Signage may 2018 by OOH JOURNAL

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THE MOST WIDELY READ DIGITAL INDUSTRY JOURNAL FROM NIGERIA.

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HEFITECH

OUTDOOR SERVICES LIMITED

BILLBOARD FABRICATION & GENERAL CONTRACTOR

We build Outdoor Adver sing structures that pushes the message into the traﬃc

TEL: 08054074901, 08121173003 Email: heﬁtechoutdoor@gmail.com

Delivering the Promise We come to work each day for one reason: to make things work for you as our clients- not just merely on paper or conceptually, but on ground practically with our hoarding.

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Tel: 01-2954642, 08033056356, 08098856356 www.ciplimited.com.ng Email: cip_limited@yahoo.com, tundecip@yahoo.com

GENERAL PROCUREMENTS

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27 News Roundup

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7 Heros Past Late Alhaji Kehinde Soliu Olasode

SIGNAGE JOURNAL is published monthly both in Nigeria and Ghana for N2000.00 and GHS 24.81 by DEDAY EVENTS, 4, Akinwale Street, opp Na onwide ďŹ lling Sta on, Yaya Abatan, Ogba, Lagos State. Telephone: (+234) 811 653 2923, for adver sers: (+234) 811 653 2923. Le er to the Editor should be sent to this address: 4, Akinwale Street, opp Na onwide ďŹ lling Sta on, Yaya Abatan, Ogba, Lagos State. Copyright 2018 All right reserved. No part of this publica on may be reproduced in any form or by any electronic or mechanical means including informa on storage and retrieval systems without wri en permission from the publisher. The contents or views expressed in adverts, advertorials, special features and supplements in SIGNAGE or other TITLES are exclusively those of the adver sers. you can access SIGNAGE website at: www.signage.com.ng, get our digital format from www.issuu.com/signageng and our email address: signagemag@outlook.com, info@signage.com.ng * Cover design by PrintWise

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DESIGN

FABRICATION

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HEFITECH

OUTDOOR SERVICES LIMITED

BILLBOARD FABRICATION & GENERAL CONTRACTOR We build Outdoor Adver sing structures that pushes the message into the traﬃc

TEL: 08054074901, 08121173003 Email: heﬁtechoutdoor@yahoo.com Signage May 2018

Content May 2018

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60 SECONDS WITH

Odunuga Olasubomi

Oladimeji Olalekan

20 Uganda OOH 11 BrieďŹ ng Social Media - 10 Instagram

30 Picture Story 15 Twi er

Heros Past Remembering Late Alhaji Kehinde Soliu Olasode Alhaji Kehinde Soliu Olasode was born in Otta Ogun State in 1946, started his Advertising carrier as an outdoor officer at PAN (Publicity Associate of Nigeria) under the leadership of Chief A.S Adebiyi. joined Nigeria Advertising Service as outdoor Supervisor. then worked at Greenland Publicity as the Outdoor Manager where he finally left to set up Abiok Publicity Limited with Alhaji Jimoh Lawal in 1976. Late Alhaji serve as an executive member, chairman, Outdoor Regulatory Committee, He led the planning of Ikorodu Road, Ijora and Mobolaji Bank Anthony way. He served as a member of the debt relief committee under the presidency of Chief Akinbobola and also serve as chairman Local Government liason committee under the presidency of Late High Chief Jas K Oyekan His Contribution to the development of Outdoor Advertising sector and the entire Advertising industry in Nigeria can not be over emphasized In 1999, he instituted 3 (three) prize awards in the APCON diploma certificate course which he consistently redeemed for 7 years. he was adjudged the best outdoor advertising Practitioner for the year 2006 by APCON fellows during the APCON night of fellow Awards. Abiok since inception has continually and consistently waxed stronger in the evolving and dynamic marketing communication world and had been able to considerably gathered for itself a better percentage of the total market share in the industry.

Late Alhaji

OLASODE

rpa

1946 - 2016

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Editorials May 2018

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n these days of telephones that take more pictures and used for videos than voice calls, wide-screen computers that fill desk and tablets that fit into jacket pocket or purses, we now know for sure that there is an healthy portion within the business community that is eager and ready to keep up to date with industry developments and opportunity while on the go without necessary sitting down to read the traditional printed publication. For these our stalwarts, this issue is dedicated to you and we hope to meet your reading needs going forward. We started Signage Journal, precisely two years, one month ago and it had been awesome since then, we have learnt and re learnt and we are ready for the next step. From our next edition, we will cease to be known as SIGNAGE JOURNAL. the journey with the title had been tremendousely great, we had a lot of offers - from partnership tp acquisition, and its been a good learning pathway for us as a team. Going forward, we want to take on new role and the new name sounds more logical. being the central feature of the Out of

ON THE RIGHT PATH

Home Advertising is the new challenge, offering more and be more business focused .

