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OAAN Nick Symmonds sells Ad space on his arm

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t gladdens our heart for the kind of viewer ship / readership our first edition got in the space of a month, our analytic data report just kept increasing, it was so amazing that we recorded over 400 active users over three digital platforms (we have records to show for it) considering the fact that our social media platforms were under utilized. In these days of telephones that take more pictures than voice calls, widescreen 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. This month, another veteran within the Out-of-Home Advertising Industry in the person of Late Alhaji Kehinde Olasode, the CEO Abiok Publicity Limited, died after a very brief illness. Our heart warm condolences to Abiok Publicity Limited and to the family he left behind. May his gentle soul rest in peace. This edition is specially package for your reading pleasure, enjoy Oyekan Babajide Team Lead/Editor

Editorial

S&T Media set to grow with $1m investment

a go s - b a s e d d i g i ta l a d ve r t i s i n g company S&T Media has secured seed funding to invest in AdPump - the only digital advertising network in Africa to target consumers at petrol pumps. Echovoc partners has committed up to $1 million for AdPump, which will be invested in expansion, product development, hardware and staff secure acquisition. The investment was secured after AdPump’s successful rapilot to launch and install 160 screens across Lagos in 17 strategically

located filling stations In March, S&T Media also secured exclusive retail deals with international outlet Spar and Spanish-based CityDia, to install their latest innovation, AdEdge, an in-store digital advertising screen that installs screens on the aisle shelves to bring commercials to the p o i n t o f p u r c h a s e . S&T Media has signed exclusive distribution deals with a number of Nigeria's filling station companies, including Oando Plc, Forte Oil and Total Plc., totalling 1,000 stations across the country. The company has also signed up key advertising partners including Etisalat, Jumia, Smile Communications, House on the Rock, GT Bank and Mall for Africa. Tolu Roberts, S&T co-founder says: “Since inception we wanted to create platforms that can give brands the location-based reach they crave in a more efficient and targeted manner. Securing institutional funding with the right investor has allowed

us to accelerate that vision, as we rapidly develop and install platforms that connect brands with digitally-captivated consumers. “With EchoVC on board, we have found more than just an investor but also a partner who understands effective growth of tech start-ups. We are confident that we can penetrate the advertising market with our innovative platforms whilst leveraging on E c h o V C ' s s t r a t e g i c p a r t n e r s h i p s ”. Launched in 2014, AdPump has secured the

sole distribution rights for 22 inch in-pump digital screens in Africa. The team installs the digital media screens in filling stations and programmes them with advertisingsupported content which is viewed at the p u m p s . With content deals with some of Nigeria's largest broadcasters, including Channels TV, HipTV and Pulse.Ng, to show the latest news, sports and entertainment news, AdPump screens have already recorded over eight million audited views, with each location recording 60,000+ visitors per month and each visitor spending an average of four to six minutes at the station, up to f o u r t i m e s a m o n t h . Eghosa Omoigui from EchoVC Partners added: “We were impressed with S&T Media's ingenuity in developing new routes to market for advertisers in Africa, namely via location-based digital. The velocity at which they've built a for-Africa product, attracted content suppliers, key advertising partnerships as well as a distribution

News

network with such notable brands, is a combination of their excellent product, as well as the market's willingness to use targeted marketing methods to reach their e n d u s e r.” Having secured advertising partnerships with some of Nigeria's biggest brands, S&T Media are also looking to open the digital advertising space up to the country's millions of SMEs and are rolling out an online media purchasing tool for those with more conservative ad-spend budgets.

"With this innovative tool, SMEs will be able to pick and choose which locations they would like to advertise across our network of screens, either at the pump and at retail stores, directly from our website. This empowers small business owners, who have limited advertising budgets, to have more control over their marketing messages. This is also a first in Africa," Roberts said. Nigeria's advertising spend currently stands at about N100b ($500m) a year, and according to PWC, is the fastest growing market in the world, boasting 15.1% CAGR. Capitalising on the continent's fast-growing consumer class, and working with both homegrown and global brands to connect products and services with end users, AdPump is marrying the latest technology with hyper-targeted messaging.

Source: brandarena.blogspot. com.ng

Whilst telco companies and multinationals are responsible for the majority of advertising spend on the continent, there is a growing awareness of the need for a voice in the market for smaller companies. Signage vol.1 No2

Ogundoyin: Outdoor Advertising is Reinventing to Provide Cost Effective Services The co-founder of S&T Media, Mr. Soji Ogundoyin, spoke on how outof-home practitioners are leveraging digital and other innovations to help clients survive the global economic challenges to remain on top

ow are outdoor practitioners coping with the current global economic situation, which has forced many local and multinationals to prune down their budgets? The global situation affects all sectors, advertising inclusive but it comes with advantage. This is the time for brand owners and agencies to think out of the box on the creative platform they can

interview by Raheem Akingbolu, culled online

explore to position their products and services without necessarily run their finances dry. This is also the ideal time for agencies to go out there and look for solutions that would be cost effective. By doing so, it will be a win â&#x20AC;&#x201C; win situation for both the agencies and their clients. There are fears in some quarters that if things continue like this, a time will come when advertising may not be necessary? The answer to that is simple; cHowever, there will always be new ways of doing things. That is where innovation and creativity come in. I laugh when I hear people say, the success of social media will kill advertising or that economic crisis will force companies to do away with advertising. Those are assumptions that

SIGNAGE.NG

will never come to pass because businesses need advertising to grow and survive. S&T Media is a new agency, what new things are you bringing into the table? S&T is not entirely new, having been around since 2014. What I think is new is the fact that we pioneered a number of advertising solutions that are currently impacting well on brands in the market

place, especially the Adpump advertising innovation at filling stations. As an outdoor agency, S&T focuses on placebased advertising with the vision to provide services to our clients at affordable cost. Place-based advertising is a sub-sector of outdoor advertising market. Despite the power of this solution and its appreciation abroad, Nigerian practitioners were yet to explore it properly when we came in and we saw the need to tap into it. Adpump is a digital screen that is placed on top of petrol pump. It connects consumers easily because as motorists are buying fuel at the stations, they are viewing the digital platforms. Because of the proximity and colour display, the technology easily connects consumers and that is the beauty.

