OOH june 2018 by OOH JOURNAL

Published in Digital and Print

A boon or bane to your marke ng mix

Todayâ&#x20AC;&#x2122;s workplace is comprised of 3 genera ons soon to be 4 which is very rare

THE FUTURE OF OOH

An -Billboard Groups blocked legisla on in california

THE MOST WIDELY READ DIGITAL INDUSTRY JOURNAL FROM NIGERIA.

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OOH June 2018

CONTENTS

Vol 1, No 1 - 2018.

ON THE COVER TranXeon Bold move Ayomide Egunjobi

cover photography by bodegraphy

OOH JOURNAL (formerly Signage Journal) is published monthly from Nigeria for N2000.00, GHS 24.81 by DEDAY EVENTS, 4, Akinwale Street, opp Na onwide ďŹ lling 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 ďŹ lling 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 OOH or other TITLES are exclusively those of the adver sers. you can access OOH website at: www.signage.com.ng, get our previous digital format from www.issuu.com/signageng and our email address: signagemag@outlook.com, itsoohtv@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 OOH June 2018

Content June 2018

OOH JOURNAL

OOH (A BOON OR A BANE?)

Kristen Olsson

FEATURES Social Media 10 Posts that caught our a en on each month.

BrieďŹ ng 11 An -Billboard groups blocked legisla on in Califonia Adeola Taiwo

60 Seconds with 14 Adeola Taiwo 16 Bridget Kifordu

INTERVIEW 17 Todays workplace is comprised of 3 genera ons, soon to be 4 which is very rare - by Andrea Messimer Henley.

Ar cle Andrea Messimer Henley.

31 4 Keys to mastering the art of delega on

OOH June 2018

Editorials June 2018

OOH JOURNAL

reams can remain just dream, daydreams or night dreams or may be it is that those who do most, dream most. Anyways dreams come true, without that possibilities, nature would not incite us to have dreams. We started this journey over two year ago with little or nothing but we were sure of what we had, we were sure of its success, it was tough no doubt but we did it. We are ready to take on the new challenges, take on the world, we want to be known not just as one of the “news” journal in the industry, in fact, we don't want to be known as a “News Journal”, everybody have the news at their finger tips (as people would call it now, the internet of things). Our focus hence forth is to tell the stories, whose stories you may ask, we also did ask ourselves times without number, and the answer that come through was to change the narrative, change how the industry is reported.

Telling the Story

This new role would see us asking a lot of how chronologically, feature people and organizations that have distinguished themselves over the years. Telling each stories firsthand and sharing with you how value adding they have all been. am sure through this, we can fill the world with our own legacy The future of Out of Home is in two parts Engagement and Interaction The status quo need to change, and we ready to engage, deepen the discussion and accelerate the need for out of home practitioner not only to innovate, but encourage others to do more. In this edition, we have Ayomide Egunjobi, talk about TraXeon offering and its benefits to advertisers,among other features. Enjoy the read.

We want to tell each and every bodies stories, not only to inspire others but to help others develop (human development) and most importantly build capacity.

Oyekan Babajide O Editor

OOH June 2018

Social Media June 2018

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Instagram

@itsoohtv 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!

OOH June 2018

SIGNAGE @SIGNAGENG

Briefing

control a new and powerful advertising media, outshining other billboards and outdoor advertising displays which are less optimally located.

An -Billboard Groups

For the outdoor advertising industry, a large state advertising network could only be developed and managed by a large firm, disadvantaging the smaller outdoor advertising companies. More generally, the additional outdoor advertising signs allowed by this bill will increase the supply of outdoor advertising space, thereby driving down the price for advertising in the outdoor advertising market, which is bad news for the outdoor advertising companies owning that space and the local governments who share in those revenues.”

blocked legisla on in california USA Opposition from billboard companies, local governments, and antibillboard groups blocked legislation in California to allow digital billboard advertising on the public highway right of way. The controversial proposal could be attached to other state legislation later this year, but that seems to be an uphill fight in the face of broad opposition. For the second week in a row, proponents of the legislation (AB-1405) pulled it from committee consideration in Sacramento, a signal that the sponsor did not have sufficient votes to clear the committee (California Senate Committee on Transportation and Housing). The committee met on June 19 and 26, taking no action to advance the bill. The official bill analysis provided this clearly worded, frank description of the legislation, which would have allowed 25 digital billboards on California highways: “The state can earn revenue by hosting advertising. A single digital billboard can bring in $500,000 annually. Were California to develop a network of digital signs along the major state highways, the state would

Opponents included local governments, anti-billboard groups in Los Angeles and San Diego, and billboard companies (Bulletin Displays, General Outdoor Advertising, Lamar Advertising Company, Meadow Outdoor Advertising, Stott Outdoor Advertising, and Veale Outdoor Advertising). OUTFRONT Media and Intelligent Sign Network (affiliated with Foster Interstate Media) supported the proposal, along with groups representing contractors, labor, and crime victims. California's Department of Transportation (Caltrans), which would have shared at least half of the ad revenue, said the proposal was “feasible.” If enacted, the plan would require federal approval to overcome rules against advertising on public right of way signs.

culled from Wonsa.co.za

Verba m The prolifera on of outdoor agencies in the face of dwindling patronage will led to the closure of some agencies and loss of jobs excepts there is a concerted eﬀort by agencies to merge

- Biodun Shobanjo Chairman, Troyka Publicis Groupe May 2015

Primary among the issues that have seriously challenged our prac ce is the emerging unfriendly environment to profitably engage outdoor adver sing prac ce in Nigeria, occasioned by the almost suffoca ng regula ons, very high financial demands by way of outrageous and unjus fiable permit fees. Policies of the signage and adver sement agencies and their likes that have now mushroomed across the country both at the state and federal levels leaving clients to either cut down dras cally on their budget or abandon us for other media pla orm - Babatunde Adedoyin President, Outdoor Adver sing Associa on of Nigeria MD, Mediaviews Limited. 11