We have started posting some preview copies via our social media channels and the feedback had been awesome. The new title fits well into our new strategy, we will expand our content into variety of platforms We would work hard to bring a more strong graphic communication from front page to finish and many more. Welcome to the new age of reportage, welcome OOH JOURNAL. feel free to visit our social media handles for more gist and stories. @its oohtv on twitter and @itsoohtv on instagram facebook and other social media platform coming soon we are dedicated to changing the industry In the next couple of weeks, we shall begin to do more and eventually begin our 24 hours streaming. as usual we have packed this edition with a lot of goodies, please do enjoy.

Oyekan Babajide O Editor

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Social Media May 2018

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@signageng Here are the post that caught our a en on this month. Follow us on instagram and check back next issue to see if your post made the page!

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SIGNAGE @SIGNAGENG

Briefing meet Mrs. Ijedi Philomena Iyoha Ac ng Registrar/Chief Execu ve OďŹ&#x192;cer of the Adver sing Prac oners Council of Nigeria (APCON) Mrs. Ijedi Philomena Iyoha, the Acting Registrar/CEO of the Advertising Practitioners Council of Nigeria (APCON). She holds a Master of Science

Degree in Mass Communications from the University of Lagos, in 2005, having earlier bagged a Bachelor of Arts Degree in History from the Bendel State University (now Ambrose Ali University) Delta State, in 1990. Her other qualifications include a National Certificate in Education from College of Education, Abraka, Delta State in 1984.

She began as one of the few staff of the Advertising Practitioners Council of Nigeria, APCON, in November, 1992 as Assistant Education/Training Officer. Her career then began to rise steadily.

In 1994, she rose to the post of Education/Training Officer, to the year 2001, when she became the Principal/Training Officer, a position she held for about four years before rising to become Assistant Chief Registration & Enforcement Officer, from 2008 to 2014, she later was upgraded to the post of Assistant Director/Head, Regulation, Monitoring & Enforcement Directorate. She possesses an excellent knowledge of the Nigerian Advertising Industry Laws, Rules, Regulations and Code of Ethics. Demonstrating an impressive breadth of comprehensive knowledge and experience. Mrs. Ijedi Iyoha has managed large multicultural teams, different needs, requirements, constraints and diverging interests of stakeholders in the Advertising Industry. She has served the Council at top level management and in several committees within the Council and other industry fora. Being the most senior staff in terms of hierarchy, she took over office as the Acting Registrar/CEO of APCON, from Alhaji Garba Bello Kankarofi following the expiration of his tenure on December 31, 2017.

Verba m These big crea ve names that you hear of, a lot of them didn't go beyond secondary school; they didnâ&#x20AC;&#x2122;t go to the university and learn crea vity. its just something inside you and the environment in which you grow up, seeing a lots of things. some of them come here and they want to head our crea ve department, in those days, we use to bring in crea ve directors and a er we discovered that it was not worth it - Sir Steve Omojafor Chairman, STB-McCann May 2015

Well, unfortunately you know you cannot grow more than your environment no ma er how brilliant you are, look at the market, look at the adver sing market, and look at the marke ng market..... in spite of the advent of the telecoms companies, we s ll don't have many serious marke ng people in our environment in terms of companies and because of that the tendency to grow and express yourself is limited - Kola Ayanwale MD, Centrespreas June 2015 11

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Vol 3, No 3 - 2018. Acknowledgements EDITORIAL

EDITOR/ TEAM LEAD: Oyekan Babajide O. EDITOR SIGNAGE PATRON: Blessing Egbekun. EXECUTIVE EDITOR (NG SERIES): Oni Adebola Thomas EXECUTIVE EDITOR (GH SERIES): Osei Evelyn Gyamfua PRODUCTION LEAD: Printwise PHOTOGRAPHY: Bodegraphy (Nigeria) Billsphotography (Ghana) PHOTO EDITOR: Bode Kuforiji

SIGNAGE TV

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

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

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

SCAN TO SUBSCRIBE

Deday

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A cule May 2018

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Location is key to OOH future

Technology and mobile is driving the real change in the advertising, media and communications industry, including out-ofhome. While I've covered the topic of "the future of out of home" in some detail and recently addressed "the role of mobile on the continent" as well in this regard, there are always new points to make and new concepts to discuss when thinking out of home (OOH). There are also many predictions that are made year-afteryear, but one thing is for certain, technology and mobile is driving the real change in the

