Outdoor Advertising Association of Nigeria (OAAN) has presented a book that chronicles the historic and legendary journey of the association, including its growth, challenges, and success stories. The compendium titled: “OOH Advertising Practice in Nigeria,” was unveiled as part of activities to mark the maiden edition of OAAN 2022 Conference, exhibition and awards, which was held at Marriott Hotel, Ikeja, Lagos.
The book launch and landmark ceremony witnessed the presence of guests and stakeholders beyond the advertising industry.
Ayo Oluwatosin, the book reviewer, an Engineer and a marketing consultant, explained that the nine-chapter compendium is worth the reading time of every industry practitioner and all stakeholders alike. He also announced to the audience that the book has been acknowledged by internationally acclaimed authorities. One of them, he said, was Professor Ralph Akinfeleye, whom he noted in his comment on the book as auspicious and germane.
Quoting Professor Akinfeleye, Oluwatosin said: “He said that this book, OOH Advertising Practice in Nigeria”, portrays the historical foundation of outdoor practice in Nigeria. It also contains the sociological and philosophical foundation of outdoor practice in Nigeria; that is what outdoor ought to be.”
“The perspective that I would like to take in the review is what I called the merger of two comments. There was a particular comment from Sir Steve Omajafor on this book. He said outdoor practice in Nigeria is a story of survival,” the reviewer said.
The milestone book took a flashback to the various journeys and phases of evolution, growth trajectory, regulations of the practice and the industry of outdoor advertising in Nigeria. This dated back to its birth phase but with special interest in the period from 1928, which was the beginning of modern advertising to 2010, making it a time frame of 82 years.
The book reviewer, however, noted that there are still challenges, despite the fact that regulation/ control of the business has brought about some measure of improvement in the practice with the help of cutting-edge technology and capacity building of the practitioners.
“Essentially and regrettably too, outdoor advertising control/regulation as currently being handled by various arms and agencies of governments, has indeed become an impediment to growth,” he said.
“Essentially and regrettably too, outdoor advertising control/regulation as currently being handled by various arms and agencies of governments, has indeed become an impediment to growth,” he said.
Engr. Dozie Mbanefo, MD/ CEO of New Crystal Communications Limited, a leading outdoor company, was recognised as the Chief Launcher. Dozie was unavoidably absent, but was represented by Chika Arinze, who delivered his goodwill message. He stated that the outdoor agency CEO, together with some of his friends, launched the book with a total sum of N10 million.