OOH June 2018

Vol 3, No 3 - 2018. Acknowledgements EDITORIAL

EDITOR/ TEAM LEAD: Oyekan Babajide O. EDITOR OOH 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) PHOTO EDITOR: Bode Kuforiji

OOH TV

PRODUCER Oyekan Babajide O. CAMERA MAN Michael EDITOR: Bodegraphy EXECUTIVE PRODUCER: Deday

ACCOUNTING: Ope Awoniyi RESEARCH: Popoola Temitope. Shehu Idris. LIFE STYLE SECTION: Wecis Clothing FORI-FORI Steady Salon

CHIEF MARKETING LEAD: Tolls Consul ng CIRCULATION: e-version - Digital Hardcopy - Prince

SCAN TO SUBSCRIBE

Deday

OOH June 2018

A cule June 2018

OOH JOURNAL

OOH advertising a boon or bane to your marketing mix

I finally sat down to watch Oscar-winning drama, Three Billboards and quickly realized while the movie does little to dispel common stereotypes of small-town America, it spotlights billboards as a powerful (and effective) campaign medium. A grief-stricken mother uses three billboards as a platform to seek justice for her slain daughter. This immediately had me wondering about the c u r r e n t s t a t e o f o u t- o f- h o m e ( O O H ) advertising—in an increasingly digital world.

in physical space, the defining characteristic of the medium. The second is that it's the only major advertising medium that is not contentdriven.”

Before you write off OOH advertising as boon or bane to your marketing mix, here are some things to consider: RISING DISTRUST IN DIGITAL MEDIA

AMERICANS HITTING THE ROAD

Americans are driving more than ever these days. According to Geopath, the industry standard that powers the OOH marketplace, the average person drives a whopping 40 miles each day. An influx of Americans on the road means more opportunities for brands to continue the conversation in an environment that cannot be blocked, crawled, or disrupted. UPTICK IN OOH SPEND

OOH (A BOON OR A BANE?)

Before I dig in, lets back up and define OOH advertising. According to the Outdoor Advertising Association of America (OAAA) outof-home advertising is anything from billboards to digital boards, from bus wraps to kiosks. Basically, it's advertising that reaches people outside of their homes—when they're on the go. Adweek describes OOH advertising as, “an indispensable platform for marketers, with two major characteristics that differentiate it from all other media. The first is its big, bold presence

Far-reaching regulations like the EU's General Data Protection Regulation are a stark reminder that distrust in digital media is at an all-time high. The words: “Cambridge Analytica” strike an emotional chord with most people, myself included. According to a survey from the World Economic Forum, 31% of U.S. digital media users have avoided or stopped using a service altogether because it did not provide enough control over their personal data. Out-of-home advertising provides an offline alternative to reach customers during their daily activities, in a transparent (non-invasive) manner.

Contrary to the popular misconception that demand for out-of-home advertising is waning, according to the OAAA, spend is up 2% in Q1 2018 at $1.68 Billion.* Also, over the past five years tech giants like LinkedIn, Netflix, and YouTube have increased spend on OOH ads—some even doubling it. The President & CEO of OAAA attributes this growth in spend to out-of-home advertising's “ability to efficiently reach massive audiences…" Could it be the year of OOH as Adweek states? Aggressive regulations and distrust in digital media certainly make a case for it. After all, twenty five years and counting, the Fulton family of Vidor, Texas—that inspired the movie, Three Billboards—continue to rely on OOH advertising in the hopes that it will bring their daughter's killer to justice. And the Fulton's aren't the only ones putting their dollars (and trust) in out-of-home media. OAAA reports big brands including LinkedIn and Netflix more than doubled their OOH spend from Q1 2017. So ultimately it's up to you…will out-homehome advertising be a boon or a bane to your marketing mix? * Revenue estimates include digital and static billboard, street furniture, transit, place-based, and cinema advertising. Note: All views expressed in this article are my own and do not represent the opinions of any entity what so ever with which I have been, am now, or will be affiliated.

wri en by

Kristen Olsson ﬁrst published on Linkedin on June27, 2018

OOH June 2018

60 Seconds with June 2018

OOH JOURNAL

success DRIVEN

SIGNAGE had a 60 Seconds with Adeola Taiwo, Head Marketing/Client Service at Eyekontact Limited BEST CAREER ADVICE YOU HAVE BEEN GIVEN ?

FIRST JOB? My first job was with an NGO. Africare to be precise, as a community based care giver. My Job description was to identify and provide care for people living with HIV/AIDS FIRST JOB IN THE OUTDOOR ADVERTISING INDUSTRY ?

Be humble and keep learning, everyone and all the useful information you meet along the way before an acquisition is complete matters. WHY CAREER IN THE OOH INDUSTRY? Advertising chose me and I ran with it, its been

My first job is a M a r ke t i n g a n d Client Service Personnel with DESignplast Nigeria Limited. BEST JOB?

{ BIO { Adeola Taiwo is currently the Head Marke ng/Client Service at Eyekontact Limited. she was Senior Marke ng Execu ve/Client service personnel at De-Signplast Nig Ltd between Jan 2012 to Jan 2016. She also held the posi on of HIV counseling and tes ng/ community based Volunteer at the Quality Life project between Aug 2011 to Dec 2011. She was also the ﬁeld Oﬃcer for Monitoring and Evalua on at the Ministry of Economic Planning and Budget Lagos State between Nov 2010 to Aug 2011. she a ended Olabisi Onabanjo University, Ago Iwoye. she is a registered member of the Adver sing Prac oners Council of Nigeria. OOH June 2018

My Best job is yet to come because I strive to be better everyday, I might achieve that soonest when I have one of the leading outdoor advertising company in Nigeria, PERKS OF YOUR CURRENT JOB?

