Outdoor practitioners in Nigeria initiate audience-based research for West Africa
Outdoor advertising practitioners in Nigeria are currently working out a collaborative arrangement with some global outdoor advertising organisations with a view to instituting a comprehensive audience measurement research for outdoor advertising industry.
The audience research which is expected to take off soon will provide the much desired latest technological innovations for audience measurement by advertisers and media planners not only for the Nigerian market but also for the entire West African sub- region.
Specifically, the practitioners acting in conjunction with Outdoor Advertising Association of Nigeria (OAAN) have entered a working relationship with the European Society for Media Research (ESOMER) and the American Outdoor Association with the objective of leveraging the global guidelines on out-of-home advertising research being championed by the two global institutions.
Giving indications to this effect was an out-of-home media specialist, Kingsley Omo Abumene while speaking in an exclusive interview with MARKETING EDGE in Lagos.
According to Abumene who is Managing Director/CEO at Beam Media Company Limited, plans have reached advanced stages for the commencement of the comprehensive research project which is expected to usher in a new era of accurate data measurement for the industry.
He noted that lack of audience measurement on outdoor was a major challenge to the industry, hence the need for urgent measures to address the problem.
“The challenges of the industry are many but in order of priority I think I will put the first one as audience measurement in out-of-home. It’s a big problem in this market and we’ve identified that. In fact, both clients and practitioners know this.
“For a very long time it has lingered but we’ve been working on this for some time. I dare say that any time soon the results will manifest because it isn’t just a Nigerian problem; really it’s a global problem,” he explained.
He stated that all necessary tools were being put in place for the success of the project, including due diligence report as well as funding arrangements which would last for duration of nine months.
He further explained that owing to the similarity of the data challenge, regionally and globally, practitioners in Nigeria were left with no options but to key in to the existing global initiatives and ensure that a comprehensive audience research was created for the Nigerian market.
“You know television, radio and Internet deliver statistics data for advertisers and media planners to work with. But outdoor has been rather vague in that regard; so that global guideline helped in that direction.
“Most markets in Europe and America have keyed into it. In Africa, South Africa, and, I think, Kenya is in an advanced stage now. So, it’s something we are pushing to ensure it happens in Nigeria’s outdoor industry,” he added.
He stated that although the move was an industry initiative being championed by OAAN, all industry stakeholders were getting involved to ensure that results emanating from the research would not be subjective.
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