A Location Marketing Expert and Innovator has tasked owners of boards and stakeholders in the Out-of-Home (OOH) industry on the importance of effective photo-taking to promote their boards and the industry they operate in.
The expert, Kingsley Onwukaeme who is a Media Manager with Rapid-Xtra, a bespoke OOH Media Planning and Buying agency from the Mediafuse Dentsu Group in Nigeria, said this recently during a refresher training for the agency’s media partners, with the theme, “The Place of Picture Taking in Driving A Better OOH Industry.”
Speaking at the training, he emphasized that having worked on the out-of-home (OOH) strategy and planning side for a considerable length of time, he has seen a wide variety of billboard images that represent an OOH agency’s ‘best efforts’ seeking consideration for purchase of their space. “Every OOH owner pursues to present the best possible image of their OOH inventory. Sometimes, the images submitted makes you wonder about the quality of the location and even about the agency that submitted it.”
He explained that location is everything when it comes to billboard advertising. “Traffic speed, travel destination, and proximity of billboard to the road all influence the effectiveness of the billboard itself. This is why media buyers and clients are sure to evaluate several locations and visit them before committing to billboard advertisement.”
He added, “One of the surefire ways they are able to carry out this evaluation is through the pictures provided to them. Images are OOH owner’s opportunity to demonstrate the proximity of the sign and the quality of the location. These images are the OOH agency’s proof of a quality location though, definitely not proof of performance.”
“Drawing largely on my experience on and off the field in this market, I have come to observe that OOH Advertising is a picture-driven business. This is because in the business, seeing is definitely believing. In fact, your image can sell or sack your board. Thus, with the right picture, even the worst of billboards can be sold and with the wrong picture, even the best of billboards can be rejected,” he said.
With The Right Picture, Even The Worst Of Billboards Can Be Sold- Onwukaeme
The business of Out-of-Home (OOH) advertising OOH is a picture-driven, which makes it one where seeing is believing. In fact, your image can sell or sack your board. Thus, with the right picture, even the worst of billboards can be sold and with the wrong picture, even the best of billboards can be rejected.
These were the views of Location Marketing expert, Kingsley Onwukaeme recently when he spoke as the resource person during a refresher training for media partners of RapidXtra, a bespoke OOH Media Planning and Buying agency from the Mediafuse Dentsu Group.
Onwukaeme who spoke on the theme, “The Place of Picture Taking in Driving A Better OOH Industry,” tasked owners of boards and stakeholders in the Out-of-Home (OOH) industry on the importance of effective photo-taking to promote their boards and the industry they operate in.
Speaking at the training, he emphasized that having worked on the out-of-home (OOH) strategy and planning side for a considerable length of time, he has seen a wide variety of billboard images that represent an OOH agency’s ‘best efforts’ seeking consideration for purchase of their space. “Every OOH owner pursues to present the best possible image of their OOH inventory. Sometimes, the images submitted makes you wonder about the quality of the location and even about the agency that submitted it.”
He explained that location is everything when it comes to billboard advertising. “Traffic speed, travel destination, and proximity of billboard to the road all influence the effectiveness of the billboard itself. This is why media buyers and clients are sure to evaluate several locations and visit them before committing to billboard advertisement.”
He added, “One of the surefire ways they are able to carry out this evaluation is through the pictures provided to them. Images are OOH owner’s opportunity to demonstrate the proximity of the sign and the quality of the location. These images are the OOH agency’s proof of a quality location though, definitely not proof of performance,” he explained.
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