Despite huge investment, OOH suffers patronage-report

Despite huge investments on Out of Home OOH, advertisers are yet to fully embrace the platform, a media fact report has shown.

According to the report, which was made available to Marketing Edge by Managing Director of Optimum Exposures Limited, Engr. Bayo Adio, the OOH spending in 2013 was about N23b and in 2014 it was about N20b.

The report showed that big investment went into digital billboards between 2013 and 2015 but advertisers were not coming up to leverage on it.

The report noted that out of about 50 digital sites around the country only a few of them could boast of two slots out of about six slots slated for each of them.

“Even the two slots that they showcase are mostly pro-bonus and this may explain why investments on OOH are going down when we compare 2013 and 2014. The difference is about N3 billion less, according to the report.

It also revealed that other advertising medium actually decreased. For example, television decreased from 45 per cent to 37 per cent between 2013 and 2014 while press increased due to electioneering campaign in 2015.

It showed that advertising on the pages of newspapers actually increased from 18% to 28% but it is not the same in radio and television.

In all, OOH could only account for 22 per cent of all adverts, including those in television and radio between 2013 and 2014.