Advertising chose me and I ran with it, its been fun, challenging, motivating, researching ever since. There is no regrets

Having such easy access to continue learning from d i f f e r e n t Advertising Practitioners and stakeholders that matter in the industry.

fun, challenging, motivating researching ever since. There is no regrets

OOH PROFESSIONAL YOU ADMIRE AND WHY?

IF YOU WEREN’T IN THE OOH INDUSTRY, WERE WOULD YOU BE?

My previous and current MD in persons of Mr. Afolabi Awosika and Mr. Adeniyi Ganiyu. also my Head of Department at DE-Signaplast Nigeria Limited, Mr. Joe Oyo REASONS: The Hustle, Mentoring and Success drive they put into practice has formed part of my story.

I would have been in the entertainment industry doing various form of creative Arts

HOW DO YOU WIND DOWN? It could be any fun thing, watching a movie, singing and dancing etc.

Social Media June 2018

OOH JOURNAL

twi er

@itsoohtv 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!

OOH TV @itsoohtv

AAAN @brAAANds1

The Drum @TheDrum

its been a big few weeks for the Austrslisn #OOH industry....

Bravo @JWT_London fal.cn/yHVK #WorldCup2018

Clear Channel Outdoor @BUDWEISERNG

DriveAds @DeiveAd

Have a passion for industry leading media and marke ng? want to ignite your ideas with one of the fastest growing global media formats used by big brands? we re looking for an innova ve and passionate marketer to join our team at clear channel outdoor!

Building aďŹ&#x192;nity with your consumers is what every brand should strive for. Win your consumers heart and trust by serving ads to them in the most non intrusive medium: out of home.

OOH June 2018

60 Seconds with June 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?

OOH June 2018

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.

Interview June 2018

OOH JOURNAL

Today's workplace is comprised of 3 genera ons, soon to be 4 which is very rare. I have aligned with the OOH/Advertising industry for my entire adult career. For the first part of my career, I was accustom to working under the direction values & structure of Boomer Generation. During the internet boom, everyone quickly adapted to the capabilities that the internet offered to streamline communication faster as well as workflow through emails vs facsimiles. Today, technology is evolving and disrupting businesses at a very rapid pace with the birth of social media, allowing us to be even more efficient with the ability to communicate, send, share and post content in real-time. I find this topic very interesting- I interviewed s e v e ra l t o p e xe c u t i v e s w i t h d i v e r s e

workforce as a whole, I continue to struggle understanding why there are so many people who are resisting social media, if I've learned anything over the past 20 years, It is, that if you fight technology, you will lose. Most people believe that you continue to l e a r n t h ro u g h o u t yo u r ca re e r, however we have pressed pause With regard to the new way of communicating. Figure out a way that it works for you & start building your personal brand. Believing that you can continue to succeed without it, puts you at a disconnect with your future workforce.

perspective. Encourage honest, respectful dialog and make sure each voice is heard.

Paul LeBlanc CEO Zogics Generation X #3 Boomers grew up without tech, leading to better interpersonal skills and emotional intelligence

backgrounds, Marketing Directors, to EVP's, as well as C- Level executives. Here's what they had to say about the multi generational workplace through their experiences and position'sâ&#x20AC;&#x201C;

Scott Carper CEO SCMN CONSULTING Generation X

The Multi Generational Workplace

#2 Let go of your generational biases

#1 If you fight technology, you will lose.

Let go of your generational biases and approach collaboration with an open mind, a willingness to learn, and the confidence knowing that each generation possesses a valuable

Addressing today's modern-day

Boomers grew up without tech, leading to better interpersonal skills and emotional intelligence. In a world where we are all so tethered to our phones and communicate through email, texts and on social the majority of the time, this becomes a very coveted skill. Boomers have an established skill set to have tough conversations and collaborate more deeply. In addition, boomers have legacy knowledge of the media world. â&#x20AC;&#x201C; Gen X is unique as it's the only demo to straddle the tech and no tech era, OOH June 2018

OOH June 2018

Interview June 2018

OOH JOURNAL

with computers being introduced and widely used within their 20s. In many ways, they have the best of both worlds. This generation has the knowledge base to fully leverage technology for their marketing solutions while also having developed their interpersonal skills from earlier on in life.

Nashira Babooram Media Director SPARK Millennial

– Millennial's: A generation that is digitally native and fully immersed in technology, so that they fully understand its power and role in today's media landscape.

A s a 3 6 - y e a r- o l d i n t h e m a r ke t , I ' m “technically” a Millennial but ride a thin line between also being considered a GenX'r. Growing up in an era where the Internet and the IPhone literally changed the way we communicate with others and do business, the Millennial generation innately knows how to s t ay c o n n e c t e d t o t h e i r p ro s p e c t i v e networks…but unfortunately, sometimes at a sacrifice of building deep, meaningful relationships. This is a lesson that the younger generations can learn from the baby boomers. Making eye contact, developing listening skills, and interpersonal communication…in my opinion goes much farther than the latest “tweet” or “hashtag”.

#5 The Millennial generation innately knows how to stay connected

#7 Generational issues in the market place is not different at OUTFRONT Media than anywhere else. It's everywhere. 'That's not the way we do it', it's everywhere. OUTFRONT is no exception. The above is an attitude thing not an age thing. OOH Owners, Media owners, Agencies are all in some form or measure stuck in old line thinking of continuing to do things the way they have always been done.

Elizabeth Rave Marketing Director OUTFRONT Media Millennial

Our biggest advocate of change and forward thinking is Jeremy Male. At 60 years old he is at the front as a change agent. Generational divide, age, those are a mindset. We recognize it's not age, its attitude which is important to the future of OUTFRONT. Biases are barriers more than differences.

