suitable for Video, Poster and Banner Adverts with Ads dimension of 10m(w) by 4m(h). File Format: JPEG Color Mode: RGB Daily Exposure: 5am to 12pm. 21
Signage April 2018
Cover Story April 2018
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LEGISLATION AND POLICIES
HISTORY OF BILLBOARD ADVERTISING
AN INDUSTRY IS FORMED
OUTDOOR ADVERTISING CONTRACTORS ASSOCIATION OF NIGERIA
HISTORY OF BILLBOARD ADVERTISING
TODAYS OUTDOOR BILLBOARD
Signage April 2018
THE HISTORY OF BILLBOARD IN NIGERIA AND FORMATION OF OAAN
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HISTOR BILLBOA ADVERTI
AN INDUSTRY IS FORMED
HISTORY OF BILLBOARD ADVERTISING
AN INDU IS FOR
Cover Story April 2018
signage.com.ng
HISTORY OF BILLBOARD ADVERTISING
OUTDOOR ADVERTISING CONTRACTORS ASSOCIATION OF NIGERIA
Y OF ARD ISING
HISTORY OF BILLBOARD ADVERTISING
OUTDOOR ADVERTISING CONTRACTORS ASSOCIATION OF NIGERIA
H
umans have been creating wall art since the time they lived in caves. What the wall art was used for, and at what point it crossed from artistic display to marketing for a business is an interesting question. During the time of the ancient Egyptians the government was using images carved into stones to post the laws and regulations of the land. This carving into stones may, in a way, have been the oldest form of outdoor advertising. The modern-day billboard advertising approach can trace its roots to lithography, which was an invention of the late 1790s. The genius of this invention is that it made it possible to mass produce as many posters and announcements as a business needed. There was one major limitation to the outdoor billboards being produced at the time, and that was the quality of the posters; they did not stand up when exposed to the elements for prolonged periods of time. The circuses were one of the first businesses to profit from this new form of mass marketing, and so outdoor advertising underwent a major innovation which brought us the modern billboard advertising that we know today. The earliest use of the billboard by the circuses dates back to 1835. Prior to the invention of lithography, billboard copy could only be produced on a very small scale which made it significantly less effective as a marketing tool than it is today.
AN INDUSTRY IS FORMED
LEGISLATION AND POLICIES
THE HISTORY OF BILLBOARD IN NIGERIA AND FORMATION OF OAAN
Fifty years ago Lyndon Johnson introduced the Highway Beautification Act aimed at ensuring there were not too many billboards on US highways detracting from the natural beauty of the Country. Ironically within the same Act it provided for the screening of junkyards from specified highways with of all things billboards. It did not apply to every highway but its aim was to limit billboards to commercial and industrial locations. There were compensation provisions for owners of existing boards but the penalty for States not taking control within their boundaries was the loss of revenue from the highway budget from Federal Government . Billboards were being used as a very successful form of advertising even before the start of the 1900's. They were in essence just large posters attached to a permanent fixture such as a building. The arrival of the motor car in the form of Henry Ford's Model-T in the first quarter of 20th century gave rise to a steady increase in the use of billboard advertising.
N STRY RMED
Billboards were placed at the sides of roads to capture the attention of passing motorists. As the speed of the motor car increased with its development, billboards needed to be larger. The billboards needed to be larger so as to give the passing motorist enough time to take in the advertisement. The largest standard-size billboard that were used on highways were the Bulletin which is 14 feet x 48 feet in size.
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Cover Story March 2018
Signage.com.ng providing some kind of service related to outdoor advertising. Its role is to represent its members and to promote the interests of the o u t d o o r a d v e r t i s i n g i n d u s t r y. As well as supporting its members and the industry.