How did it all begin, did you plan to go into advertising from day one? I studied Political Science in the United Kingdom and returned home to observe the National Youths Service Corps in 2007 at THISDAY newspapers. After my service year in THISDAY, I travelled to Taiwan, where I stayed for two years to study and learn Chinese language. That was where I got exposed to advertising properly and

saw some vacuums that were yet to be filled in Nigeria. I saw the technology and appreciated the colours. On my return, I reconnected with my childhood friend, Tolu Roberts and tabled the idea before him. Two things informed this, he u n d e rsto o d t h e N i ge r i a b u s i n e s s environment better and he is someone that I get along with very well. Before then, he had been involved in a few businesses, including Real Estate and Energy Services, which gave him an edge in terms of understanding the terrain. With this, we started S&T Media and pioneered several innovative digital advertising platforms including AdPump, which we saw as a good platform for advertising at affordable cost. CONTINUED ON PAGE 9

CONTINUED ON PAGE 8 Aside its cost effectiveness, what other selling points can you highlights as Adpump edge over other platforms? The technology is unique, considering what it capable of doing and its impact on consumers. Above all, the price and efficiency of the solution give it an edge at this crucial moment. For half of the price of about N150 million on a billboard, the advertiser can have 17 locations across Lagos dealing with a minimum of 1,800 vehicles per day. It is reinforced targeted advertising for the same reach. For Adpump, you are predisposed to listen to the entire advertisement than when you are on motion. Again we have nationwide partnership with our filling station partners. Currently we are starting in Lagos and we are likely to extend to West Africa all linked. An advertiser can segment areas within our platforms he/she wants the adverts run. The advertiser may not buy all the locations. A client can p u s h different products are different audiences/ markets. H a v i n g successfully introduced the solution in many p e t r o l stations, how has the feedbacks been?

The way it is planned, the ad is expected to run for four minutes. What we done is to have 30 seconds advertisement of one Ad, the 30 seconds entertainment and 30 seconds sports. This is televisions condensed within four minutes. If you come any time, you must get the messages within the four minutes cycle. At the platform we provide consumers with all they want. For now, we have our pilot locations with Oando after the World Cup in 2014 in Brazil. Within the p i l o t p h a s e , w e w o r ke d o u t t h e technicalities of it. It must however be noted that the TV screens are networked. We speak to our screens remotely through 3G network. Within the 6 months of our installations we made sure that we have the system perfected. Once you purchase Ads with us and since it is networked, you are purchasing across the aggregates of locations which gives the reach and targeted audience you want.

as vehicles park to rest before continuing their journey. So we feel it is a place to actually use for communication to the large demographic audience. It is outdoor targeted advertising. What advantage does adpump has over other digital platforms? It brings the messages closer and this allows brands to easily connect their audience. This is possible because television has the captivating power. As a kid, we all grew up watching TV and how it plays on colours and images. Many people are already aware of adverts that prop up on our TVs, and when you see the adverts on outdoor, it gives you the nudge you need. We believe that the same Ad the consumer sees on TV at home is now seen at filling stations and there will be instant recognition and this will create actual drive for action. We are reinforcing TV ads, not try to replace them but reinforce t h e m i n o u t d o o r medium.

ADVERTISING WILL ALWAYS REMAIN A MAJOR TOOL FOR POSITIONING

It has been encouraging ; discerning Nigerian co n s u m e rs have simply shown that they have eyes for the best. The way it works is that we aggregate everything. For now we have about 17 locations across Lagos State. Some of the stations are 24 hours service. These stations balance out with other stations that close at about 10pm. As advertisers become discerning and look for more value and more efficiency in the advertising space, this kind of platform gives them what they need. It is no more business as usual as advertisers. And we hope we can be the company that would give value to brands and media buyers to get more efficiency. Who are the target audience of Adpump and why is it not in thickly populated areas like Agege, Iyana Ipaja and so on? It targets all consumers and motorists but the truth is that we are expanding its reach gradually. We are rolling it out in phases and very soon, we will move to other part of Lagos and to other cities in the country.

Since many messages would be shown on the TV screen at this same time, how do motorists who spend few minutes at filling stations experience all?

We also partnered with Channels TV which allowed us to show Channels TV news. We have other media partners. By these partnerships we managed to gauge the impact. The impact has been tremendous. In terms of metrics, we believe that Adpump gives value not only on cost but in terms of metrics. We can tell the sales that happen in each location thereby translating to the number of eyeballs. We want to be equivalent to biggest TV shows in Nigeria.

Beyond quick message advertising, what else can the public get through the platform? The Innovation is premium for brands and a ny t y p e o f m e s s a g i n g ; n o t j u st advertising but messaging service as it has the power of captivating the audience. When buying petrol the audience is predispose to listen to the messages that are targeted at them. It is brilliant platform. Since petrol stations are commercial centers, it is not just about cars, but it serves as bus stops, convenient buy recharge cards and places for relaxation

W h at o t h e r products do you have for the market?

W e a r e working on m o r e solutions to further add values to our clients. At the moment, we are concluding w o r k o n A d a g e , a n o t h e r u n i q u e platform, which we are planning to launch at Spar and other supermarkets. It is a TV screen to be placed on the isle and as you are walking for shopping, you will be engaged through the platform. With this, we hope to drive instant sales and instant purchases

What do you think the rest of the year has for advertising? Generally speaking, there has been lull in the business landscape in the last few months, no thanks to the global economic crisis. Now, government and business o w n e rs a c ro s s t h e co u nt r i e s a re re a d j u st i n g to c o nte n d w i t h t h e challenges. In Nigeria, the current administration has the goodwill and a lot is being done to reposition the economy. This, coupled with the fact that foreign investors are considering Nigeria for investment will boost the fortune of advertising for the year because both players in the private and public sector will require advertising for effective communication.