#4 I draw upon the Boomer's breadth of experience and the confidence in decisionmaking That often comes along with that. The GenXer's d i re c t c o m m u n i c a t i o n a p p ro a c h a n d adaptability to change is a strength that I embrace. As technophiles, my own Millennial generation is evolving the core of communication, which is creating exciting new opportunities, efficiencies, and ways to experience the world

Eric Ortiz EVP of Sales Mckay Advertising + Activation Millennial

Bobby Tinsley VP of Sales- Co-founder Priatek GENX+ Millennial #6 To my own Millennial generation I would say be patient. It's important to realize how many years the generations before us have to put into their jobs, but rather use your technology knowledge and energy to inspire and assist the older management, as this will be seen as supporting the collective. Suggest genuine team tactics and tools and politely and your voice will be heard, so much more than a confrontational one.

OOH June 2018

Andy Sriubas Chief Commercial Officer OUTFRONT Media GenX

Interview June 2018

OOH JOURNAL #8 Millennials in our workplace, when given the latitude, go to great lengths to provide better solutions.

Meet Ijedi Philomena Iyoha

I found that my Millennials will go to great lengths to find better and easier ways to accomplish the goals of our organization. That Ac ng Registrar/Chief Execu ve OďŹ&#x192;cer of the can be a great outcome when we need Adver sing Prac oners Council of Nigeria (APCON) something done quickly and without drama. They may not work in the traditional way we would expect but if we give them freedom to test e Ijedi Philomena Iyoha, the Acting their ideas, we usually end up with a better in 1984. Registrar/CEO of the Advertising Practitioners Council of Nigeria (APCON). She She began as one of the few staff of the holds a Master of Science Degree in Mass Advertising Practitioners Council of Nigeria, Communications from the University of APCON, in November, 1992 as Assistant Lagos, in 2005, having earlier bagged a Education/Training Officer. Her career then Bachelor of Arts Degree in History from the began to rise steadily. Bendel State University (now Ambrose Ali Universit In 1994, she rose to the post of y) Delta Stat Education/Training Officer, to the year 2001, e, in 1990. when she became the Principal/Training Her other Officer, a position she held for about four qualificat years before rising to become Assistant Chief i o n s Registration & Enforcement Officer, from include a 2008 to 2014, she later was upgraded to the National post of Assistant Director/Head, Regulation, Certificate Monitoring & Enforcement Directorate. in Education solution. After all, isn't there an app for that? from College o f She possesses an excellent knowledge of the Education, Lynn Terlaga Nigerian Advertising Industry Laws, Rules, Abraka, Director of Sales & Marketing Regulations and Code of Ethics. Delta Stott Outdoor Advertising Demonstrating an impressive breadth of Stat Barely Boomer comprehensive knowledge and experience. What's your experience with the multigenerational work force in the market place? Mrs. Ijedi Iyoha has managed large multicultural teams, different Special Thanks to Brent Baer, who I believe to be needs, requirements, constraints a Baby Boomer, as a contributor to this post, for a n d d i ve rg i n g i nte re st s o f his help in the interview with Andy Sriubas, stakeholders in the Advertising obtaining Lynn Terlaga's comments, and sharing Industry. open access to OOH Today. She has served the Council at top level management and in several committees within the Council and other industry fora. Being the most senior staff in terms of hierarchy, she took over office as the Acting Registrar/CEO of APCON, from Alhaji Garba Bello Kankarofi following the expiration of his tenure on December 31, 2017.

T h i s was first published on OOH today by Andrea Messimer- Henley Director of Business Development

OOH June 2018

TranXeon BoldMove the future of outdoor

Cover Story June 2018

OOH JOURNAL

Ayomide Egunjobi I like to see project through Ayomide Egunjobi has been given the enormous task of selling ad space on the famous Nigerian Railway corpora on trains and train sta ons. In this encounter with Oyekan Babajide, MD/CEO TranXeon, Ayomide Egunjobi talks about the company and its oďŹ&#x20AC;ering.

Let's talk about your company. How did the journey start?

just display but to engage, the next level of outdoor was not just to display but to engage. So with his vision we were able to get the buying of NRC (Nigeria railway corporation) or at which it was equally timely for them to as a group to put up a concession, a proposal for anybody who wants to give them an alternate revenue platform using their fixed and mobile assets as an opportunity to reach out to customers.

The journey started with the vision, the vision of a man called Tunji Olugbodi. The vision was that outdoor as it been done in the past is actually shifted and moving away from conventional display of billboards on the road side because there are lots of competition in terms of advertising on other medium and this gentle man sat down and try to look at it asking the question; what's the future of outdoor even in the world and Africa and taking it into consideration. So many things happen elsewhere in Dubai and in America, we found out that confluence zone are becoming much more effective in terms of outdoor advertising. Now to have your billboard on the road and passers by just pass by and view. Yes, you can rack up some numbers but not probably as effective as having your outdoor display in a confluence zone.

we went through a big process, we went to Proper procurement process in line with the federal government standard and bureau of public procurement "B. P. P" and TranXeon, my company came out tops and we won that bid for that concession for an initial period of Three (3) years, extending to a period of Ten (10) years. So it's that vision that we are still pursuing today, and that's what really birthed this company and that where we want to take outdoor to the next level.

Confluence zone create a unique ability or a unique opportunity for the advertisers not to

What are the opportunity that this offering brings to bear?

OOH June 2018

As I said earlier, "engagement beyond display" that's the word, is not just display. Regular outdoor Is not about display, now we are talking about the opportunity to getting into confluence zone. where people are, give them relatable product, you can even get to test the product, get direct feedback from them. Engage them and then continue to win their mind share, because the world is all about mind share is not necessary about display. We have competitive brand trying to become top of mind. Now yes you can have your display, it could be effective in terms of making sure that your product is top of mind. However, if you have a brand touch point, even without a consumer actually buying your products. You see the touch point which is the confluence zone and the opportunity they had to engage without the product, means that they would have that product in their mind for a long period than just advertising that they just saw.