THE HISTORY OF BILLBOARD IN NIGERIA AND THE FORMATION OF OAAN Billboards became a feature in advertising as early as the mid 1860's, and over the years have become a popular and effective form of outdoor advertising. The golden age of billboard advertising took place in the 1900's, and those who first saw the potential of this method of advertising wanted to know how to rent billboard space and how to rent a billboard sign. Outdoor advertising in Nigeria started with the establishment of the West African Publicity Company by the United African Company in 1928, the company which combined mainstream advertising with outdoor did not develop outdoor advertising beyond the posting of double and quad crown posters on wall at strategic location, it is important to note that there were also Hercules Neon Sign during this period. The industrialization of the 1950s introduced
other sizes of structures such as 8 sheet, 16 sheet, few bulletin boards and 40 sheet billboard, although 16 sheet and 40 sheet gradually replaced the 8sheet, double and quad crown billboard. The first 40 sheet billboard was erected at the junction of Apapa and Denton street while the 16 sheet was erected on the wall of Custom Street corner of phonenix lane, number LA 1 and LA 2 respectively. OUTDOOR ADVERTISING CONTRACTORS ASSOCIATION OF NIGERIA The need for the establishment of a body to deal with Government became necessary, this was done in order for the body to present a u n i te d f ro nt a ga i n st a n u n n e c e s s a r y Government control. the association and its founding members remained the representative body of the outdoor media for some time until other outdoor operators came on the scene at a later date. It is worthy to note that advertisers like the Nigeria Tobacco Company Limited, Nigerian Breweries Plc , Guinness Nigeria Limited, Afromedia Nigeria Limited and Railway Advertising Service(which were the only Outdoor Advertising companies at the time) were the company that set up the association known as Outdoor Advertising Contractors of Nigeria. Signage April 2018
LEGISLATION AND POLICIES
The outdoor advertising industry in Nigeria is still very much under serious threat, irregularities, numerous regulations and multiple taxation are the order of the day Lot of businesses have suffered and closed down as a result of the hostile nature in which the outdoor industry operate.
Before the establishment of Afromedia, all posters dispalyed in Nigeria were printed in the UK but in 1962, the idea of printing posters locally was considered and consequently a shop was opened. In 1986, the word “Contractor” was expunge from the associations name because member agreed to setup a code of practice, that will not only stress professionalism but also see to the welfare and conduct of members. Now known as the Outdoor Advertising Association of Nigeria OAAN, saddle with the responsibility of regulating billboards and all forms of outdoor advertising, and it still does so today. OAAN has almost two hundred members made up mainly of outdoor advertising companies in the Nigeria selling, owning, operating or
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Different Countries have different legislation a n d p o l i c i e s w i t h re ga rd to o u td o o r advertising. Nigeria is not different even in some countries outdoor advertising had been totally banned. In the United State each state have their own outdoor advertising associations but are affiliate of the OAAA, The Outdoor Association of America. To state that creativity is the life-wire of advertising regardless of its form, is to state the obvious. Creativity is the catalyst that fuels advertising and keeps it alive. However, creativity can only thrive in an atmosphere void of limitations and barriers. As important as creativity is in advertising, particularly outdoor advertising, there is no doubt that it can be stifled by various limitations under the guise of regulations or laws. The outdoor advertising industry in Nigeria is still very much under serious threat, irregularities, numerous regulations and multiple taxation are the order of the day. Lot of businesses have suffered and closed down as a result of the hostile nature in which the outdoor industry operate. Various acts of misconduct and unnecessary taxation still prevail in the sector. Street Urchins (touts) still go about collecting money from billboard operators and nothing is done about it. Excess taxation and regulation from regulatory bodies and the government still hamper the successful growth of the business. All these have dampened the spirit of many advertisers and OOH operators, preventing them from exploring the endless possibilities and potentials inherent in outdoor advertising industry. Like any other cities of the world, Left unchecked, the proliferation of outdoor advertising can consume a city. In the early 2000s, advertising grew exponentially in Brazil, and São Paulo began to suffocate under a smog of signage. Finding it difficult to control the number of ads through regulation, the city took the unprecedented step of banning them altogether. In 2007,
Cover Story April 2018
signage.com.ng Mayor Gilberto Kassab implemented the Clean City Law, labelling outdoor adverts a form of “visual pollution”. In a single year, the city removed 15,000 billboards and 300,000 oversized storefront signs. Much of the impetus to ban advertising in cities has come from municipalities themselves. In 2009, Chennai, India banned the erection of billboards, and several US states including Vermont, Maine, Hawaii, and Alaska are billboard-free. In 2011, Paris set out plans to reduce the number of ad hoardings by a third. And earlier this year, Tehran replaced all its 1,500 advertising billboards with art for 10 days. It's not just about cleansing cities of “visual pollution” as if it were a sort of surface grime. Billboard advertising is far more intimately entwined with the architecture of cities. While in other media we can, to some extent, choose to consume ads, out of home advertising (OOH) has melded itself inextricably into our environment.
