THE Out-of-Home sub-sector of the nation’s advertising and the Entertainment industry can play a major role in the nation’s economic recovery drive. But, there must be a synergy between the two to achieve such objective, marketing communication practitioners have argued.
The practitioners, while speaking at this year’s Location Marketing Awards (LOMA), attended by key stakeholders, explored the different strategies OoH advertising can be used to enhance the fortunes of Nigeria’s entertainment industry.
Tagged: “Unlocking The Power of Out-of-Home Advertising in Building The Nigerian Entertainment Industry”, the conference also explored different innovative ways to harness OOH advertising to propel the country’s vibrant entertainment sector to new heights.
Participants at the event also delved into the unique features and advantages of various outdoor advertising platforms, emphasising their vital role in entertainment promotion.
Setting the tone for the discussion, the Group Executive Director, Omnicon Media Group, Mr. Yinka Adebayo, in his keynote address, discussed the impact of OOH advertising on Nigeria’s entertainment and media landscape.
He highlighted the critical importance of visibility, insisting on the need for the presence of brands, individuals and corporate bodies to be felt.
“If your presence is not felt, your absence will not be missed,” he stated.
Adebayo encouraged stakeholders to explore collaboration and partnership across industries.
The discussions covered a wide range of topics, from music and film production, to visual entertainment; fostering a lively session that addressed key industry challenges.
Explaining the rationale behind the event, the Convener of LOMA, Kingsley Onwukaeme, stated that the focus of the organisers was to stress the need for commitment to excellence in the OOH sector.
He believed the OoH practice and the Entertainment industry in Nigeria hold a key to unlocking the nation’s economic growth, insisting that the earlier such potential is unlocked, the better for the two industries and the nation’s economy, by extension.
“LOMA’s primary focus is elevating excellence within the Out-of-Home advertising industry through our thought leadership sessions and maintaining integrity in our award processes,” he added.
Onwukaeme also explained the dual purpose of the event, which, he stated, was to celebrate excellence in OoH advertising, recognize industry achievements and inspire future generations.
“Yesterday was for learning; today is for celebration. We believe that by promoting innovation and recognising outstanding achievements, we can drive the entire sector forward,” he stated.”
He also noted that the involvement of relevant regulatory agencies, such as the Advertising Regulatory Council of Nigeria (ARCON), had gone a long way in ensuring the credibility of the event’s proceedings.
Various awards were presented, recognizing outstanding contributions in both corporate and individual categories.
One of the highlights of the event was the conferment of the Most Influential OoH Personality Award on MD/CEO of NewCrystal Communications, Sir Dozie Mbanefo.
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