Experts canvass for collaboration to drive innovation at Nimbus@10 Symposium
By Felicia Nwosu
Today, as technological advances continue to move at breakneck speed, experts in the marketing communications space have canvassed for collaboration as key enabler that will drive innovation in the new era of digital disruption to create meaningful experience for consumers and value propositions for clients.
This formed the focal point by both the keynote speaker and panel of discussants at the Nimbus Media 10th Anniversary Symposium themed: Nimbus 10 years of Innovative Advertising Solutions: The Way Forward,” held at the notable Harbour Point Event on 25 November, 2022.The event was hosted by Oghale Mafuru, MARKETING EDGE ONTV anchor.
The keynote speaker, Promise Oduh, Associate Director, MediaReach OMD, Nigeria, opened the conversation with a focus on “How technology will shape the Nigeria OOH.” He shared some insightful lessons for practitioners to understand that out-of-home is the cornerstone that bridges the gap between online and offline retail and advised them to see OOH beyond billboards or mere portrayal of an opportunity to see only. He alluded that it should move to location-filled experience even though brands are not aware of experience but return of investment.
Oduh emphasized the need for OOH professionals to embrace emerging technologies through the use of omnichannel, programmatic and location-based target.
“Therefore, driving an effective reach because it is not just about awareness, it is not just about driving commercial that is on air when someone is passing, or a billboard or LED message that he sees, but at what extent are you actually catching the attention of consumer. Driving attentive reach in today’s elusive market requires omnichannel marketing, it is a seamless integrated branding and messages across online and offline touchpoints enabling a more impactful consumer. That is what omnichannel seems to solve.”
The MediaReach Associate Director stated the need to move from site location to billboard format selection, from point of interest planning to ecosystem audience planning to ensure that OOH is not planning in isolation. Instead, it is building messages that are meeting the touch-points of consumers.
The digital leader called on OOH professionals to consolidate technology, innovation and creativity with collaboration.
“New models thrive on partnership and consumer centric utilitarian idea, being empathic. Go beyond billboards to serving as a shade by impacting lives and adding value to consumers. It should be a call to action in providing value as well as embrace partnership to drive growth.”
The panel session on the other hand took a look at how technology will shape the Nigeria OOH. Ayoola Ogunyomi, Head of Media/Marketing at Patricia, averred that he once read online “the birth of the new media, the death of traditional media” but over time we have seen sync between both media. He said brands must identify their campaign or brand goals and optimize for the consumer/users and be data-driven as outdoor advertising efforts present a huge opportunity for advertisers.
Ayoola noted that there is a missing link which has not existed within the OOH sector which he would love to see being achieved in the OOH subsector.
”I think the future of OOH is real-time for me, the use of audience interaction to increase engagement, take a Data Driven Approach to Outdoor Advertising Using pDOOH.
I remember we worked on Heineken campaign, and that infused tech and traditional media coming together and the result was highly commendable. But I remember we tried to do real-time billboard at the 3rd mainland and have users tweet real time and see come alive.
I think that real-time data is very important because it gives the brand team an idea of their metrics, conversion and or ROI and the customer a wow experience or opportunity to engage with the brand”.
David Akharume, Executive Chairman of Troydoes Nigeria Limited said innovation births disruption, adding that traditional media will continue to be in existence.
“You need to innovate even with static. Printing will be there but voluminous will not be there. To disrupt a whole industry, you need to do it will others to step over the hurdles in terms of collaboration.”
Oyindamola Fakile, Creative Director, Nitro 121, revealed that the shape of the creative mind has really evolved. According her, it is one thing to come up with a 360 campaign, so she like to see empathy in it.
While Rilwan Ajiferuke, General Manager, Plural Media & Tech. Limited urged industries to leverage technology while noting some of the challenges.
“To stay ahead of the curve for new trend, we must think more first for the consumer and the clients. What we need more in this environment is collaboration, it has gone beyond I am a media planner. How much is digital penetration, then there is the challenge of infrastructure, which makes it difficult to domesticate some of the new ideas but we can improvise.”
Photo caption: L-R: Osagie Alonge – Director of Marketing at Kippa; Rilwan Ajiferuke – General Manager, Plural Media and Tech Limited; Oyindamola Fakile – Creative Director, Nitro 121; Wale Adegoke – Chief Executive Officer of Nimbus Media Limited; David Akharume – Executive Chairman of Troydoes Nigeria Limited; Ayoola Ogunyomi – Head of Media/ Marketing at Patricia and Promise Oduh – Associate Director, MediaReach OMD Nigeria during the Nimbus @ 10 Symposium.
RECOMMENDED ARTICLES
Comment
No comments found.