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Navigating Uncertainty: The Enduring Value of OOH Advertising in Challenging Times

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Philip Odiakose media monitoring and intelligence profession

By Philip Odiakose

In an era marked by economic volatility and shifting consumer behaviors, businesses are grappling with tough decisions regarding their advertising budgets. As a Media Analyst, I have witnessed firsthand the cyclical nature of economic downturns and their impact on marketing strategies. Amidst the uncertainty, one form of advertising continues to stand resilient: Out-of-Home (OOH) advertising. In this article, I explore why OOH advertising remains a steadfast and effective marketing strategy, even when advertising budgets take a hit.

The Unwavering Presence of OOH Advertising

In an increasingly digital world, where consumers are bombarded with online ads and ad blockers are on the rise, OOH advertising offers a refreshing alternative. Unlike digital ads that can be skipped or ignored, OOH ads command attention by occupying physical spaces in the real world. From billboards and transit ads to street furniture and digital screens, OOH advertising permeates urban landscapes, reaching consumers where they live, work, and play.

Resilience in the Face of Economic Downturns

History has shown that OOH advertising is remarkably resilient in times of economic downturns. During periods of recession, businesses often reassess their marketing budgets and seek cost-effective advertising solutions that deliver maximum impact. OOH advertising, with its ability to reach mass audiences at a fraction of the cost of traditional media channels, emerges as a viable option for brands looking to maintain visibility and sustain consumer engagement during challenging times.

Capturing Consumer Attention in Transit

One of the inherent strengths of OOH advertising lies in its ability to capture consumer attention in transit. Whether commuters are driving to work, taking public transportation, or simply walking down the street, they are exposed to OOH ads in their natural environment. Unlike other forms of advertising that require consumers to actively seek out content, OOH ads passively intercept consumers during their daily routines, making them impossible to ignore.

Amplifying Brand Awareness and Recall

OOH advertising excels at amplifying brand awareness and recall by leveraging the power of repetition and visual impact. Studies have shown that consumers are more likely to remember brands and messages encountered multiple times in different contexts. OOH ads, strategically placed in high-traffic areas and optimized for maximum visibility, create multiple touchpoints with consumers, reinforcing brand messaging and driving top-of-mind awareness.

Targeting Specific Audience Segments

Contrary to popular belief, OOH advertising offers sophisticated targeting capabilities that enable brands to reach specific audience segments with precision. Through geotargeting, demographic profiling, and audience segmentation, advertisers can tailor their OOH campaigns to resonate with local communities and niche markets. Whether targeting urban millennials or suburban families, OOH advertising allows brands to deliver relevant and contextual messages to the right audience at the right time.

Embracing Innovation with Digital OOH

The advent of digital technology has transformed the landscape of OOH advertising, ushering in a new era of creativity, interactivity, and engagement. Digital OOH displays, equipped with dynamic content and real-time updates, offer unparalleled flexibility and impact. From immersive brand experiences to interactive gamification, digital OOH advertising pushes the boundaries of creativity and innovation, captivating audiences and driving meaningful interactions.

Conclusion: Embracing the Power of OOH Advertising

As advertising budgets come under scrutiny and businesses navigate the complexities of an uncertain economy, OOH advertising emerges as a beacon of stability and effectiveness. With its ability to command attention, withstand economic downturns, target specific audience segments, and embrace innovation, OOH advertising continues to deliver tangible results for brands across industries. As a Media Analyst, I remain steadfast in my conviction that OOH advertising is not just a vehicular marketing strategy—it is a strategic imperative for brands looking to thrive in an ever-changing media landscape.

