Billboard Advertising in Nigeria, the cost of digital billboard advertising in Lagos, Abuja, etc, and outdoor advertising companies in Nigeria, etc.
Billboard advertising in Nigeria is a type of outdoor advertising that tries to reach prospects when they are outside their homes. They are placed strategically to grab people’s attention when they are on the move to connect them emotionally to the brand and inspire them to action.
For years brands in Nigeria have leveraged both billboards and lamp posts to drive increased exposure that engages people and activates brands.
The average Lagosian spends about 70% of their time outdoors which of course, offers a massive window of opportunity to businesses.
Billboard advertising in Nigeria is neither disruptive nor intrusive which are major advantages of this mode of advertising. It is also highly imaginative and allows advertisers to reach prospects at a time they are more relaxed and receptive to advertisements.
In modern times ads are thought to be super intrusive and annoyingly disruptive. In 2016 it was reported that more than 600 million people downloaded ad blocker software and most millennials in particular either have one installed on their computers or mobile devices.
It can be concluded that the average internet user has some form of resentment towards ads which is not hard to explain when you consider the fact that most people do not like their privacy violated, with ads like pop-up ads especially met with disdain.
It becomes even more disappointing when considering the fact that about 1 out of every 3 ads clicks are accidental.
This terrifying information becomes even more haunting when you realize that 45% of people report not even noticing ads any more, whether they use ad blockers or not which means that potentially millions could be wasted on unseen ads.
To insightful businesses, this information is a pointer that there is a need for a change in tactic and the secret lies in making ads less intrusive, less annoying and more engaging.
Billboard advertising in Nigeria solves this problem with its knack for raising brand awareness among a large audience without interrupting them. It is a marketing tactic that is budget-friendly and yields maximum results.
Businesses have been leveraging outdoor advertising to garner large scale exposure for their brands for a long time but the truth is, with the way the digital revolution is sweeping across boards and launching devastating onslaughts on traditional marketing, billboards and lamp posts advertising should have been obsolete.
But they aren’t.
In fact, with more Nigerians on the move, more than ever, brands have continued to utilize billboards and lamp posts in Lagos to tell their brand stories and connect people to their brand.
And data continues to point that billboard advertising is not dying any time soon.
Studies show that 83% of people recall seeing an outdoor advert before shopping, this proves that just like local organic searchers, billboards can also initiate buying decisions.
One of the interesting things about billboard advertising is the ridiculously low cost, especially when you consider how much it costs per every one thousand people that see the billboard ad.
Factors that determine the cost of billboard advertising in Nigeria
There are factors that determine the cost of billboard advertising in Nigeria, such as:
Location of the billboard
Type of Billboard (static billboard or digital billboard)
A fee paid to the Advertising Practitioners Council of Nigeria (APCON)
Designing cost for banners
Factors that affect the cost of billboard advertising in Nigeria
PICK A LOCATION
Get to pick a precise location for your target audience. Where do your customers converge? Which route do they usually take when going out or coming in? These will help you weigh the cost of billboard advertising in Nigeria to know if it will be worth it.
We evaluate dozens of locations before choosing: mainland, island, market places, roadsides or expressways.
This is because showing ads to consumers outside the targeted market is a waste of impressions and this will impact negatively on the entire billboard advert campaign performance. We are concerned about the Return on Investment (ROI) and maximizing the marketing budget.
The place where younger generations spend more of their time outdoors is different from where the older ones spend theirs. Therefore, you need to recognize where your target audience is and meet them with your billboards.
The business class would always converge around the bus terminals, airports, hotels and even conference centres. Understand all these before picking the location you want your ad billboard to appear.
THE BILLBOARD TYPE
For billboard advertising cost in Nigeria, you look at two major types of billboards.
Static billboard gives you a dedicated space to advertise on without the option to share with other brands.
Some advantages of static billboards:
With a static billboard, you wouldn’t be sharing a space with any other brand. It would 100% be yours, day and night, till your rent expires, while with digital billboards, your ad would only be displayed for about 8 seconds at a time, once every 64 seconds.
Static billboards are a lot more affordable compared to digital billboards.
Some disadvantages of static billboards:
If we decided to modify our ad mid-campaign, it would require lots of effort to do this on a static billboard. Updating digital billboards are so much easier because there’s no additional printing cost.
Static billboards only display static content, unlike digital billboards, which can display animated content such as videos.
However, they might be affected by harsh weather condition and it might be difficult to modify the ads’ messages.
Digital billboards address these challenges and also display ads that are more engaging than static billboard but they do not give dedicated spaces. You might find yourself sharing billboard space with a competitor.
This is necessary if you are putting up outdoor ads in Nigeria, especially Lagos.
APCON stands for Advertisers Practitioners Council of Nigeria and they are mandated by law to review and approve outdoor ads before people can put them out.
According to their charter, they are dedicated to promoting responsible and ethical advertising practices in Nigeria. They will vet your billboards adverts to be sure it is up to standard. This also adds to the cost of billboards advertising in Nigeria.
DESIGNING THE BANNERS
The designing of the banner increases the cost of advertising on billboards in Nigeria. You should understand that your audience is always on the move, so you have a few seconds to grab their attention.
Designing an ad that can communicate your message boldly and in a few words is important. Go for a banner that will appeal more emotionally to your audience.
Don’t forget to ensure that the printing company makes use of material that can stand the weather when the banner is mounted outside.
