By Deborah Olaiya
The nation’s efforts to recover economically may benefit greatly from the Out-of-Home (OOH) segment of the advertising and entertainment industries. Speaking at this year’s Location Marketing Awards (LOMA), attended by key stakeholders, practitioners discussed how OOH advertising could enhance the performance of Nigeria’s entertainment sector.
The conference, themed “Unlocking the Power of Out-of-Home Advertising in Building the Nigerian Entertainment Industry,” also explored creative ways to use OOH advertising to elevate Nigeria’s thriving entertainment industry.
In his keynote speech, Mr. Yinka Adebayo, Group Executive Director of Omnicom Media Group, set the tone for the discussion by highlighting the influence of OOH advertising on Nigeria’s media and entertainment scene.
He emphasized the crucial role of visibility, stressing the importance of brands, individuals, and corporate bodies being noticed.
“If your presence is not felt, your absence will not be missed,” he said.
Adebayo encouraged stakeholders to collaborate and form partnerships across industries. The discussions touched on a variety of topics, from music and film production to visual entertainment, leading to an engaging session that addressed significant industry challenges.
Kingsley Onwukaeme, Convener of LOMA, explained the motivation behind the event, stating that the organizers aimed to emphasize the importance of a commitment to excellence in the OOH industry.
He believed that the OOH sector and Nigeria’s entertainment industry held the key to unlocking the country’s economic growth and that realizing this potential sooner would benefit both industries and, by extension, the country’s economy.
“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 said.
Onwukaeme further noted the event’s dual purpose: to celebrate excellence in OOH advertising, recognize industry successes, and inspire future generations.
“Yesterday we learned; today we celebrate. We believe that by encouraging innovation and recognizing great achievements, we can propel the entire industry forward,” he added.
He also highlighted that the presence of important regulatory bodies, such as the Advertising Regulatory Council of Nigeria (ARCON), significantly contributed to the event’s credibility.
Several awards were presented to recognize outstanding efforts in both corporate and individual categories.
One of the event’s highlights was the presentation of the Most Influential OOH Personality Award to Sir Dozie Mbanefo, MD/CEO of New Crystal Communications.