France, became the first city in Europe to ban commercial street advertising. The mayor's office stated that it was “taking the choice of freeing public space in Grenoble from advertising to develop areas for public expression” and replaced 326 advertising signs with community noticeboards and trees. All this sounds rather bucolic, but despite the billboard ban, Grenoble hasn't actually entirely rid itself of advertising; the city's bus and tram stops will continue to be financed by advertising until the contract with JCDecaux runs out in 2019.
plastered haphazardly on billboards, ads have crept more methodically into the city's infrastructure. Ads are much more organised now. Some bus stops have interactive panels so you can Google search, see the weather forecast and much more Though OOH firms are worried, a 2015 media outlook predicted that stricter regulation will be a growing industry challenge, as more blanket bans on billboards are enacted – the movement ultimately does little to rid commercial interests from our public spaces. Billboard ad bans may result in fewer garish s i g n s j o s t l i n g fo r “eyeballs”
The very fact that there is such rapid innovation in the outdoor advertising industry proves that the industry is doing well. There is a growing number of outdoor advertising companies being formed every year. This strong, consistent growth is ramping up competition within the industry and fueling innovations
Even David Ogilvy, widely considered the father of modern advertising, expressed his disdain for the medium back in 1963. “Man is at his vilest when he erects a billboard,” Ogilvy wrote. “When I retire from Madison Avenue, I am going to start a secret society of masked vigilantes who will travel around the world on silent motor bicycles, chopping down posters at the dark of the moon.” While Ogilvy never did get that motorbike gang together, the UN has recently revved into the debate. Last year, Farida Shaheed, UN Special Rapporteur in the field of cultural rights, called on member states to be mindful of the influence of commercial advertising and marketing on public space. “The constant bombardment of our senses intrusively impacts our cultural lives,” she says. Outdoor advertising bans are a much-needed step to “re-balance the use of public spaces”. The latest and perhaps boldest attempt to unbrand public space comes from Grenoble,
In the UK, cuts to public funding have made some local councils heavily reliant on it. Between 2010 and 2016, the government cut Islington council's funding in half. This enormous cuts have forced the council to seek new revenue – and advertising is an important stream. Grenoble, for its part, says it can balance its books sans billboards. The Mayor's office claims that, although it used to earn £470,000 a year from street ads, this was had drop to around £105,000 in 2015 because of a slump in advertising rates. São Paulo, is not exactly an ad-free city any longer. Five years after the Clean City Law, it has begun to gradually reintroduce advertising in a controlled manner. Rather than being
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TODAY'S O U T D O O R BILLBOARD The true test of a new product is how well it holds up after being introduced to the market for the first time. Several prominent forms of advertising have come into the advertising world and created whole new marketplaces without rendering the traditional outdoor billboard obsolete. It's a true sign that traditional outdoor billboards are here to stay.