OOH". Contactless payments To start off with, contactless payments (whether enabled through downloaded Apps like Snapscan, or embedded as part of the mobile handset operating system like Apple's NFC activation of Apple Pay), will become a primary financial transaction platform in the immediate future. Every transaction is an opportunity for brands to engage in further conversation with consumers when OOH as the POS information provides an understanding of what product or service was purchased and where in real time. Beacon technology The next opportunity for brands to engage further with consumers is on the back of Bluetooth-enabled beacon technology as beacons are increasingly being housed within OOH locations. An open broadcast link to consumers' handsets will enable retail outlets or businesses to communicate directly with consumers when in the designated environments, presenting tailor made offers and enriching the customer experience.

advertising, media and communications i n d u s t r y .

Ease of fulfilment

This particular opinion piece addresses the next generation of thinking regarding trends in the world of OOH for 2016 and beyond and is a direct reference to Posterscope UK's recent

The next two developments are in essence driven off a common need, namely convenience delivered by the brand and ease of f u l f i l m e n t .

'Pioneering OOH 2016' report.

This particular development addresses consumer obsession with eliminating time wastage, not having to stand in queues and achieving instant gratification. It is focused on real-time, or pre-order service enablement, whereby consumers can pre-order their coffee through the likes of a "mobile order and pay" app before arriving at the store - making the instore experience seamless as they by-pass the queue, or even have goods delivered directly to their desks through the likes of Amazon Prime, which provides consumers a "1 hour from

As much we see a number of recurring themes, albeit in different or advanced iterations, there are some new emerging trends, all covering a broad range of terminology extending from "real-time, reality, real benefits, pre-order, connected consumer engagement, payment gateways, ad-blocking, ad-serving, advertising for good, multi-device and multiple screens", through to "the experience economy", and ending with the inevitable "programmatic for

purchase to delivery" service, giving consumers a near-real time fix on buying and delivering. The role for OOH here is to enabled the realtime connection between consumers and brands prior to arriving at the store, by taking over the role of "shop window" and enhancing the brand experience. 'Click and collectâ&#x20AC;&#x2122; The second of these two "convenience" oriented developments look at the 'Click and collect' shopping behaviour of so many timestarved consumers, especially within the young, urban and mobile segment. While home delivery is not convenient for these active consumers, being out-and-about enables them to collect pre-ordered goods at a physical retail store. As their lifestyle is predominantly experienced OOH, they are much more receptive to OOH messages and have a very positive attitude towards Digital OOH. An important consideration for retailers is the increasing opportunities to engage in conversations with these consumers, the very group that may actually define much of what the retail landscape will look like in years to come. Experience economy Taking all of the above into account, and the long list of themes not covered in this thought piece, the most impressive development for me, in the world of OOH, relates to the fact that we live in an 'Experience Economy' and that consumers are increasingly marketing savvy and ignore disruptive advertising that doesn't provide something valuable to them. This presents a huge opportunity for the brands that can actually disrupt and reward consumers for providing their attention. With greater importance in experiential marketing as a way of creating a consumer brand experience, we need to deliver even stronger proof points that the experience, big o r s m a l l , i s w o r k i n g fo r a d v e r t i s e rs . In closing, it's about understanding the needsstate of the consumer and serving the right message, at the right time and in the right format. But most of all, it's the ability to deliver with a clear understanding of the consumers' location, location, location!

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60 Seconds with May 2018

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goal GETTER

SIGNAGE had a 60 Seconds with Odunuga Olasubomi, a Marketing Communications Expert.

FIRST JOB?

productivity.

The first place I worked professionally was at Food Concepts Plc where I was the Marketing and PR Administrator, but I have always worked while in the university during breaks, I worked at Multitrek Integrated Foods.

WHAT DOES MARKET DEMOGRAPHICS PLAY IN DEVELOPING MARKETING STRATEGY?\

FIRST JOB IN THE OUTDOOR ADVERTISING INDUSTRY ? Well, I got into the outdoor space with Formats as the Marketing and Clients Service Manager. We set up another business unit that provided Outdoor Media and Production services, so I had to oversee that arm of the business and during that time managed outdoor media campaigns.

{ BIO { Odunuga Olasubomi is currently a Conference Commi ee President AIESEC ALUMNI AFRICA & MIDDLE EAST REGIONAL CONFERENCE, and also its Director for Sponsorship and partnership. She also currently serves as the Business Development Manager (virtual) at AdsDirect.com.ng, a tech Start up since June 2017. She had also worked with Format Pos Ltd as the Marke ng and Client Service Manager between May 2014 to February 2017 Olasubomi has an Msc. Management (Business Management) from the University of Lagos, a Project Management Professional training from Piston & Fusion among others Signage May 2018

WHY CAREER IN THE OOH INDUSTRY?

