NIGERIAN OUTDOORS ADVERTISING HITS N10BILLION

The relevance of out-of-home advertising, better known as outdoor, as a veritable means of reaching target audiences in Nigeria has increased significantly, with the sector posting N10billion in billings in 2004.

But, despite hitting this figure, a marked improvement on the returns in pervious years, the sector is lagging behind many countries in terms of billings, organization and aesthetics.

Chairman of Troika Holdings, a conglomerate of marketing communications outfits, Mr. Biodun Shobanjo, revealed this figures while making a presentation titled, "The imperatives of Out-Of Home Advertising," at the fifth poster Awards organized by the Outdoor Advertising Association of Nigeria, Last Thursday.

According to him, outdoor advertising has been increasing in its percentage share of advertising budgets.

"Suddenly, it is becoming a major medium as opposed to being a support medium. Even at that, South Africa, which has about 50 per cent of Nigeria's hoardings, generated a revenue of about $120million compared to Nigeria's $83million in 2004," he said

Shobanjo also posited that outdoor practitioners were under pricing their trade nothing that outdoor practitioners in the United Kingdom and South Africa charge $33,000 and $42,857, respectively, per annum for each of their bill boards as against the $29,000 which the Nigerian practitioners charged.

He criticized Nigerian firms for over flooding the sector, noting that having nearly 144 outdoor companies in the country was an invitation to anarchy.

Shobanjo challenged the outdoor practitioners to improve on their professionalism, stating the need to improve the quality of their practice if they wanted to be taken more seriously by government and other stakeholders.

He noted that in better-developed climes, special care is taken in the construction of boards and spacing, which result in good aesthetics.

The financial services sector yielded First Banks "Baby in Basket" by Prima Garnent and "Sarafoam lady" was in its own world in the "Household products" segment, and of course it emerged as winner.

DDB Lagos' "LG out pull" Led others in the electrical/electronics category. Unilevers" Lux body cream" by JWT Lagos also led the personal care product segment.

Automobile and automobile accessories categories awards event to Hyundai sonata and also "Oleum engine Oil. The corporate service category was won by UPS' "Deliver more" by STB - McCann while Luomo's "Demistifying & accessories Category.

Merit awards were conferred on High chief Jas Oyekan, a former president & CFO, Colour Image and JOA Soaga, Ceo, Presto display.

The poster awards 2006, which has BAT Nigeria as major sponsor, also has V Mobile, Cadbury, PZ and Eskade among Stears.

OAAN POSTER AWARDS 2006

REWARD CREATIVITY

OAAN Poster awards 2006 held at the Eko Hotel last week Thursday with Biodun Shobanjo, vice chairman, Insight Communications & Chairman Troyka Holdings as the chairman of the event. He was frank.

16 out of the 19 announced categories featured in the all evening event, with 15 advertisers posters emerging winners out of over a hundred considered for the awards.

MTN's "father and son" was adjudged grand poster of the year. While the company also carted home 2 other awards each in the communication categories.

Incidentally, the four works included in these five awards were done by one agency, S.O & U Saatchi & Saatchi for MTN, Guinness and Cross River State Government respectively. Other winners include Nigerian Breweries 'amstel' be Active by Insight Communications leading the non alcoholic segment of the beer market. From the food & beverage sector emerged Nestle foods "Nescafe Couple" concept by Universal Mc Cann

AT ABEOKUTA, OAAN STRATEGISES FOR THE FUTURE

Photograph of OAAN President Chief Ahmed Omisore ad the Executive Governor of Ogun State, Otunba Gbenga Daniel during the last AGM

Abeokuta, capital of Ogun State was a beehive of activities last year November as it hosted major events, beginning with the 20th annual general meeting of the Outdoor Advertising Association of Nigeria (OAAN). The event began Thursday with the OAAN caravan paying courtesy visits to the State Governor, Gbenga Daniel, and prominent traditional rulers who included the new Alake; Olowu of Owu, Oba Dosumu, Olubara of Ibara, and Agura of Gbagura. While the visits were intended to pay homage to constituted authorities and sensitize the citizenry about the presence of the outdoor men, the activities of Friday were for the advancement of the outdoor advertising business.

Speaking at the Friday function held at the Gateway Hotel, Abeokuta, Ogun State deputy Governor, Alhaja Salimotu Badru commended the association for returning to the state in five years for its AGM and promised the government support in moving the outdoor advertising industry forward. She however implored the practitioners to play by the rules and honour their obligations to the State especially as it concerns paying the requisite rates.

OAAN President, Chief Ahmed Omisore who spoke after the business session described the AGM as successful particularly as major decisions were reached in the areas of discipline and constitutional amendments. He said that the body would come up with a list of billboard that are either improperly erected or located at wrong sites and instruct concern members to remove them. He added that should the concerned members refuse to comply, the association would publish the list in the media and call on government to deal with the companies.

OAAN REGISTERS 13 NEW MEMBER AGENCIES

Photograph of OAAN President Chief Ahmed Ipoola Omisore, and the General Secretary Mr. Yinka Adepoju and one of the Chief Executive of newly Registered Companies

At its recently held Annual General Meeting in Gateway Hotel, Ogun State, OAAN admitted 13 new member agencies to its fold. The new members include moving Media, Ninniemedia Media, Creative World Limited, Ford consulting among others. The President of OAAN, Chief Ipoola Omisore in a statement said more outdoor companies are joining the association from the Northern part of Nigeria.