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OAAN UNVEILS AUDIENCE MEASUREMENT RESEARCH

The Outdoor Advertising Association of Nigeria – OAAN has further demonstrated action beyond industry known rhetorics of mere conversations with the unveiling of an independent research on audience measurement for Out of Home advertising in key cities in Nigeria.

In a telephone chat with the OAAN President, Emmanuel Ajufo said, “we are pleased to unveil the independent research on measuring the effectiveness of outdoor advertising conducted by Geopoll in February 2020, which is part of steps toward making out of home media accountable and we remain optimistic that industry stakeholders would embrace it as conversations around achieving the acceptable currency for out of home continues as it relates to cost per thousand”.

To further complement the unveiling efforts of the research, Geopoll Research Services has equally included the detail of the research on her website. Outdoor republic gathered the following highlights from the South African based research company’s website pages.

“Nigeria is one of the largest advertising markets in Africa, and outdoor advertising through billboards, vehicle signs, and other means is one of the oldest and most visible forms of advertising. In 2018, outdoor advertising accounted for 28% of total media spend in Nigeria, behind only TV advertising. Despite its wide use, the effectiveness of outdoor advertising has always been more difficult to measure than that of TV and radio, which can be measured through viewership statistics, or online ads, which directly track clicks and conversions. The number of people who see an outdoor ad, how they engage with it, and if they take an action because of the ad later are all metrics that are important but difficult to track for outdoor advertising.

With these factors in mind, the Outdoor Advertising Association of Nigeria worked with GeoPoll to assess the effectiveness of outdoor advertising or out of home (OOH). The study focused on key cities within Nigeria, and examined time spent outdoors being exposed to advertising, the most visible forms of outdoor advertising, and what actions are taken after seeing an OOH ad.

Methodology

This study was run by a mobile web link in February 2020, with 1000 respondents located in Lagos, Abuja, and Rivers. Respondents were randomly targeted from the GeoPoll database, a database of mobile subscribers throughout Nigeria.

Results

Out Of Home Activities And Advertising Awareness

It was found that walking and public transportation are the most common forms of transportation in all three locations studied. Generally, people spend two hours a day outside their homes commuting, and we found that vehicle travel goes down on the weekends, while time spent walking increases on the weekend compared to the weekday. The study also found that awareness of billboards is high, with 79% claiming that they had noticed a billboard in the past 7 days, and 63% stating that when they see a billboard they notice the brand or message being communicated ‘all of the time.’

Impact

This study demonstrates the high efficacy of OOH advertisements at triggering a consumer response, and finds that overall OOH is the second most effective medium, following radio. Interestingly, OOH is found to be more effective than online advertising, although this medium is expected to continue to grow over time. The Outdoor Advertising Association of Nigeria will use this data to educate the advertising industry on the continued importance of OOH advertising, even as digital channels continue to arise. By using concrete statistics on the awareness and impact of OOH ads when compared to other advertising channels, brands can make more informed decisions on where to invest their ad spend in Nigeria. This reaffirms OAAN’s commitment to proving the value OOH brings into the media mix and dispel the notion that online advertising is a more efficient advertising method.

Key Points:

  • 79% say that they had noticed a billboard in the past 7 days, and 63% say they always notice the brand/message being communicated
  • The most common action following ad exposure is searching for more information online; While 74% said they do this for radio, OOH came in second in this metric at 69%
  • Compared to TV and online ads, OOH is more effective in most follow-up measures including buying and recommending a brand.”

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