Despite the rise of radio, television and internet advertising, the outdoor advertising industry remains stronger than ever. The modern-day billboard, like the outdoor advertising industry as a whole, are a testament to how simple, sturdy, and flexible marketing solutions can endure despite rapid innovation in marketing campaign strategies and emerging technologies. The very fact that there is such rapid innovation in the outdoor advertising industry proves that the industry is doing well. There is a growing number of outdoor advertising companies being formed every year. This strong, consistent growth is ramping up competition within the industry and fueling innovations that continue to drive outdoor advertising to new heights of relevancy and effectiveness for those who utilize it.
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Signage April 2018
Social Media April 2018
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FOLLOW US ON TWITTER AND MAYBE YOU LL BE HERE NEXT MONTH @signageng
@signageng Here are the tweets that caught our a en on this month. Follow us on twi er and check back next issue to see if your tweet made the page!
SIGNAGE @SIGNAGENG @SIGNAGENG
ADVAN @ADVANSEC The ADVAN Marke ng Academy, in partnership with some of the best interna onal and local business and marke ng ins tu ons, will provide prac cal, made to measure training modules to deliver skills for immediate use to the na on’s marke ng professionals.
ELEV8MEDIA @ELEV8
DU OPENSOURCE @DUOPENSOURCE
RUBY @RUBY_MAGBY
NANCY FLECTHER @SIGNAGENG
We are delighted that @Hiptv the_headies has decided to join us on our iconic LED screen at CMS.... instagram.com/p/Bhy0IcphiNh/
There is a huge difference between “cash based and credit based econmy” Businesses thrives in a credit based economy than cash based.
In Lubbock I was ge ng onto a freeway and I saw a billboard sign that said “Forgive” and nothing but that, it really made me open my eyes. Forgive and you’ll heal, and when you let go, you grow.
Nearly a quarter of top #OOH adver sers are major tech brands from @YourOAAA 2017 Megabrands report
BUDWEISER NIGERIA @BUDWEISERNG The King is making his first appearance today, tweet at us if you spot us. #KingIsHere #KingOfBeers
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Signage April 2018
News Roundup April 2018
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LASAA, OUTDOOR ADVERTISERS SET UP COMMITTEE TO RESOLVE ISSUES Managing Director, LASAA, Mobolaji Sanusi said in the agency's effort to improve the relationship between it and outdoor advertising practitioners, it visited some organisations with a view to understanding their challenges and the various problems in the outdoor advertising sector.
The Lagos State Signage & Advertisement Agency (LASAA) and the Outdoor Advertisers Association of Nigeria, OAAN have set up a 15member committee to resolve lingering issues in the industry and chart a new way forward, The constituted committee had seven members from OAAN and eight members from LASAA, Issues to be addressed by the c o m m i tt e e i n c l u d e m e d i a buyers, agency rate review, vacant board discount policy; the 12.5 percent in the harmonized law, health and safety concerns, structural stability among others.
He said this meeting was the outcome of the various visits, as LASAA had collated some o f t h e co n c e r n s o f t h e outdoor advertising practitioners. “In our efforts to ensure sanity in the industry, it is important to find lasting solutions to some of the issues that have bedeviled the industry,” he said, adding that the meeting should be an opportunity to strengthen “our relations so that in the end, it's going to be a win-win for all of us”.
The meeting which held at the head office of LASAA in Ikeja, Lagos had major outdoor advertising practitioners in the state present.
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Addressing the meeting,
KCCA TO DOUBLE BILLBOARD FEES telephone interview last evening that the rates for outdoor advertising depend on the size of space, which the advertiser wants. For instance, he said KCCA charges Shs900,000 annually for one to erect a big b i l l b o a r d i n t h e c i t y. O t h e r s m a l l advertisements also have their own rates, If the proposed rates are approved, Mr Andema said, advertisers will be required to pay Shs1.8m annually for big billboards. However, Ms Doreen Nyanjura, the Makerere University female councillor, who is also the chairperson of the standing committee of revenue collection, argued that the rates were 'smuggled' into the ministerial statement without council's approval. “We have never approved those rates as a committee and we are wondering where the minister got these proposals from. These proposals must be exhaustively discussed with all stakeholders to avoid confusion,” she said. But Mr Peter Kaujju, the KCCA director of public and corporate affairs, said the new rates were arrived at basing on the operations of the institution. “When an opportunity for revenue shows up, we exploit it because it's this revenue that we use to offer services,” he said.