Signage vol.1 No2

Nigerian Update

OAAN fixes date for Poster Awards, introduce new award category and unveils 10th Anniversary Logo

utdoor Advertising Association of Nigeria, OAAN has announced the introduction of a new award category for its annual Poster Awards.

The award, which is in its 10th edition, was conceived a few years ago to celebrate creative excellence within the advertising practice in Nigeria.

OOH Advertising

This year's edition according to the award committee will be a special event, as it will bring together all stakeholders in the industry and create a platform for them to deliberate and collaborate.

“The new category; 'Regulatory Agency of the Year'. It is a key addition to the award in appreciation of the role of government agencies in our industry. It is also to show that we welcome them and we are ready to work together with them and strengthen partnership for smooth operation” according to the Award Committee Chairman, Mr. Ladi Sole. He explained further that the motive behind this is to strengthen partnership with the regulators and ensure smooth operation, which is in line with the theme of 10th edition of the Award, “strengthening our partnership”. He noted that other categories for awards consideration remain the same. He encouraged the Creative and Buying Agencies to seize this edition to make landmark in the number of entries the summit,” he said. As part of activities to mark this year's Poster Awards, the association unveiled a logo for the 10th Poster Awards slated to hold on June 30, 2016 at the prestigious Eko Hotel and

Suites. Poster Awards is the pride of the association, it does not only show the association's appreciation of creativity in the industry, but creates a forum where stakeholders in marketing communications and other works of life meet to interact in an atmosphere of relaxation, beauty and splendor. This years panel of judges are drawn from the various sectoral bodies and institutions to give credence to the exercise, they would be inaugurated on May 18, 2016. T h e

President of OAAN, Prince Babatunde Adedoyin said despite the economic challenges facing the country, the association has put in place various plans to ensure that the event is successful. He added that, this year event has been designed to give great prominence to the business session where renowned players in various sectors that affect the advertising subSector would be in attendance with the key note address to given by the doyen of the marketing communication industry, Mr. Biodun Shobanjo. He will be talking on the topic ” Indices of a Vibrant Economy: Outdoor Advertising – A catalyst for growth”. Adedoyin also confirmed that the Minister for Information and Communication, Alhaji Lai Muhammed, would grace the occasion as the chairman. The event which took place at the association's secretariat, Amuwo Odofin, Lagos witnessed heavy presence of out-ofhome media practitioners and members of the press.

Optimum Exposure to launch the Largest Digital Billboard in Sub-Saharan Africa

h e Pa r t n e rs h i p b e t we e n O p t i m u m Exposures and Daktronics has given birth to the Largest digital billboard in sub-Saharan Africa. The Iconic board which was slated to go live on Wednesday June 1 was moved to a later date to be announced.

Story first Published by marketingedge.com.ng

The Elephant board as it is been called will provide an innovative platform through which brands can reach, engage and connect with prospects, customers and the public in an absorbing manner never before seen in the out-of-home industry in Nigeria. ‘The board is both digital and social; its mind-blowing’ said Mr Adio. Mr Bayo described the landmark as part pf his comany’s commitment to boosting brand building and communication efforts in the Nigerian market.

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In Addition to delievering digital messages on brands that take position on the board, the Elephant, nimble, so to say, is the first socially responsible billboard in Nigeria. It would be displaying accurate time and temperature in addition to notices of happenings or breaking news in Lagos. Some unique features of the Elephant Billboard include ability to engage the public through social media platforms, including Facebook, Instagram and twitter. “Each brand can take advantage of the Elephant to build intimate engagement with the public and ensure a conversation that might quickly convince patronage” says the Marketing Manager, Lucia Akinwolere. the impact this will have in the industry will be seen im days to come.

Kayode Oluwasona Becomes AAAN 19th President

he Managing Director of Hamonee Concepts Limited, Mr Kayode Oluwasona has become the 19th President of the Association of Advertising Agencies of Nigeria, AAAN. He emerged winner at the concluded 43rd Annual General Meeting/Congress of the association which took place at the Le Meridien Ibom Hotel and Golf Resort, Akwa Ibom State. The AGM themed, “Communication as a toll for National Development “ got Mr. Ikechi Odigbo

In other News

Of DDB as Vice President; Mr. Wale Akintunde of Centrspread as Treasurer; Mr. Steve Babaeko of X3m Ideas as Publicity Secretary and Mr. Onuora Molokwu as Assistance Publicity Secretary. The AGM created a platform for a robust discourse, election of new executives and the induction of six new members;Red Uhuru imited, Up in the Sky Limited, Brandzone Consulting LLC, Adeptus Limited and Thinkshop Limited.

Noah’s Ark Relocates Office

he most creative Agency in Nigeria 2015: Lagos Advertising Festival (LAIF), winning 1 Grand Prix, 4Gold, and & 4 Silver award; Noah’s Ark Communications Limited has relocated from its Maryland Estate office to a new, bigger and world class office in the highbrow Government Reserved Area (GRA) Ikeja , Lagos.

Adisa further explained that the relocation of the company to its new office is in line with the vision and mission of the company to create an excellent working environment for our people who are the most valuable assets of the company

The new office located at No.9, Sowemimo Street is equipped with the state-of-the-art facilities and technology, a serene ambience with dedicated inspiration room for creative personnel to incubate creative ideas. A well fully equipped Audio-Visual production studio for one of its subsideries, Underdog Production. The new office became very imperative considering the growth experienced by the company which has led to an increase in the clientele base of the agency and invariably increase in human resources/capacity according the Managing Director, Mr. Lanre Adisa.

