Signage Dgital Journal July Edition by OOH JOURNAL

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OAAN:Host AGM in Calabar

GHANA: Adver sing bill to be laid before parliament Marke ng Communica ons Journal. July 2016.

Glo cancels all outdoor advert contracts pan Nigeria LEADERBOARD: Meet Hon Iyiola Omisore

A Marke ng Communica ons Journal with bias for Out of Home Adver sing

HIGH CHIEF (DR) JAS K.A. OYEKAN

frpa, ﬁa, jop

Marke ng Communica ons Journal. VOLUME 1 - ISSUE 4 July 2016.

Nigeria’s Premier Digital Marke ng Communica on’s Journal.

SIGNAGE , Volume 1, Issue 4 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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Oyekan Babajide O. Odubela Adebisi O. O Kalimot Oluwatoyin Oyekan Babajide O. Digital Aderibigbe Funmilola F. Pictures in this edi on was courtesy Philema

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AGE

Marke ng Communica ons Journal. Volume 1 - Issue 4 June 2016

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Signage Most We are delighted to bring you a formidable lineup of Nigeriaâ&#x20AC;&#x2122;s finest minds across the marketing communication industry.

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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.

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hat is left of life after death, Goodwill, tributes, condolences, and eulogies is what comes after. we witness the home going of our Father, your own, an epitome of distinction - the late High Chief Jas Kolawole Abiodun Oyekan, the Adele-Olu of Ilaro. It was a glorious exit befitting of a KING, of a distinguished community leader, a socialite, the week long activities embodied the way the late Chief carried the title of Adele Olu with all royal dignity and excellence and was evident that he lived a good life. catch some pictures of the event in the journal. OAAN over the years have been addressing so many issues but the need to redress the issue of chronic delayed payment. We strongly suggest that a policy be drafted in this regards where all stalkholders are invited on the table for adequate inclussion so that the policy after draft will have the support of the industry in total. This policy will lay guidelines for the process of enabling timely payment. OAAN should enter into an MOU with the AdVAN and AAAN so that if an OAAN member have payment grievances it can be addressed by the OAAN. This will enable OAAN tackle the fragments within the industry. we strongly believe that if this and many more is attended to by OAAN , it will establish some kind of crediblity norms for the association and inturn woe firms into the association. Cheers

Oyekan Babajide O.

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OAAN 31ST AGM HELD IN CALABAR

he Outdoor Advertising Association of Nigeria (OAAN) held her 31st Annual General Meeting at the Transcorp Hotel, Calabar between July 28 – 30, 2016. The event which is a non-election AGM was declared open by the Deputy Governor of Cross Rivers State on behalf of the Governor, Dr Benedict Ayade. The meeting enabled the association to receive and consider reports of the General Secretary and the Treasurer together with the audited financial statements of the association for the year ended 31st December alongside the auditor's report. The AGM also provide ample opportunity for stakeholders to address some of the key issues affecting the industry, like its relationship with the different outdoor regulators in the states among others issues.

lo, a leading indigenous Global System for Mobile communication service providers (GSM), has written to all its out-of-home contractors nationwide to cancel all the outdoor advertising contracts with the telecom company has with them. The affected outdoor advertising agencies include Invent media, Executive Options Media, Fulham Nigeria, Capital Media, CBS Outdoor, Adgozo, Mkpoko Ikenga, Optimum Exposure and New Crystal Media, among others. The revoked contracts are estimated to be worth about N78 million. The decision will affect hoardings across Nigeria, but mainly in the West, East, South-South, Abuja and North West. It is also reported that the company has reviewed its television and press campaign budget downward, leaving the brand with digital advertising platform as its leadadvertising platform, reasons yet to be ascertained has no official statement had been issued. However, the decision cannot be too far from the present harsh economic climate, decline in corporate earnings has forced m a ny c o m p a n i e s t o t a m p e r w i t h expenditure that do not directly impinge on their core operations. Airtel has also been reported to have reviewed its Outdoor advertising budget down-wards some months back, due to same reason. GLO is also to scale down the number of its brand ambassadors, for same reason it has taken the new decision on its outdoor advertising budget.

FEDERATION OF OUT-OF-HOME A D V E R T I S I N G A S S O C I AT I O N RATIFIES CHARTER

GLO CANCELS MULTI-MILLION NAIRA OUTDOOR ADVERTISING CONTRACTS

WAFOHA

he West African Federation of Outof-Home Advertising Association (WAFOHA) had ratify its operational charter as well as draw up a strategic road map for the growth and development of out-of-home advertising business in the SIGNAGE DIGITAL JOURNAL

West African sub region. The association which members cut across all the West African countries such as Ghana, Cote Devoir Sierra Leone, Kenya, Republic of Benin, Nigeria and Ivory Coast took the decisions at its executive meeting slated for Sheraton Hotels, Lagos. Members of the association representing the various countries at the meeting are, Mr. Charles Azubuike Chijide, President and Mr. Emmanuel Ajufo, General Secretary, both representing Nigeria respectively. Others are, the 1st Vice President, Mr. To rgbor Mensa, Ghana, 2nd VicePresident, Mr. Mahamma Coulibaly, representing Franco-Phone, Cote Devoir. Also expected from the Federal Republic of Benin is the Treasurer of the association, Mr. Frank Dossa and the Managing Director of Ennovation Outdoor in Ghana, also the Public Relations Officer of the association, Mrs. Linda Amofa Aguemang as well as the host in Nigeria, the President of Outdoor Advertising Association of Nigeria (OAAN) Prince Babatunde Adedoyin. President of the association, Mr. Charles Chijide in a statement said the meeting has become very necessary as it marks a major turning point in the annals of the regional body because of key and critical decisions to be taking in moving the association forward. The meeting which is expected to help clearly draw up the association's strategic road map considering the different challenges facing our business nationally and regionally,” Chijide disclosed. He further disclosed that the role of a regional body like WAFOHA cannot be over-emphasized in view of the rising incidents of regulations and overr e g u l a t i o n s b y d i f fe r e n t t i e r s o f governments across the regions. Chijide stated that these over-regulations coupled with multiple taxations have continued to impact negatively on outdoor advertising business in the West African countries hence, the need for all the players to come together as one entity to confront these challenges as they are i n i m i ca l to e co n o m i c g row t h a n d prosperity in the region. “We will unify as a single entity to galvanise progressive movement for our members and our business,” Chijide assured. Some of the key objectives of the a s s o c i a t i o n a r e : · To grow the outdoor advertising medium and protect the interests of members, organisations and companies who are involved in promoting outdoor a d v e r t i s i n g . · Promote the harmonisation of research methods in order to encourage a co nve rge n c e o f o u td o o r re s e a rc h methodology across West Africa and b e y o n d .

