Afromedia sets to launch first digital board on Bourdillon
Foremost Out of Home, OOH Agency, Afromedia Nigeria Plc has concluded arrangement to launch its first digital board in the next few weeks.
The Associate Director, Sales and Marketing of the company, Mr. Femi Olaiya disclosed this to Marketing Edge, adding that before the end of December, a digital board would be erected at Bourdillon Roundabout, Ikoyi Lagos.
According to him, the company has taken strong and quality measures to enter into digital market and has seriously considered the gains of the advertisers and the audience before the decision was taken.
“We are going to invest in digital boards but the reason why we have not rushed into it is borne out of serious consideration for the advertisers. We are committed to serve our customers rather than doing it on ego and say we own a digital board. Before the year runs out, we will have our first digital board on Bourdillon Roundabout.,” he said.
He revealed that the digital board would cost about N80 million just for one location and that the company had optimised the logistics to enable the board deliver to the advertiser the right audience.
“To invest will cost N80 million for one location, that is what we have around here, none of the digital is less than N50 million per annum. With that kind of money, you can have five boards that can deliver more. What the advertiser should be asking for is whether the board is talking to a target market but not just about the need of a board. At Afromedia, we have considered all this before we ventured into digital that’s our own strategic step in getting to billboard market,” he stated.
The second reason for the delay, according to Olaiya is the issue of sustainability of the digital board giving the fact that technology is going to improve and the fact that the price is going to be controlled.
He said, “If I charge N80 million for a location, how long will the advertiser stay before he begins to tell you to hang on. That’s one of the things that have kept us so long. Sustainability is important, because everything will depend on the continuous engagement of the audience.
On the cost, which he put at N80 million, Olaiya described it as cheap, adding, “Digital board consumes electricity and the cost running it is passed to the advertiser, however we are coming up with one before the end of December. And it’s probably going to be the cheapest digital board in Lagos.”
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