Critical stakeholders in the nation’s out-of-home (OOH) advertising have advised relevant regulatory authorities on the need to collaborate with practitioners and other stakeholders in the sector rather than embark on policies that might sound the death knell of the practice.
The stakeholders were the Out-of-Home Advertising Association of Nigeria (OAAN), the Media Independent Practitioners Association of Nigeria (MIPAN), the Advertisers Association of Nigeria (ADVAN) and Experiential Marketers Association of Nigeria (EXMAN).
The stakeholders argued that such advice had become imperative to enable governments, especially those at the sub-nationals, to focus on creating an enabling environment for the practice to flourish rather than embark on excessive revenue drive from the sector as they are currently doing.
In his goodwill message at this year’s out-of-home conference and exhibition, organized by the Lagos State Signage and Advertisement Agency (LASAA), the President of the Out-Of-Home Advertising Association of Nigeria (OAAN), Emma Ajufo, stressed the need for the relevant authorities to be guided by the present realities in the practice before embarking on revenue drive.
Ajufo, who was represented by the association’s Secretary General, Mr. Sola Akinsipe, argued that one of such realities is that, though out-of-home advertising serves as a veritable source of internally-generated revenue for the state, there is, however, a limit to which the government should squeeze the operators in the drive to shore up their inflow.
According to the OAAN’s boss, excessive revenue drive from out-of-home advertising would only stifle the industry since it is already overburdened with other challenges.
Another reality, he added, is that excessive charges from the states might leave brands and the advertisers with no alternative than to look for other media to expose their materials thereby leaving more billboards vacant.
“When out-of-home platforms become unbearably expensive for advertisers, they opt for other less expensive routes to markets. Isn’t it the ultimate desire for an advertiser to get exposure in the marketplace without breaking a bank?
“What we think is currently out of place is the tendency to be deluded that out-of-home will continue to yield billions for the government. This reality, simply put, is that if it becomes too expensive to bear, the advertiser looks at the opportunities in the other platforms,” he said.
Also speaking at the event, President, Media Independent Practitioners Association of Nigeria, Femi Adelusi harped on public-private partnerships in the area of legal framework since the private sector sometimes has the resources and funds needed, but always requires government’s support.
He added that collaboration should be taken seriously, with stakeholders made part of the ideation and conception process.
Sharing same sentiments, Executive Secretary, Advertisers Association of Nigeria, Ediri Ose Ediale believes collaboration would allow for individual competencies of both parties (the private and public sector) to be assessed to achieve set goals.
In his presentation on LASAA’s roadmap, the agency’s MD/CEO, Prince Adedamola Docemo expressed the agency’s commitment to implementing strategies that would ease the burden of payments for sign permits for clients.
This, he said, was evidenced in its decision to waive three months’ worth of permits spanning April to June in 2020.
YOU SHOULD NOT MISS THESE HEADLINES FROM NIGERIAN TRIBUNE
We Have Not Had Water Supply In Months ― Abeokuta Residents
In spite of the huge investment in the water sector by the government and international organisations, water scarcity has grown to become a perennial nightmare for residents of Abeokuta, the Ogun State capital. This report x-rays the lives and experiences of residents in getting clean, potable and affordable water amidst the surge of COVID-19 cases in the state… October 1st: FG issues security alert ahead of celebration
Selfies, video calls and Chinese documentaries: The things you’ll meet onboard Lagos-Ibadan train
The Lagos-Ibadan railway was inaugurated recently for a full paid operation by the Nigerian Railway Corporation after about a year of free test-run. Our reporter joined the train to and fro Lagos from Ibadan and tells his experience in this report… October 1st: FG issues security alert ahead of celebration
[ICYMI] Lekki Shootings: Why We Lied About Our Presence — General Taiwo
The Lagos State Judicial Panel of Inquiry probing the killings at Lekki Toll Gate, on Saturday resumed viewing of the 24hrs footage of the October 20, 2020 shooting of #EndSARS protesters by personnel of the Nigerian Army…
ICYMI: How We Carried Out The 1993 Nigerian Airways Hijack —Ogunderu
On Monday, October 25, 1993, in the heat of June 12 annulment agitations, four Nigerian youngsters, Richard Ajibola Ogunderu, Kabir Adenuga, Benneth Oluwadaisi and Kenny Razak-Lawal, did the unthinkable! They hijacked an Abuja-bound aircraft, the Nigerian Airways airbus A310, and diverted it to Niger Republic. How did they so it? Excerpts…
and then