Yes, sure i have developed marketing strategies in the past and I still do, what I ensure first is to carry out a stakeholder analysis and fully identify the goal and objectives of the communications plan ensuring that the key stakeholder expectations are managed and met.

I am a Marketing Communications Professional and in other to deliver all round solutions, I have to be versatile and be conversant with every aspect of the marketing and advertising channel IF YOU WEREN’T IN THE MARKETING COMMUNICATIONS INDUSTRY, WERE WOULD YOU BE? If I wasn’t in the marketing communications space, it would have been management consulting . HOW HAVE YOUR DEVELOPED MARKETING ST R AT EG I ES I N T H E PA ST, WA L K M E THROUGH YOUR EXPERIENCE THAT RELATE TO YOUR PRESENT JOB? Yes, sure i have developed marketing strategies in the past and I still do, what I ensure first is to carry out a stakeholder analysis and fully identify the goal and objectives of the communications plan e n s u r i n g t h at t h e key sta ke h o l d e r expectations are managed and met. I then develop my project plan, break it down into specific action points and set my timelines. that way I am able to properly measure

Marketing demographics is very key in developing marketing strategy, Firstly a situation analysis is carried out and this addresses “where and now” so factors such as external macro and micro factors, customer

trends, consumer insights, competitor analysis, internal capabilities and resources are critically evaluated. its from the situation analysis that market demographics is fully fleshed out. this is your market share; the fraction from the population that is likely to purchase or use your product, and this group is the main target of the marketing effort. it determines what strategies to deploy and marketing channel to explore.

HOW WOULD YOU GO ABOUT DETERMINING MARKETING MIX ? 7Ps, Product, Place, Price, People, Promotion, Process and physical evidence The marketing mix is a fundamental part of the marketing plan so basically identifying and describing your target market and ideal customer/consumer is critical, this then determines what tactics to take on HOW DO YOU WIND DOWN? Dancing, Movies and Traveling.

Social Media May 2018

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twi er

@signageng Here are the tweets that caught our a en on this month. Follow us on twi er and check back next issue to see if your tweet made the page!

SIGNAGE @SIGNAGENG @SIGNAGENG

Cannes Lions @Cannes_Lions 413 individuals; 50 diﬀerent countries, including ﬁrst me representa on for Georgia, Nigeria, Kenya and Sri Lanka; 46% female representa on across the juries !

AAAN @brAAANds1

Barb Hugge @Hugge

ADVAN @ADVANSEC

DU OpenSource @DUOpenSource

Press Release

#OOH is shown to be the greatest impact on awareness, recommenda on, and purchase-intent metric for brands,

ADVAN President, Folake Ani Mumuney becomes World Federal of Adver sers (WFA) Vice President for Africa

Lets Talk #Value

AAAN INAUGURATES BOARD OF TRUSTEES The Associa on of Adver sing Agencies of Nigeria (AAAN) has concluded plans to host a grand industry event tled “Night of Honours’....

BUDWEISER NIGERIA @BUDWEISERNG ADVAN is set to host Chief Marke ng and Communica ons Oﬃcers’ Forum on the 7th of June at the Eko Signature, Eko Hotel & Suites, Victoria Island, Lagos

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60 Seconds with May 2018

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sales KING

SIGNAGE had a 60 Seconds with Oladimeji Olalekan , MD/ General Managing Partner at Adscape Limited. BEST CAREER ADVICE YOU HAVE BEEN GIVEN?

FIRST JOB? Istarted my career with an Out of Home Firm called Brandisplay Limited

Create a solution that is digitally innovative in OOH and the reward will follow you..

FIRST JOB IN THE INDUSTRY? WHY CAREER IN THE INDUSTRY? Fortunately my first job turned out to be in the

{ BIO { Oladimeji Olalekan is currently the MD/ General Managing Partner at Adscape Limited, an Out of Home Adver sing Company based in Lagos Nigeria. He had served as the Director of Opera ons/ Marke ng Manager at Brandisplay Limited and Assistant General Manager at Campaign and Impact Limited. Olalekan has an Msc. Human Resource Management from the University of Lagos, and bagged a Bachelors Degree B.A(Hons) English and Literary Studies from the University of Ado-Eki , Eki Nigeria. He is a registered Member of the Adver sing Prac oners Council of Nigeria Signage May 2018

