The recently held 35th Annual General Meeting of the Outdoor Advertising Association of Nigeria, OAAN has received applauds and commendation from the advertising industry. The commendation from various quarters of the advertising industry is not unconnected to the seamless blend of both physical presence and virtual presence of both invited guest and representatives of member companies of the association.
The adjudged successful 35th AGM of OAAN, which held on July 28, 2020 at the association’s Amuwo Odofin secretariat with not more than twenty members physical present and several others virtually present via online connection. Also, had the virtual presence of special guest including the Managing Director, Lagos State Signage & Advertisement Agency (LASAA), Prince Adedamola Docemo, Director, Department of Outdoor Advertisement & Signage (DOAS), Abuja, Dr. Babagana Adam, Acting Registrar of Advertising Practitioners Council of Nigeria (APCON), Mrs Ijede Iyoha, Acting President, Advertisers Association of Nigeria (ADVAN), Mrs. Bunmi Adeniba, President, Media Independent Practitioners Association of Nigeria (MIPAN), Mr. Femi Adelusi and President, Association of Advertising Agencies of Nigeria (AAAN), Steve Babaeko.
Giving his welcome address at the opening session of the AGM with the theme, “OOH Business and Emerging Realities” the President of the association, Chief Emmanuel Ajufo said the association will be more deliberate and elaborate in engaging stakeholders in order to improve the standard of the sub-sector in the second year of his administration working along with other members of the Executive council. He added, “that our Sector like others need palliatives cannot be over emphasized. Indeed we are motivated by the understanding shown so far by our Regulators in this regards, but our members will be happy if pronouncements can now be made on the vacant site policy of government”.
In her key note address, the Acting Registrar, Advertising Practitioners Council of Nigeria (APCON), Mrs. Ijede Iyoha commended OAAN for its dedication in improving the sector. She encouraged all sectoral heads to work together to see that APCON council is constituted. She added that the council is working very hard to make sure the industry is not left out as a result of the outbreak of the COVID-19 pandemic ravaging the nations world over. She noted “I must commend OAAN and all the sectoral bodies for meeting the challenges, posed by the global pandemic, head on. Let me mention that OAAN, through the current leadership, has been steering the ship of the association in the right direction.”
In addition, She said; “That is why we reached out to the Central Bank of Nigeria on the issue of stimulus package for the Adverting industry and I am glad to tell you that we received a positive response.”
The guest speaker, Jude Odia, Managing Director of Starcom Media Perspectives, centered his presentation on audience measurement with reference to the recently concluded research by Geopoll for OAAN. He acknowledge that Out of home helps in audience conversion being the second media channel that delivers on consumer purchasing a brand exposed to based on the launched audience research. He noted that the research shows that Out of home advertising can be used to drive sales and more brands should take advantage of the medium to increase their bottom line.
He added, “We must understand that the reason why we are in business is because of the consumer. So, collaboration is the new normal because at the end of the day, we have only one industry to build.”
On her part, the Acting President of Advertisers Association of Nigeria (ADVAN), Mrs. Bunmi Adeniba wants industry practitioners to embrace data-driven marketing, adding that accurate measurement, especially in the out-of-home, will help to drive growth in Nigeria’s SMEs sector.
In his goodwill message, the Managing Director of Lagos State Signage and Advertising Agency (LASAA), Prince Adedamola Docemo calls for an end to industry debt and over reaching credit regime by both Media agencies and Advertisers. In his passionate appeal for cooperation among industry practitioners and stakeholders, the LASAA boss said: “It is my belief that we can win together when we work together.”
Speaking in the same vein, Dr. Babagana Adams, Director, Department of Outdoor Advertisement and Signage (DOAS), disclosed that his agency and the outdoor advertising body have achieved more collaboration since he assumed the leadership at DOAS. Dr. Adams said he has in furtherance to ensuring better relationship proposed to FCT Minister, Alhaji Mohammed Musa Bello, the need to grant rent waiver for the first quarter of the year to all billboard operators in FCT due to the lack of business resulting from Covid-19 pandemic. He also stated that in view of this, the agency under his watch would give discount on vacant sites in the metropolis advising that OAAN members should ensure that billboard infrastructure in the Federal Capital Territory is protected.
Steve Babaeko, the President of the Association of Advertising Agencies of Nigeria (AAAN), in his goodwill message expressed optimism on the OAAN AGM webinar, saying that it was a sign of a great thing to come in terms of creative collaboration. He equally expressed appreciation to OAAN for extending palliative discount to AAAN members.
Femi Adelusi, the President of the Media Independents Association of Nigeria (MIPAN), noted in his goodwill message with specific figures that the global out-of-home industry, Nigeria inclusive, had been doing well up until the outbreak of the pandemic. He expressed confidence that the advertising sub-sector will emerge victorious out of the current crisis.
The Chairman, board of trustees of OAAN, Otunba Kole Ademulegun, in his vote of thanks, advocated a level playing field for the industry practitioners, believing that such will create a vibrant out-of-home industry in Nigeria and encouraged the states signage regulatory agencies to play the role of vital enablers.
Other highlights of the AGM includes presentation of service award to the immediate past president of OAAN, Prince Tunde Adedoyin and the induction of member companies ranging from upgrades to full members, associate and pre-associate being new inductees. While four associates members were upgraded to full members, seven member companies were newly inducted during the business session of the annual general meeting with only member companies in attendance both physically and virtually.
However, members of the Nigerian advertising industry including other sectorial bodies and OAAN member companies have commended the Executive Council of the association for a successful Annual General Meeting in such an unprecedented time. According to Babs Fagade, an Ex-Officio of OAAN and moderator of the virtual AGM, there have been several calls, messages and chats coming from many members of advertising practitioners industry of Nigeria, which is not only to congratulate OAAN for a successful virtual AGM but to also commend the quality of a hitch-free blend of both virtual and physical gathering.