APCON backs audience data research for Nigeria’s outdoor advertising industry
The Advertising Practitioners Council of Nigeria (APCON) has thrown its weight behind ongoing efforts by outdoor advertising practitioners towards initiating a data-based audience measurement research for out-of –the home advertising practice in Nigeria.
The council says it is totally in support of the initiative whose aim is to provide some authentic record of audience measurement on outdoor advertising media, a technology development which overtime had eluded practitioners in the industry.
Declaring the council’s position on the subject recently was Head of Registrations and Carrier Matters at the council, Eugene Onuora, while speaking to MARKETING EDGE at Festac, Lagos Secretariat of the Outdoor Advertising Association of Nigeria (OAAN).
Onuora who represented Acting Registrar of APCON, Ijedi Iyoha during a preparatory meeting towards commencement of the outdoor data research stated that the Council was favorably disposed to every initiative which aims at advancing the course of growth of the industry and ultimately place outdoor advertising practice in Nigeria in proper light.
He gave assurances that APCON would lend its support to the research effort, as far as it is professionally conducted and it is authentic.
“I think it’s a welcome development in the sense that the business of advertising and marketing communications generally is rooted strongly in data and the source of most of that data is a well-conducted research.
“Outdoor advertising has been contending with other media of advertising, particularly, radio and television and in recent times the social media all of which is taking considerable portion of marketing and communication budget from outdoor. The reason is because some of these other media, particularly the social media, lend itself more to measurements far better than outdoor advertising is able to do,” he said.
He added: “So I see the purpose and essence of what OAAN is doing is to be able to put some data on the table so that those who take decisions about where media advertising budget is directed would be better informed about the deliverable that is available through outdoor advertising. I think it’s a welcome development.”
On what manner of input the council hopes to give to the research effort, Onuora said: “The input is to be able to see that the research is professionally conducted because one thing is to throw up data and another thing is to interrogate the validity or the authenticity of the data. So, if we are satisfied that the process leading to this research is professional, unencumbered and objective, then we can rely on the outcome of that research and the data that would come of it. Then, as a regulator, we will be convinced and satisfied that such data is worth the while.”
The proposed audience research is the brainchild of some private outdoor advertising companies in conjunction with OAAN. The research will provide data measurement for the benefit of advertisers not only in Nigeria but also across West African sub-region.
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