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Stakeholders in the Out-of-Home (OOH) and locations marketing services industry have been tasked on working collaboratively in creating a robust audience measurement system for the industry to prepare it for the kind of programmatic and related solutions needed to grow the industry.

This call was made from Kingsley Onwukaeme, a Nigerian representative and member of the Planning Committee of the just concluded first in-person World Out-of-Home Organisation (WOO) Africa Forum held in Cape Town, South Africa.

His remarks came on the heels of a bullish assessment of the global OOH industry by WOO President Tom Goddard, who declared that the sector is firmly back on track, with revenue projected to surpass the $36.8 billion mark achieved in 2022, indicating a full recovery from the COVID-19 pandemic.

In his address, Goddard had outlined six key factors that are expected to drive further growth in the OOH industry in 2024 and beyond. They include digital transformation, improving presentation standards and reducing lead times; media ownership consolidation, enabling markets to capture a larger share of ad expenditure; better measurement, building trust and enabling a common trading currency; automation, improving efficiency and enabling programmatic trading; value for money, leveraging OOH’s favorable reach and impact compared to other media; and winning the contest with online advertising, capitalizing on concerns over brand safety, fraud, and fake news plaguing the digital realm.

Onwukaeme, recognizing the significance of these factors, emphasized that for the Nigerian market to fully capitalize on these growth drivers, stakeholders must work collaboratively to establish an audience measurement system for the OOH industry. He highlighted the importance of measurement and data in enabling the success of programmatic and other location-based solutions.

In a similar vein, Onwukaeme who is a critical stakeholder in the Nigerian industry, Founder of the OOH Academy and Convener of the Location Marketing Awards (LOMA), has made an impassioned plea for the World Out of Home Organization (WOO) to host its next Africa Forum in Nigeria.

Making the call shortly after the Africa Forum, Onwukaeme believes that Nigeria’s vibrant and rapidly evolving OOH market presents an ideal backdrop for this influential global event.In making a case for Nigeria’s candidacy, he said, “If you wish to truly understand and engage with the dynamic African market, especially if you have not yet entered our territory, then you have not touched base with the real essence of Africa,” he stated emphatically.

Highlighting Nigeria’s credentials, Onwukaeme pointed out that the country boasts one of the largest and most active OOH markets on the continent. “Our market is experiencing unprecedented growth in the OOH domain,” he said. “Nigeria is a fast-evolving market, leading positive disruption and shaping the future of the industry across Africa. We have what it takes, and more, to host the prestigious Africa Forum.”

OOH Academy, a leading training and consulting agency in the Nigerian Out of Home (OOH) landscape, is proud to announce the upcoming second edition of its highly anticipated Location Intelligence Workshop. The event is scheduled to take place on the 28th of March, 2024, at the prestigious LimeRidge Hotel in GRA, Ikeja, Lagos.

OOH Academy has long been committed to driving knowledge sharing within the Nigerian OOH industry. With a mission to foster excellence and innovation, the academy introduced the first-ever Location Marketing Awards, recognizing outstanding performances and contributions of media owners in the market.

The focus of this year’s Location Intelligence Workshop is on Sales and Marketing Leveraging Data, particularly crucial in the current economic climate impacting businesses across the country. The workshop aims to equip sales and marketing personnel with the essential data knowledge, negotiation techniques, and selling skills necessary to thrive in challenging market conditions.

Featuring a lineup of esteemed speakers, attendees can expect insights and expertise from industry leaders. Among the distinguished speakers are:

• Ajiborode Abiodun: Founder, Brand Management Academy (BMA), Former Acting Marketing Director for Coca-Cola Nigeria and Franchise Operations Director, Lagos.
• Rilwan Ajiferuke: Plural Media.
• Amina: MediaReach OMD.
• Kingsley Onwukaeme: Founder of OOH Academy.

To maximize and better justify the marketing budgets that organisations and brand spend on marketing efforts, it is crucial that the role of audience mobilization in driving value for brands through enhanced brand experiences, is taken into cognizance.

These were the views of location marketing expert and Founder of OOH Academy, Kingsley Onwukaeme, recently when he made a presentation at the Brand Experience Mixer, an event organized by PowerHouse Multimedia, an OOH company, in Lagos, recently.

Speaking to the theme of the event – ‘Location and Brand Experience’, he revealed, “Mobilizing an audience is the active engagement and motivation to take specific actions. It involves creating meaningful interactions and building relationships,” Onwukaeme said. “To achieve results through audience mobilization, you must provide real time and relevant messages, dynamic content delivery, and targeted and contextual messaging.”

“Audience mobilization is integral to driving value for brands today. It entails fostering active engagement and sparking motivation to take actions aligned to the brand narrative through contextual interactions”.

Elaborating further, he emphasized, “Strategic audience mobilization demands deploying real-time, relevant messaging delivered through dynamic mediums, underpinned by analysis of target consumers and situations. This fuels action-oriented responses, strengthens communal brand affinities, amplifies impact and reaches wider groups, builds support and steers change.”

According to Onwukaeme, location forms the very genesis of every brand experience today. “Emotional appeal holds the key to brand experiences that resonate profoundly with consumers, creating indelible positive perceptions. This necessitates identifying the right audience groups, pinpointing relevant locations, and immersing consumers with stirring experiences at opportune moments. When orchestrated harmoniously, it births enduring affinities and advocacy.”

He also spotlighted the intrinsic value of footfalls in outdoor advertising, enhanced remarkably by interacting with audiences at multiple locations during high-traffic periods. “This expands reach exponentially while accumulating higher footfall numbers.”

While highlighting the role of OOH platforms in accelerating brand awareness and stature through sheer scale, Onwukaeme pointed out how mobile DOOH solutions can penetrate locations better. “They drive brand experience and health by facilitating more engaging, tailored and episodic interactions. Mobile DOOH is marching ahead to define the future of OOH advertising,” he declared.

Additionally, he emphasized, “Location-based marketing powered by mobile OOH advertising is indispensable for forward-thinking brands seeking to provide transformed consumer experiences. For those keen to explore these opportunities in the Nigerian landscape, connecting with Power House Multimedia promises specialized expertise and execution excellence.”

In a groundbreaking collaboration, Primedia Outdoor, a leading outdoor advertising company, has joined forces with BroadSign, a renowned digital out-of-home (DOOH) platform, to deploy yet another innovative programmatic campaign in Nigeria. This initiative, set within the vibrant atmosphere of Ikeja City Mall, brings dynamic advertising to the forefront, with a focus on promoting GOtv, a popular digital television service provider.

Harnessing the power of advanced technology, the campaign leverages DV360, Google’s demand-side platform, to deliver targeted and engaging content across  Primedia Outdoor’s extensive network of digital screens in Nigeria, and BroadSign’s sophisticated programmatic capabilities, advertisers can seamlessly reach their desired demographics with precision and impact.