Cover Story June 2018

OOH JOURNAL Are there any special route? Yes, they are, the truth about this. Let me try to dissect the concession for you. A concession really involves the mobile and fixed asset both in Lagos and Abuja. So now, in terms of the fixed asset. Fixed asset are areas confluence zone like terminals at Iddo, like we have terminal at Oshodi, Agege, Ebute Mehta junction and Apapa in Lagos. So those terminals and train stops in railway station. we have the opportunity to fix billboard and displays within those zones, either for internal consumption of the people who are actually commuters using the railway line or for the external commuters, which is people on the express so that's fixed asset. Mobile asset are trains in Lagos, there are two train, two Lagos diesel multiple unit. DMU's, the DMUs are not the train as you know them, they are the new train, the future of Nigerian railway trains, they have ACs, they are convenient and they are much decent than the old trains that people sit on. However, you are aware that NRC is upgrading the railway line, very soon, before the end of this year the end, the old train will be faced out. So on the mobile assets now, which are the Trains, you have the opportunity to display on the external, on the internal you have the opportunity to play your jingle as the train rows and if you so wish you can deploy one or two, as you wish, Activation staff to actually go around with your product on the train and engage the customers with such products. So with that, its a comprehensive engagement structure that what you are trying to deal with among other things. we can base on request after the train have done their rounds for that day, get them to come back and pack and duck at say Ikeja bus stop, and as such it could be use as point of redemption, a redemption center or a point of sale.

Rigasta station, that about two and half hour trip and if you factor about 30minutes within the period because you want to be there early before the train moves, you are talking about consecutive 3 hours to 4 hours of engaging the customer, so during that period you can have like I said your jingle on the train, you have people testing the product on the train as well as train station. For instance, if it were some of the noodles company, so you can have noodles stand in there where people can procure the noodles, test the noodles, if it a new flavor they can test the new flavor, they can give you a feedback. I mean that the kind of thing we are talking not just because is beyond outdoor like I said confluence zone engagement beyond display. You are bringing in experiential Experiential exactly. Combining experiential Marketing with Outdoor Advertising, so it's engagement beyond display. Advertisers are eager for new ways to capture their audience; you have highlighted most of the ways people can reach out to with this new offering. How impactful do you think this will be? In terms of outdoor advertising basically, I will

like to say beyond going full out to launching an entire new product. You can use this platform. This platform serves as a point of market testing platform. A pilot scheme for a new product. However, now the demography of people that actually use the train in Lagos and Abuja determines the types of product that you will sell on them. For instance, in Lagos, the train runs from Ijoko to Apapa. The demography of people that run on that route, are people coming from Apapa and going to Alimosho, which is the largest local government in Lagos. For instance, now am I not saying that you can sell a BMW vehicle on that line because you might not necessarily get a demography of people who can afford to buy BMW along that line. However, using research of the demography of people who actually use this train and you then you are peach your products to feed those that belong to that demography. For instance, I will not like to mention names of specific brand. You find out that so many FMCG now going for the option of the smaller unit, they call it fifty now. Everybody is trying to do a fifty, all company are trying to do a fifty i.e. a fifty-naira version of their product, miniature version of their product, including some milk company,

It's all about engagement, it's not just about display like I said, engagement beyond display. For the Abuja line, we have the train moves from Abuja Idu station to Rigasta Station in Kaduna. So it's between Abuja and kaduna, in between them there are ten stops, Ten stations. So internally you can engage in ten stations when people are waiting for the train, at the same time you can engage on the trains as well. So right from the time a person walks into Idu station in Abuja, going to Kaduna, you can have an engagement plan as he walks into the station, from the billboard as it is on the external of the station, as he walks into the station, as he wait for the train, then as he board the train and then as he offloads at

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they found out that their product moves once it goes into miniature version. It can appeal to the mass public, where else best is it to sell a miniature product than on that railway line. So if you look on that perspective, i think that balance the question in terms of how effective it will be, the demography is right, the population is there, the numbers are there and trust me the moment commuters can found out that, that product are always available along that line. Whenever they use that line then automatically you got the product to the people and then it becomes a daily and staple thing that they do. I would go into Betting company as well, for the betting company it marketing. common, it's a wide large market everywhere. Yes, a lot of people do think on the internet now which is the portion version of the market. They conduct their business on the internet, they have their account themselves but the much larger population that will bet no matter how small and amount they have. If you create platform for them as they go along their daily life, not necessarily having to get home to get to the bet shop. If is right there available for them as they go, common, it become part of their everyday life in a few way and how effective it could become.

branding as well and the jingles, so most of them will say why do i want to spend that type of money on advertising when I can do it on BRT. Yes, some company can afford to do 20 BRT buses, some can afford to do 25 BRT buses but the truth about is, BRT's today in advertising world are becoming too loud. Now they are there, everybody is speaking at the same time, there's no exclusivity on that medium. It is a free forum medium, yes would see i.e. you will get a mileage but can you rack up a number as well. Now I am giving them an opportunity to get mileage as well as point of sale, right there as they see, you are selling, they are exchanging, they are moving the product right through that same channel, that is what am selling as a unique selling point, which is the return investment and besides just

base on demand say at Ikeja along bus top during off peak period, you can rack as much as a million viewers a day, if you get the opportunity to pack it at Oshodi, you can rack in as many as a million viewers a day on the train, and at the same time you create a razzmatazz around it, Point of sale, redemption center, I mean is just there, is beyond its mind blowing Train ads in Nigeria, do you think is timing right now? Yes it is, it ripe, like we said, confluence zone in terms of train station, confluence zone in terms of engagement on the train then in terms of display you now have proxmous, which is proximity with that express which is Oshodi Abeokuta express. Not just Abeokuta express, Ilupeju sees the train, the trains crosses at Ilupeju, mushin, Yaba, Ebute - metta, Iddo, and Apapa. So you are picking at least from Apapa all the way down through Abeokuta to Ijoko, is what am giving up for display, so pretty much of a long road..