A LOT OF SPECIAL BENEFIT THAT COMES WITH MY JOB, THEY ARE ALL QUITE INTERESTING BUT THE MAJOR ONE IS THAT IT ENABLES LOAD OF CONNECTIONS, ALLOW YOU MEET PEOPLE. THE MANNER AT WHICH YOU NOW MAKE USE OF THAT CONNECT DEPENDS ON YOU. same outdoor advertising company as Sales Manager

it's a thing of passion, although I got certified in Human Resources field but will rather convert peopleâ&#x20AC;&#x2122;s minds through outer space

BEST JOB? Media planning and breaking campaign PERKS OF YOUR CURRENT JOB? it allows me connect to valuable people through social engagements M A R K E T I N G C O M M U N I C AT I O N S PROFESSIONAL YOU ADMIRE AND WHY? Internationally, for me I will say Lamar cooperation and locally Optimium Exposures. reason being that they maintain a standard in the out of Home Advertising Industry.

IF YOU WEREN'T IN THE INDUSTRY, WERE WOULD YOU BE? I will definitely be with the information technology sector HOW DO YOU WIND DOWN? Personally I love playing tennis and shooting pool, couple of times I hang around with friends too

innova ve media solu on

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

www.mrl-africa.com Signage May 2018

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Uganda OOH May 2018

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Evolu on of Uganda Outdoor Adver sing At every junction and roundabout in Kampala billboards in different sizes and shapes stand out competing for attention. They also adorn some stretches on major roads announcing d i f fe r e n t p r o d u c t s .

Big towns like Jinja, Mbarara and Mbale are also seeing the introduction of billboards which previously were predominately a Kampala p h e n o m e n o n .

the market. Even in the 1960s there were hardly any billboards to rival today's. At the time the economic activity of a country that had just gained independence was still low to warrant billboards. Father Damien Grimes, the former head teacher of Namasagali School says that during the 1960s-1980s black and white posters, leaflets and fliers were all that outdoor advertising entailed. During this period the Ugandan consumers were less sophisticated and exposed that they needed simple messages. In addition co m p et it io n among brands was not stiff.

In Kampala, billboards are now part of the city landscape, an indication that something healthy is developing in the economy. It means there is competition and there are a range of products being announced.

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In Uganda's 50 years of independence there were eras when there was nothing to advertise. During the days of black market in 1970s billboards were not needed because items smuggled into the country were sold in secrecy. In addition there were also days when industries had collapsed with nothing to put on

In the 1970s there was h a r d l y a ny t h i n g t o market and in the early 1980s the country was trapped in a war and business was low. When the war ended in 1986, new businesses started emerging. Even then it was not easy. There were hardly any foreign investors.

Uganda OOH May 2018

signage.com.ng “Business in the late 1980s was not like it is today. Back then, most service providers were monopolies. We did not have big shopping malls, or supermarkets that needed to be advertised,” Boney Mubangizi, a Vision Group senior sales executive. Mubangizi explains that the span of advertising

use. true Traditional billboard advertising It uses canvas print outs, stretched out on square shape metal, supported by an iron cylindrical pole. The early years were not as good as it looks today. In the 1990s to early 2000s illustrations or graphics used in marking out the advert were written in art painting.

there was always an inconsistence in the finished works, but when they invented a new work stencil that was carved out of wood, used it on our first assignment at Unilever, it p r o d u c e d t i d y w o r k . . “When other advertisers saw this, they were amazed, they also started running to us to have their company logos branded on commercial buildings,” he s a y s . To d a y , w a l l branding is common and has spread to other African countries like Nigeria, and South Africa. Electronic billboard advertising It is just four years old, and there are four electronic billboards already placed around the city. The first of its kind though was at Entebbe road, near Conrad plaza in 2 0 0 9 .

bloomed in the late 1990s, especially with the coming of the telecoms that are today credited for having revolutionized, not just billboard adverts, but the entire advertising platform in U g a n d a . From simple and plain billboards, new trends have come up like electronic billboards, news bulletin billboards, wall branding, mobile branding and ornament branding. Just like the economy is growing so is the advertising sectors. Not only is it raking in billons but also keeping pace with modern advertising. A wide range of billboards are in

When it rained, all the contents of the adverts w e r e e r a s e d . This persisted until the late 2000s, when new technology was introduced. Canvas printing from South Africa and Kenya became trendy. W a l l b r a n d i n g In 2002, wall branding became the newest trend though it was not really that new way of advertising. Small shops or stores used to brand their doors or part of the shop walls with their names and the items they offered. James Kiwanuka, the managing director of Capital outdoor advertising agency says that

Ornament branding A g o o d example of this t y p e o f advertising is the branding of sections of the road or roundabouts. When Uganda hosted CHOGM in 2007 Kibuye and Jinja Road roundabouts were branded. Today the two roundabouts are draped in white, red, and blue colour M o b i l e b r a n d i n g It came into the country in the late 2000s. Lately, many private and public companies, or organizations are fully engaged in it, they have their company or public vehicles like buses, taxis, trailers, and motor bikes covered up in their brand names.

