Experts applaud ICL’s new technological solution to redefine OOH in Nigeria
With lack of adequate data to know the efficiency of Out-Of-Home campaigns, experts have disclosed that Interaction Channel Limited’s (ICL) new solution would help reposition the OOH sector, thereby giving clients performance data about their campaigns on any board.
This was made known at ICL’s first event on location data for marketing decision makers recently held in Lagos with the theme: “Location Data Meets OOH Media.”
Speaking at the event, Tosan Omagbemi, Managing Director, ICL pointed out that the technology lifestyle solution would aid marketers and sales personnel deploy their consumer initiatives with a higher level of precision.
“A robust synergy is now possible across media types; for example, OOH Media + Mobile. Brands can now measure, optimise and track campaign effectiveness. Advertisers will be able to customise audience segments and use the understanding of time belt to reach specific audiences,” he said.
He continued: “What we provide is location intelligence. That solution goes beyond traditional OOH media to other non-OOH traditional opportunities including in-mall, etc. We help advertisers/brands understand points of interests (POIs) where consumer’s visit and match with advertising opportunities to best expose brand campaigns. We provide to drive optimal campaigns.”
Highlighting on why the event was targeted at OOH, Omagbemi said: “We decided to speak to out-of home specifically today because as we are all aware, out-of-home takes a lot of the marketing budget and it is in the forefront of offline media investment. However, there has not been a proper attribution of audiences to OOH locations and there is no scientific knowledge of performance. So, we decided to talk about out-of-home today. The technology solution can deliver on a numbers of variables, including retail analytics and event measurement.”
He added: “What we expect from the advertisers’ point of view is that they would be able to now target out-of-home more precisely. They would now be able to cut all of those wastages due to out of scope in audience targeting thereby optimising their spend, and the media owners would also be able to sell their assets with audience data.”
In the same vein, Srikanth Ramachandran, MD/CEO, Moving Walls, said: “Advertisers have bought media for so long; it’s time to begin to buy audiences and reach their real target. We are optimistic that our technology solution would serve as a catalyst for growth.
“Basically, Moving Walls operates Moving Audiences. It’s a location intelligence platform that brings transparency and automation (OOH) media via planning, buying, content-serving, and measurement tools.”
Emmanuel Agu, Group Marketing Director, Jotna Nigeria, on his part, explained that brands looked at the impact of particular media on their return on investment and when it was time to cut budget, OOH budget had always been affected because of lack of data.
Meanwhile, Dr. Ken Onyeali Ikpe, Media Independent Practitioners Association of Nigeria (MIPAN) President said the times had changed, advising people and businesses to align with new realities, especially with ICLMW technology solution.
“The days when people hide behind ignorance are gone because the internet of things disposes that the only thing that can’t be left is knowledge. The ICLMW technology is a welcome idea,” he said.
Babs Fagade, Founder/CEO, Ocean Outdoor Limited and member of Outdoor Advertising Association of Nigeria (OAAN) executive said the Interaction Channel’s ICLMW technology solution was a good thing for the OOH industry as it would help the country to be getting accuracy data about audiences.
Other experts present at the event applauded the innovative solutions form ICL and said the OOH and other industries would greatly depend on the technology.
According to the company, the solution is not exclusive to OOH alone but to multiple Industry verticals. On outdoor advertising, it touches billboard reach, frequency, benchmarking, and store visit attribution. It is also effective in retail analytics as it helps in store visit measurement, planning and competitor benchmarking. The experiential industry is not left out as measurement of its activities and events can be carried out by this solution: conversion measurement, audience profiling and post-event engagement. Experiential agencies can now optimise their activities from planning to event and post event.
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