TMKG has released its annual report of Nigeria’s out of home (OOH) media landscape with figures on spend by different product categories, brands, media formats, cities, regions and media owners. The report captioned ‘Outsight!’, is the product of a rigorous audit of the entire Nigerian OOH landscape covering over 150 cities/towns. According to Dan Oshodin, TMKG’s CEO, “the report follows our comprehensive census of all displays in the country, numbering over 10,000, excluding indoor panels but covering over 50 OOH formats on road side, rooftops, walls and at the airports, including 120 product categories and 600 brands”.
In the report, OOH media spend in Nigeria for 2013 was put at 28.75 billion Naira with the telecom category, long reputed for its big budget, topping ad spend on the medium followed by the beer, malt, carbonated soft drinks and skin care categories. Total category expenditure for the telecom brands was in excess of 8 billion Naira. Among the brands, telecom advertisers also dominated investment on OOH with MTN emerging the biggest spender. The top 5 brands also included Glo, Etisalat, Airtel and the Guinness Stout brand.
The report showed a very significant growth in the industry’s investment on electronic and digital displays as many media owners opt for conversion of formerly static sites to electric powered dynamic panels especially in major urban markets.
In terms of spend by market Lagos, the country’s commercial nerve still remains the city of choice for outdoor media investment accounting for more than the investment in all other cities put toghether. Lagos along with Ibadan (in the south west of the country), Abuja (the nation’s political capital), Port Harcourt (the oil rich city by the coastal south) and Aba (the market city in the east) were reported as the top 5 cities with the most number of outdoor media displays.
With over 120 media owners operating in the sector, New Crystal Communications, Invent Media, Marketing+Media, Optimum Exposures and Rocana are among the top media owners by revenue while there appears to be a glut in the market with almost a quarter of total panels in the count vacant or unsold
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The TMKG Outsight! Report 2013 has more details by category, by brand, by market, by media owner, etc which can be acquired by subscription.To have a deeper understanding of the OOH media trends in Nigeria or you want to know how your brand or category is standing in the OOH market place, contact TMKG by phone on +234 7046 214 497 or by email: email@example.com.
TMKG Consulting provides a totally independent third-party proof of performance audit, quality control, research and market intelligence services for the marketing and communication industry. The company which specialises in tracking, monitoring and audit of outdoor advertising and out-of-home media has been at the forefront of driving a better approach to planning and buying outdoor media. For the past seven years TMKG has helped major advertisers in Nigeria track and protect their investment in outdoor. In 2012, it launched the revolutionary Postartrack audit reporting tool, an online dash board that is accessible to advertisers, agencies and media owners for real time tracking and control of OOH investment as the company’s field force audit displays around the country.