LOMA holds maiden edition, recognises outstanding achievements in Nigeria’s OOH

By Felicia Nwosu

It was a historic moment and celebration of excellence, creativity, tenacity and passion  in the Nigerian Out-of-Home advertising industry space, during the inaugural edition of the Location Marketing Awards (LOMA), which was held at Marriott Hotel, G.R.A, Ikeja, Lagos.
A Summit was also featured at the prestigious event themed: “Pioneering the OOH Revolution: Exploring Artificial Intelligence and Innovative Technology.”
Industry experts who took the centre stage as panelists were Nkasiobi Chukwu – Wakati Media, a pacetter and Producer of First African Al Power Music Album; Orakwe John-Al Programs/Digital Transformation Lead Facilitator, Applied Al for Business Leaders; Miguel Castanon, Business Development Director, EMEA, BroadSign and Rilwan Ajiferuke, General Manager, Plural Media & Technologies Ltd.
Giving a breakdown of the theme, the discussants took a deeper dive into the rise of Artificial Intelligence (AI), providing an overview of the Al technology and its growing influence across various industries.
This was with emphasis on its significance and roles in enhancing the jobs of professionals in the advertising landscape.
They noted that the dynamics and growth in the industry are changing alongside the  way AI has been touching and influencing lives, adding that the topic serves as a  reminder that AI is not far from the space.
Speaking exclusively with MARKETING EDGE, the organiser and convener of LOMA, Kingsley Onwukaeme, said the one-of-its-kind event is also aimed at changing the old ways of doing things while celebrating and honouring individuals and organizations who have displayed an unwavering commitment to excellence.
Onwukaeme added it was also to give  recognition to the doggedness of the founding fathers whose immense contribution and remarkable futuristic vision have birthed what is known today in the industry as location marketing.
“The OOH industry in Nigeria is experiencing ground shifts in the agency services and Media Owners operational pattern. Hence, the quality of services rendered need improvement to ensure confidence of clients in the industry and create a standard for the new entrants to ride on in driving efficiency and professionalism in the space,” he said.
The LOMA founder emphasised that the their vision is to improve the sector better than it has been and also acknowledge the contributions of its operational forces whose efforts are hardly acknowledged because they are mostly behind the scene. He affirmed that the event is a testament to the credible talents and dedication that define the industry.
“We have gathered here to recognise and celebrate the outstanding achievements of stakeholders who have not only embraced the challenges of the ever-evolving media landscape but have also demonstrated unparralled excellence,” he said.
Going down memory lane, Onwukaeme, while appreciating the notable transitions witnessed by the industry, also recalled how the entire mix has seen a paradigm shift, transiting from posters to billboards, transit formats, iconic wraps and bespoke structures to the era of digital boom that heralded the location and audience marketing. The location marketing expert confirmed how bumpy the journey has been and commended the admen for their resilience in weathering the storm.
The event came to a climax with the emergence of several winners under various categories. The award criteria cut across recognition for OOH Legend (Hall of Fame), Longest Standing & Functional Structure, Most Iconic Billboard of the Decade, Legendary OOH Advertiser as well as OOH Operations Personalities, OOH Sales Personalities, OOH Agency Personalities  and several others for corporates and individuals.
This year’s edition of LOMA witnessed the presence of various sectoral heads which include Emmanuel Ajufo, President of the Out-of-Home Advertising Association of Nigeria (OAAN); Femi Adelusi, President of Media Independent Practitioners  Association of Nigeria (MIPAN); Idorenyen Enang, President of the National Institute of Marketing of Nigeria (NIMN) and many others.


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