Many of them should be asking me return investment. the trains are available now, We are still developing the fixed asset but mobile asset are ready for display.

What do you think is the one question brand manager should be asking you right now? Many of them should be asking me return investment. the trains are available now, We are still developing the fixed asset but mobile asset are ready for display. so most of them do ask me, why should they advertise on train as compare to BRT. I tell them this, the BRT is only one third of a coach, a coach is one carriage, a carriage is about 55 square meters display that is 3 BRT buses put together in terms of display area. Now 3 BRT on this side, 3 BRT buses on that side so we have one coach with 110 square meters that's a moving Unipole, at the same time you got the internal display. Internal OOH June 2018

display there's opportunity to directly engage and am giving that platform for them to come in and sell through. It equally a sell through channel and not just display channel for them, like I said its a moving unipolar per carriage, In Lagos, there are only six carriages of for lease, only six besides, following which there's no other opportunity along that line. and if we are talking about Alimosho as a largest, local government, if you must win an election in Lagos State, you must win Alimosho local government and the major route to that local government is the Oshodi Abeokuta express way, which is the king route of trains itself. I there say, that everybody who uses that route today had already seen the train, already seen the advertising on the train, am saying if you get that opportunity equally to pack the train

Despite dwinding advertising budget out of home or outdoor as it is popularly called is still showing growth, what's your take on this?

Nigeria as a nation and as people. We all know the effect, positive effect. I think the outdoor business has taken a hit, has lost ground considerably to digital advertising i.e. digital on a mobile phone, on the go advertising. Yes, Nigeria continue to grow in terms of its ability of people who have internet on the go, so as they say, clichĂŠ. Many people are looking down and many are no longer looking up as they go, so advertiser are thinking or belief, they can get the attention of everyone on the phones. However, you see in terms of character, branding, market share, top of mind things like that. Yes, you can be top of mind digitally but you see, i think Africa still have lots to do with people connecting with the product when they have the opportunity to connect, to feel, to touch, to taste, to have, to have sample, to be with. Its what people have seen, touch, used,

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OOH JOURNAL that they eventually trust, so its about trust. Now in terms of sitting character as well, now if you say you are top of mind, if you say in fact let's look at coca cola for example, coca cola will never stop advertising even if everybody at time when you go to a new place. Although Pepsi is coming up right now when everybody say can i have a coke please and they said which one, you say you want a Fanta. Do you see even coke is still top of mind but the reason why they

Answer: like I mention, Outdoor is still physical, every other thing is a medium that you probably have to sit with or probably deliberately seek to listen to. Your radio for instance, i have to choose to listen to 96.9 or choose to listen to 105.1, sitting on your sofa at home you can choose to listen channel A or choose to listen to channel B depending on what you want on preferences. But outdoor is permeated, it is the environment, it is the fabric

what he knew of Lagos island, what he first notice once you get to Lagos island, after a long period of time “HAA this has changed”. it's the picture we have in our head, that we see and places that we go, the experiences we have, outdoor create that unique experience for the visitation. It's not just about me trying to sell something to you, the digital marketing is more or less target at the sales, sales and sales, Outdoor is not just sale. It is a subtle way of selling and then create an experience around it. Children go out and when they go out what they see, kids count billboard till tomorrow, kids take note of what is going on, Kids find out "oh mtn have change it has become glo”. Outdoor have go along way to affect even generations, they call them alpha generation or the generation zee, because that's what they see. That is their reality, that is their environment, that's why o u td o o r ca n n o t b e ta ke n o u t o f t h e environment that easy. How have you been able to deal with LASAA, OAAN and the rest of them?

are still top of mind is because they keep getting every opportunity to continue to be in your face. You can't enter a new environment or new domain. for instance, somebody visit Lagos for the first time if he has never seen a Knorr advert and he sees a Knorr advert in Lagos, if he uses Maggi he will be tempted to use Knorr because he believes maybe is something charismatic or characteristic of this new environment. Outdoor subtly still tell people who rules the environment, that is why outdoor cannot be taken out of the industry. As an outdoor advertising company you control the environment, you control exposure. How valuable is the outdoor advertising industry compare to other medium?

of the environment, unfortunately, it is unmissable, you can't miss out. If you have a billboard right at the front of your house everyday. Despite you are listening to the radio, despite you watch your Tv, by the time you drive out and see that billboard. It's so strong because it becomes a part of your environment, people even describe their houses, people uses outdoor advertising structure as “descriptive”, the form of the character the urban fabric of an environment. So the fact that they still are that physical, they are like houses. For you to change Lagos island today you probably have to build up new building, how difficult is it, to build up the entire Lagos island, would you break down all the buildings in there, for instance my father 25- 40 years ago,

For now, we have not necessarily engaged any regulatory bodies yet and that because we so don't have so many display currently on our platform and we are still preparing, we are creating platform internally and some externally, I used to be with LASAA. I was one of the pioneer staff of LASAA, who setup the Lagos Signage and advertisement Agency and definitely I will not do anything that will contravene the law, we are all in talks with OAAN, we already in talks with LASAA, all other stakeholders are well carried along even though, we have a federal government concession to operate, we respect rule of law in any environment that we found ourselves and we will make sure that at least in line with the tenet of the law of the state. The outdoor advertising landscape is tremendously changing, businesses are coming into Nigeria here and there, what do you think of this business influx I think it's a threat, it a very significant threat, something that I think every outdoor person in the country should be a little bit weary off, Nigeria is the largest market in Africa. I mean in terms of anything you are trying to sell, if you are not selling in Nigeria am sure the product is not worth it. Despite the abject poverty that we have in Nigeria as a whole. I am talking about the intrinsic buying power of the average Nigerian is still pretty high. OOH June 2018