Steve Babaeko Raises Nigerian Flag at the New york Festival

s the Annual General Meeting/ Congree of the Association of Advertising Agencies of Nigeria (AAAN) happening in Akwa Ibom State, Nigeria. Steve Babaeko, Chief Creativity Officer/CEO, X3M Ideas was in New York, United State of America flying the GREEN WHITE GREEN as part of the Grand Jury to select this years international Advertising Awards for Mobile at the New York Festival.

while Steve was in far away New York, He emerged the Publicity Secretary at the 43rd congress, before his emergence, he was the Assistant publicity secretary of the Association and the Vice President of the Lagos Advertising & Ideas Festival. Babaeko on his social media pages lamented “everything is okay and going smoothly but Nigeria is not represented in the advertising awards festival described as the best in the world” Notwithstanding his observation, he was still delighted that he is representing the face of Nigerian Advertising and the country at large. Here are some of the pictures of the New York Festival at the Lincoln Center’s Frederick P. Rose Hall Broadway at 60th Street, New York

Story first Published by Brandcrunch.com.ng

Signage vol.1 No2

Article

Top 10 Experiential Marketing Trends to Expect in 2016 Calum McGuigan is the President at Fervent Events, an experiential marketing agency based in Toronto, Ontario which operates all over Canada. Here, he provides his top 10 experiential marketing trends to expect in 2016, 1) Increased Budgets Expect to see more, higher quality activations. In 2013 experiential marketing budgets grew by 7.9% and then a further 5% in 2014. Budgeting figures aside, it’s obvious even to the naked eye. Five year ago simple kiosk set ups were customary sight in mall or festivals. Simple is now a thing of the past, technology. engagement and social are integrated into all activation. These advancements are a direct reflection of money now spent in the industry, 2) Subsequently; Expect Increased Permit Costs Permit costs at private property's, malls, festivals, events and trade shows seem to be like housing prices, they increase exponentially. Event planners and property groups are realizing the true value of experiential marketing vs. old cash cows like a r b i t r a r y sponsorship levels. We have noticed activation permits increase by over 200% in 5 years at some locations. Fervent Events paid one property group $2000 in 2010 for a one-day activation. That location is now $4500. 3) Bigger Brands Will Continue to Combine PR with Experiential Marketing It's the ideal way to create their own engagement story. Neither service is an expert in each other, but both are friends in commerce for life. PR & experiential marketing agencies/departments creating strategic partnerships, is mutually beneficial. Red Bull have been doing this for years. 4) Differentiation Between Social & Experiential On the back of #3 it's important to note PR & experiential are friends in commerce, but friendship that still needs work. In the past some companies have created a 5-minute stunt purely for social buzz. To me, this isn't experiential, it's purely a social campaign. The relationship between PR & experiential will flourish when PR comes after the experiential. Let the marketers produce a program….tag PR on the back of it. Not vice versa. This is starting to happen.

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5) Experiential Marketing Will Continue to Integrate Sales Experiential marketing programs often have a sales component, and it's murky. This is a result of experiential marketing still being a relatively new industry, and needing to show ROI. Even though traditional media can rarely prove direct ROI and never has, experiential was shaped in a modern marketing age. TV, radio and for many parts print media still get away with no direct ROI being attributed to them, well, because 'it's always been that way'. However,

brand ambassadors have supportive tools like ipads and POS software. This means more often than not a 'sign up' component is integrated making campaigns all the more accountable. 6) Out with The Old Expect to see less photo booths and charging stations. These are great tools, personally I'm a big fan of photo booths, however they were exhausted in 2014 & 2015, in the same manner the QR code was exhausted in 2013 & 2014. 7) In with The New Mobile truck activations and refurbished shipping containers made a splash in 2015, this summer they'll be even more apparent. This is both a wow and $$$ factor. A mobile pop up (truck) can go direct to a target demo and it's much more economical than a 1month 2000sq ft pop up lease. Pop up shops are great, but do it right they're expensive. The refurbished shipping containers also provide that urban cool feeling, which looks less corporate, less planned and more hip. And that's what people want to connect with. 8) Brand Ambassadors will become Brand Advocates We know what brand ambassadors are, and we know what student influencers are. Brand advocates is what we all marketers want, people to represent the brand onsite during activations (as a paid brand ambassador) and online at other times (as a paid influencer). 9) Olympics 2016 & Euro 2016, The Perfect Guerrilla Marketing Opportunity…or not Publicity stunts at mega events are a thing of the past. Increased security due to political factors would (a) make guerrilla marketing difficult (b) frown heavily upon anything that was implemented. Risk now outweighs reward. Only 6 years ago a Dutch beer made waves at the World Cup in South Africa with an in stadium stunt. At 2004 Olympics Golden Palace also made same waves. I wouldn’t expect anything similar at this summers two mega events. 10) Another 1000+ New Companies Will Launch Tomorrow… Our industry continues to grow. Six years ago I knew most companies in Canada, Google searches now show new companies monthly it seems. Why? Integrated marketing agencies are creating experiential divisions; ambitious marketers are going solo (little start up costs / equipment needed); younger graduates who have grown up with smartphones and experiential have fresh, relatable insight; remember point one – budgets are growing!

Audience measurement extended into Africa

ffective Measure (EM) have announced the launch of their reseller partnerships in Ghana, Kenya, and Nigeria, extending audience measurement into Africa.Image by 123RFEM integrates their media planning and data tools, information on media metrics, customer demographics, psychographics, and life stage data through one easy-to-use, intuitive dashboard. This Audience product is available to advertising agencies and brands, on a subscription basis, to effectively plan digital m e d i a c a m p a i g n s .

African Update

Middle East and Africa earning revenue quarterly. Transparency and data privacy is of paramount importance. Therefore, every step has been taken to ensure the interests of all digital content providers have been considered.