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Cover Story May 2018

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Cover Story May 2018

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ver the years, I have seen articles and write up focused on various themes in out-of-home (OOH) advertising or outdoor advertising. As an Editor of an industry journal focused on the industry, my interest is to see a professionallydriven OOH industry in Nigeria that is globally competitive. With advancements in mobile technology, the ubiquity of the internet, and the growing importance of big data, and now the attention video content is generating, the global advertising industry in general, and outdoor advertising in particular, have continued to evolve. Global companies are coming to Africa, or are already in Africa, the landscape is tremendously changing, the regulatory landscape is also changing and in order to adapt to emerging trends, the industry has to change because advertisers want to be dynamic and operationally efficient in order to leverage creative disruptions and to boost brand awareness, increase sales and maximize corporate growth. While it may be too early to obtain comprehensive data on outdoor advertising spend in 2018, as last year was a bit an unfavourable year for the industry in terms of patronage and regulatory interference. Although Nigeria emerged from an economic recession, the International Monetary Fund said the country is in need of urgent macroeconomic and structural reforms to support private sector-led growth As the economy grew at a projected 0.8% last year, the outdoor advertising landscape was characterised by massive vacant billboards, short-span advertising campaigns, cancellations of existing relationships, among other adverse trends. OUTLOOK Although last year might have presented a series of challenges in terms of business growth, I see a favorable outlook for the rest of the year, especially for practitioners who are wellpositioned and prepared. There are major events that will drive patronage for OOH service providers. top among these activities is the 2018 FIFA World Cup, the season will actually dominate the outdoor advertising portfolios of OOH agencies. This will moderate commercial campaigns, which are often the bread and butter of advertising practitioners in Nigeria. 2018 FIFA WORLD CUP The 21st FIFA World Cup, which will take place in Russia from June 14 to July 15, presents a huge opportunity for Fast Moving Consumer Goods (FMCG) brand owners to leverage the participation of Nigeria's Super Eagles at the international football tournament. It is expected that media campaigns will be launched early this year to enjoy top-of-mind awareness (TOMA) across the consumer demographics and gain more share of voice (SOV) before and during the tournament. .

Signage May 2018

Cover Story May 2018 Expected campaigns will include new product launches, sales promotions, loyalty schemes, classic campaigns, among others. The quadrennial World Cup enjoys enormous media exposure. According to figures from FIFA and Kantar Media, a market research firm in the Philippines, the global in-home television audience for the 2014 FIFA World Cup reached 3.2 billion people. But with digital and social m e d i a co n s u m pt i o n o u t st r i p p i n g t h e traditional media platforms, analysts have said

Signage.com.ng Football has a national appeal across all consumer demographics in Nigeria with massive viewership. An upshot of the FIFA World Cup 2018 would be the battle for viewership amongst DSTV, Kwese TV, Star Times, and a host of other free-to-air television channels in Nigeria. It is expected that the outof-home advertising platforms would be utilized by the TV media owners to engage with the viewing public for subscriptions and

market share) and SABMiller Nigeria (with 3 percent market share). The competition is envisaged to be more intense this year after the successful takeover of SABMiller, the world's second largest beer producer, by AnheuserBusch InBev (AB InBev), the world's largest. The leading media campaign platform for the various beer brands to reach their target market will be outdoor advertising. This is because out-of-home advertising has proven to

Football has a national appeal across all consumer demographics in Nigeria with massive viewership. An upshot of the FIFA World Cup 2018 would be the battle for viewership amongst DSTV, Kwese TV, Star Times, and a host of other free-to-air television channels in Nigeria. It is expected that the out-of-home advertising platforms would be utilized by the TV media owners to engage with the viewing public

the 2018 tournament in Russia has the potential to be a landmark event for the sports marketing and digital industry. Based on industry findings, notable brands will jostle and position to take advantage of the opportunities expected from the one-month football fiesta. In the coming weeks and months, companies and brand owners are expected to embark on aggressive marketing communication across major cities in Nigeria via various out-of-home advertising channels. Signage May 2018

THE BEER MARKET SEGMENT Over the years, the Nigerian beer market has been characterised by duopolistic competition. However, the industry is becoming more competitive with other global players expanding their geographic footprints into the Nigerian market. With about 70 per cent market share, Nigerian Breweries is the country's largest beer company, ahead of Diageo's Guinness Nigeria (with 25 per cent

be an effective above-the-line marketing communication tool, focusing on the mass audience for the purpose of creating brand awareness, brand recall, as well as messaging and content amplification. And according to its 2015 MediaFacts report, MediaReach OMD, a specialist media company, said the total ad spend by the lager beer market segment in 2015 was N4.6 billion. The Euromonitor â&#x20AC;&#x153;Beer in Nigeriaâ&#x20AC;? report, which was published in September 2017, shows that the local beer market grew by 4 per cent in 2016 despite the economic recession.