· To promote a higher creative standard within the outdoor advertising medium. · Build a database of information, webenabled about the out-door medium, to enable members to improve the way the medium is used locally, regionally, nationally and globally and to promote the regional and national harmonization of laws and regulations relating to outdoor advertising and to lobby against excessive regulation amongst several others.

Outdoor Advertisers Sue State Government For N300Million

he members of Outdoor Advertising Association of Nigeria (OAAN) have sued Edo State government and its Consultant for N300million over illegal

resorted to sending telephone short messages instead of their usual formal, typewritten notices demanding for payment of taxes and rates from the outdoor agency owners. Industry analysts are of the view that the legal measures recently employed by OAAN as a body may head to finding a lasting solution to the cases of overtaxation and multiple taxation being perpetuated by most state governments across the country. In line with the above, during the recently held poster awards ceremony at Eko Hotel and Suites,Victoria Island, Lagos, a legal luminary who is versed in advertising practice law and ethics, Barrister Odenigbo charged the outdoor advertising practitioners to be prepared to take their cases to the Supreme Court in order to be free from the burden of overtaxation and

themselves as exemplary leaders in Africa. Received by his sons, Tunde and Olufemi Shobanjo, the award is in recognition of his outstanding achievements and immense contributions to the development and growth of the Marketing Communications Industry and indeed, the Nigerian economy. D e l i v e r i n g t h e w e l c o m e a d d re s s , Chairman of the occasion, Major General Ike Nwachukwu (rtd.) described the late Azikiwe as a selfless leader who gave everything for the development of Nigeria and the African continent. He enjoined all present to draw inspiration from the country’s founding fathers in order to reposition Nigeria for greater heights. Born over 70 years ago, Mr. Shobanjo is o n e o f N i ge r i a ’s f i n e st m a r ket i n g communications practitioners, who has made phenomenal contributions to the Marketing Communications Industry in Nigeria over the last four decades. He is reputed to be one of those who changed the face of advertising in Nigeria. Mr. Shobanjo’s advertising career started at the then American-owned Grant Advertising, which he joined as an Account Executive Trainee in November 1971. He rose rapidly to become its Deputy Managing Director in 1976, a position he occupied until December 1979 when he left to co-found Insight Communications in January 1980. He was the Chief Executive Officer of the company for 25 years, a position from which he stood down at the end of December 2004.

removal of billboard hoardings owned and sited by the outdoor agency owners in the state.

m u l t i p l e ra t e s c h a r g e d b y l o c a l governments and state governmental agencies.

In a suit filed by Rufai’ I .A Akanbi and Company on behalf of the Association, the case is due for hearing in Benin City this Thursday, July 14.

Biodun Shobanjo bags 2015 Zik Leadership Award

OAAN is praying the court to mandate Edo State Government, Attorney General of Edo State as well as Osato Uwaifo and Company who are the consultants to the State on the regulation of outdoor advertising, to pay N300 million as claims for billboards that were either removed or damaged by the agents of the government. It would be recalled that OAAN had earlier got an injunction from a court restraining the State government, through its agents from further removal or destruction of her members’ billboards in the state. Investigation by BRANDCAMPAIGN revealed that aftermath the injunction, the Consultants to the State Government, Osato Uwaifo and company, in order not to face the wrath of the law for defiance,

Today, he is the Chairman of Troyka Holdings, Nigeria’s largest and most i n n o v a t i v e I n t e g r a t e d M a r ke t i n g Communications group in sub-Sahara Africa, with businesses in marketing communications, resource management and asset protection. Some of these companies include Insight Communications, All Seasons Media and M e d i a Pe r s p e c t i v e s ( b o t h M e d i a Independents); Optimum Exposures (Nigeria’s leading out-of-home ad company); The Quadrant Company ( PR Consultancy), Hot Sauce (Digital Marketing);Black Onyx Properties (Real Estate), and Halogen Security (Asset Protection and Resource Management).

Chairman of Troyka Group and founding Chief Executive Officer, I n s i g h t Communications, Mr. Biodun Shobanjo last Sunday bagged the 2015 Zik Prize for Professional Leadership, at an award ceremony organized by the Public Policy Research and Analysis Centre (PPRAC). Set up in 1994, the Zik Leadership Award is in honour of Nigeria’s first civilian president, Nnamdi Azikiwe and honours those in positions of authority who have distinguished

Signage vol.1 No4

Mr. Shobanjo holds the Certificate of the British Institute of Public Relations, London as well as the Certificate of the British Institute of Marketing. He is a Chartered Member of the British Institute of Public Relations (CMIPR); Chartered Member of the British Institute of Marketing (CM Inst. M); Member, International Advertising Association; Fellow, Advertising Practitioners Council of Nigeria (APCON); Fellow, Commonwealth J o u r n a l i st s A s s o c i at i o n , a n d p a st President, Association of Advertising Agencies of Nigeria (AAAN). Over the years, Mr. Shobanjo has won numerous awards for integrity and professional excellence, as an outstanding entrepreneur, a notable corporate leader, role model and inspiring Nigerian. A quiet philanthropist and public spirited business leader, Mr. Shobanjo in Feb 2010, was inaugurated as the First AmbassadorGeneral of mass medical mission (mmm) of National Cancer Prevention Programme (NCPP); and in 2008, was the CEO of the first and only edition of The Apprentice Africa which aired in six African countries. In October 2013, he was awarded Advertising Man of All Time by The Sun Publishing Limited. H e wa s awa rd ed M o st I nf lu ent ia l Personality in Advertising in Africa at the 2014 African Development Magazine (ADM) Award of Excellence in Development which held on 14th November 2014 in Accra, Ghana. In April 2015, Europe Business Assembly (EBA), based in Oxford, UK, honoured him with Manager of the Year Award in recognition of his significant input to the success of Troyka Group, which was also awarded Best Regional Enterprise by EBA. On 18th December 2015, Mr. Shobanjo’s dream of turning Troyka into a global player was fulfilled, when an equity partnership agreement was signed between Troyka and Publicis Groupe – the 3rd largest communications group in the world. By this agreement, Publicis Groupe are now equity partners in the communications arm of Troyka Holdings.

