Optimum Exposures, one of the Nigeria’s frontline Out-of-Home companies, has broken yet another ground in making outdoor advertising measurable through verifiable data.
Elucidating the need for the timely novelty, one that will provide measurable data and also justify advertising spend in the outdoor advertising sector, Managing Director/CEO, Optimum Exposure, Lere Alimi, explains that the industry has been bedevilled by the non-availability of data and statistics to establish outdoor deliverables in terms of exposures.
For the Optimum boss, Out-of-Home advertising in Nigeria has always been bedeviled with the inability of practitioners to proffer measureable indices to justify Value-for-Money argument with clients and media independents.
According to Alimi: “Most buying decisions are based on the rule of the thumb syndrome, which in most cases are counterproductive to the client, the brand, sometime too, the agency and the industry at large.”
Optimum Exposures, driven by the quest for excellence and maintaining the balance between cost and benefit to clients, is therefore set to unveil “Oracle”, a product described as the first of its kind data capturing device in the Nigerian Outdoor industry.
Oracle shows the power of scientific measurement as the device is able to read and capture vehicular traffic and data as revealed during a media demonstration.
The gathered information is processed and analysed to deliver myriads of statistical facts that are of innumerable importance to media planners, media buyers and brand managers, among others.
Explaining the mechanism of the device, Oludare Olateju, Head of Marketing says that to activate, the moveable device is installed on a route and it captures different sizes of vehicles already coded in lengths – such as cars, SUVs, Buses, trailers and BRTs.
Each class has an agreed average number of occupants.
These are processed to arrive at the total number of exposures an outdoor posting, say on the Third Mainland Bridge, can generate within a time frame.
In Olateju’s words: “The device, which could be deployed on different routes is useful not only to Optimum and its clients but to competition as well.:
Oracle is available for deployment on existing sites by discerning clients at a reasonable handling fee.
According to Olateju, Oracle, a product of European origin, has been globally tried and tested and found to be of unquantifiable benefit to the outdoor industry.
It is seen as a device that will break new frontiers in the industry.
He added: “It is going to change the way the OOH advertising sector is perceived and regarded; most advertisers deploy this medium with no recourse to hard facts as to its ability to deliver on audience promise.”