Cover Story June 2018 Once a Nigerian want something they will get it. Hence the outdoor, not just outdoor, the advertising industry in Nigeria is still huge, it's a very huge industry. I would not be able to estimate the total amount of money that has been spent on advertising in the country today and despite the fact that most of this foreign outdoor companies already have affiliations with the foreign brands, there are still a lot lots much more I think is our duty to even now as advertisers try to encourage our local brands as well. We need to be able to do some stuff to bend backward to accommodate local brands so that quickly too they can grow and develop and able to compete with international brands. Because international affiliation with international outdoor companies, with international media buying companies is becoming a threat in our industry. Its creating cluster or monopolies here and there but I still believe that the sky is too large for everybody if we are all suspended in the sky. The sun will still shine and that's why there's still market for everybody we will still all survive. It might take a bit of redirection here and there but nobody can come and take the entire market. There will still be a business that will still done in the outdoor sector and advertising industry at large. definitely, it might shake industry for a bit but, it's the law and forces of our economics, it will redistribute, the wealth will redistribute after a while.

OOH JOURNAL because people see the journalist as independent and I will not be able to go to another outdoor company or another media buying and planning organization and try to request for what the return on investment on a particular campaign which they ran for another company last year was. I probably will not get that information directly from any competitive or sister competition company within my industry. However, as a journalist you guys come as independent and they see you guys as a

mesmerizing so much that we almost at vetch of closing some investment partnerships and some marketing partnership with quite a number of company and that because of the relationship that one have managed over the years and it was almost like I never left, am still much relevant in the industry. Even if I don't find myself on this side of industry again tomorrow we are all one big family, that what it is, we are friends The fact that am in the industry or not in the industry does not make me not a friend of someone have always been a friend with.

not just outdoor, the advertising industry in Nigeria is still huge, it's a very huge industry. I would not be able to estimate the total amount of money that has been spent on advertising in the country today

How does your strategy change in this respect? For now, you just have to respect the current alliances and try as much to get yourself involve with the alliances. You can't swim against the tide and I will not, and my company will not swim against the tide. We would make strong alliances where necessary and where required, it's all value to the advertisers, so as long as advertiser are getting value. I will go to any extent to form any alliance for anyone, to ensure potential advertisers get value. Research have never been good in the industry so is measurement, great problem is everywhere, what's the way forward? In terms of research, I feel its people like you, that's the question for the journalist within us. Because you know many companies, I think there's a little bit of of lack of trust amongst different companies within the industry where they will rather not share data, but then will encourage journalists within the industry to conduct more investigating journalism OOH June2018

platform for them at least market themselves as well as such that information can be gotten by a journalist and be collated and we should be able to read "OOH" and be able to get that statics and say " oh! So that what happened". Because I might not have the opportunity to get it directly from where it happens to but you will have that door so I encourage you to continue to do what you are doing, I dare say you are doing a wonderful job. You've moved relatively from a nonadvertising company to this one, how is the change for you? The change has been wonderful, have had alliances that were form way back in the industry, have got friend here and there, and it been wonderful coming back, tapping up everybody again and the reception has beyond

Are you happy with the way things have changed? Well yeah, absolutely wonderful, it's nice to see the fact that the industry have shaped to a little much more professional than it was over about 15years ago, you can see massive mega company are built up, have come through. I think it's wonderful for the industry to see the industry reshaped in this fashion. Tell us about yourself briefly I am Ayomide Egunjobi. Am a goal getter, I am driven, and I like to see project through, I like new challenges and I take them head strong and at the same time I like to form alliances.

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IAA GLOBAL INAUGURATES IAA NIGERIA CHAPTER, HANDING OVER CERTIFICATE BY FELIX TATARU CHAIRMAN AND WORLD PRESIDENT TO TUJI OLUGBOJI PRESIDENT NIGERIA CHAPTER

AAAN INAUGURATES BOARD OF TRUSTEES OOH June 2018

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4 KEYS TO MASTERING THE ART OF DELEGATION Aim to make yourself dispensable when running your business.

the old adage goes: "Do less and accomplish more; do nothing and accomplish everything." When running a business, the perpetual, though eternally unattainable goal, is to make yourself dispensable. All too often, business owners feel that if they are not actively engaged or at least available for their business 24/7, the business will fall apart. It's as if they have a bull by the tail and simply cannot let go for one second. This is a formula for disaster. The more you can free yourself from this sort of bondage, the better. If you keep the following four simple guidelines in mind, it will not only help you with that objective, but it will also enable the business to grow, thrive and prosper. 1. Get past the "I'll do it myself" syndrome. Interestingly enough, many business owners just can't seem to let go, feeling they have to do everything themselves. As a result, they become so bogged down and stressed by their daily tasks that, sooner or later, they break down emotionally, psychology or physically. They do this for a couple of different reasons. First, they feel that if they want something done right, they have to do it themselves. This feeling is ingrained in them to the point that they can't move past it. As the business expands, this becomes an obvious formula for disaster. The other reason they can't delegate responsibilities is a little more subtle, but it boils down to a feeling that it's not right to ask other people to do things for them. They feel it's inappropriate or an imposition. It's as if they wouldn't be standing on their own two feet, but instead would be taking advantage of another person. Logically, it's obvious that this kind of thinking is erroneous. But such feelings often outweigh the logic of the situation. The idea of delegating responsibility to them feels slovenly, reprehensible or elitist. 2. Free yourself up. Delegating tasks frees you to pursue broader horizons. It enables you to elevate your activities to a higher level and explore new possibilities for the business. Perhaps you will find ways to improve the efficiency of how things are being done.