NIGERIAN ARMY TASKS OUTDOOR ADVERTISING AGENCIES: PLAY BY THE RULES IN THE BARRACKS

SIGNAGE DIGITAL JOURNAL

he Nigerian Army has directed Mr Obazuwa Orhewere, the Managing Director of MedSpace Managers

Limited(the accredited agent contracted to supervise the installation and exposure of advertising campaigns on billboards within the barracks Pan Nigeria), to implore Outdoor advertising agency owners to show maximum cooperation in order to ensure a mutually beneficial business environment . Orhewere disclosed this during the recently held stakeholders’ meeting with the outdoor advertising practitioners at Bonny Cantonment, Victoria Island, Lagos said the agency understands the present economic situation in the country which affects the business of advertising. ‘’The agency understands that the country is going through some challenges at the moment, but we call on all outdoor practitioners who are operating within the Army formations to support us in our drive to ensure regular and prompt payment pattern that wiil bring forth mutually beneficial business environment,’’ he said. On the issue of quarterly payment as requested by the outdoor practitioners, Mr. Orhewere hinted of his plan to discuss with the principal for advice and decision on the issue of quarterly payment which was intended to give room for convenient and timely settlement of rates charged on the billboards. On the suggestion by some practitioners that the agency should allow five campaigns to run on digital billboards before being charged, Orhewere said that his firm could only allow three campaigns after which the outdoor contractor would be sent a bill for subsequent payment. He however assured practitioners that his firm had fashioned out a method of sending monthly codes to practitioners which would be attached with dated photographs that must be submitted by 2 5 t h o f e ve r y m o n t h i n o rd e r to differentiate between vacant and campaign carrying billboards. All the parties also agreed to meet regularly through an independent platform to discuss issues of utmost importance and interest.

EXPERIENTIAL MARKETERS MOVE TO ABUJA FOR 3RD AGM …SET TO LAUNCH BRAND AMBASSADORS PROJECT

he Experiential Marketers Association of Nigeria (EXMAN), the sectoral group of all Experiential and activation agencies in Nigeria is set to hold her 3rd Annual General Meeting in Abuja, the nation’s capital. The theme of this year’s meeting is Building Nigeria through m e a n i n g f u l experiences; the role of the experiential

Marketing Industry in building brand Nigeria. Announcing this year’s set of activities, Dr. Rotimi Olaniyan, President of EXMAN explained that this year’s AGM was moved to Abuja to enable the association establish a presence within government circles as well as showcase the significant contributions that the industry sector was able to make in the area of community and citizens engagement on behalf of policy makers and implementors in the public sector. The event which is scheduled to hold between Friday 15th July and Saturday 16th July will have the association’s Executives pay a courtesy visit to the House Committee on Commerce, Trade and Investment while also hosting an eminent speaker who will communicate the present administration’s vision in the a re a o f c i t i ze n s e n ga g e m e n t a n d communications and how the private sector may be expected to contribute. The findings of the experiential industry’s first baseline study will be presented and is expected to form the basis for d e l i b e rat i o n s b y m e m b e rs at t h e conference towards establishing a way forward for experiential marketing industry practitioners. The high point of the conference is expected to be the formal launch and kickoff of the association’s Certified Brand Ambassadors Programme (ECBAP), which is an initiative designed to re-organize the operational structure of the activation industry by establishing a central register of field activation personnel across the country, while also offering on-line and distance learning as well as all year round group life and personal accident cover to brand ambassadors recruited by any of the 35 member agencies of EXMAN. The experiential marketing industry employs over 25,000 contract and part time field activation personnel on behalf of brand owners, Dr. Olaniyan explains that these young people who are usually between the ages of 18 and 27 use the short term employment opportunity provided them as a stepping stone towards either funding their education or establishing an early foothold within various vocations and careers. The Certified Brand Ambassadors programme is intended to be the foundation of a more responsible and structured vocational development Programme as a way of combating youth unemployment, while also instilling better behaviour, discipline

and professionalism within the industry

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African & international update

GHANA: ADVERTISING STANDARD AUTHORITY BILL TO BE LAID BEFORE PARLIAMENT

he Ministry of Trade and Industry (MoTI) is expected to lay before Parliament a new bill to regulate activities in the advertising industry in Ghana before the legislature rises.

Standards Taskforce was set up under the auspices of the Ministry of Roads and Highways and the National Road Safety Commission to enforce standards of the placement of billboards. As a sequel to that, the association collaborated with the Ghana Highways and National Road Safety Commission to demolish all dilapidated signs on the TemaAccra Motorway. “We are currently working with the La Dade Kotopon Assembly. We hope to reopen discussions with other assemblies in the coming year to forge closer collaborations,” he said. Tax issues He said last year ended on a rather dire note of what was proposed to be an increase in withholding taxes of 15 per cent. “This move, which would have crippled the industry, thankfully was abated due to the quick and determined p ro te stat i o n s by t h e association and other industry bodies and civil society,” he said.

Dubbed “Advertising Standards Authority Bill” seeks to establish an advertising standard authority which will bring together relevant industry players to ensure the sector is properly regulated. Addressing the 25 annual general meeting of the Advertising Association of Ghana (AAG), the President of the association, Mr Joel Nettey, said the bill, when passed into law, would help the industry to deal with charlatans who paraded as marketing communication professionals, and ultimately protect consumers. “I’m happy to report that we have made steady progress and have now entered what can be described as the last lap of this race,” he said. Cabinet approved the Memorandum on the Advertising Bill in 2015 at its 37th Meeting. It was subsequently published in the Ghana Gazette no. 74 on June 14, 2016. According to him, the process takes 14 days after which the Minister of Trade and Industry will be expected to lay it before Parliament before it rose. Advertising taskforce

SIGNAGE DIGITAL JOURNAL

The National Outdoor Advertising

“We engaged the Ghana Revenue Authority (GRA) at the highest level with a presentation that detailed what our challenges are and that not only would the new tax have totally killed the industry, but indeed even the current withholding tax regime is flawed in the way it is applied to our industry,” he added. Challenges He noted that the challenges in the country’s economy were having a major impact on the fortunes of the advertising industry. Saying “our costs are skyrocketing as our revenues plummet. Not a good position to be in – but that’s our reality”.

