A term paper research on emerging trends in outdoor advertising in lagos state

1. EMERGING TRENDS IN OUTDOOR ADVERTISING IN LAGOS STATE
INTRODUCTION
Advertising or advertisement is a form of communication for marketing which is also used to
encourage, persuade, or manipulate an audience (viewers, readers or listeners; sometimes a
specific group) to continue or take some new action. Most commonly, the desired result is to
drive consumer behavior with respect to a commercial offering, although political and
ideological advertising is also common. This type of work belongs to a category called affective
labor (Wayne et al., 2008).
The purpose of advertising may also be to reassure employees or shareholders that a company is
viable or successful. Advertising messages are usually paid for by sponsors and viewed via
various traditional media; including mass media such as newspaper, magazines, television
commercial, radio advertisement, outdoor advertising or direct mail; or new media such as blogs,
websites or text messages (Tirmizi et al., 2009).
Commercial advertisers often seek to generate increased consumption of their products or
services through "branding," which involves associating a product name or image with certain
qualities in the minds of consumers. Non-commercial advertisers who spend money to advertise
items other than a consumer product or service include political parties, interest groups, religious
organizations and governmental agencies. Non-profit organizations may rely on free modes of
persuasion, such as a public service announcement (Wayne et al., 2008).
Outdoor advertising is essentially any type of advertising that reaches the consumer while he or
she is outside the home, School, Office etc. This medium is in contrast with broadcast, print, and
Internet advertising. Outdoor is focused on marketing to consumers when they are "on the go" in

2. public places, in transit, waiting (such as in a medical office), and/or in specific commercial
locations (such as in a retail venue). Outdoor advertising formats fall into four main categories:
large format, street furniture, transit, and Posters
OUTDOOR ADVERTISING
Transit advertising is typically advertising placed on anything which moves, such as buses,
railway advertising, truckside, food trucks,and taxis, but also includes fixed static and electronic
advertising at train and bus stations and platforms. Airport advertising, which helps businesses
address an audience while traveling, is also included in this category. Municipalities often accept
this form of advertising, as it provides revenue to city and port authorities. Media fragmentation,
competition from online media, as well as the need for greater efficiencies in media buying
prompted companies to offer billboard inventory aggregation services Interactive services are
becoming increasingly more common with the move to digital outdoor advertising, such as
allowing the public to connect, share and interact through their mobile devices in particular
through WiFi connections (Latif and Abideen, 2011).
Outdoor media has straddled trends facing new and old media for many years. While
conventional poster faces are arguably the oldest form of advertising, digital billboards and
related signage are based on cutting edge technologies. But the most important factor supporting
outdoor advertising’s growth is the ease with which a range of solutions can be provided for
advertisers of all sizes.
Conventional outdoor advertising grows in part because of an expanding number of
commercial―faces on buildings as well as through more sophisticated management of inventory
on new and existing public transit systems. Continued format in innovation and creative

3. executions are critical parts of this trend, as large format, posters, transit and street furniture all
afford a wide range of possibilities with physical media. Digital outdoor advertising is growing
for relatively obvious reasons. The advent of inexpensive digital displays and cheap-to-connect
networks has fostered an expansion in the number of outdoor surfaces available for commercial
messaging which is inherently more flexible (in terms of time-of day targeting or altering
creative content) than historical applications of outdoor advertising. Further, these trends have
enabled suppliers to develop inventory in new environments – new stores and more rural areas –
much more cheaply than ever before. Interaction with mobile devices, especially with short code
messages, has made the medium more engaging for consumers as well. Cinema advertising is
also benefitting around the world from the increased commercialization of the medium and is
growing in most markets where audiences are attracted by 3D content that cannot generally be
viewed at home, as well as by the development of new cinemas with the capacity to run digital
advertising networks (Baek and King, 2011).
EMERGING TRENDS IN OUTDOOR ADVERTISING IN LAGOS
Outdoor advertising has remained an important link in the advertising chain since inception. In
the last twelve years, 2000 to 2012, outdoor advertising usage and penetration in Lagos state has
recorded impressive changes towards increased user-engagement and value-appreciation,
growing in stature and relevance. In the face of new insight and emerging trend, one can say this
media sector’s peculiarity has been its staying power over the years. However, this staying power
is presently over-stretched. As advertising media platform, outdoor advertising has drawn on its
traditional characteristics of ubiquitous presence, out-of-home engagement, obtrusive posture
and relative low cost on the basis of reach and opportunity to see (Lafferty, 2013).

