Marke ng Communica ons Journal.
THE MOST WIDELY READ DIGITAL INDUSTRY JOURNAL FROM NIGERIA.
Volume 1 - Issue 6 September 2016
DE-SIGNPLAST LIMITED CHANGES NAME TO ICIT MEDIA
AKIN ADELEGAN LOLU AKINWUNMI GOT ATTACKED.
LASAA VISITED OAAN SECRETARIAT.
MD/CEO ADVERTANGE MEDIA LIMITED
Communications Ltd.
SEPTEMBER 2016
CONTENT
27 AKIN ADELEGAN Akin Adelegan MD/CEO Advertage Media Limited Photo Credit: PHILAMEH
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ARTICLES: Mix some social media into your outdoor advertising
AFRICA / INTL NEWS: Jcdecaux launches DOOH screen at London Blackfriars station
A MONTH IN NEWS: Hon. Ipoola Ahmed Omisore presents his fourth book to the Ooni
ARTICLES: why tv advert on brt LCD screen remains a viable medium for entrepreneurs
33 FASHION: meet Prince Tunde Adedoyin, MD/CEO Mediaviews and the Outdoor Advertising Association of Nigeria (OAAN) President.
38 NEWS MENTION: is Babs Fagade still at Oyo State Signage and Advertisement Agency (OYSAA)?
News, Events & Entertainment Videos Bringing you the lastest programmes line up
Signage Most We are delighted to bring you a formidable lineup of Nigeria’s finest minds across the marketing communication industry.
Young and Cerebral Presenting young, talented students, employers or employee who are challenging the status quo and driving the industry forward.
Weakest Link A quiz game of elimination, with nine marketing communications professionals as contestants to answer a series of quick-fire general knowledge questions.
Our Legend Our Legend is a thirty-minute series devoted toout of home professionals, organizations and venue that have exceeded fame and critical acclaim and have arrived at the status of LEGEND. This series will focus on great contemporary people and organisation that have made their mark in the outdoor advertising industry. from its/their earliest days with interviews and great insight from friends and colleagues.
Straight to your Device
Media partners
Coming soon
CONTENT SEPTEMBER 2016
38 NEWS MENTION: De-sign plast Limited changes name to
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VALUE MEDIA PARTNERS LAMATA TO LAUNCH BRT TV: the latest trends and insights. is outdoor digital signage ecofriendly?
NEWS MENTION : LASAA to enforce insurance on outdoor advertising hoardings in Lagos
ARTICLES: mix some social media into your outdoor advertising
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
CONTENT SEPTEMBER 2016
27 A MONTH IN THE NEWS: Mediaviews / Lasaco multimillion naira billboard goes live again
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AFRICA / INTL NEWS: hyperactive tech changes name to Acrelec America
ARTICLES: media agencies and their conflicts of interest
NEWS MENTION : kola omisore sits on the board of one of Verdant Zeal Limited subsidiary
Signage vol.1 No5
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Marke ng Communica ons Journal. VOLUME 1 - ISSUE 6 September 2016.
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Acknowledgements Editor/ Team Lead: Execu ve Editor Execu ve Editor (GH series) Chief Marke ng Lead: Cover Design: Circula on: Produc on Asst: Photography: Fashion Sec on:
Oyekan Babajide O. Odubela Adebisi O. Adebola Kola Oni Kola Omisore Digital Aderibigbe Funmilola F. Philemeh Dorophil Philip Wecis Clothing (Kunle Ajadi) Steady Salon (Adebayo Kunle)
Contributing writers Awoniyi Oluwasegun Execu ve Editor
awoniyi oluwasegun Odubela Adebisi O.
1609 Media AN OJ ZEST ENT ENTERPRISES 308, Old Abeokuta Road,Car wash bus-stop Abulegba, Lagos State. (+234) 802 367 6256, www.issuu.com/signage.ng Copyright 2016 by 1609 Media. 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.
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1609 Media 308, Old Abeokuta Road Car wash bus-stop Abulegba Lagos State (+234) 704 628 6731 www.joomag.com/signage www.issuu.com/signage
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SIGNAGE DIGITAL JOURNAL
From the Editor Innovate or Die
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igital media is propelling the Ad Market to a wooping $548.2 Billion this year, which means it will be up by $23 Billion or 4.4 percent when compared with 2015.
This growth is primarily being pushed by Digital, which will jump far higher than the rest of the market place, seeing a year-over-year lift of nearly 16 percent, the industry even though with big investments in bigger structures an fancy LED screen is facing its worst crises, How? LED screens vacant here and there. The future of Out of Home is in two parts Engagement and Interaction Content drives innovations not structures, most of the various screens are under utilized, The status quo need to change, these LED screens can be interactive and engaging medium
we hope the interview with Mr. Akin Adelegan will deepen this discussion and accelerate the need for out of home practitioner to innovate. Cheers
Oyekan Babajide O, Editor/ TeamLead.