Kampala Capital City Authority (KCCA) has proposed to increase fees for building plans and outdoor advertising by 100 per cent. The increment is contained in the ministerial statement for Kampala Capital City Authority (KCCA) for 2018/19, which was tabled before Parliament early this month by Kampala minister Beti Kamya. The i n c re m e nt i s , h o we ve r, s u b j e c t to Parliament's endorsement. Initially, KCCA charges Shs1,000 per square metre of the area to be covered by each floor of the building. This means that if the total number of square metres of a new building are 50, a developer would pay Shs50, 000. But if the proposed rates are approved by Parliament, it means that a developer would pay Shs100,000. J u s t i f i e d In the statement, Ms Kamya justified the increment, saying the current rates must be increased to match with the current economic situation, adding that the current rates were set a decade ago. KCCA is currently grappling with funding challenges that have stalled many city projects and the increment would improve local revenue performance. Mr Fred Andema, the KCCA director of revenue collection, told this newspaper in a
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Signage April 2018
News Roundup April 2018
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OYO ISSUES ULTIMATUM TO OUTDOOR ADVERTISING DEFAULTERS The Oyo State Government had issued a twoweek ultimatum to individuals, corporate organisations, religious bodies, schools, petrol stations, Outdoor Advertising Practitioners and other users of the signage and outdoor medium in general who are indebted to the Oyo State Signage and Advertising Agency (OYSAA) to settle all outstanding payments running into millions of naira, saying that such defaulters’ structures shall be removed and confiscated.
promoting or publicizing themselves in the forthcoming Local Government election and the general election in 2019 to respect and follow the guidelines of the Agency which compelled them to seek approval and pay for
The state government also said that without approval by OYSAA, no individual or corporate bodies should embark on display or erection of any signage structures, noting that there must be proper consultation and approval given by the Agency before any action relating to outdoor advertisement is carried out. The Director General, OYSAA, Pastor Yinka Adepoju at a ministerial press briefing held at the film Theatre, Ministry of Information, Culture and Tourism, Ibadan reminded political aspirants who may be interested in
whatever structures they intend to use during their electioneering campaigns as failure to do so will attract appropriate sanctions.
Adepoju, who was with the Commissioner for Information, Culture and Tourism, Mr. Toye Arulogun, stated that the agency observed with dismay the indiscriminate way posters and banners are being deployed on fence walls, highway-roundabouts, public buildings, monuments and city landmarks by individuals, corporate organisations, Outdoor Practitioners, politicians amongst others, urging that those involved should stop forthwith as violators will henceforth be severely dealt with. He appealed to practitioners and owners of abandoned structures to as a matter of urgency visit their sites and ensure such billboards are well maintained and properly tagged .
The OYSAA DG enjoined all branded vehicle owners, cars or buses, to obtain their mobile advert stickers at the rate of N3,000 naira while truck and lorries are at the rate of N5,000 per annum, stressing that the only consultants approved by the Oyo State Government are in charge of selling the mobile advert stickers.
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PRIMEDIA OUTDOOR EXTENDS BRANDING OPPORTUNITIES IN THE HEART OF HARARE In continuous efforts to develop new media opportunities for marketers, Primedia Outdoor has recently erected five innovative Prime Towers on the main highways leading into and out of the CBD of Harare, Zimbabwe.
within the commercial hubs of the city. Encircled by retailers, restaurants, banks, car dealerships and informal markets, these
In essence, these five panels are separately sited in Rainbow Towers (paired), Simon Mazorodze (paired), Dieppe Road( paired), Msasa and Borrowdale to act as brand sentries covering the main entrances and e x i t s t o t h e C B D .