Digital publishers in Ghana, Kenya, and Nigeria can now choose to use EM in two ways. Large content hubs may choose to pay for Audience, which is based on an annual subscription fee. There is the alternative to digital publishers or any digital brand, whereby they could opt-in to the emPower Data Co-Op. Instead of paying for audience measurement, Effective Measure returns revenue to the opted-in partner, in exchange for being able to sell their audiences to interested advertisers. EM takes responsibility for all segmentation of audiences and demand integration. Buying these audiences is currently exclusively available through agencies that have Google Bid Manager accounts. The audience segments are licensed to an approved partner agency at a predetermined yield set by EM. emPower Data Co-Op has grown by 97% m o nt h - o n - m o nt h s i n c e i t s l a u n c h i n November 2015 and currently has more than 130 publishers and digital brands across the

Ants Marketing Campaign to support Paralympians

NTS Out dioor Advertising Company has trown its weight behind Namibia’s Paralympic team that is currently preparing for the Rio Paralympic Games.

“we started with an SMS campaign but we haven’t really received a positive responsetill now. Ants has now come on board and offered to help with the marketing,”nHe said. According to Ants’ managing director Bebe Huseb, their support will mainly be marketing in kind and through the sms competition.. The aim is to give prizes to the nation through the SMS competition. We ‘ll solicit advertising space on billboards, as well as in print and electronic media to promote the athletes. we are also aiming to get airtime on NBC and mobile bill boards and we will move around windhoek to make public aware of the athletes”. He said.

The Namibian Paralympic Committee had earlier already started an SMS competition called ‘Road to Rio” but according to secretary general Mike Hamukwaya it hasnt been very successful to date

in photograph Bebe Huseb and Michael Hamukwya

Huseb said they were aiming to raise N$5 million through the campaign. it’s a great honour to work with Namibia’s Paralympic athletes because they are always delight and the only team that bring back medals to Namibia - the are hungry for success, he said. Signage vol.1 No2

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SIGNAGE, a FREE digital monthly journal, the leading source of news within the Advertising and Marketing communication industry (with a bias for the Out-of-Home Advertising Industry) in Nigeria, Ghana and ultimately the entire West Africa sub region. it deals with critical information such as industry News, technical tips, legislative, regular and in-dept analysis. In addition, it reports on the latest news from all over the world, republishing articles from our friendly magazines

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The Eight Commandments of Outdoor Advertising The commandments within assure a firm foundation when designing a billboard. It’s up to you to decide what your message is and the concept that will deliver it, but if you follow these guidelines, you’ll be a lot better off than 70% of outdoor advertisers.

Thou shalt not use more than 7 words.

This is hard, I know. But not a single driver in the world will be able to read much more. Even if the billboard is at a stop light, people won’t even want to read it if you have more copy than this.

Thou shalt not use irrelevant images.

Your dog doesn’t belong on a billboard just because you think he’s cute. Only use images that help set a tone or illustrate your concept. And unless there’s a really good reason, you don’t need to be on a billboard. I’m not going to choose you as my real estate agent just because I saw your face 14ʹ tall.

Thou shalt not use bright crazy colors inappropriately.

These colors have their place in some ads, but more often than not, they’re misused. As if pure yellow backgrounds are really going to make people look. Ads get attention because they’re

Article

based on a solid strategy and well-designed, not because you use bright colors. In fact, relying on obnoxious colors can damage your image and make you look like a sleazy used car salesman.

Thou shalt not use more than one point of contact.

If your ad includes a phone number, street address, directions to your location and a website, you have three too many points of contact. Some might even say four too many. If you make a great ad, people will seek out your business.

5 6

Thou shalt not use starbursts.

They make you look cheap. If what you put in this starburst is that important, it should be the main message on your billboard. Thou shalt not use system fonts.

Stop using Arial, Impact and Times. There are much better fonts that are far more readable. The general public probably can’t articulate this, but using these fonts makes your ad look generic and hurts your credibility. Just try something with a little personality. Making any font ultra-bold condensed and italic does not qualify as personality. If it came with your computer when you bought it, it’s probably a good idea to not use it.

Thou shalt not always include a call to action.

'OOH is advancing at a faster pace than most people might have thought' Glen Wilson is the managing director at Posterscope UK

Not every ad needs this. It’s just a buzzword that some marketers made up so they could sound like they knew what they were talking about. Your entire billboard is a call to action whether that action is to buy something, turn at the next light, find more information, join a group , get excited, generate buzz or simply be aware that the brand exists. None of these actions are taken simply because you told people to do so. As long as your billboard creates some sort of emotional response, viewers will decide what action they want to take. If you don’t create an emotional response, they won’t take any action at all. Adding “call now” just tells viewers that you think they’re stupid and have no idea what to do.

Thou shalt not ignore thy audience.

Take care to know who you’re speaking to, and speak to them in the right tone. Your target audience is not everybody. Narrow your focus and you’ll make more sales. The best analogy is a shotgun versus a sniper rifle. With a shotgun you spread your chances of making a kill. But the sniper rifle guarantees it.

This article was first published on campaignlive.co.uk

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Birthdays in conjunction with

KOLADE F OWOLABI MAY 10 2016

EMEKA OKEZIE MAY 18 2016

YINKA ADEPOJU MAY 19 2016

BIDWELL OKERE MAY 20 2016

UMEM AFANIDE MAY 21 2016

OLUBUNMI B. OKE MAY 23 2016

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LASAA Management recent visits

photo roll of a recent visit by the Lagos state Signage and Advertising Agency LASAA management team to its branch offices at Ikeja, Onigbongbo and Kosofe. The team was led by the Managing Director, Mr. Mobolaji Sanusi, alongside Mr. Mutiu Bello, the Deputy General Manager; Mrs. Olamide Oyegoke, the Head of Business Development and Support and Mr. Siraj Bello, the Head of Enforcement, Monitoring

& Compliance. The Management also received guests from the Lagos State Parks and Gardens Agency LASPARK with its General Manager; Mrs. Abimbola Jijoho-Ogun leading the team. The Lagos State Waterways Authority (LSWA) led by Mrs. Abisola Kamson on a courstesy visit to the Lagos State Signage & Advertisement Agency (LASAA).