ARTICLES SEPTEMBER 2016
MEDIA AGENCIES AND THEIR NUMEROUS CONFLICT OF INTEREST: A RECIPE FOR DISASTER
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ith the latest fraud scandal of Dentsu, the transparency topic has made it back to the news headlines. Many potential issues in current media practices have been discussed, such as appropriate agency fees and the role of undisclosed rebates. Surprisingly, there still is a lot of confusion around which information agencies and other middle men should be required to reveal. For example, some people argue that it would not be fair to be completely transparent about how an agency makes money since supermarkets or successful
have the current mess and debates. Specifically, in the case of most big media houses, it has become the norm to wear many hats simultaneously, often without being transparent with clients. Unfortunately, this comes at the cost of integrity and violates essential principles of an agency-principal relationship. Why? Because you simply cannot be consultant, agent/ broker, trader, reseller/ distributor (thus media owner), speciality service provider and auditor at the same time. Let's review these roles: Consultant Provides advice on what to do and is
companies such as Apple don't tell you the exact profit margins of their products either (scroll to comment here). Sadly, this argument misses one critical point. Apple is a technology/software company and a supermarket is a retailer. Its value generation is in producing a product or distributing it. These are welldefined roles without conflict and it matters less how much their margin is (though retailers have been criticised for promoting their own store brands too much). The same applies to media: no advertiser really cares what exactly the costs of 'operating media buying' are (overheads, equipment, etc.). You set a price and customers can accept your offer or not. However, if media agencies only performed media buying and pursued no other business opportunity, we wouldn't
often hired to solve a particular problem for which a client lacks expertise. A classical management consultant rarely implements a recommended solution. Consultants typically receive a fee and should not have any financial relationships with suppliers (e.g., through commissions). Agent/ broker Is authorised to act legally on behalf of clients. The work often involves practical support and expertise (e.g. preparing request for proposal documents). A broker is a type of agent who tries to match buyers and sellers to enable transactions. Agents and brokers typically receive a commission (which may or may not be subject to approval from a client). Reseller/ Distributor Purchases goods or services with the
intention of selling them to end users. A reseller has no inventory (as opposed to a distributor) and may add extra services, such technology support. Usually resellers buy at a volume discount and resell to their customer at full price, pocketing the difference. Trader Buys and sells with the goal of making profits, often based on value differences given by market fluctuations. Traders can use their own money or someone else's and are often paid on a commission basis for transactions. Auditor Checks the accuracy of business records and transactions and typically receives a fee. Auditors tend to work on budgeting and performance evaluation, risk management and selections of financial investments. Financial auditors need to be independent from the investigated organisation by law. Specialist service provider Manages a customer's highly specialised requirements, such as technology systems or creative productions. Often it's a function that is outsourced when it's not cost efficient to do this yourself. Typically specialist (managed) services involve [subscription] fees. A contractual agreement dictates the performance metrics that will govern the relationship. Now let's look at the advertising ecosystem Upfront deals – when agencies become distributors Large agency groups regularly make upfront deals to leverage their buying power. For example, IPG committed to buying US$250m of Youtube inventory in the US this year. Unless each client has agreed a priori to chip in a fixed amount (creating groupbuying demand a la Groupon), this deal makes IPG a distributor or trader of Youtube ads. If media agents now suggest to run Youtube ads, clients will be left to wonder whether this recommendation is made because it's the best strategy for them or because IPG must fulfill their promised quota. Unfortunately, the Youtube case is just one example. Most media groups make upfront deals with print or TV broadcast networks too. The same concern applies – the agent becomes a distributor. Offering platforms and software – when agencies become resellers Today most media agencies are resellers for marketing products, such asGoogle Analytics (GA) Premium (costs: $150K USD per year). Note that resellers can get a discount of up to 50%, depending on the purchased volume. Many agencies then offer GA Premium to clients for the market price (150K), but add 'free' implementation and maintenance. Of course, the extra service is not really free but funded by pocketing the discount (question: has this been disclosed to you?).
Signage vol.1 No5
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A MONTH IN NEWS SEPTEMBER 2016
M E D I AV I E W M U LT I - M I L L I O N NAIRA OWOSOKI BOARD GOES LIVE
was pulled down for the mega digital structure. It was learnt that the regulatory authority in the state informed the site owner of the need to redevelop the site to compliment the mega status of the state. Thereafter, Mediaviews approached financial institutions in which some of them signified their intention to partner with the company. Eventually, they settled for LASACO PROPERTIES LIMITED which has been very cooperative with the site owner. There is high level of understanding and harmony between them.
VALUE MEDIA PARTNERS LAMATA , PRIMERO TV TO LAUNCH BRT TV
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The live streaming entertainment and educational network has impacted the lives of commuters across Lagos State. We aim to continue reinventing and improving on our services to commuters and clients alike by featuring fresh, relevant and stimulating contents. We hope to add more buses to the numbers we have and these buses are well maintained and taken care of. In future, we hope to air live events, breaking news and other programmes and these programmes would be scrutinized critically.” External Relations Officer, Mr. Kolawole Ojelabi, who spoke on behalf of LAMATA, urged Nigerians to patronise the Bus Rapid Transit (BRT) since it is part of the plan to make Lagos a mega city.
he largest in-transit advertising company in Nigeria, with over 18 million monthly viewers on its platform in over 400 buses in Lagos, Value Media Advertising Limited, r e c e n t l y l a u n c h e d i t s f i rs t e v e r formalised bus television network. It will
Ojelabi noted, “ We should start cultivating the habiting of using these buses because they are made for us and it is also part of the plan to move Lagos forward. Most times, I park my car and use the buses to avoid traffic and to also exercise to keep feet and I think Nigerians
feature different programming from major content developers across Nigeria.
should emulate that.”
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ediaviews/LASACO multi Million digital Billboard along 3rd mainland bridge at Oworonsoki has commenced full operation. One of the highest advertising spender is currently running one of their campaigns on the site. The billboard has a peculiarity in terms of size and location. It is a 20m x 37m, making 740 square meters. It is about the largest in Lagos, if not in Nigeria. The location is on a vintage and vantage position. It is one of the premium and most visible sites in the state couple with the busiest nature of the route. Therefore, it is only the big spender that can afford to be on it. It was learnt that most of the high profile advertisers have indicated interest in the site. Historically, the site was acquired in 2002 and a double-sided 12m x 30m (360sqm) conventional static structure was erected on it for Coca-Cola. It was the first of its kind and the only larger-thanlife structure in the state as at then. CocaCola Nigeria won an award for it. It was acquired in 2007 by ECONET now AIRTEL and they remained on it until it
While speaking at the launch, Cofounder and Executive Director, Value M e d i a A d v e r t i s i n g L i m i t e d , M r. O p e o l u w a S e n b a n j o, s a i d , “ T h e partnership between Primero Transport Services and Value Media is what gave birth to the BRT television network.
Executive Director of Primero TV, Mr. Fola Tinubu, who spoke on 'Transport Infrastructure and Advertising: The C h a l l e n ge s a n d B e n ef i t s , ' u rge d companies to partake in the transit advertising campaign effort to expose their products to a wide segment of Lagos society.
X3M IDEAS WINS AFRICAN CRISTAL AWARD IN MOROCCO
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3M Ideas has again proved its mettle in far away Marrakesh, Morocco as a leading digital advertising creative agency during the just concluded African Cristal Festivals winning a bronze medal in the media category under the 'Best use of social M e d i a ” s u b - c ate g o r y at t h e j u st concluded awards. The four years old agency which has been awarded as the “fastest growing agency” on a number of occasions and several other awards to its credit including
sterling performance in the Lagos Advertising and Ideas festival (LAIF) four years running, recorded the feat in the East African city of Marrakesh at the annual Cristal which held between 22 23rd September, 2016. Although the agency had four nominations at the 2016 Cristal, the award which came via one of its works for Etisalat Nigeria (EMTS) is the only medal awarded in its sub-category, serving as the icing on the cake for the agency's recent record relocation to its new purpose-built, state-of-the-art office in Ikeja, Lagos. The young agency since inception four years ago has maintained an impressive record as one of the most creative agencies in the country having found a place within the first four bracket on the table of the most creative agencies in the
Nigerian creative industry's LAIF awards.
facilities which run into millions of Naira annually to the beneficiaries.
T h e A f r i ca n c r i sta l a s a re g i o n a l Advertising award stands as the first Summit for Media and Communications dedicated to the African continent. It brings together the entire media and communication industry to network and to promote regional culture through dedicated competitions, conferences and debates.