Harare has a major population of 1.56 million people, making it the most populous city in Zimbabwe with a diversity of economic activities. Along with increasing urbanisation, these Prime Towers are perfectly located to extend the opportunity to reach large numbers of consumers and audiences on t h e m o v e . To reach the highest traffic of consumers, these large, four-sided sites are located Signage April 2018
carry the capacity to entrench brand presence on the major arterials and are free to passers-by with an increased frequency o f co n s u m e r ex p o s u re .
p
sites play an essential role in the path to u r c h a s e .
The dominance offered by Prime Towers
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“As Primedia Outdoor, we have decided to bring an advertising format that has never been used before in Zimbabwe to give marketers a new platform to communicate and tell a story," said Naeem Karbelkar, the general mananger for Primedia Outdoor in Z i m b a b w e .
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Milestone April 2018
Milestone
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TWENTY 1ST LIMITED CEO
MEET “FEMI”
THE OOH ADVERTISING PRO
WHERE DID YOU GROW UP? I grew up in Lagos, Ebute Me a and Ikeja
WHAT ABOUT YOU MIGHT SURPRISE PEOPLE I could be a comendian, I have this sense of humour, I could be very funny which people didnt really know, you might have an impression about me, by the me I start talking to you, you discovered the difference
WHAT WERE YOUR FAVORITE ACTIVITIES THEN? As a young boy, I played a lot of Table Tennis, championship Table Tennis in fact and I have trophies to show for it
WHAT HISTORICAL PERIOD INTEREST YOU THE MOST when Nigeria was figh ng for its independence, a lot of things happened, one would have thought by now, that we would have go en it right but up ll now, nothing, we haven’t yet go en it right.
WHAT STAND YOU OUT ABOUT YOUR CHILDHOOD? Am generally a simple person, I have a personality from childhood that have always a racted friends around me, though now am a li le bit withdrawn which makes people to feel am a proud person, well am not at all but as a young boy in school I have a lot of fun
WHEN DID YOU FIRST HEAR ABOUT THE TERM OUTDOOR ADVERTISING Around 1983/1984 HOW DO YOU DEFINED IT Basically out of home communica ons.
JUST FOR FUN
WHAT’S YOUR FAVOURITE TV SHOW WHAT ABOUT IT KEEP YOU UP AT NIGHT I basically watch CNN, that is what I watch most me but once am not on CNN, I watch discovery All this regulators, it's the only business that I know in this part of channel, I love discovery channel, and some mes ROK. the world, that everybody thinks you are making so much money and yet you aren’t making as much, it's the only business people WHO’S YOUR FAVOURITE AUTHOR hear you talk about millions but yet you are not profitable. but Am not a passionate reader, I hardly read any books but once I have the me, when you say it nobody believes you, it's the only business that I love biographies. every year, you must register to prac ce it in almost all the state WHAT DO YOU WANT TO BE DOING IN 20 YEARS of the federa on, which business do you have . there are some If I can re re now, I will love it. I love to stay at home a lot, basically when am re red things that will happen, un l prac oners start challenging some I will stay at home and take a trip once awhile. certain things and don't accept everything government throws at us then things begin to happen. you can see lately that there is a WHO’S YOUR FAVOURITE MUSICAL ARTIST court case about the lo ery regulatory agency, where somebody Damayo, he’s the best around. have a permit form federal and the state want you to come pay again, so if you have a federal licence, it should cover everywhere. WHAT’S WEBSITE DO YOU VISIT MORE OFTEN and the case was decided in their favour I google things up, basically researches, WHAT’S YOUR FAVOURITE OUTDOOR ACTIVITY walking WHERE’S YOUR DREAM TRAVEL DESTINATION The Gambia, it's a place I would love to be but somehow, I haven’t been able to go but the grace of God, I will visit soon.
