OAAN President forecasts positive growth for OOH advertising in 2025
By Felicia NwosuT
The Out-of-Home (OOH) advertising sector is poised for significant growth in 2025, according to Sola Akinsiku, a renowned Out-of-Home media expert, President of the Out-of-Home Advertising Association of Nigeria (OAAN), and Managing Director of Kok Visibility, a leading Outdoor marketing agency.
The leading figure, in an exclusive interview with MARKETING EDGE, expressed optimism about the sector’s prospects, citing improving economic conditions and a growing demand for OOH platforms.
“I expect a better business climate this year. The indices are there. Reports from the CBN and other institutions suggest the economy is looking upwards, and our businesses will follow suit.”
The strong advocate for industry professionalism emphasized the importance of collaboration and mutual respect within the industry, including advertisers, media owners, and regulatory bodies.
He also highlighted the significance of technological advancements in shaping the future of OOH advertising.
“We are all working together in the overall best interest of the brands. The advertiser will rely on our professional competency to ensure that we communicate the values they have created for the brands appropriately to the intended audiences. We are looking forward to the new trends, the new viewing trends. The capacity of our members to cope with these new trends, especially in technology, will greatly influence their success.”
The OOH advertising expert further emphasized the importance of professionalization within the industry, advocating for the passage of an act of parliament that confers professional status on OOH practice in Nigeria.
“It will make for higher levels of professionalism, increase employment opportunities, and enhance the industry’s integrity.”
In his futuristic manner, he expressed confidence in the sector’s growth trajectory, projecting a minimum of 40% performance improvement over 2024.
He highlighted the importance of continuous learning, investment in research, and fostering stronger relationships within the industry as key drivers for this growth.
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