HON IPOOLA OMISORE P R E S E N T S B O O K T O OONI OF IFE
While giving kudos to the clients that make the agency thick on all fronts by consistently challenging it to be on top of its game right from day one, Steve Babaeko, Chief Creativity Officer/CEO, X3M Ideas says “As X3M Ideas, we are
excited with the award especially coming on the heals of our movement to our new office complex. It shows our young team is finding the rhythm to be on top of our game even internationally as we have been able to establish for ourselves on the local scene without a doubt in the mind of anyone. It is a sign of better days ahead for us and our different stakeholders across the spectrum”. The agency has the record of being the most 'audacious in doing good'. In its four years of operation, X3M Ideas has consistently engaged in an annual Corporate Social Responsibility (CSR) initiatives without fail. The efforts have seen four public secondary schools and one special education center (Lagos State remand home for boys) benefitting from the annual intervention projects aimed at improving the quality of education through the provision of capital intensive
H
on Ipoola Ahmed Omisore, a renowned Outdoor Advertising Practitioner, A fellow of the Advertising Practice, Former member of the Lagos State House of Assembly and the former President of the Outdoor Advertising Association of Nigeria, presented his new book to the Ooni of Ife, HRM, OoNI Dr. Adeyeye Enitan Ogunwusi in his palace titled “THOUGHTFUL THOUGHTS FROM THE SOURCE”. The book is billed to be launched at the Oba Okunade Sijuade memorial Hall, Oke Mogun, Eniwa Square, Ile-Ife, State of Osun
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SIGNAGE DIGITAL JOURNAL
SEPTEMBER 2016
O
utdoor Advertising and Social Media, the two seem an unlikely pair; but together they can make for a powerful advertising force. A study by CBS Outdoor International of six European countries found consumers are more likely to buy something online, “Like� a brand on Facebook or download an app after seeing an outdoor ad vs. TV, radio,
or print. This is certainly a result of mobile device penetration and popularity. Outdoor has always been the medium to catch people on the go, and now so is mobile. Social media use primarily occurs on mobile devices so campaigns that can integrate the two can drive the impact of both mediums. You can increase likes and followers w h i l e c re at i n g l o n ge r, m o re
MIX SOME SOCIAL MEDIA INTO YOUR OUTDOOR ADVERTISING meaningful interaction with your outdoor piece. Here are a few ways to integrate social media into your outdoor ad:
Digital Billboards: These can be updated in real time and as often as you like. Post short-term deals or promotions. Link your Twitter feed
to your digital billboard and comment on current events. Post product photos from your Instagram or Pinterest page. Post a short ad from your YouTube page. You can even thank your fans by posting their photo.
Static Billboards and Wallscapes: Consider these for longer
promotions or just to promote your social media profile in general. Solicit comments from users and have them post to your site. Display a Twitter hashtag or handle for users to follow or include in their tweets. Bus Shelters and Park Benches: These are closer to the ground so
users can interact more closely. Consider utilizing mobile technologies like Bluetooth or Near Field Communication to make data exchange easier. Use a QR code that can be snapped by the camera on their mobile device or a QR reader to take them directly to you company's social media profile site.
ARTICLES
AFRICAN & INTERNATIONAL UPDATE SEPTEMBER 2016
HYPERACTIVE TECHNOLOGIES CHANGES NAME TO ACRELEC AMERICA
remain committed to our spirit of innovation and our passion for serving our customers. JCDECAUX LAUNCHES DOOH S C R E E N AT LO N D O N BLACKFRIARS STATION
London Blackfriars is another highimpact addition to our exclusive digital rail portfolio, enriching the travel experience for passengers while also presenting a full-motion creative opportunity for brands to engage with a captive and affluent
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yperActive Technologies, an outdoor restaurants technology company, has now changed its name to Acrelec America. The company changed its name to reflect its closer relationship with its parent corporation, Arcrelec Group, according to press release. Acrelec Group officially acquired the formerly named HyperActive Technologies this May. Acrelec America will continue to serve the North and South American restaurant markets with kiosks, outdoor digital displays and more. “Over the last 15 years, HyperActive's name has become synonymous with outdoor drivethru technology. Our name change presents a very clear message that we are expanding our portfolio to include the full suite of digital technology, both indoor and outdoor, and across many industry sectors," Scott Marentay, chief operating officer for Acrelec America said in the release. "While we are changing our name, we
J
CDecaux, an outdoor advertising company, has expanded its digital rail portfolio by deploying a new Transvision screen in at Blackfriars station in London. The company has deployed 26 screens across 19 stations in the U.K. to date, according to a press release. The Transvision screens are designed to provide full motion advertisements. The company deploys them near high traffic areas in rail stations such as gate lines and departure boards. JCDecaux deployed a screen at the Blackfriars station due to its high traffic of 354,000 weekly. The station also sits on a prosperous area of London where the average worker earns 75 percent more than the average UK adult, according to the release. "The new Transvision screen at
audience," Spencer Berwin, coCEO at JCDecaux UK, said in the release.
TAG GLOBAL SYSTEMS SELECTS S TA M P E D E TO D I S T R I B U T E TOUCHSCREEN SOLUTION
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isplay maker Tag Global Systems has selected Stampede as its distribution partner for its new TA G T E C S L AT E t o u c h s c re e n solution. The solution boasts a 10point touchscreen, according to a press release. Stampede will distribute the 65i n c h a n d 8 5 - i n c h T EC S L AT E solutions that will be available in either 1080P LED or 4K. Each solution will also come with an integrated PC with Windows 10 a n d a n a n t i - g l a r e d i s p l a y, according to the release.
BIGGEST LED SCREEN IN EAST AFRICA SWITCHED ON IN NAIROBI
screens for events such as the Olympics.
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The Super-LED went live on 8 September 2016, and offers an unprecedented opportunity for
rimedia OOH Africa recently launched a new Super-LED screen in the heart of Nairobi, Kenya's capital city and the economic hub of East Africa.
panelling and back of the MyCiTi
buses in Cape Town, which are used by consumers across target markets. Between June this year and April 2017, DStv is using the exclusive Transit Ads platform to drive home the message that purchase of its Premium Package will give viewers access to programs such as Ballers, Die Byl, Suits and Ray Donovan. AAA SCHOOL TO HOLD AN OPEN DAY AT BOTH ITS CAMPUSES
The screen measures 12m x 9m, and is the largest to be installed anywhere across Kenya, Tanzania and Uganda. In fact, the screen is 33% larger than the 4.5m x 18m Super-LED screens found on the N1 and M1 Highways in Johannesburg and Centurion.
“Located on the busy Uhuru highway leading into the Nairobi central business district, just north of the University of Nairobi's main campus, the Super-LED screen is a first for Kenya with its world class technology, reliability and innovative booking options,” said Patricia M e n g e , g e n e ra l m a n a g e r fo r Primedia Kenya.
