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Expert urges outdoor advertisers to emphasize local contents

By Udo Ibuot

AN advertising expert, Ms Michelle Brown, has urged outdoor advertising agencies in the country to place greater priority on adaptation of new technology, models and trends to suit peculiarities of the market.

Ms Brown, an advertising aficionado and expert from France who visited the country recently said during an interactive session that included business executives, advertisers, outdoor contractors and scholars in Lagos, weekend, that too often what obtained in the Nigerian outdoor scene was that outdoor companies imported foreign models and trends lock, stock and barrel.

She argued that while it was crucial to growth and competition to keep abreast of global technological innovations, every market was different and every situation unique. Brown said: “Nigeria is full of oddities and realities that will simply not be found anywhere else in the world. All solutions, therefore, whether in business or in the public sector need to employ models that take into consideration the specific circumstances and challenges of the country.”

She noted that it was important that advertisers observed the golden rule ‘think global, act local,’ which allows advertisers to adapt global trends and advances in the industry to suit their local markets, which inevitably would produce the best results for their clients, and further cement their symbiotic relationship and partnerships.

Brown who decried the seeming ineffectiveness of the “ultra-wave” hoarding in the country, said: “it makes little economic and business sense to insist on an outdoor medium that requires electricity in a country that is unable to power its industries. It will be doing the economy, the business and the client a great injustice if you will put a billboard up that cannot deliver its message for the greater part of the time. In fact, it is shortchanging the client.

“The effectiveness of the ultra-wave board is based mostly on motion and its multifaceted nature, and there are absolutely no tenable reasons why it should be preferred in a country like Nigeria to much more durable, efficient and no_misery options like the “48 super sheet, unipole, etc” and other regular panels.

She urged outdoor advertising practitioners to invest more in research and development and seek greater understanding of their markets and peoples, stressing that this will go a long way in informing policies and the direction for growth. According to her, “the benefits of research to the practitioners, their clients and the economy at large will be much greater than the cost in the long run.


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