Cover Story May2018

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However, OOH executives need to take certain precautions to secure payments for services rendered. From experience, payment is usually a sticking point in media buying and utilization by some corporate brands in Nigeria. . Conclusion

As the battle for consumers' wallets continue more aggressively, established and debutant brands will use OOH platforms to push for consumer patronage.

While the outlook of the out-of-home advertising industry appears to be robust due the FIFA World Cup 2018, the bourgeoning beer market and increased adoption of smartphones, a call must be made for practitioners to show more professional integrity and conduct across the industrial value chain. Regulators should not only be seen as revenue generating bodies for the various state governments. They should actively support the growth and sustainability of the OOH industry they superintend.

cover story first written by Akachi Ngwu founder/ceo consumer score international limited

The smartphones battle Samsung, Nokia, Infinix, Motorola and Tecno are expected to continue their massive outdoor advertising utilization in this season as the smartphone war intensifies. According to IDC, a global technology research firm, despite the slowdown in smartphone shipments across Africa in 2016, mobile phone shipments in general grew by 10.1 per cent in the same year, surpassing the 200 million mark for the first time. Nigeria is the largest market in Africa for mobile phones with vendors targeting the middle-income consumer group with smartphones. As the battle for consumers' wallets continue more aggressively, established and debutant brands will use OOH platforms to push for consumer patronage. In a similar vein, Mobile Network Operators in Nigeria have continued to demonstrate strong utilization of out-ofhome platforms for their advertising campaigns.

a call must be made for practitioners to show more professional integrity and conduct across the industrial value chain

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23, Abdulquadri Adebiyi Street,Magodo, GRA Phase2. +234 806 001 0312 roaeventsltd@gmai.com Signage May 2018

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PLURAL MEDIA INTRODUCES PAY PER HOUR ON ITS PLATFORMS it will benefit companies coming on the platform: findings shows that the board is very engaging and very impactful.

Plural Media, an Out of Home Advertising media owner based in Lagos introduces pay per hour on its platform, in its bid to enhance visibility and deliver measurable ROI for businesses.

its location is very unique and one of the best in the state with the ability to communicate campaign well .

it flagship billboard located at Allen Junction, Ikeja, Lagos, south west Nigeria have a daily eyeball of 256, 000 while it has 7,926, 000 on a monthly basis.

Outdoor Advertising generally delivers remarkable result, making clients campaign effective Plural Media was established in 2006, with hoarding and clientele across the country. Plural Media is also registered with the South African National Signage Association.(SANSA)

the company have also extended the gesture to its Ibadan Oyo State DOOH board. Signage delved deeper into what makes the platform better and how

ADVAN SECURES A SEAT ON EXECUTIVE COUNCIL OF THE WORLD FEDERATION OF ADVERTISERS (WFA) Brand Experience EMEA at Johnson & Johnson, Elaine Chum, Head of Digital, ASEAN Pacific at Philips and Manuela Buxo, Senior Vice President, Global Strategic Marketing at Sanofi.

The World Federation of Advertisers (WFA) unanimously appointed new members to the global leadership team, including senior marketers from eBay, Electronic Arts, Mastercard and Tata. The appointments were confirmed at the WFA Annual General Meeting, taking place as part of the WFA Global Marketer Week in Tokyo

New roles have also been taken by Philip Perez from The Argentinean Advertiser Association (CAA), who becomes Regional Vice President for Latin America. Four other National Association Representatives also join the Executive Committee; Manuela Botelho, Secretary General of Portugal's APAN, Yang Han Ping, President of China's CANA, Rikka-Maria Lemminki, Managing Director of ML in Finland and Jean-Luc ChĂŠtrit, CEO of France's UDA.

Folake Ani-Mumuney from the Nigerian Advertiser Association (ADVAN) becomes the Regional Vice President for Africa. Other appointments are Harish Bhat, Brand Custodian at Tata, Dan Burdett, Director of Marketing Innovation EMEA at eBay, Barnaby Dawe, Global Chief Marketing Officer at Just Eat, Raja Rajamannar, Chief Marketing & Communications Officer and President Healthcare at Mastercard and Belinda Smith, Global Director Media Activation, Electronic Arts (EA) are also joined on the WFA Executive Committee by Caroline Stephens, Senior Director, Total

David Wheldon, CMO of RBS and Matthias Berninger, Vice-President, Public Affairs at Mars, continue to serve as WFA President and Deputy President respectively.