PRIMEDIA OUTDOOR’S ADLITES POINT THE WAY TO STRONGER BRAND PRESENCE

hile Primedia Outdoor is a big believer in billboards, small is beautiful too: AdLites, (also known as directional or street name signage), serve multiple purposes and can produce large scale results. Waypoints in the concrete jungle By the end of 2016, around two-thirds of South Africans will live in cities. This means more traffic, and more people spending time travelling, commuting, and shopping. While this is a win for out-of-home formats in general, directional signage, such as AdLites, play an active role when people venture into unfamiliar areas (as even long-time residents do, when confronted with traffic jams or a constantly changing landscape). For people in a hurry to find an ATM, something to eat, or a particular service, directional signage can be very helpful: it serves as a waypoint in the urban jungle.

And from a business perspective, it immediately directs customers to an outlet, leading to more feet through the door while at the same time emphasizing a brand’s availability and convenience.(On the other hand, if customers can’t find your brand, they will resort to the nearest convenient alternative). Lead the way in market share

He added that “although the industry was facing some challenges, the association remains committed to continue making steady progress as we all look forward to the improvement of our lot as far as the economy is concerned”.

AdLites play a role in constantly keeping your brand top of mind. As most industries are very competitive, with a high cross usage of products and services, a constant reminder of a brand or product will help prevent consumers from switching to the next best thing (whatever they think that is).

“I appeal to all players in the industry to contribute to the activities of the association by actively participating and serving on the various committees as we collectively strive to pursue excellence in our profession as advertising practitioners,” he said.

And there is safety in numbers: The player to build a large network will usually gain a strong dominance and a lasting lead. Market share is tightly related to the scale of a network, and it is therefore important to match or exceed the combined presence of the competition.

Directional signage presents a valuable opportunity to both strengthen brand awareness, and to generate a major brand network presence. Moreover, having multiple touchpoints with consumers in

with 1,000 new screens going up in leading locations, including Covent Garden, Holborn and Knightsbridge.

a hoarding. In the past, some brands have put up shells of their cars, but nothing to this scale.

The bus shelters will have 84-inch, connected, dynamic HD screens which were described by JCDecaux as "the largest ever deployed at scale", adding nearly 40 per cent to the screen size.

Says DipankarSanyal, CEO, Platinum Outdoor, “We are really excited with this new innovation done for Tiago on the back of a very successful launch”.

The new bus shelter screens will cover the capital’s major shopping areas, accounting for £1 in every £5 of the UK’s retail spend, according to data from JCDecaux. The rollout comes just a week before TfL decides its £1 billion Tube advertising contract for which JCDecaux is bidding against Exterion Media, the incumbent.

their day to day lives – through various media, and in various locations – reminds the consumer of a brand’s position in a given industry. Dynamite comes in small packages AdLites serve a number of important purposes: they point existing and potential customers to the desired brand, and reinforce the convenience factor – how easy it is to find a given brand almost anywhere, at almost any time. They also contribute to meeting business goals in a cost effective way, by driving customers to a given outlet, and keeping a brand top of mind. They may be a small format, but they deliver big results

Jean-François Decaux, the chairman and co-chief executive of JCDecaux, said: "The start of our digital bus shelter transformation doesn’t just mark an important milestone for JCDecaux, but also for London. "We are committed to making London the global showcase for digital out-of-home and forecast more than 50 per cent of UK advertising revenues to be coming from digital by 2017." JCDecaux admitted last week in its annual results that UK revenues rose only 0.4 per cent on an organic basis, blaming "softness" in the market last year.

PLATINUM OUTDOOR PUTS A GIANT TATA MOTOR'S TIAGO CAR ON A HOARDING

Madison OOH recently announced its indigenously developed suite of planning tools to offer a more robust outdoor planning service to its clients. The suite includes Madison Vu-on-street: a complex site selection and plan evaluation tool in an easy-to-use software, that covers 18,000 large format sites in top 18 cities of the country. Madison Vicinity enables creating multi touch point centric plans at a macro level and even provides an opportunity to do micro level hyper l o c a l i s a t i o n . M a d i s o n M a xe m i s e r facilitates the distribution of media investment budgets in the targeted cities using a database, enabling a more scientific basis for budget allocation.

RENAULT CAMPAIGN RECOGNIZES V E H I C L E S TO C O N N E C T W I T H DRIVERS DOOH Ad Campaign Increases Relevancy Using Vehicle Recognition to Serve Content In Real-Time Vehicle recognition technology is helping Renault to make a direct connection with drivers. Renault ’s latest campaign identifies the make, model and color of vehicles based on their license plate, and deliver relevant real-time messages based on the car’s profile on near-by digital out-

INTERNATIONAL JCDECAUX BEGINS 'WORLD'S BIGGEST' ROLLOUT OF DIGITAL SCREENS ON LONDON BUS SHELTERS JCDecaux has begun what it claims is the world's biggest rollout of digital street furniture on bus shelters across London. of-home screens.

Madison Outdoor ’s unit, Platinum Outdoor,after its successful launch in OOH for TIAGO, the new hatchback from Tata Motors a few months ago, the agency put up an actual real size 3D model of the car on a hoarding in prime location in Mumbai.

he French-owned outdoor giant won the Transport for London bus shelter contract from Clear Channel last year. This week's move is the start of what the company calls a "digital transformation"

The agency also used sky-tracker high intensity lights to build curiosity from a distance and give the hoarding an iconic feel. The hoarding was on a heavy traffic route of Western Express Highway in Bandra. Executing the innovation was a real challenge, it took about 50 days to fabricate a 20 foot 3D model of the car, put it up on the hoarding and getting regulatory approvals. This is the first time something of this scale has been put up on

The campaign uses cameras positioned at select traffic-facing digital out-of-home screen locations and tailor content based on specific audience demographics and data relevant to each vehicle. All vehicle details are matched with an anonymized vehicle specification database which does not store or record any personal data. Renault’s DOOH campaign registers stationary vehicles standing at traffic lights. Once a target vehicle is detected, the vehicle recognition software triggers a corresponding creative message that is then served in real-time. Renault’s campaign is based on the popular car journey game, I-Spy, was developed by Publicis and planned through Talon and Manning Gottlieb OMD. The campaign is running on select Ocean Outdoor DOOH screen locations across London.