Philip Odiakose is the Chief Media Analyst and Managing Consultant at P+ Measurement Services and TMKG Consulting, members of the Media Monitoring and Audit Group (MMAG). Both agencies are members of AMEC and PAMRO

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MTN, Wema Bank, OPay Top Customer Service Index in 2024

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By Adedapo Adesanya

MTN, FiberOne, Wema Bank, Opay, Slot emerged best in their respective sub-sectors in 2024, according to a survey ranking on the Nigeria Customer Service Index (NCSI)

The NCSI report is an annual survey that measures customer satisfaction across various sectors in Nigeria, providing insights for organisations to improve their customer service delivery.

According to the report released on Monday, the Nigerian telecoms sector witnessed a significant improvement in customer service, with the Global System for Mobile Communications (GSM) space scoring 61 per cent and the Internet Service Providers (ISPs) scoring 71 per cent.

It stated that the telecoms sector, which comprises GSM and ISPs, recorded a 63 per cent customer satisfaction rating, representing a 4.6 per cent increase compared to its 2023 rating.

The sector’s growth is attributed to the improved performance of ISPs, which scored 71 per cent, up from the previous year.

In the GSM space, MTN topped the customer satisfaction rating with 66 per cent, followed by Airtel with 64 per cent, Globacom with 62 per cent, and 9mobile with 52 per cent.

In the ISPs category, FiberOne emerged as the top performer with 76 per cent, followed by IPNX with 74 per cent, Starlink with 68 per cent, Spectranet with 66 per cent, and Smile with 65 per cent.

The NCSI report, which assessed customer satisfaction across various sectors in Nigeria, also evaluated the performance of other sectors, including finance, hospitality, and healthcare.

According to its survey, the finance sector recorded a 72 per cent customer satisfaction rating, representing a 6.2 per cent increase compared to 2023.

In the banking sub-sector, the report noted that Wema Bank topped the customer satisfaction rating with 72 per cent, followed by First Bank with 66 per cent, Sterling Bank and Access Bank with 66 per cent, and UBA with 65 per cent.

“In the Fintech sub-sector, Opay emerged as the top performer with 81 per cent, followed by Moniepoint with 78 per cent, Paystack and PalmPay with 77 per cent, and Flutterwave with 73 per cent.

“However, the e-commerce sector recorded a decline in customer satisfaction, scoring 60 per cent, down from 68 per cent in 2023.

“Slot topped the e-commerce sector with 74 per cent, followed by Jumia with 72 per cent, Konga with 68 per cent, and Jiji with 65 per cent,” it stated.

The NCSI report listed other notable performers to be the Transportation sector with 73 per cent, Hospitality sector 72 per cent and Healthcare sector with 70 per cent, Real Estate sector 62 per cent and Power sector with 61 per cent.

It noted that the sectors with the worst performance included the E-commerce sector with 60 per cent, followed by the Power sector 61 per cent, then the Real Estate sector with 62 per cent.

The survey showed that the companies with the worst performance in their respective sectors included 9mobile (GSM) with 52 per cent, Smile (ISPs) with 65 per cent, Jiji (e-commerce) with 65 per cent, and UBA (Banking) with 65 per cent.

According to the NCSI, the report is based on a survey of over 16,000 customers, who rated their experiences with various organisations across different sectors.

The survey, which was conducted online, covered respondents from Lagos, Abuja, Oyo, Kaduna, Rivers, and Enugu, representing diverse age, education, and income brackets.

Highlighting the importance of the Nigerian Customer Service Index (NCSI), Mr Olatunji Adeleye, Head of Customer Service at Lafarge Plc, noted that this pioneering benchmark, which debuted in 2023, was designed to elevate customer service standards in Nigeria.

“The Index encourages sectors to introspect and identify areas for improvement.

“As a nation, it is imperative that we recognize the importance of treating all customers with respect and dignity, regardless of their background or profile,” Mr Adeleye added.

He noted that the NCSI report provided valuable insights into the collective performance in customer service, highlighting strengths, weaknesses, and opportunities for growth and development, thereby informing strategies for enhanced service delivery.