photo credit: Philameh
IN WHAT AREA DO YOU THINK OUT OF HOME MEDIA OWNERS NEEDS HELP On the issue of rates, once they put the rate to zero for vacant billboard, whether you have business or you don't have business on the board, you pay. WHAT MOTIVATES YOU MOST IN YOUR PRESENT ROLE You get to meet a lot of people, and the respect that comes with the office. WHAT IS YOUR VISION FOR OAAN IN THE NEXT 10 YEARS My vision for OAAN is for it to be able to stand on its own, and challenge what its needs to challenge, you can not con nue to run away, there are so many thing in its favour right now, and the best way thing to do right now is to take it. it may take awhile before you get it, but you take it by force, nobody will give you anything on a pla er of Gold AND YOUR COMPAY IN THE NEXT 10 YEARS Unless thing improve, a lot of things will happen to this business unless government close their on the issue of vacant billboard a lot of thing will happen to this business, there are even people you would think they are making load of money from the business but the real fact is that, they might not be making money from the business, you are just seeing their presence around, you are seeing their billboards. but if you look at the inventory, it might show about 50- 55% vacancy, the 45% you see, you might think they are doing well but no they are not. anybody you see in outdoor today that is doing well is not paying the right fee, there is no way you have vacant billboard and you are paying for it and you say, you are making money, there is no way you will be profitable cos you have to pay for the vacant ones.
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Signage April 2018
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Vacant Boards April 2018
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VacantBoards Limited Herbert Macaulay Way, Alagomeji Yaba, Lagos. NIGERIA +234.802.472.1414, hello@vacantboards.com
PREMIUM LISTINGS
Billboard Landscape Unipole – Stadium Road, Portharcourt.
Unipole Billboard – Airport Road, Maiduguri, Borno
Billboards Gantry – Nnebisi Road Asaba, Delta.
Wall Drape – MMA 2, Lagos
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Lamp Post – Lekki – Epe Expressway, Lagos
Signage April 2018
OOH
WEBSITE RANKING SIGNAGE OUTDOOR ADVERTISING COMPANIES WEBSITE RANKING This ranking is limited to companies in the Out of Home (billboard) and digital sign business excluding servicing ďŹ rms and ad agencies. This ranking will give more importance to social media presence, a toatl of 15 points is possible parameters Who you are sta Name Address Email Pictures
points 6 points
Phone Number Contact Form Hoardings Billboard Loca on Individual board picture Board video Website design Ac ve blog Easy to read site Social media presence Facebook Twi er LinkedIn
6 points
3 points
winners will be announced at the end of each month. for enquiry, please contact the editor through signagemag@outlook.com or +2348116532923 Signage April 2018
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Verba m April 2018
signage.com.ng
verba m The issue of patronage in the Nigeria print industry demands a lot of a em on, every other country in the world protect its local economy but Nigeria, the quality of printed materials that are brought into this country is embarrassing and the reason our people give forgoing abroad to print their materials is lame - quality, but that’s not the issue; the problem is wrong mindset and it is impac ng nega vely on our country
The Nigerian Adver sing industry has developed with measured sophis ca on. In fact, it has measured up to world standard. I mean when you look at the just concluded general elec ons, adver sing played a significant role for those that embraced the use of professionals for their strategic campaigns - Muhamed Haruna Managing Director, Ex - Summit Nigeria Limited,
- Andrew Esuabanga CEO, Mul na onal Concept Limited
There was no Winner for our February Edi on
He was born on the 31st of October 1926, freelanced for Spokesman Newspaper Onitsha, acted as an Advert Representa ve to NewYork Times, Wall Street Journal, London Guardian etc. He designed a mobile slogan on the back of a toy-bus for Wesr African Publicity Limited Late Alh. Olasode, Late High Chied Oyekan, Late Adeyeola Balogun among others serve under his company at various mes He was OAAN first Treasurer He is ? A. Chief J.O.Nwabunie
B. Chief A Megafu
C. Mr. W.N. Egbueze
Send your Answer to info@signage.com.ng or signagemag@outlook.com or 08116532923 Winner gets a Bucket of Paint from
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Signage April 2018
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