It is manufactured by the world's p r e m i e r L E D m a n u f a c t u r e r, Daktronics, a South Dakota based company whose screens appear everywhere from Piccadilly Circus to Times Square, and which has previously supplied many of the LED
marketers looking for new opportunities in Nairobi. The city is home to more than 3.5 million people, thousands of Kenyan businesses, and more than 100 i n te r n a t i o n a l c o m p a n i e s a n d organisations, as well as one of Africa's largest exchanges - the Nairobi Securities Exchange.
“The Super-LED's launch has been met with excitement by our clients both in South Africa and in Kenya,” said Peter Lindstrom, sales executive for Primedia Outdoor. “The size, location and versatility offered by digital technology combine to make this a fantastic inclusion to our East African holdings.” DSTV ENGAGES TARGET MARKET ON TRANSIT ADS
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Stv – MultiChoice's digital satellite TV service in Africa, has once again selected Transit Ads platforms to advertise its Platinum packages to its target audience. The brand has launched its n e w c re at i ve o n t h e i nte r i o r
T
he AAA School of Advertising will be hosting its final Open Day of the year at its campuses in Cape Town and Johannesburg. The Cape Town Campus Open Day takes place on Saturday 1st October from 09h30, while Johannesburg will host prospective students on the 8th October from 09h30 Young and talented individuals wanting a creative and dynamic career are invited to attend and explore the myriad opportunities available in the fields of advertising and marketing.
SEPTEMBER 2016
2% OF WHAT THE LED SCREEN CAN GIVE IS NOT BEEN EXPLOITED
WE HAVE OVER 100 BANK BRANCHES WITH TV SCREEN THAT DOESN’T TARGET THE CUSTOMER
COVER STORY
COVER STORY PICTURE
SEPTEMBER 2016
COVER STORY
Over 13 years now, you have been doing this, how has it pan out ? Basically the mobile LED trucks is one and half years old, we didn't pioneered it, some people brought it but not like the ones we brought, now people see it mobile LED as an important part of activation, rather that bringing girls dancing in the sun, the screens just drives in and move round the street, it plays audio, it play video. It was highly used during the political campaign. Secondly, Nigeria doesn't have an outdoor cinema, at all in this present age. How do you mean, what do you mean by Outdoor Cinema? When did you fall in love with advertising? Over 20 years now. How did it happen? When I finished my service I was lucky enough to work with my brother Dapo Adelegan, who happened to be running an Advertising company called Benjamin Black that where I cut my duck, i picked up my knowledge of the industry from then on, i was always looking for something new, innovative something more engaging after 13 years of working with him, I started advantage Tell us more about your company advantage Its about 13 years old now, when i resigned from my brother company with his blessing though, i felt i needed to do something diff from what was in the public, the conventional, because i know that the future of advertising in how to make a medium interactive and engaging and what was existing was not even up to 10% of what transpired in other parts of the world. What set your company apart from other companies? We made people recognize that we were ready to innovate at every point in time, one of the first things we did was to introduce reflective prints into the Nigeria market. we pioneered the use of reflective print in Nigeria and we notified that most of the billboard after 6pm, there is no visibility, so we just thought of
working for a short solution, and that is how we introduced the reflective prints, we introduced the materials, so melt billboard has reflective prints or them, so even by 6pm, the billboard could selfilluminate even with just a flicker of light in there surrounding and it was well accepted, but am sure virtually every printer is doing reflective print now, it saves energy, you don't have to depend on Nepa, its more prominent with lamp-post nowadays, because it have longer visibility in terms of stretch from the reflective print, we now felt like everybody was bringing in structure, no body was looking at the real value of LED, because it is not just structure, it is how to make the screens interactive as it is done all over the world. People brought in monstrous billboard and installed them at strategic locations, it's beautiful, the light, the wao effects and so on but at a point in time, the clients will ask you aside from the wao effect, what other things does the board do for me and these are big investment, the clients are paying millions, hundreds of millions of Naira just to see the picture of one comedian. The LED boards are been adequately utilized, 2% of what the LED screen can give is not been exploited just 2%, the LED screen could be a platform for interactive and engaging things to customers but because of the location, if you put an LED in the middle of the sea or you put an LED on an high pedestrian, it's not possible for anybody that want to tweet and look at his tweet, that was why we brought in the mobile LED trucks.
Outdoor cinema is where or rather than staying inside a particular building like Silverbird, you can create a big expanse of locations and put your screen outside and people watch movies live Are you saying, you are going to be pioneering Outdoor Cinema in Nigeria? No, am not saying I want to pioneer it, what am simply saying is that I have the equipment that can satisfy this need, I have the equipment that is plug and play, so if someone get a venue, just rent our truck, show your movie, and it will be like you are at the theatre, the truck has 5,000 waltz speakers, it has its own screen and it can feed in to more than 5,000 population at ago. This brings us to your new baby, tell more about this. Social media is pushing outdoor advertising in other part of the world to the limits and what do i mean by social media, and talking about Twitter, Facebook, this are interactive and engaging content that everybody uses on the phone, imagine 2 Billion users on Facebook, more than 1 billion on twitter, same figure on Instagram and snap chat. Let say we have about 20 million Facebook user in Nigeria, you can imagine a situation where there is no billboard that is enhancing this content, it is very embarrassing. So what we are trying to do is to bring the social media as content for Outdoor advertising. Our new business, first in the country, it is called Emagen TV, this is a case of you not dumping that television, you can imagine banks with about 500 branches over the world and all they do is to show CNN
on the television, they are not targeting the minimum 500 people that comes into the banking hall, so what we are doing is to transform these screens into digital or an advertising platform where live social feeds from twitter, Facebook can be relayed and videos of products can also come alive there, which keeps TV very engaging, you can even scan your barcode and what have you, its the future, there are instanced all over the world where you go in front of LED screens and easily get information from the screen, even in the bus, you can look at the screen in the bus and already book and buy what you want to buy in the store before you get to the store By just scanning the barcode or just twitting to its store which the store owner will get, we are getting to that level and somebody just has to push these. 0.1% of these opportunities have not yet seen exploited in this country. We have branches of almost 27 banks which each have almost 100 branches and there is nothing targeting the customers coming inside banking hell, it very annoying locations for the LED screen, this is not only for banks, it can also be used by stores, you enter a store, a single television screen will project all that is been offered and clients can then twit, as you are entering the shop you just need to spend only 5minutes on the screen no matter how big the shop is to know what you want exactly. Let me tell you the good thing for the government, all over the world like take for instance in America, they have what is called Amber, Amber is a multiple LED screen placed strategically in major cities, what these does is that from a location when someone is kidnapped or the police is looking for someone, all the screen will automatically show the information, if for instance Lagos State gives us about 50 location for the LED screen it even works better than the CCTVs, if somebody is kidnapped, we flash it or this vehicle with so so plate number has been stolen, so everybody see it. It helps with information dissemination for government rather than spending billions on CNN or newspaper, this are tangible that people can see, you can even twit your government, and that is the future.
