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The outdoor subsector of the country’s advertising and entertainment industry can play an important role in driving the country’s economic recovery. But to achieve such objectives, marketing communications experts argue that there must be synergy between the two.
Practitioners spoke at this year’s Location Marketing Awards (LOMA) attended by key stakeholders and explored various strategies that can utilize OoH advertising to enhance the fortunes of Nigeria’s entertainment industry.
The conference, tagged “Unleashing the Power of Out-of-Home Advertising in Building Nigeria’s Entertainment Industry”, will highlight various innovations to leverage OOH advertising to propel the country’s vibrant entertainment sector to new heights. Other methods were also considered.
Event attendees also took a closer look at the unique features and benefits of various outdoor advertising platforms, highlighting their important role in entertainment promotion.
Setting the tone for the discussion, Mr. Yinka Adebayo, Group Executive Director, Omnicon Media Group, gave his keynote address, discussing the impact of OOH advertising on Nigeria’s entertainment and media landscape.
He emphasized the critical importance of visibility and the need for brands, individuals and businesses to make their presence felt.
“Even if your presence is not felt, your absence will not be missed,” he said.
Mr. Adebayo encouraged stakeholders to explore cooperation and partnerships across industries.
Discussions covered a wide range of topics, from music and film production to visual entertainment. We facilitated lively sessions addressing key industry challenges.
Explaining the rationale behind the event, LOMA convener, Mr. Kingsley Onwukaeme, said the organizers’ focus was to highlight the need for a commitment to excellence in the OOH sector. .
He believes that Nigeria’s OoH practices and the entertainment industry hold the key to unlocking the country’s economic growth, and the earlier such potential is unlocked, the better for the two industries and the country’s economy in turn. He insisted that it would be a very good thing.
“LOMA’s main focus is to advance excellence in the outdoor advertising industry through thought leadership sessions and maintain the integrity of the awards process,” he added.
Onwukaeme also explained the dual purpose of the event, saying it was to celebrate excellence in OoH advertising, recognize industry achievements and inspire future generations.
“Yesterday was a day of learning. Today is a celebration. We believe that by fostering innovation and recognizing good performance, we can move the entire sector forward,” he said. .
He also noted that the involvement of relevant regulatory bodies such as the Advertising Regulatory Council of Nigeria (ARCON) went a long way in ensuring the credibility of the event procedures.
Various awards were presented recognizing outstanding contributions in both corporate and individual categories.
One of the highlights of the event was the presentation of the Most Influential OoH Personality Award to Sir Dozie Mbanefo, MD/CEO of NewCrystal Communications.
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