Brands/Products
Navigating Uncertainty: The Enduring Value of OOH Advertising in Challenging Times
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
By Aduragbemi Omiyale
The chief executive of Canal+ Africa, Mr David Mignot, has disclosed that MultiChoice is now fully integrated into the media group.
Mr Mignot disclosed this via a statement issued on Thursday, noting that this development marks a new phase in the evolution of one of Africa’s leading pay television operators.
He noted that the integration positions MultiChoice within a global media organisation with an extensive international footprint.
“MultiChoice is now a full subsidiary of a truly international media group operating in 70 countries. The group was founded in France, is listed in London and Johannesburg, and has a strong African presence with operations in more than 45 countries,” Mr Mignot said.
The statement underscores the scale of the combined business, highlighting Canal+’s global reach alongside its significant investments across Africa.
The completion of the transaction is expected to strengthen MultiChoice’s position in the African media and entertainment market by giving it access to the broader resources, expertise and international capabilities of the Canal+ Group, while reinforcing the group’s commitment to the continent.
MultiChoice operates across sub-Saharan Africa through platforms including DStv and GOtv, serving millions of subscribers with entertainment, sports and news content.
By Adedapo Adesanya
FoodCourt, a Nigerian cloud kitchen startup backed by Y Combinator, has suspended operations after months of unpaid salaries and mounting debts to vendors triggered a staff strike and forced the company to halt customer orders, according to a report by TechCabal.
The publication reported that customers first noticed on March 4 that they could no longer place orders through the FoodCourt app after the company disabled ordering as kitchen workers, delivery personnel and branch staff embarked on strike over unpaid wages. The company also owed outstanding payments to vendors.
By April 19, FoodCourt had temporarily shut its last operating branch after suspending activities across its Lagos and Abuja locations while seeking fresh funding and restructuring the business, according to the report.
The company’s chief executive, Mr Henry Nneji, said the decision to pause operations was not caused by a single issue but by a combination of operational, organisational and working-capital challenges.
“It’s important to clarify that the decision to pause operations wasn’t driven by one single issue. We reached a point where it became clear that continuing to patch those issues while operating wasn’t the right long-term decision,” he said.
“The objective is to build a stronger business than the one that existed before the suspension. We fully intend to bring FoodCourt back,” he added in an emailed response.
The company acknowledged outstanding obligations to employees, vendors, riders and service providers, but declined to disclose the number of affected workers or the total amount owed. It said efforts were underway to resolve the liabilities as part of its restructuring process.
It was also reported that the startup’s financial difficulties worsened after expansion into additional locations increased operating costs, while its cloud kitchen model came under pressure from rising labour, logistics, food and marketing expenses.
Despite the shutdown, Mr Nneji said FoodCourt intends to relaunch after completing its restructuring, adding that the company believes demand for its products remains strong.
Founded in 2021 by Henry Nneji and Paul Adokiye Iruene, FoodCourt operates cloud kitchens under multiple virtual restaurant brands through its consumer app. According to TechCabal, the startup had previously disclosed raising $1.7 million, delivering more than one million meals and reaching $4.3 million in annual recurring revenue by the end of 2024.
By Aduragbemi Omiyale
To further reinforce its commitment to continuous enhancement of customer experience through menu innovation and quality improvements, Chicken Republic, Nigeria’s leading quick-service restaurant brand and a flagship brand of Food Concepts Plc, has improved its Smokey Jollof recipe across restaurants nationwide.
As a customer-centric brand, Chicken Republic regularly evaluates consumer feedback, dining trends, and product performance to ensure its menu continues to deliver the quality and value to which customers have become accustomed.
The updated Smokey Jollof is part of this ongoing commitment to continuous improvement.
The refreshed recipe represents the latest evolution of one of the brand’s most popular offerings.
Developed with a focus on richer flavour, greater consistency and an even more satisfying eating experience, the improved Smokey Jollof reflects Chicken Republic’s dedication to meeting the evolving tastes and expectations of its customers.
“At Chicken Republic, our customers are at the heart of every decision we make. We are constantly listening, learning and looking for ways to improve the experience we deliver.
“The improved Smokey Jollof is a reflection of that commitment. We’ve refined the recipe to deliver an even richer, more enjoyable taste experience while maintaining the flavour profile our customers know and love,” the Managing Director of Food Concept, Mr Olumide Aniyikaiye, stated.
“Great brands evolve with their consumers. This update is not about changing what people love, but about making it even better.
“We are confident that customers will enjoy the improved recipe and appreciate the attention we continue to invest in delivering quality meals every day,” Mr Aniyokaiye added.
The improved Smokey Jollof is now available at Chicken Republic outlets nationwide, allowing customers to experience a more flavourful and consistent version of a fan-favourite menu item.
This latest enhancement underscores Chicken Republic’s broader commitment to innovation, quality and creating memorable meal experiences for customers across Nigeria.
