Integrating Out-of-Home for maximization
The thought that readily comes to mind is the balance of 22 hours and 13 minutes.I cannot but wonder how the day of an average working class consumer is spent. Let’s try and estimate; 6 hours sleeping, 1hour 30 minutes eating (breakfast, lunch & dinner), 2 hours 30 minutes commuting and 9 hours working… That still leaves 3 hours 13 minutes unaccounted for. This estimation tried to picture an ideal scenario taking Lagos traffic into consideration, the travel hours from home to work and work to home could bring commuting time to commutatively about 5 or 6 hours.
Either way, if our consumer spends merely 1 hour 47 minutes on mass media, I can conclude that Out-of-Home media isn’t accounted for as part of mass media. Because the OOH media has the chance of engaging the consumer throughout the commuting time which could be as much as 6 hours daily – if it so – time spent on out-of-home media is a lot more than that of any other form of mass media. Especially since today’s consumer is out there – out of home – far more than ever before – for most of his working hours per day.
Presumably, every brand owner wants to be out there – in the ‘‘out-of-home’’, more than ever before. This is simply taking a look at it from a marketer’s perspective…As a marketer it is our duty to follow our consumers wherever they go.
In reality, Out-of-Home advertising should finally emerge out of the shadow of electronic and print media. But what we have presently, is an out-of-home media industry that is yet to tap into its true potential, thus earning the respect and share of media spend it so richly deserves, in the minds of marketing people and the media budget of their brands. The reasons are not difficult to figure out.
Many believe that the OOH media industry is characterized by unorganized players, low investments and poor display quality. Can we say this belief is a reality, or is it just a perception? If it’s a reality, isn’t it our job to address the gaps and immediately too! And if a mere perception, as an industry isn’t it our job to bring forth the reality and make sure that the marketing world knows the fact and the truth.
As a passionate believer and endorser of the OOH advertising, permit me to share my observations which many may not agree with, especially as it relates to our industry. I think we are not doing enough to present the medium as Out-of-Home advertising rather, we go about showcasing our hoardings, and as such, limiting the opportunity of sharing a larger part of the media budget, with a medium that has the capability of engaging the consumer from the time he steps out of his home until he returns.
Also, we are yet to come up with a survey since 2003 when we last did. It says a lot about the Nigerian OOH industry with only two research efforts in over 80 years of existence. Record shows that apart from the Poster media survey carried out by Afromedia in 1963 and the survey by Outdoor Advertising Association of Nigeria (OAAN) forty years after in 2003, nothing is being done to address this important sales tool for the medium. It must be noted
that other media like Newspapers, Radioand Television stations have statistics supplied to agencies on a regular basis. The OOH media survey must answer pertinent questions such as; number of audience that pass one or more number of sites in a poster campaign, the coverage which is the proportion of the whole population they
represent and frequency, being the average number of journey past a site per person, per week.
Looking at the issue of perception which informs how OOH media companies are treated, the industry has done little or nothing to position the OOH industry in the mind of its users as well as public. There is need to urgently come up with position papers on addressing several critical issues like Poster delivery timing, mediamonitoring report and credit limit.
Obviously, we can do better than where we are presently if only we integrate all types of Out-of-Home advertising for maximization.
By BABS Fagade
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