the kind of work you want to do?, are you happy doing your work?, can you work under less supervision? and so you create an ambiance in the office where may be there is music, people are doing their work, it's not oga, oga Mbo, you don't have to wear suit or jacket to my office except may be we are doing a presentation, the bottom line is that come to the office, relax, do your work, if you are been giving an assignment and it takes you one hour to do the assignment, i don't have a problem with it, you just do follow up with the rest of the week, every Monday, we have a meeting to reaccess how far we have gone, it has been challenging, the banks don't understand our business at all, and this is a multi-billionaire industry and we have just evolving, the digital platform is just evolving, you can imagine us having the digital TVs at the hospitals, we can stream live an hospital, a patient been treated anywhere in the world live on this digital TV, you can imagine putting it in a campus, maybe they have a particular exams in medicine, its all in it internet, i can extract it from the internet, a classroom lecture going in Texas and stream it on their television live without going through any copyright wahala because already it's on YouTube for public view, the potentials are massive, but you know the traditional outdoor people here, i just put my bay structure, buy it for 20million, the client pays but things
Tel us about you ? Well, you can see from my appearances, look at the picture on its wall, that is an 87years old man, drinking a cheap wine but he is happy with a smile, the moral here is contempt. Look at the Facebook guy, he came into Nigeria with T-shirt and jeans, it is not about the grandeur of many cars, its about keeping yourself healthy, look at me here am 50 years plus, and if I tell people, most don't believe. Secondly be at peace with yourself, anytime, any agitations, just be calm, that just me, am just who I am, you can see, there is music in the background within the office, I will advise you to go read desiderata, it's a 1874 poem, that has been my guiding principle and every time, I always believe that we must not stand still, we must continue to evolve. For instance many companies are cutting down on outdoor advertising because it is not giving them what they want to do, the future of marketing is providing a platform where customers can relate with the brand interactive -ness. This is where the internet is extremely very important, the government is trying to upgrade into more broadband, Netflix is already in Nigeria, as more opportunities come, things will change, but i will advise all our practitioners in Out of home industry, they can approach us for content delivery, we can turn a moribund LED into a very creative advertising platform where client will be happy, this is the future and we are just starting. Describe your management style? I followed the Richard Brandson style of business, i don't recruit with certificate, even though it's important, i recruit with attitude, are you disposed to
are changing, maybe with time, they would understand that they need to talk to people like us to know what is going to happen. In the next one or three years, outdoor billboard will not be what it is today. How do interested practitioners key into Emagen? Let them just get in-touch with advantage, our numbers are there, we can develop contacts for them, its easy because at the end of the day, they don't have to be going to their site every day, they can upload from the comfort of their office, if they buy our modem, they can upload Client campaign to multiple boards, that is the beauty of Emagen, but it need constant internet service to work. How tough as the business been? For the LED truck, its been challenging, people are just getting to understand it. we have had more patronage from event owners, Churches uses us a lot, we covered HID Awolowo's burial, we had covered high flying events, we are presently talking to the federal government on their new campaign, we have use it for some State Government on some health issues for instance during the Ebola period, the truck can go into all the villages and educate the citizens, but for Emagen, we just started, its just about a moth old. Are you a registered OAAN Member? Of course, hardly go to their meetings nowadays
because their focus is just about how they can expand their business and get more site and now Lasaa muscled them out, they are in the Pocket of lasaa, but i think things are changing with the present regime of OAAN executive they are working hard to find a level playing ground where the outdoor industry will be treated fairly but above all people like us should be called into the system to educate them about the future of digital. Am a member but have not paid their fees for quite a long time now. Do you think APCON/OAAN are really playing their roles? Apcon only regulate what is on ground, the mistake is that you can not just be collecting money on what is on ground, you should be able to advice practitioners to advance. Our advancement in Nigeria is to bring bigger structure, not the content and content the key. It is not about the bigness of the structure, it is the content, how do you apply all the structure you have on ground to be interactive and engaging to the customers. Where do you see it industry in the next five years? Well something have to give to something, if the foundation is faulty you need to put down the building and start all over, the luck with us in the outdoor advertising industry is that there is a foundation, we just need to encourage people to look at the future, more international companies are still going to come into Nigeria and they would want the minimum standard. Let go beyond lightening and monstrosity of board, what will drive people to that particular site for example, we are talking BRT buses, that have television screen in them and these buses carry one million people in a day and what use to be on this TVs are just simple advert/videos, we are talking with them now, we are bringing real life twits, from that one hour journey now, you can twit and get a responds from your bank, your GSM companies so you are engaged, its more money for the economy, more money the owners of platforms, all these little things adds up, that is the future. What is hardest thing that had been said to you in your career? Have had instances where people said that am just full of mouth, that every time we innovate, we innovate, does that bring money, discourage words like: does innovation bring money into the pocket, that people that has 20 billboard sites and maybe i have only 1 site and am talking about innovation, how does that translate to money but they don't see beyond the nose, Facebook has only one app that has 2 billion users, so that what we are talking about, Richard buffet said if you don't make money while you are sleeping, you are just wasting your time, said the only way you can make money while sleeping is through software and digitalization, you don't need any structure, you don't need any billboard just provide the platform that people will key into and the money flows; for instance now, someone will build 20 houses and give it out to let, a young boy will develop a software that one billion people will use, and charge them one naira per month, who is the richest person now, it is not the person with physical structure, its not hardware, software is the future and that why in America today, there is no billionaire that does not have investment in IT and every years, silicon valley bring out 1 billionaires or multi-billionaires and about 50 millionaires in dollars. We have computer village, everybody is selling hardware. Our technology can be on the phone we can transmit through phone to millions of phones, let us sit over and think about where thing will take us.
ARTICLES SEPTEMBER 2016
WHY TV ADVERT ON BRT LCD SCREEN REMAINS A VIABLE MEDIUM FOR ENTREPRENEURS
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t is not unusual to hear young entrepreneurs and small and medium scale (SMEs) business owners lamenting “I don't have the financial muscle to advertise on television and radio” or “Advertising in Nigerian newspapers is outrageous!”
* An average 15' 30' or 60' commercial slot runs 56 times daily, 392 times weekly and 1,568 times month
The lamentation further takes a different twist the moment you moot the idea of advertising on BRT / LAGBUS. Most entrepreneurs tend to turn and take another look at you to be sure you are okay.
Average No of Commuters Monthly:14,000,000
The essence of advertisement, in the first place, is to call the public's attention to your business, usually for the purpose of selling products or services, through the use of various forms of media, such as print or broadcast notices.
