By Ngozi Nwoke
To further build trust and emotions with the consumers through impactful and long-lasting images, FPL Media has launched new static OOH billboards at upmarket Adeola Odeku, Victoria Island, Lagos.
Lanre Ashaolu, Chief Executive Officer, FPL Media, who commented on the latest offering, noted that the deployment of the new billboards is the agency’s contribution to the OOH subsector of the advertising industry in Nigeria.
“Adeola Odeku is a melting point in an ultra-highbrow area where every business puts their best foot forward. Nobody comes there to operate on a mediocre level. The road is open for the audience to see the entire beauty and architecture of the street,” he said.
He cited high recall rate, visibility and reach as the Unique Selling Proposition (USP) of the new offering, adding that the target audiences in that vicinity are the upwardly mobile individuals and businesses.
“What makes our new location unique is that it is the major link road between the key entry and exit points of Victoria Island via Akin Adesola and Ahmadu Bello Way. That means there is going to be a very high recall rate. Decision makers, multinationals, indigenous and global brands have presence, live and work on Adeola Odeku. So, if you want to talk to people that make decisions on your business, you need to let your brand be seen on the highbrow Adeola Odeku,” he noted.
On the choice of the static billboards, the agency boss said that his team does not want brands and business messages to get diluted.
“Because it’s a new platform, we don’t want people’s messages to get diluted. We want brands’ messages to be always on so that the mileage could be maximized. It’s a fantastic opportunity for companies to advertise new products too,” he noted.
Mr. Ashaolu noted that the issue of measurement would soon be a thing of the past, adding that modern static OOH is equipped with updated technological tools concerning consumer lifestyle, behaviour, and demographic analysis.
“As long as many practitioners invest in the software and technology to provide the solution that clients want, the challenge of measurement will soon be over. Advertising companies are smartly and creatively using the data available in the DOOH space to enhance and improve the static OOH space. This allows an equal level of comparison between the two advertising formats,” he said.