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Positivity, Optimism And The Right Mindset

s an entrepreneur or employee, as we all know, there will be difficult days, hard times and stressful periods. Although it's not easy to spot the silver linings, but having a positive attitude, optimism and the right mindset can help us overcome difficult times and emerge victorious. Optimism is a trait that should become more common, judging by Winston Churchill's famous quote that “a pessimist sees the difficulty in every opportunity; an optimist sees the opportunity in every difficulty.” Optimism has been proven to improve the immune system, prevent chronic disease, and help people cope with unfortunate news. Gratitude is associated with optimism and has been determined that grateful people are happier, receive

face and cause you to look older than you actually are? This is the reason some folks look ten years older than their age. What you do with your mind is so important. Remember, you are the expression of your mind, and the quality of life you will live here on earth isn't a function of your spirit but of the character of your mind. Your mind can make you poor or rich. It can place you on the pedestal of glory and greatness or dump you in the dust of suffering and shame” Here are a few benefits optimism and positivity can bring, even in the face of adversity: See Failure as a Challenge Failure is not the end, in fact it is often the beginning of something great. When things are good, we coast along without

better care of their bodies, as well. Spread Good Vibes Optimism is contagious. Having an upbeat attitude can inspire everyone around us. Attitude is everything. Optimistic leaders can help motivate and engage their employees. A positive team will be driven to accomplish goals and work together to move things forward. It Is The Best Choice There is no better alternative to optimism. Pessimism doesn't achieve much, and doesn't have any benefits over optimism. Being optimistic obviously doesn't mean seeing rainbows 24-7 or walking on the red-carpet. Everything won't always be great. But optimism helps us see new opportunities, learn from different situations, and keep moving. In life,

more social support, are less stressed, and are less depressed. Recent research indicates that optimists and pessimists approach problems differently, and their ability to cope successfully with adversity differs as a result. Martin Seligman defines optimism as reacting to problems with a sense of confidence and high personal ability. Specifically, optimistic people believe that negative events are temporary, limited in scope (instead of pervading every aspect of a person's life), and manageable. Of course, optimism, like other psychological states and characteristics, exists on a continuum. People can also change their levels of optimism depending on the situations they are in. THE RIGHT MINDSET Best-selling author, Rev. Chris Oyakhilome, D.Sc., D.D., President Believers' LoveWorld Inc, (aka Christ Embassy) in his book The Power of Your Mind, says “who you are today is a function of your mind. Your personality is the expression of the contents and working of your mind. Why hold on to something that's a connection to unhappiness? Did you know that negative thoughts could reconstruct your

making any quantum leaps. When things go bad, our world gets shaken up, which requires us to grow, see new things and start afresh. Optimism allows us to learn from failures, pick up the pieces and move on to something greater. The greatest business ideas, and times in life, can be born from failure. Be Expansive Pessimism makes us contract and shy away from new or adventurous things. It causes us to fixate on the negative possibilities and be trapped by fear of failure. Optimism, however, opens us up to new i d e a s , n e w ex p e r i e n c e s a n d n e w possibilities. It frees us up to consider new options and change our businesses, and lives, for the better. It helps us look to the future and create expansive, evolving realities. Think Positive Dwelling on negativity isn't healthy. Not only are optimists generally happier and less stressed, but also they tend to have healthier hearts. Focusing on the positive, instead of the negative, improves mental well-being, which can motivate individuals to take

movement and growth is essential, which optimism helps us achieve.

Article

Signage vol.1 No4

Cover

Late High chief Jas Kolawole Oyekan’s Home coming

igh Chief Jas Kolawole Oyekan was one of the greatest person anyone can ever know, He was a man of many path, a goal getter and an accomplisher. Even though I wasn’t his biological son, he never treated me or my siblings otherwise, as far as he was concern we were his.

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Although we were children of his younger brother, he had never introduced me to anyone as his nephew, never in his life time. we never agree, never agree on some certain family issues, his lessons and warning will forever remain in our heart, and he will forever till his death preach oneness. we should hold our family well and never forget the children of who we are.

we didn’t go to Ilaro to mourn his exit, we went back home to celebrate a life well spent, to celebrate a man of the people, to celebrate my Hero, to celebrate my Mentor, to celebrate the Homing going of my Father. Adieu Daddy Agba

Creativity

has no

boundaries

photographs copied from Sara Young facebook account

Signage vol.1 No4

Cover story

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h e t r e n d o f Intellectualization penetrates into people's daily life as Internet of things technology keeps growing at its tremendous paces. The competition in the LED display field becomes fierce due to the m at u r i t y o f i t s

consists of 47 sets of Dicolor L-500D Lamp Post screen along with its relevant intelligent system, intelligent street lamp, intelligent bus stop, intelligent law-enforcement administration. Such a service in the Winter Olympic marks the start of a

development. In such a context of the growing intelligent city, Lamp Post LED Screen is born as a product of further specialized market. Given its status as part of traffic intellectualization, Lamp Post LED screen which cooperates with intellectualized system is becoming an indispensable s e c t i o n o f t h e intellectualization of cities In the 13th Winter Olympic in 2016, the intelligent screen which goes as long as 11.5 kilometers is at the s a m e t i m e a n experimenting project of intelligent city in Urumqi and a supporting construction project in â&#x20AC;&#x153;the 13th Winter-Oâ&#x20AC;?. The project

new period in the intellectualization of cities in China. Distinguished from traditional Ad display or light-boxes, Lamp Post LED Screen bears the features of high-brightness and high resolution, which draw d river's a n d wa lker's attention more effectively, whilst, it reaches higher information-transmission efficiency with the assistance of its intelligent control system. In addition to the unique advantage in Road-conduction, Roadcondition-broadcasting and information posting, Lamp Post LED screen bears an irreplaceable function in Ad marketing.