Focus on LASAA

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We are a fully Steel Fabrication company, driving value and efficiency, delivering world class solution using the best equipment and tool: Tel: +234 803 772 6790 www.pemjolad.com www.twitter.com/pemjolad www.facebook.com/pemjolad www.instagram/@pemjolad

We offer off-site consultation to ensure that we know the important factor such as: the exact location, Soil structure, traffic pattern as well as other factors necessary to create a compelling structure that can sell itself to advertisers

DESIGN PEMJOLAD project management team incorporate highly skilled and experienced employees and contractors, whether you have no idea of what you want or you have a fully developed concept we at PEMJOLAD can work with you to realize your design requirements

CONSTRUCT Successful Signage is more than just taking sign and sticking it on walls. At PEMJOLAD, we fabricate what designs, keeping track of each and every part of the process to ensure a outcome that is well-worth seeing. Our fabrication team consist of trained, certified welders utilizing state-of-the art equipments

INSTALL Our promise to you is a worry free installation from knowledgable and experienced team of insured and licensed professionals. Our comprehensive installation process have pioneered many safer and more economic ways of installing and maintaining large format outdoor signage

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We have a crew that can handle your installation from ground up, we own, maintain and regularly upgrade our large and reliable fleets, making us self-sufficient reliable and flexible.

Hereâ&#x20AC;&#x2122;s a collection creative billboard advertising designs, these ads are very different to your usual billboard advertising and have showcase just what you can creative with billboards.

Creativity

has no

boundaries

Billboards are the most common form of outdoor advertising. Large and prominently placed, ad agencies are continually thinking of new and innovative ways to use them to grab the attention and imagination of their target audience. The following brilliantly creative examples of billboard design do exactly that. Which is your favourite?

Mustang Smoking-Burnout Billboard This billboard was showcased in Detriot. Ml at the woodward Dream Cruise, the worldâ&#x20AC;&#x2122;s largest one-day automotive event. A smoke machine was installed behind the board, and every few minutes the real wheel would spin, spewing smoke for the ultimate one-minute burnout.

Signage vol.1 No2

ALHAJI

KEHINDE

OLASODE 20

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OOH focus

Location is key to OOH future

echnology and mobile is driving the real change in the advertising, media and communications industry, including out-of-home.

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 advertising, media and communications i n d u s t r y . 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 'Pioneering OOH 2016' report.

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 "realtime, 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 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. Ease of fulfilment 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 . This particular development addresses consumer obsession with

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eliminating time wastage, not having to stand in queues and achieving instant gratification. It is focused on real-time, or preorder 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 in-store 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 purchase to delivery" service, giving consumers a near-real time fix on buying and delivering. The role for OOH here is to enabled the real-time 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 collect' The second of these two "convenience" oriented developments look at the 'Click and collect' shopping behaviour of so many time-starved 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 D i g i t a l O O H . 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 or small, is working fo r a d ve r t i s e rs . In closing, it's about understanding the needs-state 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!

Experiential Marketing is taking technological twist - EXP boss Everyday consumers routinely encounter marketing efforts that promote an endless variety of brands and products. Unsurprisingly, consumers are weary, guarded, and circumventing any attempt by marketers to gain their attention. Experiential marketing thus engages consumers on a more intimate and personal level by building meaningful connections through shared moments and events. CHALLENGING MARKET: I am not sure if the Nigerian market is actually strange, but I think the market is a bit more challenging compared to other markets, giving the swell size of the country. Having operated in a 22 million to 40 million population market is different from having to do business in 170 million population m a r k e t . Strange!. I donâ&#x20AC;&#x2122;t think, but challenging, no matter how challenging it is, it poses for more opportunities. F r o m t h e experiential marketing stand point, giving the challenging nature of the market, it, shows that there is more need for us as experiential marketers to be sure that our brands connect with consumers, and as such we have to deploy tools and tactics that will get the brand we manage or look after get higher share of the consumer heart.

have now understood that there is the need to keep momentum in respect of their brand presence. As much as you know across board there will be some reduction in terms of spending in terms of professional budget. I do not believe they will completely cut into the marketing budget. I think however that there will be a reduction in spend. The challenge that is actually posed is

ECONOMIC CRUNCH: Yo u a r e r i g h t , when there is a likely economic crunch, the marketing department is the one CEOs always look into, and the first point of call of cutting budget. Is it actually the right strategy?. T h a t i s u p fo r debate, there have been a lot of discussions and whitepapers around such strategies. There are those that are completely against it and have put up rational defense, that is why it is not naturally a good move. So far as I have witnessed in the past weeks or so, marketers

how do we take that same one dollar and generate a true value out of it. I think for any marketer this is actually the idea condition, because in terms of opulence we tend to spend without too much regard to what they do. In this respect, we have to do it right, look for the right solutions, not to go

for qualitative kind of approaches, but not quantitative kind of approaches. I think we might have a bit of reduction, I think we will see more brands being loud, because, like us in EXP, in whatever we do we give value. We give more voice to the brand.

Nigerian Update

Experiential Marketing

CREATIVITY AND INNOVATION: We are always prepared to be creative and innovative. I think gone are the days when one could employ the same tactics overtime. I think without the down turn the country is facing r i g ht n ow, consumer habit had habit overtime has been changing. Today we are into the digital world, the digital space, today consumers touch point meet b r a n d s a t different levels, today consumer touch points are no longer what they used to be some years ago, right now what we think about is what the channel means, what the touch point means. So that has forced us over the years to be innovative, how to go about it. Digital, mobile and social marketing have b e c o m e important means in everything we do. So innovation is something that m a r ke t i n g w i l l always subscribe to, we do not wait for such market condition to force us to be innovative, actually because we have always been innovative in everything that we do, that you know being able as a company to stay as the leading experiential marketing company.

Gil Kimani new Managing Director of EXP Marketing Nigeria

Story first Published by www.vanguardngr.com interview by Princewill Ekwujuru

Signage vol.1 No2

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lhaji Kehinde Soliu Olasode was born in Itori, Otta Ogun State into the family of Soliu Olasode in 1946.

