The on-going Out-of-Home advertising campaign by Google in Nigeria is highly commendable and has started generating social media discuss across platforms. Marketing communication and digital marketing enthusiast have expressed various opinions and thoughts around the campaign. While some argued that google is trying to reach out to the segment of the market that consumes traditional media more than new media, other feel google is trying to create awareness for the brand in an emerging market with great potential. A strong comment came through stating Google’s global annual revenue for 2015 which was reported as $75 billion with small percentage of it coming from the African continent. Obviously, Nigeria contributed the highest having the highest internet penetration in the continent. Hence, the ATL (above the line) campaign by Google can be assumed as geared to increase awareness and showcase usage as well as benefits of same to the road side public.
Temitayo, a strategy lead for an advertising agency in Nigeria added a contribution by adding the following wonderful piece on linkedin;
“There are 5 major tools of digital marketing (according to the Digital Marketing Institute of Ireland), however there are some other things like Digital Radio (e.g. Gidilounge), Digital TV (Ndani) and Digital OOH (Out-Of-Home) that still can be used digitally.
While Digital TV and Radio have clear cut examples in Nigeria, Digital OOH is still a bit of a struggle, however we are getting there. Why do I say it is a struggle? When you look at the Ogilvy One #LookingForYou campaign to promote pet adoption for Battersea Dogs and Cats home in London and the British Airways campaign called The Magic of Flying (#LookUp/ #DiscoverBA) and compare it to what we currently have in Nigeria, you will understand what I mean by our Digital OOH is still a bit of a struggle.
However, one campaign caught my interest recently with their use of Digital OOH. This is the Google Nigeria campaign by MediaReach OMD Nigeria. For now, it is still one of the most innovative use of Digital OOH (asides playing a clip or using a gif on it like some brands on the Digital board when you are about to ascend 3MB). Well, Heineken’s use of Digital OOH for match updates is also impressive.
You may not have seen this because their use of this innovation on Digital OOH is not on all Digital Boards. Some carry your regular creative while others carry this innovation. Now, picture on the billboard, a creative that is like the Google.com homepage. However there are 2 search terms that show one after the other. These search terms are not just randomly selected but are displayed based on current happenings in Lagos/Nigeria.
The first time I saw it, the search term was hurricane Matthew. Days later it was Nigeria vs Zambia. Do you see how recency comes to play? So they have taken a regular Digital OOH platform, added ‘recency’ and stepped it up. This of course leaves us wondering how MediaReach OMD Nigeria is pulling this off.
Now imagine if they check out Google Trends on a daily basis or every other day to see what people are searching for or the most searched topics and constantly use it, consumers will almost be seeing what they are searching for which makes the ad more relevant. I don’t know about you but for me this is a brilliant idea, brilliant use of Digital OOH, brilliant use of Media and these guys should be applauded for it.”
Outdoor Republic gives much commendation to the advertising and media collaborators that have worked daily to achieve one of the first ever only “realtime like” OOH campaign in Nigeria. As the most interesting part of the campaign is the daily changing of content on all the digital platforms being used, ranging from roadsides to shopping mall screens. Additionally, we feel that Google has come to help showcase not only the proper usage of OOH advertising platforms but to reveal the intrinsic value that lies in the pioneer traditional medium of advertising (OOH media), which keeps remaining relevant even in this age of new media and digital technology.
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