When a whole street is erected with Lamp Post LED screen on both sides showing same Ad content, the effect can be spectacular regarding either quality or quantity. Besides, it dispenses with the troubles of replacing Ad

board, since the Ad information on the Post display can be changed at any time. The recent release of Dicolor's L-390Lamp Post LED Screen is even more advantageous than the other product in the same series. Firstly, it allows centralized management through WIFI, wireless 3G, wire Lan in its information management. Secondly, it allows broadcasting either same or different content in Ad transmission in order to meet various broadcasting demands, The pre-reserved plug for intelligent sensing devices in the cabinet offers possibilities to security monitoring, vehicle/ people

s t r e a m i n fo r m a t i o n , ro a d t ra f f i c information. Furthermore, the protection

becoming today's trend

become a brilliant scenery

grade of IP65/IP54 and its special structural design and configuration allows the screen to adapt itself in high heat and high coldness circumstances, meeting requirement in various weather conditions

since the pace of intellectualization is accelerating. It is almost for

line of intellectualized cities alongside the screensâ&#x20AC;&#x2122; magnificent color and HD

sure the Lamp Post LeD Screen will replace traditional lighting -box and Ad board. The Lamp Post Screens themselves will

representation which define and procure Ad marketing and information transmission

t h e o p e n a i r. t h e fore/back maintenance facilitates postmaintenance and make the screen suitable for more installation circumstances.

The digitalization of life is

Signage vol.1 No4

Article

HOW DOOH ACCURATELY PREDICTS WHAT CUSTOMERS WANT

By collecting data, companies that work on the analytics side of digital out-of-home advertising can determine not only the right content for the ad, but the optimal location and timing as well. They also have

the digital outdoor advertising market, which includes posters, billboards and televisions, is set to reach $50.7 billion globally by 2020.

the ability to point to a real return on investment and figure out whether or not consumers bought a product after seeing an ad.

As technology becomes more sophisticated and the Internet of Things gains traction, advertisers are switching over to digital billboards. These billboards o ffe r t h e o p p o r t u n i t y to gain precise data on consumers and ensure that the messages are being targeted to the right people.

Consumers' data is kept private because they are not singled out. Companies are collecting aggregate data to make predictions and the individual data stays anonymous. Consumers are able to opt out of tracking whenever they want. Many of the companies taking the data need customers to be connected to Wifi, which the customers can simply turn off.

Let's take a look at how digital out-ofhome advertisers are finding out exactly h ow to target their customers. They Collect Cell Phone Data

JOHN FRANGAKIS 22

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consumers are near a billboard or digital ad, their cell phone data is collected. Then the content fit for these consumers is delivered to them in real time.

illboards are everywhere. In the United States alone, it's estimated that there are approximately 370,000 billboards on local, state and federal roads. Most of these billboards are static. They're displayed in certain areas to reach a company's demographic, but there is no way to tell if the billboards are actually working. A solution to this is digital out of home advertising. On the whole,

One method for accurately t a r g e t i n g consumers is by looking at what's on their cell phones. The way the technology works is that when

Participate A simpler way to gather consumer data is to run a campaign that allows them to join in on the action. In 2015, Coca-Cola gave its customers the chance to tweet at the company and see their names and photos on a big billboard in Times Square. Coca-Cola had the opportunity to take

down participants' information and target them for marketing messages in the future. They could look at who tweeted at them and what they looked like and ascertain what demographic they were a part of. At the same time, customers could feel great about their experience because they were given attention and validation from the company. By allowing customers to participate in ads, companies are forming relationships with their audiences and more easily figuring out whom they should be advertising to. The Future of DOOH Advertising

They Use Facial Recognition Technology Another approach to accurate targeting is to install cameras in digital out-of-home ads. At Toronto's Billy Bishop Airport cameras were placed into ads for facial recognition purposes. According to Marketing Land, when people passing by looked directly at the billboards their gend ers an d age b rackets were determined. By taking this data, the advertisers were able to calculate what ads should be shown when. For instance, if it was found that 35-year-old women tend to travel at 6 p.m. on weekdays, ads targeted towards them would be displayed at those times. They Give Customers the Power to

Internet advertising has been integrating data from consumers for years in order to effectively target them. The out-of-home advertising industry is just now catching up. They've come to the realization that consumers want more specific ads and marketing messages that actually appeal to them. By looking at the data, advertisers can better understand and serve their customers. They're not wasting customers' time and they're able to increase their chances of making sales. The days of static advertising will be coming to a close as technology becomes more and more sophisticated and companies are able to benefit from these advances.

Signage vol.1 No4

Leaders Board

To the Nigeria Outdoor Advertising Practitioners, i will say IF YOU LIKE KILL YOUR INDUSTRY

HON IPOOLA AHMED OMISORE

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ON AHMED IPOOLA OMISORE, frpa, MHA Born 68 years ago into the Royal Omisore Dynasty of Ile Ife, State of Osun south west, Nigeria. He sta r te d h i s p r i m a r y e d u c a t i o n a t Ansarudeen primary school, Ogbon Agbara, Ile ife, between 1955-1960 then proceeded to Oduduwa college, ile ife (1962-1967), He worked for 3 years as Produce Inspector at Western State, Nigeria (1968-1971). He then travelled overseas to study at City of London Polytechnic (1971-72) College of The Distributive Trades, London W.C. He worked at Grey Advertising, London E.C 2 as Progress Assistant (1974-75) Bagging CAM Diploma in Advertising & Institute of Marketing Diploma 1974 & 1975 respectively, Winning Best Overseas & Commonwealth's Advertising Student Awards. Upon his return in 1975, he started work at W N T V/ W N B S ; Ibadan as Commercial office, then EkoDelta N i g L t d a s Advert/Order processing Manager, Overseas & General Advertising Ltd(OGA) as Client Service Executive. He Joined Grant Advertising Ltd as Client Service Executive. In 1987, he floated in partnership, an Outdoor Advertising agency- Adspace Limited; as Managing Director and later formed Outdoor Communications Ltd in 1993, a company. Hon Omisore is a Member, Board of Trustees of the Outdoor Advertising Association of Nigeria, OAAN, he had served as its Publicity secretary, Vice President and National President (20022006), while still at OAAN, he initiated the West African Outdoor Advertising Association International chapter along with support of advertising industry leaders of Togo, Ghana, Benin Republic and Senegal that he mobilized and at inauguration became its Pioneer President with Head Quarters in Lome, Togo. Honorable Ahmed Omisore is also a politician, Contested and won the Lagos state House of Assembly, represented Ifako-ijaiye constituency 02 (Ojokoro LCDA) seat under AC/APC platform where he spent 8 years (2007-2015) The outdoor industry in Nigeria as evolved over the years, how do you see it now compare to how it was before A very sharp difference, when I came into outdoor advertising from agency level, p rec is ely in 1 9 8 7 , o u td o o r wa s a carpenters job, it was a question of long wooden pole and plywood, we came in mys e l f, l ate O ye ka n , A k i n b o b o l a ,

