Elev8 Media re-ignites competition in Nigeria’s Out-of-Home advertising with new product -“The Tower of Oworo”

“Impossible is nothing & nothing is Impossible”, reads a captivating and attention grabbing syllogism in a recent post by the Chief Executive Officer of Elev8 Media Nigeria, Mr. Funmilade Alalade on  the latest innovative Digital Billboard product by his company.

Indeed, the logic in Funmilade Alalade’s post best captures the competitive mood in the Nigerian Out-of-Home advertising where businesses have been on the mute mode since the global outbreak of the Coronavirus (Covid-19) pandemic.

Recall that more than 5.7million cases of Covid-19 have been reported worldwide, as well as more than 358,000 deaths according to John Hopkins University. Out of these, Nigeria has recorded 8,915 cases of infection, 2,592 discharged cases and 259 deaths confirmed.

Efforts to stem the spread of this deadly virus amongst the citizens have resulted in complete lockdowns with attendant embargo and restrictions on movements and economic and social activities out-of-home.

This has expectedly forced all advertisers to halt out-of-home advertising campaigns while channeling hitherto budgeted revenue for OOH in other media platforms, especially online.

However, with the gradual relaxation of the lockdown, there appears to be a glimmer of hope for renewed economic activities across industries, which is expected to rub off positively on the OOH sector.

And to profit from the unfolding economic activities, future-fit companies like Elev8 Media company are making statements in the OOH with innovative products that will become irresistible to advertisers the bulk of whom have held back on OOH spend in the last 8 weeks or so.

A tacit statement by the company’s Chief Executive Officer of Elev8 Media said: “Despite the Covid-19 global pandemic, Elev8 media has decided to complete the largest LED Portrait Billboard on mainland Lagos.”


Funmilade Alalade, the debonair, self-effacing young entrepreneur said; “The superstructure is nicknamed The Tower of Oworo located by the Third Mainland Bridge in Oworo area of Lagos State, and is expected to create a difference in the competitive Out-of-Home sector.

Although still at construction completion level, insider sources hinted MARKETING EDGE authoritatively that the innovative Billboard product would be completed and launched in June amidst pomp and pageantry.

Only last week, Elev8 Media recorded a major feat in corporate politics by selling live streaming initiative to UBA in promoting the Africa Day virtual confab.

The iconic, innovative and avant-garde OOH company successfully partnered with the UBA for the second edition of UBA Africa Day 2020. This it did by streaming the Youtube live event on its iconic LED Billboard screen.

The live streaming of the UBA Africa Day 2nd edition on the LED Billboard screen allowed members of the public to share in what was solely an “Online” event.

With the use of this technology, Elev8 Media was able to demonstrate the link between the Online Digital World and OOH in Lagos. The pace-setting outdoor company also provided free Wi-Fi at the billboard location for the audience to connect to the internet in order to listen live to the event.

UBA Africa conversation is in celebration of Africa Day. The event brought together notable senior political leaders and policy makers to define an African response to Covis-19.

Tony O Elumelu, who is widely acknowledged as one of Africa’s most influential business leaders and philanthropists, Chairman of Heirs Holding and Founder of The Tony Elumelu Foundation moderated a session with Heads of States, private sector and development organisation leaders titled: “Growth, Jobs and Sustainable Development Amidst a Global Pandemic”.

The introduction of Digital Media into Out-of-Home advertising practice in Nigeria has undoubtedly transformed the outdoor business from one where carpenters and welders hold sway to one where creativity, capacity and capital are the defining factors for success.

Although the process started in 2008 when the Lagos State Signage and Advertising Agency (LASAA) embarked on an exercise to sanitize the state’s outdoor environment which resulted in many billboards being pulled down by the agency, the widespread adoption of digital media by outdoor advertising agencies is still recent.

The latest initiatives by Elev8 Media, and other top players who are currently perfecting their ideas confirm the thinking and belief of LASAA and advertisers who have been encouraging OOH practitioners in Nigeria to put on their thinking caps by being innovative.

Recently, the Managing Director of Lagos Signage & Advertisement Agency, Prince Ademola Docemo disclosed during a webinar organized by the Outdoor Advertising Association of Nigeria (OAAN) that the regulatory agency would only grant concessions and rates rebates to innovative OOH companies.

Prince Docemo enjoined OOH players to drive for excellence in product innovation, believing that is the only way to continue to attract advertisers.

This view was equally corroborated by other panelists who insisted in their various comments and presentations that the age of new normal is here, and the only language for survival is innovation. With these two bold moves in quick successions by Elev8 Media, there is no doubt that the sector would soon be faced with stiff competition.

Already, the Jurors are out with the verdict that it will no longer be business as usual because Covid-19 has opened the pandora box thereby making the brands to see new territories for operation and consequently, the paradigm has shifted.


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