Passenger capacity/bus: 80 (37
Yet, we understand that brands, services, awareness campaigns on a metropolitan shuttle like LAGBUS / BRT readily gives value for money in the long run. that notwithstanding, smart SMEs can explore the huge opportunities embedded in showcasing brands via the ultra modern in-transit multimedia screen in every BRT/LAGBUS on Lagos roads. its comes with huge benefit such as: Stable power: Whether there is power outage or, it has nothing to do with your advertisement which requires energy from the shuttle to run. Thus while commuters who are fatigued from continual scorching of the sun are cooling off in the air-conditioned buses, their attentions are focused on the multimedia which tends to play recent sports clips, trendy music and movie trailers neatly blend with a handful of in-transit TV commercials. Demography (Audience): BRT Commuters cut across the 'B' to 'C' classes (medium to average income earners) which comprise civil servants, technocrats, business owners, market women, students, religious leaders, corp members, artisans and traders among others. Reach
No of Buses: 400 No of Commuters Daily: 460,000
potential customers at a relatively cheap rate. As against spending about N6,500 on single slot radio jingles, N48,000 on one slot of television commercial or N30,000 on 3 x 4 advert space in newspaper, you are merely spending more about N1,700 a day to run similar television commercial (albeit small audience) on LAGBUS / BRT multimedia to a diverse audience. Not bad, isn't it?
Passenger Flow (Peak Period): 360000 Passenger Flow (Off Peak): 100,000
Major Route: Although BRT / LAGBUS initiative is not meant to take over the entire stretch of Lagos roads, specific routes known to be chaotic and traffic prone were cut out to meet its purpose. The five major ones include: CMS - Ketu Maryland - Iyana Ipaja CMS – Lekki / Ajah Maryland – Ikotun / Igando Mile 12 – CMS
sitting/43 standing) Daily Passenger Flow/Bus: An average of 200 passengers (including those embarking and disembarking at different bus terminals) per trip Each bus makes 20 trips (to and fro) each day. That makes the total carriage about 4,000 passengers per day and 120,000 commuters per month thereby offering advertisers the opportunity to reach a wide, diverse, heterogeneous audience. As earlier mentioned, product / service commercials will be featured amidst entertaining content such as musical videos, sports, movie trailers, fashion tips, comedy flicks and so on. This guarantees large viewership of your advert. Interestingly, we presently have 400 intransit audio and visual display units available in BRT commercial shuttles. Cost friendly: For as low as N60, 000 per month, SMEs can be assured of maximum exposure to commuters who form the bulk of their
Influences Consumer Buying Behaviour A recent survey conducted by Folfrad Media Classics has shown that consumers tend to make shopping decisions whenever they are on the move. Secondly, whether commuters like it or not, they don't have the luxury of alighting from the bus in annoyance or tuning into another channel if they are not too comfortable with whatever is shown on the screen. In this regard, advertiser has more control over the audience not the other way round. This is why we believe showcasing your brands in as many as BRT multimedia as possible is a great way to break into the sub-consciousness of your consumers and direct their attention to your products and services. Call to action After watching three to four slots of a commercial during a journey from CMS to Maryland, it is not unusual to observe that an estimated 40 per cent of the passengers are spurred to give the products / services / religious or awareness campaign a trial. Guess what? If, for instance, a passenger decides to purchase a pack of noodles after alighting from the bus, don't you think the product of the company's commercial they had just witnessed on the in-transit LCD screen stands a better chance of being purchased as against other brands? That is the power of advertising!
SEPTEMBER 2016
FASHION
OAAN PRESIDENT STYLED BY SIGNAGE
FASHION SEPTEMBER 2016
Prince Tunde Adedoyin MD/CEO MEDIAVIEWS LIMITED President OUTDOOR ADVERTISING ASSOCIATION OF NIGERIA (OAAN)
STYLED BY SIGNAGE in collaboration with Wecis Clothing / Steady Salon Tel: 234 802 367 6256
ARTICLES SEPTEMBER 2016
HOW TO NEGOTIATE WITH A LIAR
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obust social psychology research indicates that people lie—and lie often. One prominent study found that people tell, on average, one or two lies every day. Negotiators are no exception. Judging from studies done in 1999and 2005, roughly half of those making deals will lie when they have a motive and the opportunity to do so. Typically they see it as a way to gain the upper hand (although it can actually cause backlash and prevent the kind of creative problem solving that leads to win-win deals). Deception is thus one of
promotion is coming any day now; the supplier's assurance that your order is his top priority. We're wired to readily accept information that conforms to our preexisting assumptions or hopes. Is there anything you can do to ensure you're not duped in a negotiation? Yes, if you focus on prevention rather than detection. There are several sciencebacked strategies that can help you conduct conversations in a way that m a ke s i t m o re d i ff i c u l t fo r yo u r counterpart to lie. Though these methods aren't fail-safe, they will leave
admitted doing those things were 27% more likely to reveal that they had done likewise than were people who were told that only a few others had made such admissions. Humans are particularly inept at recognizing lies that are cloaked in flattery. Reciprocity is particularly pronounced in face-to-face interactions. In experiments led separately by Arthur Aron and Constantine Sedikides, randomly paired participants who worked their way through a series of questions designed to elicit mutual self-disclosure were more likely to become friends than were pairs instructed to simply make small talk. (One couple assigned to the disclosure exercise eventually married!) Inducing a close relationship is not the primary goal of most negotiations, of course. But other research, by Maurice Schweitzer and Rachel Croson, shows that people lie less to those they know and trust than they do to strangers. A good way to jump-start reciprocity is to be the first to disclose on an issue of strategic importance (because your counterpart is likely to share information in the same category). For example, imagine you are selling a piece of land. The price it will command depends on how it's developed. So you might tell a potential buyer that you want to sell the land for the best use. This could prompt her to divulge her plans; at a minimum, you are encouraging a conversation about interests, which is critical to creating mutually beneficial deals. This strategy has the added benefit of letting you frame the negotiation, which can enhance your chances of finding breakthroughs. 2. Ask the Right Questions
the intangibles that negotiators have to prepare for and take steps to prevent. Many people assume that the solution is to get better at detecting deception. There's a widespread notion that one can reliably spot a liar through subtle behavioral cues—or “tells,” in the parlance of poker and other games that involve bluffing. But the evidence doesn't support that belief. One meta-analysis (a study of studies) found that people can correctly identify whether someone is telling a lie only 54% of the time—not much better odds than a coin flip. Even the polygraph—a technology specifically engineered to detect lies in a controlled setting—is riddled with problems and comes to the wrong conclusion about a third of the time. Humans are particularly inept at recognizing lies that are cloaked in flattery: your boss's promise that a
you better positioned in your deal making and help you to create maximum value. 1. Encourage Reciprocity Humans have a strong inclination to reciprocate disclosure: When someone shares sensitive information with us, our instinct is to match their transparency. In fa c t , s i m p l y t e l l i n g p e o p l e t h a t others—even strangers—have divulged secrets encourages reciprocation. In a series of studies that I conducted with A l e s s a n d ro A c q u i st i a n d G e o rge Loewenstein, we presented readers of the New York Times with a list of unethical behaviors, such as making a false insurance claim and cheating on one's tax return. People who were told that “most other participants” had
M o st p e o p l e l i ke t o t h i n k o f themselves as honest. Yet many negotiators guard sensitive information that could undermine their competitive position. In other words, they lie by omission, failing to volunteer pertinent facts. For example, consider an individual who is selling his business but knows that vital equipment needs replacing—a problem imperceptible to outsiders. It might seem unethical for him to withhold that information, but he may feel that by simply avoiding the topic, he can charge a higher price while still maintaining his integrity. “If the buyer had asked me, I would have told the truth!” he might insist. The risk of not getting the whole story is why it's so important to test your n egotiatin g p artn ers with d irect questions.