Akinbobola and also serve as chairman Local Government liason committee under the presidency of Late High Chief Jas K Oyekan

He attended basic education in Itori Otta his village from where he journeyed to Lagos with the view of learning a trade. He later traveled to the UK for an Advance Diploma in Business Administration.

Until his death, He was a member of the Association Board of Trustees.

CAREER PATH He started his Advertising carrier as an outdoor officer at PAN (Publicity Associate of Nigeria) under the leadership of Chief A.S Adebiyi, he then left for Nigeria Advertising Service as the

APCON ACTIVITIES His Contribution to the development of Outdoor Advertising sector and the entire Advertising industry in Nigeria can not but be mentioned as it had took his feet in the sand of time. In 1999, he instituted 3 (three) prize awards in the APCON diploma certificate course on

2.Alhaji K.Olasode prize award for best graduating student in business communication and 3. Alhaji J. Lawal prize award for the best graduating student in advertising production techniques. Each prize was N5, 000.00 (five thousand Naira only), 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. OTHER ACTIVITIES Alhaji K Olasode was a member of the Federal Road Safety Commission Special Marshal (the partners unit one). Past co-cordinator, Committee of noble friends Member, Lisabi Club Abeokuta Member, Abeokuta Sport Club President Unique Brothers Club, Lagos Osi Mayegun of Gbagura Land Ajiroba of Ogba Land Lagos

Alhaji Olasode also help many advertising practitioners to find their feet within the industry, he rendered his advice and gave load of supports when necessary.

In his unparallel desire for constant innovations and improvement, Alhaji search for ideas and products that has resulted in the dramatic ad positive revolutions in the marketing communications industry in general and the Outdoor industry in particular. He was well traveled, exposed and a detribalized Nigerian.

outdoor Supervisor. From there he worked at Greenland Publicity as the Outdoor Manager where he finally left to set up Abiok Publicity in 1976. ABIOK PUBLICITY LIMITED Abiok Publicity Limited was set up in 1976, established by two gentlemen - Late Alhaji Kehinde Olasode and Alhaji Jimoh Lawal. Abiok as its fondly called is a pioneer member of the Outdoor Contractors Association of Nigeria (OCAN) before it changed its name to Outdoor Advertising Association of Nigeria (OAAN). it began full fledged outdoor advertising service in 1976. 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. OAAN ACTIVITIES 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

behalf of :1. Abiok Publicity Limited prize award for the best student in communications skills Signage vol.1 No2

Off-set

Olympian sells ad space on his arm for $21,800

hat's a 9-inch square of ad space worth? If it's on the body of an Olympian, as much as $21,800.

"My goal is to look like a human NASCAR [car]," Symmonds said.

That's what T-Mobile CEO John Legere paid on Thursday in an eBay auction for the right to put an ad on track and field athlete Nick Symmonds. The ad will appear on Symmonds’ right shoulder as a temporary tatoo in the form of a logo, websiteURL or social media username

temporary tattoos at a time while racing. Before the 2012 Olympics, Symmonds held a similar auction for space on his left shoulder. Hanson Dodge Creative, a marketing company based in Milwaukee, Wisconsin, won with a bid of $11,100. However, for Rio, he switched the location of the temporary tattoo.

On Thursday, after winning the auction, Legere tweeted, "Happy to do my part to support USA running & this amazing athlete."

He's worn as many as four different

"When you run track and field, you're always turning left and the cameras are

He also started a Twitter poll for suggestions about what the ad should look like. The options were: "#WeWontStop (magenta T)," the American flag, and "I Run Good."

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And I’m not talking about these kids that no ones’s ever heard of, that will never have a chance to make a team. I’m talking about Olympians and in some cases Olympians with medals around their neck living below the poverty line” Symmonds himself isn't struggling financially. But that's because he's built a brand based on his successes. He's been to the Beijing and London Olympics and is the defending U.S. champion in the 800 meter race. Symmonds still needs to qualify for the Rio Olympics -the team will be selected from July 1 through July 10.

Symmonds, 32, will apply the temporary tattoo before each race or photo opportunity. However, he'll have to put tape over it during the Olympics because of "antiquated rules" that prevent athletes from sporting tattoo ads. "There's something so absurd about a really elite r u n n e r, w o r l d - c l a s s runner, running around with a bunch of tape all over him," Symmonds told CNNMoney. "This absurdity often raises questions." He hopes questions about the tape will lead to a change in the rules and that athletes will eventually be able to market themselves to sponsors and display ads on their bodies during competition. He's even started an #OwnYourSkin campaign.

track and field athletes are paid. "It's important to remember that 50% of professional track and field athletes live below the poverty line,” Symmonds said. “

He said the Olympics generate billions of dollars for the International Olympic Committee but that the athletes receive very little -e ve n g o l d m e d a l winners.

always on the outside of the track so the right shoulder is the most valuable ad space," Symmonds explained. Symmonds has held the auctions to "court sponsors and raise money to fund my Olympic dream." However, he also wants to raise awareness about how little

“It's almost like a lottery," Symmonds said. "You're just playing this game with the off-chance that you'll be -- not just great, not just an Olympian, but the best of all Olympians across all sports and then you might actually get paid. What I'm saying is that all Olympians are helping to create the show -- not just Michael Phelps, not just Usain Bolt."

International Update

Why Samsung Turned a Russian Building Into a Massive Digital Billboard

amsung makes big smart phones and now has a clever way to advertise just how big they are in Europe.

The brand installed a massive 80-by-40 meter digital billboard onto the side of a building that runs alongside the

OOH Advertising

Volokolamsk highway in Sokol, Russia that plays up the size of the Galaxy S7 Edge phone, which has a 5.5-inch screen and weighs roughly 5.54 ounces. To compare, Apple's iPhone 6S has a 4.7-inch screen and clocks in at 5.04 ounces. The building-sized billboard is positioned in a spot that Samsung claims gets seen by 800,000 people every day and can be seen as far away as 2.2 kilometers (or about 1.3 miles) away. A re p fo r S a m s u n g Russia said the brand worked with Starcom MediaVest to secure the media placement on the biggest "media façade" in Europe. It's not the first time that Samsung's gone big on out-of-home advertising. Last year, the brand worked with Leo Burnett Argentina to design a truck with wireless cameras and outdoor monitors around it to help truckers better keep tabs on other vehicles on the road.

