FEPE research rates OOH most dynamic in Nigeria

Despite rapid uptake of mobile devices, urban consumers have continued to show high levels of engagement with Out of Home campaign and see it as the most memorable and informative channel.

This was contained in the results of a research carried out by an international and the only global Out-Of-Home Association, FEPE in Nigeria.

The research builds on the ‘Always On’ research undertaken for FEPE International across six countries by future foundation over the last 18 months.

The research discovered that OOH occupied a position of real strength in Nigeria with Television still seen as the most powerful channel partner for it.

According to the results, OOH was ranked as the most memorable medium with 43 per cent as opposed to 42 per cent for television and also ranked as the most informative with 34 per cent to 33 per cent for television.

The research also discovered that 77 per cent of respondents were more likely to notice an OOH campaign if it was mirrored on television while 67 per cent said they were more likely to notice OOH advert if it included funny or entertaining content.

However 85 per cent respondents preferred that the advertising tailored to their personal interest while 44 per cent agreed strongly that they were more worried about personal privacy issues in relation to advertising.

Commenting on this, the General Secretary of FEPE International, Mark Flys says, “While we must be aware of issues around creativity and privacy, the research paints a remarkable picture of people responding vigorously to Out-Of-Home advertising in Africa’s most dynamic economy. It’s a ground breaking piece of research commissioned with foresight by our Nigerian colleagues and was conducted using as close to the same methodology as FEPE’s “Always On” research as possible. It shows everybody in OOH across the world what the industry is capable of achieving”.

In his comment, the President of Outdoor Advertising Association of Nigeria, OAAN, Charles Chijide stated that Out Of Home had made huge strides recently in Nigeria and that the research would only help accelerate the progress of advertising industry in the country.