HOW TO NEGOTIATE WITH A LIAR CONTINUE
Schweitzer and Croson found that 61% of negotiators came clean when asked about info rmat io n th at weaken ed t h eir bargaining power, compared to 0% of those not asked. Unfortunately, this tactic can backfire. In the same experiment, 39% of negotiators who were questioned about the information ultimately lied. But you can go a long way toward avoiding that outcome by posing your queries carefully. Research by Julia Minson, Nicole Ruedy, and Schweitzer indicates that people are less likely to lie if questioners make p e s s i m i s t i c assumptions (“This business will need some new equipment soon, right?”) rather than optimistic ones (“The equipment is in good order, right?”). It seems to be easier for people to lie by affirming an untrue statement than by negating a true statement
instead nonchalantly broach the topic: “We all know there are tons of great firms out there. Any chance you might be considering other places?” Of course, you s h o u ld st ill p ro p erly p ro tect a ny confidential information you receive, but there's no reason to announce that unless asked.
Research shows that when we work to assure others that we'll maintain their privacy and confidentiality, we may actually raise their suspicions, causing them to clam up and share less. As early as the 1970s, the National Research Council documented this paradox with potential survey participants: The greater the promises of protection, the less willing people were to respond. This relationship holds up in experimental research. In studies conducted by Eleanor Singer, Hans-Jürgen Hippler, and Norbert
People inadvertently leak information in all kinds of ways, including in their own questions. For example, suppose you are
Schwarz, for example, fewer than half of the people who received a strong confidentiality assurance agreed to complete an innocuous survey, whereas about 75% of those given no such assurance agreed to do so. My colleagues and I have discovered that strong privacy protections can also increase lying. In addition, 'weve found that when questions are posed in a casual tone rather than a formal one, people are m o r e l i ke l y t o d i v u l g e s e n s i t i v e information. Imagine you are negotiating a job offer with a prospective employee and would like to assess the strength of her other options: Does she have competitive offers? She's likely to be more forthcoming if you avoid or at least minimize confidentiality assurances and
in charge of procurement for a firm and you're about to sign a contract with a supplier who has promised to deliver goods within six months. Before signing, he asks you what happens in the event of late delivery. The question could be innocent, but it might also signal his worries about meeting the schedule. So you need to pay attention. When people leak mindlessly, the information tends to be accurate. Astute n e go t i ato rs re a l i ze t h at va l u a b l e knowledge can be gleaned simply by listening to everything their counterparts say, even seemingly extraneous or throwaway comments—in the same way that interrogators look for statements from criminal suspects that include facts not known to the public.
5. Cultivate Leaks
3. Watch for Dodging Savvy counterparts o f te n get a ro u n d direct questions by answering not what they were asked but what they wish they'd been asked. And, unfortunately, we are not naturally gifted at detecting this sort of evasiveness. As Todd Rogers and Michael Norton have found, listeners usually don't notice dodges, often because they've forgotten what they originally asked. In fact, the researchers discovered that people are more impressed by eloquent sidestepping than by answers that are relevant but inarticulate. Dodge detection is improved, however, w h e n l i s t e n e rs a r e p ro m p t e d t o remember the question—for example, when it is visible as the speaker replies. In a negotiation, therefore, it's a good idea to come to the table with a list of questions, leaving space to jot down your counterpart's answers. Take time after each response to consider whether it actually provided the information you sought. Only when the answer tothat question is “yes” should you move on to the next issue . 4. Don't Dwell on Confidentiality
IS BABS FAGADE STILL AT OYO STATE SIGNAGE AND ADVERTISEMENT AGENCY(OYSAA)?:
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t is very uncertain that Mr. Babajide Fagade fondly called and known as Babs is still at the Oyo State Signage and Advertisement Agency (OYSAA). Unconfirmed rumor spreading around suggested that he was asked by the governor to go on a terminal leave. Fagade just returned to the country from outside the shores of Nigeria and will be going back to his outdoor advertising firm, Ocean Outdoors Limited as well as publishing his industry journal, Outdoor Republic. he is also likely to herald new digital signage advertising
SEPTEMBER 2016
NEWS MENTION
KOLA OMISORE GOT ELECTED TO THE BOARD
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ola Omisore is one of children of Hon Ipoola Ahmed Omisore, a one time President of the Outdoor Advertising Association of Nigeria (OAAN), a former member of the Lagos State House of Assembly. He had been elected on the board of Verdant Zeal communications group subsidiary. Kola is a versatile prosional with proven skills and experience in the marketing communication industry. He started his careeras a trainee at SAAL advertising and now serves as the Creative Director at Verdant Zeal limited. Mr Omisore holds a Diploma in Painting & General Art from Auchi Polytechnics, a graduate of Graphics Art from the Yaba College of Technology. He is an Associate Registered Practitioner of Advertising (arpa).
LASAA TO ENFORCE INSURANCE LAGOS concept into the country's landscape.
marketing communications
Babs Fagade ,a resourceful and cosmopolitan professional.
DE-SIGN PLAST CHANGES NAME
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e-sign Plast Limited, one o f t h e foremost out of home advertising firm based in Lagos Nigeria has changed i t s n a m e to ICIT
MEDIA LIMITED. The change in n a m e w a s communicated to its major clients via a letter informing them about the change in name. The firm is well know for some of its major site in the state. The unveiling of the new name and logo is yet to be announced.
The Lagos State Signage and Advertisement agency under the leadership of Mr. Mobolaji Sanusi is about to introduce and enforce all outdoor advertising firm within the state to have an insurance policy on each of their hoardings Mr. Sanusi would a few weeks back led LASAA deligation on a coutesy visit to the OAAN house, where a lot of issues were tabled and discussed, it is no news that the association is on logger heads with the Agency on several issues one of which is the 2015 APC campaign issues. The Agency is yet to release guidelines at to how it wants practitioners to adhere to the new insurance policy but we know for sure that a lot of talk is underway with “some� insurance company(s) as to how best to introduce and enforce among other things.