Or you will discover new ways of marketing. You might even find new products or services to offer your customers or clients. As you ascend the ladder within your business, the business will ascend to higher, more productive heights. For example, the general manager of a resort was so caught up in running the day-to-day operations of the central building, that he had no time to develop other services within the resort. By training and promoting an employee to take over the management of the building, the general manager was then able to shift his attention and thereby expand the services and quality of the resort in general. 3. Develop backup personnel. For every task you delegate, there should be a backup person for the task. This way, the business operations will never become dependent on one individual. People get sick, quit or may eventually be promoted or needed in another area. Without a backup person capable of moving into their old position, the business becomes static. When every position is backed up, the dynamics of the entire business are more freeflowing, flexible and less susceptible to a critical shut-down. The most important person to back up is the owner or general manager of the entire company -- yet it is often the one position that is overlooked. It is common for everyone in the company to view the owner/manager as the heart and soul of the company. They feel without this key person, things would simply fall apart, and there will be no company. It's for this reason that not only should the general manager have someone in mind who could step into the position, but the entire management team should cultivate the same attitude. They need to feel they can work things out and follow the new leader with the same heartfelt dedication and spirit as before. Those can be quite significant shoes to fill. For example, in a resort, the general manager oversees not only the different buildings, but also the different activities for the guests, the management of the employees, physical plant, accounting and legal departments, long-term planning, marketing, etc. 4. Be a good delegator. A good delegator functions in a manner similar to the old circus act where the showman would spin multiple plates atop poles simultaneously. His job was not only to get the plate spinning, but to occasionally, when needed, give an isolated plate an additional spin to keep it going. A good delegator is ready to step in, if needed, to keep the business running, but does everything in their power to ensure that need is rare. They are then free to advance the company further while having a healthy life of their own.

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innova ve media solu on

15b Bola Ajibola Street, oﬀ community road, by Ogundana, oﬀ Allen Avenue, Ikeja, Lagos. Tel: +234812 111 4155, +234803 309 4688

www.mrl-africa.com OOH June 2018

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verba m For outdoor prac oners, they need to understand the role of outdoor within the eco-system and once they understand that role, is it just penetra on, is it just about crea ng awareness or is it just a reminder medium? Outdoor has largely moved from what it used to be years ago from being a reminder medium to a primary medium.

The standard of outdoor adver sing prac ce in Abuja is catching up with other ci es in Africa not only Lagos, despite the fact that Abuja is not a commercial city. - Ibrahim Yusuf Director, Department of Outdoor Adver sing and Signage FCT Abuja.

- Lampe Omoyele Managing Director, 141 Worldwi

There was no Winner for our April Edi on

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New Rules For Data In OOH Advertising Out-of-home (OOH) advertising is the only major form of traditional advertising that is growing. Unlike TV, radio, and print publishing, which have all lost share of ad spend as traditional formats go digital, the reverse has been true for OOH. When billboards or bus shelters go from paper to pixels, revenue potential increases as more ads can be rotated in and more dynamic formats can be utilized. OOH now stands at the precipice of becoming a true datadriven medium. This is a moment of reckoning, when the OOH industry can learn from the mistakes of the online world -- or be doomed to repeat them. As new rules for data and advertising start to emerge in the online space, here are three areas where the OOH industry should likewise look to raise the bar on privacy, ensuring that data does not become a fourletter word: Minimize the data footprint. In the online world, the collection and use of data have been arguably indiscriminate, the result of an “if-it's-allowed-then-do-it” mentality. The OOH bar needs to be higher. The scope of data collection and use should be limited not merely to what is allowed, but to what is allowed and minimally required to operate the business.

ADVERTISEMENT Location data, if collected and shared, should be obfuscated and imprecise. Cameras should never be used to identify specific individuals or vehicles. Data should be stored for the bare minimum of time necessary (and far less than the one- to two-year standard for online). When it comes to data collection, retention, and sharing practices, less is more. Be fully transparent with data practices. Arguably the biggest failing of digital advertising to date has been the longstanding practice of disclosing data practices to the minimum degree required. The OOH bar needs to be higher. Any conversation about data and privacy has to begin with trust, and there can be no trust without understanding what is done (and not done) with the data. That means creating a privacy policy that explains, clearly and in detail, everything the company does with user data. Conversely, if it's not in the privacy policy, it shouldn't be done. This kind of radical approach to transparency is where the online industry is moving with efforts like GDPR, but the OOH industry should simply start there.

on those devices. The OOH bar needs to be higher. Imagine if that pair of shoes, rash cream, weight loss supplement, or pregnancy test that you browsed online, now followed you around in public space, where those ads are seen by the people around you and can't be blocked. That's not just the stuff of “Minority Report” futurism; today's real-time technologies could theoretically accomplish this. Doing so could violate people's expectations of privacy in public space and lead to the kinds of negative consumer experiences we've seen online, or worse. The OOH industry should simply refrain from the practice of targeting specific individuals with advertising in public space.

The OOH industry should simply refrain from the practice of targeting specific individuals with advertising in public space.

The OOH industry stands poised at a transition: from a historically data-poor medium to one that is about to join the big data revolution. It has a unique opportunity to learn from the past, standing on the shoulders of online advertising to proactively raise the bar when it comes to the collection and use of data. The right set of choices now can benefit consumers, drive continued OOH revenue growth, and set an example for the rest of the advertising industry.

by Ari Buchalter Do not target individuals with advertising. This principle is a true departure from online. In the online world, there is typically one person consuming content and advertising on a personal device, and advertising often follows people around OOH June 2018

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