Havas Worldwide Just Dropped the (Giant) Mic on Canal Street's Post-it Wars 'All good things must come to an end'

wo weeks after the Canal Street #postitwars began with a single word, “HI”, one of the main agencies involved - Havas Worldwide - has shut things down in style with a giant image of a mic drop. It took the agency about four hours on Monday night to complete the image you see above. It was finally wrapped up at about 11:30 p.m. Check out its creation in the time-lapse video here from the 7th floor: "#CanalNotes Post-It War has been truly amazing!" Havas Village New York president L a u ra M a n e s s t e l l s AdFreak. "What started as a simple greeting exc h a n ge h a s blossomed into a global phenomenon. It has not only brought together our employees across the Havas Village to create a gallery of art, but it has been a channel to showcase our collaborative spirit and unmatched creativity. We all take pride in the energy and imagination fueling it.”

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The one thing Havas has over the competition? "The Havas New York Village has the whole facade," Maness explains. "We have the ability to create a giant installation takeover unlike our neighbors.” The mic drop, of course, speaks for itself. "We are dropping the mic on the conversation," Maness says. "What made Canal Notes special was that it was completely analog—it brought us back to simple communications even in today's overly digital world. Given that, we wanted to bring it back t o w h e r e i t started—with a simple Post-it message and design.” Does she envision #CanalNotes round two? "Never say never," Maness says. "It's been a lot of fun, but unfortunately all good things must come to an end. The future of #CanalNotes at the Havas Village has yet to be determined. We'll see what our neighbors can pull off."

Event

Mr. Femi Ogala with Mr. Udeme Ufot MFR and Prince Tunde Adedoyin at AAAN congress Gala night.

OAAN members at Hon Chike Anyaonu mothers burial in isuofia Anambra State.

At AAAN congress at LE MERIDIEN UYO with APCON Registrar.

Signage vol.1 No2

Appointments

Bruce Burgess appointed Group Managing Director for Posterscope SSA

experience in marketing communications consulting, he has developed a unique offering that will hopefully see him build a g r e a t b u s i n e s s a ro u n d t h e s e ke y d i s c i p l i n e s .

he efforts and energy delivered in repositioning the business, implementing exacting standards and driving the heightened relevance of Out-of-Home as a key consideration, the media mix paid off at the end of 2015 with Posterscope being recognised as a winner at 'The Most Awards' ceremony. The team were acknowledged for the best understanding of the OOH sector, enabled through ongoing internal research, their openness to great ideas, giving exceptional feedback and fostering great industry and client relationships.

Dawn Rowlands, CEO for Dentsu Aegis Network, Sub Saharan Africa stated, “On behalf of Dentsu Aegis Network, we would like to extend a heartfelt thank you to Craig for his contribution and dedication to Dentsu Aegis Network and the Posterscope team, and wish him all the success in his future e n d e a v o u r s . ”

Posterscope has invested in the development of tools and processes to remain at the cutting edge of the Out-of-Home industry and leveraging off an extensive international network, Posterscope has ensured best-practice thinking and delivery capability. With this approach, and through Posterscope's innovative drive, growth opportunities within the agency have become a reality.

We are delighted to announce that Bruce Burgess, will be taking over as the leader for Posterscope in Sub Saharan Africa. It really is great to see this home grown talent moving into a leadership role, with eight years' experience at Posterscope, he makes the natural transition to his new role as Group Managing Director for Posterscope SSA.

Craig Page-Lee, who began his tenure in 2012 as M a n a g i n g Director for Posterscope South Africa, has decided to leave the Group to pursue a personal venture. With his keen interest to tap into his passion in retail (design and s h o p p e r marketing), and his extensive

Issued by Dentsu Aegis Network

When asked about his new role, Burgess said, “I am very excited to be able to focus the majority of my time back on South Africa, and establishing Posterscope in this market as the lead for our network in the rest of Africa. Locally in SA, the OOH industry has barely begun to scratch the surface of the potential of Digital OOH and the opportunities that integrated mobile communications present. This new age of OOH will drive growth in our industry, and because of it, the opportunity for an agency like Posterscope to add value to clients and the OOH industry has never been greater. I'm really looking forward to bringing Posterscope South Africa into the digitally enabled age of integrated OOH c o m m u n i c a t i o n s . ” “We are assured that Burgess and the team are up for the challenge to continue the success of Posterscope and catapult them into this new phase”, said Rowlands, CEO for Dentsu Aegis Network, Sub Saharan Africa.

Tractor Outdoor welcomes Gisela Harrison to the team

Issued by Tractor Outdoor.

ractor Outdoor recently appointed Gisela Harrison as senior sales executive for all outdoor formats currently under their management, in addition to this account management position Gisela will also head up their recently launched innovation division - "Mischief Media". “We are really pleased and excited to have someone of Gisela's calibre and experience joining our team," says Simon Wall, Managing Director of Tractor Outdoor. "Our portfolio of opportunities has grown quite significantly over the past few

years and Gisela is the perfect candidate to help take our b u s i n e s s t o t h e n e x t l e v e l ”. Gisela was previously employed at Mindshare (Group M) for many years where she worked on various accounts including Multichoice, Gautrain, BP, Mazda and KFC. She has an indepth knowledge of all facets of the OOH industry and her industry knowledge will be invaluable to all her new and existing clients.

Adeola Taiwo joins EyeKontact Limited

deola Taiwo joins Eyekontact Limited from DesignPlast Limited. She had since resume work at Eyekontact as the Marketing

Manager, she is well natured and experienced in the marketing communication industry.

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