5 FUTURE TRENDS IN DIGITAL-OUT-OF-HOME AND HOW TO MAKE THE MOST OF THEM
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igital out-of-home has changed the face of outdoor advertising – and the future's looking bright for this transformative medium. According to the Advertising Association/Warc Expenditure Report, DOOH claimed a 31% share of total out-of-home adspend in 2015 – set to rise to 40% in 2017. And PwC predicts that DOOH advertising revenues will overtake traditional spend in 2020, growing at a rate of 15% a year for the next four years. It's no surprise, then, that in a 2016 Ocean survey of executives from media agencies and outdoor specialists, 86.3% identified DOOH as having the biggest growth potential over mobile, video on demand and other media channels. That growth is being fuelled by a rapid expansion of DOOH inventory, new technologies and innovative creative that plays to the medium's strengths. With the medium becoming more established, we have identified five areas where we expect to see the biggest p o te nt i a l fo r g row t h , f ro m m o re i m m e rs i v e v i s u a l s t o i n t e ra c t i v e installations. And we've picked out how you need to respond to those changes to make the most of the new frontier of DOOH advertising. We're just getting started. 1. Proliferation More screens in more l o c a t i o n s DOOH is undergoing rapid expansion, fuelled by falling prices for LCD and LED display technology and the emergence of a programmatic marketplace. A recent industry study predicts that digital out-ofhome inventory will grow by 40% between 2015 and 2020 – and DOOH screens are springing up in new locations, from New York to Hong Kong. The UK is no exception. In city centres, Ocean has doubled the size of its full-motion, citycentre screen portfolio, The Grid, from seven to 14 screens, and expanded its premium Westfield proposition to include both Westfield Stratford City and Westfield London. New locations also mean new formats – Westfield London's future expansion is said to include a fullmotion screen that's expected to be the biggest in London. DO Buy networks. With the constant development of advertising opportunities, standing out from the background noise will be more important than ever. Consider buying takeovers of premium screen networks to ensure your message is being seen consistently, and often. 2. Integration Bringing mobile and DOOH together The world is becoming more connected, and DOOH is no exception. Every day, new sources of data become available, enabling the creation of more
contextually relevant communications. New technologies will enable DOOH to integrate more effectively with other platforms, such as mobile. Using augmented reality, Ocean's NHS Blood campaign seamlessly linked consumers' smartphones with digital displays; other recent campaigns have integrated mobile audio content with DOOH installations using tailored landing pages. Bluetooth low-energy beacons are set to be a game-changer, enabling DOOH to deliver timely and targeted messages that are directly linked to DOOH creative. DON'T Think of DOOH and mobile as separate channels. The two are intimately linked, and must be approached with a view to how they complement each other. 3. Infrastructure Making smart cities smarter As DOOH proliferates, it will become more integrated into the developing digital infrastructure of our smart cities. We're already starting to see this happen; In Birmingham and Manchester, Signature Outdoor's The Loop delivers 22 full-motion digital locations, linked with Wi-Fi, equipped with facial recognition and offering connectivity for mobile audiences. In New York, the network of LinkNYC public Wi-Fi hubs combines digital signage with superfast Wi-Fi, built-in device-charging and a tablet giving access to local maps and other points of interest. And in Paris, 100 of the city's iconic newspaper kiosks will be upgraded next year with DOOH touchscreens, offering digital selfservice, event-ticket sales and devicecharging facilities. DO Be useful. As DOOH becomes a ubiquitous feature of smart cities, advertisers should consider how to produce content that's genuinely useful. Whether it's making use of the features that integrated DOOH installations afford passers-by, or combining myriad streams of data to produce brand messaging that's directly relevant, there is a wealth of opportunities. 4. Recognition From identification to emotion Digital displays have become increasingly effective at identifying their audience in recent years, with technologies such as gender recognition, gaze-tracking and vehicle recognition enabling more precise targeting. At Ocean's Holland Park Roundabout site, a campaign for Renault Mégane identified drivers from their number plates and served advertising based on their car model. Recognition technology is becoming more n u a n c e d , w i t h n e w te c h n o l o g i e s including emotion recognition coming onto the market. The technology already exists on the small scale; the Xbox One
games console's Kinect sensor can track facial expressions and even changes in heart rate. In the near future, moodaware DOOH displays will be able to advertise to people based on their emotional state. DO Think long-term. Anonymised, non-
intrusive data gathered from recognition technologies doesn't just form the backbone for your current campaign – it's key to understanding the trends that will underpin future campaigns. 5. Immersion HD visuals and interactivity H i g h e r- r e s o l u t i o n d i s p l a y s , a n d technologies such as OLED, transparent displays, quantum dot and HDR, are opening up new possibilities for DOOH, allowing for brighter colours, wider viewing angles and seamless integration with the surrounding environment. With fibre connectivity, live content can be streamed to screens worldwide, and i nte ra c t i ve te c h n o l o g i e s s u c h a s touchscreens and gesture recognition are set to bring a new level of immersion to DOOH. Advanced gesture recognition is just around the corner, with Microsoft's Handpose software set to bring accurate hand-tracking – including finger-tracking – from a distance. All this adds up to a future of immersive, interactive displays that enable the consumer to engage with content on a deeper level.
COVER INTERVIEW CONTINUES What is the craziest thing any of your staff has ever told you?
even tell anybody, we have been on these case for almost one year, so let them come
That am a magician, they call me a magician, and i have a never give up spirit, i do things with conviction i don't care. When i entered printing, there was cartel and they said it will not work, there were many people that
What Advice do you have for young entrepreneurs who are willing to come into the outdoor business aside the fact that the industry itself is saturated?
wanted to bring in the reflective print that have been in printing ever before i was born. They didn't want to bring it in because they felt it won't work, it was when I brought it and pushed it to the market that everybody started bringing it in. the same thing with the mobile LED. Am sure in the next one or two years, everybody would want to bring in mobile LED, as am talking to you, this new technology I brought, I introduced it to one of two people and they are already my partners that they want it so people wait for people to push things but we are smarter than that, we tidy up our ends before we
All over the world, it's called out of home advertising so it could be billboard, display on screen and everything, what I would advice is for them to develop themselves on how to provide content, for example our Emagen platform, they could start thinking of how to provide contents etc. these are the content we need to get from them sell to people. secondly, in outdoor, we have over 200 practitioners right now, where is the space, there is no space, where do you want to provide a service, set up a billboard maintenance company imagine handling billboard
maintenance for 20 client with offices in Lagos, Abuja and Port Harcourt, it's cheaper for the outdoor companies and its and industry on it own. Somebody can set up a billboard posting company, where you can just post materials, what happens now is you have individuals who can just post materials, but not companies like we could have a company now
called Poster fix, what the company want to do now is to post your material all over the country, you don't need to be looking for people all over, just give us the assignment we have 160 location, there are by –business that can come out of the industry not necessarily erecting billboards alone and that is the future, you must think, use 99% of your time to think and 1% to implement, you give you a longer mileage but what we do is use 1% to think and 99% to implement and that is why some ideas don't work.
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