DOOH expert urges brands to leverage Lagos’ huge population to boost ad spend
By Felicia Nwosu
Miguel Castanon, Business Development Director, EMEA, BroadSign, Canada, has urged brands to leverage out-of-home space to maximize and optimize the potential opportunities inherent in the huge population of over 20 million people in Lagos State.
Recognising Lagos State with its demographic dividend, he said such a huge population will act as a game-changer in ad spend and return on investment.
Stating this in an exclusive interview with MARKETING EDGE at the just concluded LOMA awards, the former Business Management Consultant at Accenture called on brand owners to take advantage of the young, dynamic and upmarket Lagos audience to reposition their businesses and brands to boost visibility and earn more share of the market.
Castanon, who described the megacity as being highly valuable for advertisers, attested to the viability of the state as being endowed with the most attractive audiences for any brand.
The marketing expert reaffirmed that with the immense potentials of OOH advertising channel, together with the huge population of Lagos, that businesses have much more opportunities to tap into that can deepen their connection with their ideal consumers.
“There are multiple aspects and benefits from out-of-home advertising. One that I will definitely point out is the one-to-many aspect of it, is that every time you run an ad in one of the beautiful streets that you can see here in Lagos by the roadside, hundreds of people may be potentially impacted at once with just a single play, and they cannot avoid looking at the ad.”
He dispelled the fears associated with the rush to digital channels and challenged business owners to strike a balance in choosing their marketing communications channels.
“I know that a lot of advertising budgets are moving into online and digital advertising, but the fact is that most of us just scroll through the ads while we are on Instagram. While we are driving, we cannot avoid looking at the screens. If we close our eyes, we will probably crash. So, out-of-home screens are always seen. There are some beautiful setups that can be very, very impactful, and I think there are plenty of benefits for an omnichannel campaign,” he added.
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