Industry Insideout


L-R: President, Media Independent Practitioners Association of Nigeria (MIPAN), Femi Adelusi; Director, Regulation, Monitoring and Enforcement, Advertising Practitioners Council of Nigeria (APCON), Ijedi Iyoha; Managing Director, Interaction Channel Limited (ICL), Tosan Omagbemi and President, Outdoor Advertising Association of Nigeria (OAAN), Emmanuel Ajufo.

Solution driven new kid on the block, Interaction Channels Limited (ICL) has collaborated with Outdoor Advertising Association of Nigeria (OAAN) to bring about solutions to the age-old credibility challenge plaguing the out-of-home advertising sector and marketing industry by extension.

Speaking at a media parley today to unveil the ICL-OAAN partnership, Tosan Omagbemi, Managing Director, ICL describes the partnership as an “innovative collaboration aimed at providing solutions to age-long measurement needs and requirements” which according to him, has been the bane to growth and development of this all important sector of the marketing industry.

According to Omagbemi, the statistics in places like America reveal that 70% of the weekend hours are spent out-doors, making outdoor advertising the most effective media channel.  Beyond being a reminder medium for brands and products, the ICL managing Director disclosed that it nudges the viewers ahead to take action better that other media vehicles such as radio and Tv while it also deliver more compared to online media.  All these, he said are confirmed by GeoPoll recently conducted research. Emphasizing that the new currency of the industry to be “value, consistency and innovation” he encouraged stakeholders including Media Independent Association of Nigeria (MIPAN), Advertisers Association of Nigeria (ADVAN), Association of Advertising Agencies of Nigeria (AAAN) and others to use this “tech-driven, innovative product to scale the overall Integrated Marketing Communication (IMC) industry using the relevant and credible data to cut waste and improve ROI”.

To harness the opportunities out of home advertising provides for brands and campaigns, ICL which enjoys technical partnership with technology driven, Moving Walls, Singapore, in association with OAAN, is berthing a new world-class measurement tool for the outdoor sector in Nigeria. “Dynamic solution for a dynamic audience, its messaging and content primed to reach target audience in upscale locations with ability to integrate with other platforms more effectively”

Omagbemi explained while adding that the move is “forward-thinking on the part of OAAN” and other stakeholders. While disclosing that over 1900 viable out-of-home locations have been on the ICL tracking tool since October 2019, its advantages and deliverables include retail analytics, location intelligence, robust synergy with other platforms, customized segmentation and personae classification of subjects without necessarily invading audience’s privacy as the data are anonymized.

President of Outdoor Advertising Association of Nigeria (OAAN) Emmanuel Ajufo said that there is no doubt about the important role of out-of-home advertising in the marketing eco-system but noted that “there has been issues with what we deliver”, while speaking on the partnership. In addition, “We welcome and support it”, he said, while calling on the industry as a whole “to henceforth, use the technology that the platform provides in planning, buying and measurement especially for out-of-Home Advertising for the good of the industry”. He opined all these as the reason for the association’s unequivocal support for the project.

President of Media Independent Association of Nigeria (MIPAN), Mr. Femi Adelusi said his association has always been interested and playing leading roles in scientific media planning and buying especially in TV and Radio data and technology driven advertising in Nigeria while delivering his goodwill message. According to the MIPAN President, “the subject of the ICL – OAAN partnership is very topical for MIPAN as a key factor in all things that move the industry forward” just as the body supports the nation’s move to digital media/broadcasting being driven by the Federal Government through the Honourable Minister of Information and Culture, Lai Mohammed. Adelusi added, “ICL’s move is well in line with the vision of MIPAN”, confirming that “the solution is of global benchmark and greatest news in recent time”, and urging all stakeholders including Advertising Practitioners Council of Nigeria (APCON) where he noted “there is a dawn in leadership with Dr. Olalekan Fadolapo on the saddle, to support ICL, its partners, and the industry to succeed.

On her part, Mrs. Ijedi Iyoha, who represented Dr. Fadolapo, CEO/Registrar, APCON at the event revealed that this becomes necessary as the Minister of Information and Culture, Lai Mohammed recently gave a matching order to APCON to come up with audience measurement solutions across all platform channels.

With adequate buy-in and support, the ICL – OAAN partnership will sure provide solutions to the perennial measurement challenge and gut-feeling decision mode that have deprived the out of home advertising sector of its rightful place in the industry.

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