Ademulegun and the likes, we changed it to upstright wooden, metal sheets and fro there we moved to all steel pole. Today the industry have gone into mega vision, ultra vision, electronic boards and we are competing with whatever is available in mega cities around the world, we have imported technologies, we are yet to build technology but at least today we can buy technology, we can display and we can maintain. We have our own challenges, there is no adequate power supply, you will see a lot of generators near billboards, we use solar energy which fails at times, at the end of the day, you cannot compare then and now particularly in the area of man power, outdoor use to be a carpenters job but today we have engineers, architects, graduates even lawyers in outdoor business now. From 1920s, the days of West African Publicity to Afromedia, Lintas, Nigeria Railways, Godson, NAS, in the days of 10, 000 Naira per site to today that it's a high valued product, where a face is 9million naira. How did you see the outdoor market scenario in Nigeria vis a vis global market There is economic recession in the country and it has affected advertising more, outdoor advertising suffers more than the other media, during the booming days outdoor advertising supersede television and press in terms of % share of the media buy but today because outdoor companies have over priced itself out of the market, people are looking the other way. Outdoor is suffering today because the outdoor industry leaders allowed the government to dictate the media rate of the medium rather than the impact of the media, it is like saying if LASAA is charging us 2k. so because of LASAA, our rate must be 5k, the outdoor rate is not based on the impact and competition, it's based on what they pay for the government, so the advertiser start looking elsewhere, Outdoor use to be the cheapest competing with radio and impactful but today press and radio have gain momentum and outdoor is suffering, but nevertheless, we have new product that can be found anywhere around the world, but patronage is very low, today you find high rise billboard, unipole, rooftops vacant, before it was not so, the recession has affected us more than before and that the culture of indebtedness in Nigeria is still going unabated, they owe outdoor companies and its serious What are the various solution your company can offer in this very competitive market? Well, I must say that my company is in comatose, I left my company to go run for office in government, coming back eight years after,, the company had become a shadow of what it used to be, that is the disadvantage of going to politics in Nigeria, hardly can you find someone that would hold forth for you, then I made some errors too, I centered my company around my personality and when I left for politics, I

discovered that I was wrong, I promoted myself largely at the expense of the company so it's a lesson for those coming behind that they should promote their companies beyond their personality so that even if they are not around, the co mp any can fu n ctio n an d wo u ld supersede them. My company now is trying to find its foot, years back, we had more than 300 â&#x20AC;&#x201C; 400 boards, today we have as low as 50, we are actually seeking survival of the company first, we are not in the area of competition, we are in the area of survival. When you were OAAN president, you launched an insurance scheme, how did it go and how did members react to it When I was the president, I launch was called group accident and life assurance, then we had about hundred(100) members, the scheme was mainly for chief executive and it was OAAN paid, but you must be a financial corporate member for anyone to qualify. Unfortunately we had about 2 cases where we lost members and their families got about half a million each. I remember the insurance company letter called me and I told them, am no longer the president of the association, all in all, it was a good thing, though some felt it shouldn't be compulsory to be a financial member before a member can benefit from the scheme, so it worked back then but I don't think it is working now. It is very important for it to work now than before, as at the time I launched it then, the economy was booming, even the smallest outdoor company was thriving but today we have lost a lot of members due to stress and the reversal of fortune of most companies. Very recent, you alongside executive member of OAAN visited the Governor over LASAA/OAAN situation. To be fair with this government, they inherited this scenario that we find ourselves, our going to meet the governor is to seek his support to reduce the bondage and pressure of OAAN by looking into some certain areas like the high rate that LASAA is surcharging OAAN members Secondly, the unabated demand for rate to be paid on vacant site whether or not they carry anything Thirdly, the overbearing influence of LASAA in enforcement because you have n o t p a i d , we we nt to ta l k to t h e government that, if you enforce and remove boards in December/ January, you are telling he client to look elsewhere and even if we pay and you return the site to us, the budget had already been taken out, so we met with the Deputy Governor, unfortunately the Governor was busy, eventually nothing was heard. We didn't stop there, we had a meeting with LASAA at renaissance hotel, I led the team, we didn't get too much, we letter approached the Lagos State House of Assembly which set up a committee led by Hon. Muyiwa Jimoh, they look into our case but up till today the report is yet to come out.

One of the reason we want to see the governor was that some of our members were giving the impression that the party was booking our site even though a surrogate company was used to book through LASAA which the current MD of LASAA is disowning w h i l e t h e fo r m e r L A S A A b o s s committed himself, so up till today we are yet to get that resolved, but be that as it may, we cannot fight LASAA, we seek understanding of LASAA and I don't believe that It is over because it is likely that LASAA will see us 'at the middle of the road in terms of indebtedness of the election campaign, even if not in full, part of it will be paid. In terms of paying on vacant site, LASAA is currently suggesting a way out, they are suggesting rather than a blanket 100% payment, I have gotten a letter from them stating that “if you have a vacant site, the first so - so month, you know…..” that is an idea that our effort as not been in futility but I can tell you that our rate are high and our client felt outdoor is no more competitive, Lastly, we also told the Deputy Governor, that outdoor use to be a medium for small scale and medium enterprises industry that they are dying, taking outdoor out of their reach is killing them gradually. In those days, drycleaners, barbers, schools etc. uses outdoor, today it's far from their reach, if we don't promote the small scale and medium scale industry, you will kill them, unemployment will continue to sky rocket With new players coming into the outdoor advertising space, what advice would you give to them? I think this are the challenges the industry is facing, already we have an international company coming to the market to corner the market for all Nigerians and LASAA is in total corporation with them because LASAA needs, they don't care about the local professionals survival. I remember about 10 years ago, something like this happened we fought those competition to a standstill but today the discipline among our members are largely zero, it is very unlikely that a Foreigner cannot practice , it is not unlikely that a Nigerian will sell out, if you say you want to fight them, it's not unlikely that APCON would not register them because APCON did it to us when we were fighting former LASAA MD MR. Alabi Makanjuola, who was a lawyer but late Nzeribe, may his soul rest in peace connived with some people /APCON to register LASAA and their staff so the legal clause we wanted to use to pin them down was defeated. Every country protects its industry and its people, in Ghana, you can't go there and do what you like, recently the ONI of IFE went there to go and plead that Nigerian should be treated like fellow West Africans, so our local industry must be protected and we Nigerians must not be gullible. Sharp practices from agencies should be reduced, a lot of all this media guys who give orders here and there at the end of the day end up building their own boards and before you know