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AKWA IBOM ASSEMBLY PASSES SIGNAGE, ADVERTISEMENT CONTROL AGENCY BILL The Akwa Ibom State House of Assembly has passed into law the bill to establish A k wa I b o m S tate S i g n a ge a n d Advertisement Control Agency.

putting the right people in place to control

According to a report by the House' Committee on Environment, the law will “sanitise the practice of outdoor/indoor advertising and hoarding to the benefit of the state.” The law was also expected to protect the Akwa Ibom environment through “regulating indiscriminate and indecent display of non-approved posters in public places Speaker of the Assembly, Hon. Onofiok Luke, said during plenary that the bill, when signed into law, would enable the state government generate revenue from outdoor advertising as well as put in place control against environmental hazards occasioned by such marketing communications activities. He said the law was a “concrete step towards

outdoor advertising in the state.” It will be recalled that Hon. Onofiok Luke had

in 2012, moved a motion seeking government action against indiscriminate advertising, especially on primary and secondary school walls. Recalling the motion, the speaker said: “It was my humble opinion that our young children be spared the consumerism tendencies of such outdoor advertisements, at least within school hours. “The House made recommendations urging government to act in line with that motion by ensuring that stringent control measures were put in place to check activities of advertisers. “I am therefore delighted today that this honourable House has taken a bolder and more concrete step to make a law that will put the right people in place to control such and m a ny o t h e r fo r m s o f o u td o o r advertising in our state.”

ADVAN SET TO LAUNCH MARKETING ACADEMY In the ever-changing world of marketing, where Marketers constantly find themselves being challenged by new trends and everaltering technology. It is of utmost i m p o r t a n c e t h a t M a r ke t i n g Professionals are equipped with the best information to help navigate this new and complex environment of marketing. The ADVAN Marketing Academy, in partnership with some of the best international and local business and marketing institutions, will provide practical, made to measure training modules to deliver skills for immediate use to the nation's marketing professionals.

Marketing value chain, it became imperative for us as advertisers to lead its development through the creation of value based initiatives. As the group that essentially funds the industry, we must be dogged in equipping ourselves with the prerequisite k n o w l e d ge needed to maintain the position of a thought leader.

Background:

Objectives: The ADVAN Marketing Academy will equip members with the precise skills needed to

As a major stakeholder in the Nation's Signage May 2018

prepare for marketing's future, increase the knowledge of their teams, and enhance their brands. Our programs which will include online, as well as on-site training, will essentially : 1 Provid e Po st Grad u ate Marketin g Certification Programs for Executives 2 Work with your organization to identify team's skill gaps and help build a customized marketing training program. 3 Create a database of qualified Marketing Professionals 4 Equip you and your team with the right tools for effective Brand Building 5 Support you in your personal developmental goals Although training programs of the academy will commence in the next one month, the Formal Launch of the Academy will come up in June.

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

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

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

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OOH

WEBSITE RANKING SIGNAGE OUTDOOR ADVERTISING COMPANIES WEBSITE RANKING This ranking is limited to companies in the Out of Home (outdoor and indoor) and digital sign business excluding servicing ďŹ rms and ad agencies. This ranking will give more importance to social media presence, a toatl of 15 points is possible parameters Who you are staďŹ&#x20AC; Name Address Email Pictures

points 6 points

Phone Number Contact Form Hoardings Billboard Loca on Individual board picture Board video Website design Ac ve blog Easy to read site Social media presence Facebook Twi er LinkedIn

6 points

3 points

winners will be announced at the end of each month. for enquiry, please contact the editor through signagemag@outlook.com or +2348116532923 Signage May 2018

Verba m May 2018

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verba m The tough part has to do with the fact that the Nigerian Market is a peculiar one, its not something you can easily pre-determined. The Nigerian market is something you have to experience, you need to through and encounter it and then know how you will meander through it

I do not neccesarily agree with any no on that print adver sing builds brands stronger than other pla orm...........they serve diďŹ&#x20AC;erent targets; understanding the strength of each medium is what ma ers. - Uzo Okoye Managing Crea ve Director, Etu Odi Adver sing November 2015

- Lekan Oganla CEO, Taxi-Ad Limited June 2016.

There was no Winner for our April Edi on

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Call: 08087494348, 08032746719 POWERED BY: ONASCO NIGERIA LIMITED

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