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FCCPC Sues MultiChoice Over Alleged Violations

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By Adedapo Adesanya

The Federal Competition and Consumer Protection Commission (FCCPC) has announced that it has formally instituted legal proceedings against MultiChoice Nigeria Limited amid a tussle to increase prices in the Nigerian market.

Also named in the action is Multichoice’s chief executive, Mr John Ugbe, for allegedly violating regulatory directives, obstructing an ongoing inquiry and engaging in conduct deemed violations of the provisions of the Federal Competition and Consumer Protection Act (FCCPA) 2018.

Recall that the FCCPC directed MultiChoice Nigeria on February 27, 2025 to maintain its pricing structure for DStv and GOtv pending the conclusion of an examination of its proposed price hike.

However, despite this directive, the company proceeded with its price increase on March 1, 2025. FCCPC said this is “in clear defiance of the commission’s directive.”

“Following this blatant disregard for regulatory oversight, the FCCPC has filed charges against MultiChoice Nigeria and John Ugbe at the Federal High Court, Lagos Judicial Division, on three counts of offences under the FCCPA 2018, specifically for willfully obstructing the Commission’s inquiry by implementing a price hike contrary to directives (Section 33(4)), impeding the ongoing investigation by ignoring instructions to suspend the hike (Section 110), and attempting to mislead the Commission by proceeding with the increase without objection (Section 159(2), punishable under Section 159(4)(a) and (b)),” a statement on Wednesday read in parts.

The FCCPC alleged that MultiChoice’s actions were “deliberate and calculated attempt to undermine regulatory authority, disrupt market fairness, and deny Nigerian consumers the protection afforded under the law,” adding that “By disregarding the FCCPC’s directive and implementing the price hike before appearing before the Commission’s investigative hearing on March 6, 2025, MultiChoice has not only flouted regulatory processes but also demonstrated a pattern of conduct that undermines consumer rights and fair competition.”

The FCCPC also threatened to pursue other punishments for the broadcasting company.

“In addition to these legal actions, the FCCPC is reviewing further enforcement measures, including sanctions, penalties, and regulatory interventions, to ensure compliance and accountability,” it added in the statement signed by Mr Ondaje Ijagwu, its Director of Corporate Affairs.

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5G Connectivity: MTN Takes Go MAD Campaign to Calabar

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MTN Go MAD Campaign Calabar

By Modupe Gbadeyanka

The Go Make A Difference (M.A.D) campaign train of MTN Nigeria made a brief stop-over in Calabar, Cross River State on Friday, February 28, 2025.

The event showcased icons who embody the Go M.A.D message, including Dr. E Osim, a childcare practitioner and techpreneur, who shared how MTN’s connectivity enabled his UNICEF volunteer work.

“Having my MTN router was one of the best things that happened to me. It allowed us to take our mission to the hinterlands,” he recounted.

Also, an entrepreneur, Joseph “La’Shakara” Edet, narrated his journey from a small fashion stand to owning multiple businesses.

“We’re in a digital age, and even then, I understood the power of the internet and social media in reaching people. Blackberry phones were reigning at the time, and MTN was the number one network that could help expand my reach,” he said.

DJ 007 described how data helped scale his DJ career, saying, “I’ve been able to work with different brands like Budweiser and Hennesy and even mentor aspiring DJs.”

The MTN Nigeria Go MAD campaign was created to promote its 5G network and the transformative power of 5G connectivity.

At the Calabar event, the MTN Head of Delegation, Mr Gbenga Ogunmekan, explained that, “Go M.A.D is a call to action. It’s about inspiring Nigerians to stand out in what they do. It’s about MTN providing an enabling environment for all our customers to go make a difference in their different life endeavours.”

“I’m sure we’ve all learned something, hearing from the people who have been able to make a difference using the MTN data network. I’m sure as we all go home, we’ll all do things differently and we’ll go M.A.D in our various endeavours,” the Manager for Sales and Trade Development at MTN, Chibuzor Akuchie, said.

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