4. Billboard advertising is a traditional out of home (outdoor) advertising format in Lagos state, but
there has been significant growth in digital out of home advertising (billboards and place-based
networks) in recent years. Traditional roadside billboards and posters remain the predominant
form of outdoor advertising in Lagos state with 66 percent of total annual revenue of outdoor
advertising. Today, billboard revenue is 53 percent local ads, 38 percent national ads, and 9
percent public service ads (Lafferty, 2013).
Street furniture is another emerging outdoor advertising taking over Lagos state. Street furniture
is made up of formats such as bus shelters, newsracks, small kiosks, street, internal/external
shopping centres, illuminated street lamp poles signs and phone booth/centre advertising. This
form of outdoor advertising is mainly seen in urban centres. Additionally, this form of
advertising provides benefits to communities, as companies and organizations are often
responsible for building and maintaining the shelters people use while waiting for the bus.
Transit advertising is typically advertising placed on anything which moves, such as buses,
subway advertising, truckside, food trucks, and taxis, but also includes fixed static and electronic
advertising at bus stations and platforms. This is another outdoor advertising platform that has
emerged in Lagos state in recent years. Airport advertising, which helps businesses address an
audience while travelling, is also included in this category. Municipalities often accept this form
of advertising, as it provides revenue to city and port authorities (Baek and King, 2011).
However, the cost of these outdoor advertising comes with huge challenges as well as very high
cost. The bare-face cost profile of an average outdoor media company includes:
(1) Personnel cost
(2) Site rental

5. (3) Construction of boards and display panels
(4) Maintenance of sites and hoardings
(5) Provision of securities for displays and hoardings
(6) Fees and dues to regulatory authorities
(7) Dues to local government authorities.
Now, these are frontal costs. The drive for innovation is adding massive cost to practitioners’
operating expenses. Some of the large size digital display boards in Lagos and Abuja costs well
over N200 million each. If outdoor advertising media must enhance its value aggregate and
relevance, investment in technology as seen with the new digital display boards is the way to go.
Funds for such investment are not ordinarily available to a larger population of corporate outdoor
advertising service providers. Those better positioned financially go into huge borrowing from
the banks at monumental cost, while many others have had to quit the business entirely (Lafferty,
2013).
CREATIVE APPEAL
Outdoor advertising adds to the richness of local environment whether integrated into city
streetscapes or strategically placed along highways, outdoor media not only moves products it
tells a story.
Advertisers should seek new method of outdoor media which captivates residents and visitors of
Lagos state

6. Many international Cities such as Paris, London, Tokyo and New York encourage both creative
application from building wraps to multidimensional digital displays and talking billboards.
INNOVATION
The World of outdoor media display is continually changing with companies investing more in
innovation and new technologies.
Improvement in print productions and lightning have already enhanced the appeal of the outdoor
medium as has new digital technology, 3D imaginary and fibre optics.
Computer imaging, multi-dimensional digital screen and interactive panels are just some of the
examples of the options now available to advertisers and creative agencies.
Better tracking systems and the ability to change advertisements with wireless technology are
also on the agenda.
BETTER DESIGN
Significant advances should be made around the structural design of outdoor media as companies
invest more capital to improve their quality.
The investment should enhance the safety and aesthetics of outdoor structures,many of which
also serves as community amenities, such as pedestrian bridges, bus-shelters and street lamp
poles.
Many outdoor operators should work with Architects and designers to integrate their structures
with the surrounding environments.

7. The
growth
indices
proven
upon
outdoor
advertising
business
and
practice
are
open
to
common
observation.
There
is
a
clear
index
of
local
presence
of
global
and
innovative
outdoor
advertising
products
in
Nigeria
and
a
huge
upscale
in
the
level
of
professionalism
in
the
quality
of
service
delivery
within
the
industry
today
which
Is
due
to
the
existence
of
the
state
regulatory
outdoor
agency
and
other
professional
and
association
bodies.
The
out
of
home
industry
in
Nigeria
particular
the
Lagos
metropolis
as
being
the
commercial
nerve
of
the
country
has
been
grasping
huge
amount
of
funds
which
has
been
receiving
critical
attention,
according
to
Mediafacts
2010,
an
annual
publication
of
MediaReach
OMD,
a
media
independent
agency
in
Nigeria
recent
survey
shows
that
a
whooping
N100
billion
was
spent
on
outdoor
advertising
in
2010.
This
figure
represents
a
7.3%
increase
over
the
amount
spent
in
2009,
which
saw
about
N90
billion
invested
into
outdoor
advertising,
mostly
in
above
the
line
advertising
(ATL)
activities.
ATL
advertising
includes
television,
radio,
outdoor,
and
press
advertisements.
The
telecommunications
industry
which
is
the
biggest
client
for
the
outdoor
agencies
in
Nigeria
spent
the
highest
on
ATL
advertising
as
in
2009
having
recorded
over
N16
billion
of
ad
spend.
MTN
Nigeria
was
top
in
ad
spend
with
N7.145
billion,
followed
by
Globacom,
which
spent
N4.485
billion
for
advertisements
in
2010,
while
Etisalat
Nigeria
and
Airtel
Nigeria
spent
N2.489
billion
and
N2.126
billion
respectively
and
the
huge
proportion
of
this
went
to
outdoor
and
television

