OAAN intensifies action on industry audience measurement research

The Outdoor Advertising Association of Nigeria (OAAN) has disclosed it is working assiduously towards ensuring that the industry wide audience measurement research effort initiated by the association in 2019 is brought to a logical end soon.

The Association said there is no going back on the research effort which presently is in its first stage, stressing that hopefully, it is expected that the process would reach completion before the end of the first quarter of the business year 2020.

Making these disclosures recently was President of the Association, Emanuel Ajufo while answering exclusively to MARKETING EDGE enquiries in Lagos.

According to the association boss who also is Managing Director/CEO, OTS Limited, outcomes from the current research exercise would go a long way to determine the industry’s next line of action with regards to subsequent moves on the measurement research effort.

He stated that the association was currently working hard to see to the end of most of the industry initiatives that commenced in 2019, adding that the association was concentrating on getting the pending initiatives on board before embarking on new objectives.

“We have our SOP (Standard Operating Procedure) which we have taken around the industry for launch. What we are actually waiting for now is to have APCON’s buy in.  We also have the Credit bureau arrangement we are perfecting so that our debt management efforts will be enhanced,” he stated.

Reacting to insinuations from certain quarters requesting for the abolition of state controlled regulatory agencies for signage and outdoor advertising, the OAAN boss said the association was reviewing all options available on the issue as the association was yet to take official position on the matter.

He, however, noted that beyond the issue of revenues, especially the Internally Generated Revenue (IGR) by the state governments, regulation of signage and outdoor advertising was good for the states.

He further disclosed that the leadership of the association was currently liaising with the Directorate in charge of advertising in the Federal Capital Territory, Abuja pointing out that if both parties work in accordance with agreements to be reached soon, relative peace would return to Abuja with respect to the industry regulation matters.

The OAAN boss further expressed optimism that there was positive indications that the government may soon constitute the Governing Council of the Advertising Practitioners Council of Nigeria (APCON) stressing that the industry was beginning to see light at the end of the tunnel on the subject.

“We are beginning to see light at the end of the tunnel. We believe that very soon, the government will announce the constitution of a new APCON and all of will be very happy,” he concluded.


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