what is going on they are your colleagues, sharp practices are there but to the young ones, we are going, Adele Oyekan is gone, Olaghere is gone, Adebiyi is gone, a lot of them are gone, some of us are going so if they like let them kill their industry. When I was in the UK as a student of Advertising in 1971, we did an advertising campaign against people who drink and drive but over the years, it was noticed that the numbe r of death caused by drunk drivers increased, so they called on the agency and said the campaign isn't thriving, the agency change the concept of the campaign, saying DRINK AND DRIVE, IF YOU LIKE KILL YOURSELF, immediately the number dropped. So to the Nigeria Outdoor Advertising Practitioners, I will say IF YOU LIKE KILL YOUR INDUSTRY. It is the easiest arm of the advertising industry, but it is not the cheapest, but if you now kill it by stealing other peoples material to do your own, cutting rates, conniving with international companies to come in. those who did it before, I can mention names, where are they now because today they are no more. The fore fathers of outdoor have carried, they have died, there would be nobody to cry for them again but we can sustain this industry by having discipline, by positioning our boards by ethical values, the greatest problem of our industry is lack of discipline, we don't obey rules and regulation and the government careless, they are pretending that they are maintaining sanity, but it is the rates. Outdoor had been turned into an IGR for every state, when I was OAAN president, OAAN was feared by Government, I took OYO State to court and got 2million naira damages, we got a ruling , a 269 page judgment against OYO state. Some of the pronouncement was that 1. No government has the right of self-help, you cannot remove a board until you go to court and a judge says remove 2. No Government has the right of helping Local Government, that statutory local government have the right on billboards, regulation and revenue 3. No State Government have a right on Federal road And we got all this judgment and 2million naira fine but OAAN didn't defend and consolidate on it, we for the judgment from an High Court, assuming we pushed it to Federal, it would have been binding on all 36 State and the FCT. These are some of the legacy I left behind that have been watered down, so talking seriously, OAAN is the greatest enemy of OAAN, when OAAN was fighting LASAA, it was OAAN members that was also backing LASAA, the then LASAA MD, Makanjuola woe them by giving them sites, some of them were not even paying but as soon as leadership changed, everybody is now crying, before it was some people that were crying but now a new LASAA MD is there, nobody can take site like they want, we are all in the same soup.

Verbatim I KNOW JCDECAUX HAS A LOT OF MONEY BUT I SEE A LOT OF MONEY IN NIGERIA ALREADY...... THERE IS NO NEED TO BE SCARED. MIND YOU, IF JCDECAUX COMES INTO NIGEIA OR LAGOS, THEY WOULD BRING BUSINESS INTO YOUR MARKET. I AM NOT TRYING TO BE RUDE HERE, BUT PRACTITIONERS AROUND HERE DISTRUST THEMSELVES, THEY DISTRUST LASAA AND NOW THEY DISTRUST JCDECAUX’S INTENTIONS, THEY REALLY NEED TO FOCUS ON WHAT THEY DO AND FORGET ABOUT OTHER PEOPLE, DO A GOOD JOB FOR YOURSELF AND FOR YOUR MARKET AND FORGET ABOUT JCDECAUX

MARK FLY General Secretary at FEPE International 30 years experience in Outdoor Advertising/Out of Home Media, 14 of which were self employed as an OOH media owner.

We bet you don’t know that

LOLU AKINWUNMI Ceo/ founder Prima Garnet Group Nigeria

Immediate past Chairman of the Adver sing Prac Council of Nigeria (APCON)

oners

He is an avid social media user, a very passionate family man and an enthusias c believer in project Nigeria.

Elder Lolu as he is some mes referred to as a large following on his Lolu Akinwunmi’s observatory blog which he promote via facebook, where he holds nothing back in expressing his views on any subject mostly as it concerns Nigeria socio - poli cal issues and good governance.

Lolu Akinwunmi on facebook Loluakinwunmiobservatory.com

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Off-side

international photographer who has worked in six (6) countries. He had worked and covered numerous weddings and events in general, this extra ORDINARY photographer had covered events for organizations, corporates bodies, high and low i n d i v i d u a l i n t h e s o c i e t y, politicians and celebrites: some of whom is the Legendary AY, Seyi Law, Bovi, Gordons, Ramsy Noah, Akpororo, Ushbebe, Princess and funny bone. He had also worked with the likes of Lanre Makun,Klint de Drunk

and Yomi Casual.

PHILIP ABOGOH B

Philameh Dorophil philip

Philameh 1@gmail.com

08077777880

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orn on the 16th of March, Philameh as he’s fondly called comes from Umunede in Delta State.

He had his primary, secondary and tertiary eudcationn in Lagos State and in Ibadan, Oyo State. He started photgraphy over a decade ago, in his own words “ I am very private, I love being very simple and being able to get across to every tom, dick and harry”

A simple, down to earth individual, Philameh is an

He also covered AY’S wedding over 5years ago, Akpororo, Seyi Law and Lanre makun wedding. He is a well respected individual, humble, very passionate about his work, country and Family.

31A Adeboye Sholanke Street, by First Bank bus stop, Allen Ikeja, Lagos.

Tel: +234 703 104 9869 email: yayoservices@gmail.com www.yayoproject.com

OAAN AGM IN CALABAR Event

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PICTURE STORIES CONTINUE FROM PAGE

OAAN AGM IN CALABAR

Event

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