8. REGULATION OF OUTDOOR ADVERTISING IN LAGOS STATE
The Lagos State Signage and Advertisement Agency (LASAA), is the regulatory body for
outdoor advertisement in Lagos state. LASAA was established by the Lagos State Structures for
Signage and Advertisement Agency Law, 2006 and the Amendment is responsible for regulating
and controlling outdoor advertising and signage displays in Lagos State. Lagos State Signage and
Advertisement Agency is responsible for the management, regulation and control of the signage
and outdoor advertising environment in Lagos State. By implication, this makes LASAA
responsible for managing all forms of signage and outdoor branding opportunities in the state.
The agency has been known to embarke on the implementation of a “Streetscape Optimization
Process and System” (SOPS) for all facets of the City’s streetscape, including, signage of all
forms, outdoor advertising, and street furniture within the Lagos State boundaries. From
LASAA’s view, outdoor advertising provides direct community benefits, funding basic
infrastructure such as bus shelters, pedestrian road bridges, illumination of street lamp poles, tree
planting and landscaping project as well as raising awareness for important public campaigns. In
this wise, LASAA is involved in the provision of infrastructures which promotes good
advertisements. This includes Street lights, Bus shelters and so on. The street light advertisement
project, for example, guarantees illumination on our major roads 24 hours a day, 7 days a week,
365 days a year, creating the first impression of your business, telling people who you are, where
you are and what you offer Revenues generated from such advertisement will support the
maintenance of such streetlight lamp poles.

9. Overall, the constitutional role of LASAA includes:
• Control outdoor structures to be used for signage and advertisements
• Issue licenses and permits for the construction and placement of outdoor structures in any
part of the State
• Protect the environment from potential adverse impact from visual blights
• Control the number, size and location of outdoor structures;
• Ensure that outdoor structures are soundly and carefully designed, erected, modified,
maintained or removed when no longer in use to avoid potential damages to lives and
property
• Ensure that outdoor structures are compatible with surrounding land uses and
environment and further ensure the beatification of the immediate surrounding and
vicinity of the advertisement
• Control the pasting and display of posters on public structures and highways
• Organise the procedure to regulate the ownership and operation of outdoor structures for
the purpose of signage or advertisements under specific regulations as contained in this
law
• Reject, revoke or modify a permit if found to be in violation of any of the provisions of
this Law or the conditions for its grant
• Prepare and keep all records related to the issuance and denial of outdoor structures
permit as well as appropriate general records;
• Monitor and inspect through its Monitoring Unit any outdoor structure and verify its
compliance with the Law; and

10. • Establish a data-base of all the outdoor structures used for signage and advertisement,
their owners and operators as well as their location and the reason for the operation
Signage promotes the excellence in a brand, it creates an indelible mark on the minds of
consumers. Visafone, Coca-Cola, Globacom Sony, Guiness, Airtel, GTB, MTN Nigeria
amongst others are brand synonymous with success and quality. Hence the need for every
business to attain such enviable profile with their brand and logos cannot be underestimated.
We hope everyone supports and endorses the vision shown by LASAA which we strongly
believe will see the outdoor and signage industry continue to excel.

11. REFERENCES
Baek, T.H., and King, K.W. (2011). Exploring the consequences of brand credibility in services.
Journal of Services Marketing. Vol. 25, No. 4, pp. 260–272.
Lafferty, B. A. (2013). The relevance of fit in a cause-brand alliance when consumers evaluate
corporate credibility. Journal of Business Research. Vol. 60, pp. 447-453.
Latif, Abdul and Abideen, Zain (2011). Effects of Television Advertising on Children: A
Pakistani Perspective. European Journal of Economics, Finance and
Administrative Sciences, Issue, 30, pp. 38-49.
Saleem, Salman., Abideen, Zain Ul., & Latif, Abdul (2010). Few Determinants of Compulsive
Buying of Youth in Pakistan. European Journal of Social Sciences, Volume 17,
Number 4, pp. 521-535.
Tirmizi, M. A., Rehman, K. U., and Saif M. I. (2009). An Empirical Study of Consumer
Impulse Buying Behavior in Local Markets European. Journal of Scientific
Research, 28 (4), 522-532.
Wayne D. Hoyer, Deborah J. Macinnis and Pinaki Dasgupta (2008). Consumer Behavior.
Published by Biztantra.