How do smart businesses leverage billboards and lamp post advertising?
Pick the right time to advertise
Great timing is priceless when it comes to marketing.
Having an adequate understanding of when your various consumers’ groups want to be reached and sticking to it religiously could be what makes all the difference.
Of course, it could be quite difficult to pinpoint this exactly but this is where an advertising agency comes into play by leveraging their experience to craft a campaign to yield maximum results.
Pick the prime locations
Just like timing, there is nothing like a good location when it comes to billboard advertising in Nigeria.
It is important to understand exactly where your consumers converge and the routes they take when targeting any demographic group.
Younger generations are likely to spend much of their outdoors at recreational places like local bars and cinemas while the business class would always converge around bus terminals, airports, hotels and conference centers.
Go for elevated exposure
This is very necessary if you truly desire results with your billboard advertising.
Your adverts and its message should always be in full view of your target audience. So, always pick billboards or lamp posts that would give elevated exposure your competitors won’t help but admire.
Create a message that sticks
You have to understand that your audience is always on the move, so you have literally seconds to grab their attention.
So creating a message that can communicate your value propositions in a few words is very important.
ADVANTAGES OF BILLBOARD ADVERTISING
They are big and eye-catchy
It comes with a large target audience
Information is easy to pass across
Effective in brand awareness
Targets all classes of people
Strong visual effect
Builds company reputation
Quick rise in sales/leads
DISADVANTAGES OF BILLBOARD ADVERTISING
It is relatively expensive
Risk of vandalism
Static mode of advertising
No space advantage
Short term of advertising
Limited information to consume
No specific audience
The goal of every business is to make a profit. In pursuit of this goal, most businesses thrive to sell their products and services and using billboards advertising is one of the most valuable means. Sales are a by-product of the level of awareness a brand is given in the market. Most times, consumers patronize brands that they see on different platforms and one of the most effective is the billboard advertising; hence it is imperative to know how much does billboard advertising cost in Nigeria.
The cost of Billboard adverting in Nigeria has a huge impact on sales. The advantages of outdoor advertising are tremendous, especially billboard advertisements in Nigeria.
There are several factors responsible for the high cost of billboard advertising in Nigeria. However, some brands that have the resources to run billboard advertising in Nigeria have, over the years, reaped its fruits, which include: high brand retention and recall, increased consumer loyalty, increased sales, positive brand repositioning and image building and many more.
In order to have a successful billboard advert in Nigeria that will bring a good return on investment, there are rules must be followed.
In Nigeria, before an advertisement can go public, it must first be approved by the Advertising Practitioner’s Council of Nigeria (APCON). This is the regulatory body tasked with the approval of advertisement copy in Nigeria known a vetting.
For an advert copy to be approved;
Application is made by the advertising practitioner seeking approval to advertise attaching a professionally produced advert copy/layout in colour and product samples should not less than 12 units.
The application is then forwarded to the Chairman of the Advertising Standard Panel together with all the attached documents.
The Advertising practitioner meets twice every month. However, a request may be upheld provided the applicant takes full responsibility for such an emergency meeting.
Provisions are available for 8- 16 hours accelerated vetting.
A formal letter notifying the applicant of the status of the application will be sent as soon as the application is received
No advertisement under the vetting category should be exposed unless a certificate of approval from the ASP, signed by the Chairman and the Registrar of APCON has been received by the applicant or media house.
Copies of the Certificate of Approval must be attached to all media orders.
HOW MUCH DOES BILLBOARD ADVERTISING COST IN NIGERIA VS THE IMPACT OF BILLBOARD ADVERTISING
A study shows that 83% of people recall seeing an outdoor advert before shopping.
The same study found that 68% make shopping decision while in the car.
Research from Ocean Neuroscience shows that consumers are 48% more likely to click on a mobile ad after being exposed to the same on out-of-home advertising first.
All these research have continued to point out that billboard advertising is not dying any time soon.
A study reveals that while radio, print media and television ads have declined in prominence, out-of-home ads have enjoyed 31 consecutive quarters of growth, and a 35% increase in ad spend since 2010.
And by 2021, billboard advertising is expected to grow to a $33 billion industry.
While these statistics may reassure you that billboard advertising can be effective, it is still up to you to ensure that you create billboards that are strategic, engaging and really get noticed.
UPSIDE OF USING BILLBOARDS
It may seem like a big investment. Yes, a billboard can cost you. But, it will help your company and build a brand awareness image.
Take, for instance, a stationary billboard at one location is noticed by all the people passing by, this will automatically strengthen your product presence in the market as you reach numerous target demographics simultaneously. The size of the billboard makes it almost impossible to not notice it. Although your audience might have limited time to take note of your ad, there will be a high frequency of customers being repeatedly exposed to it.
This results in the ad automatically getting registered in their photographic and gives a strong visual presence.
SELECTING AN AGENCY
There are a whole lot of advertising agencies, the cost of billboard advertising in Nigeria can also depend on the agency you are using.
There are some questions you need to ask and check out for when choosing a billboard advertising agency. Some are listed below:
Do they have billboards in good locations?
Do their billboards offer elevated exposure?
Is their price within your budget?
Do they have the type of billboard that fits what you want?
Are they APCON approved?
COST OF BILLBOARD IN LAGOS, ABUJA, PORT HARCOURT AND KADUNA
Cost of a billboard in Lagos and some of these major cities in Nigeria listed above varies and that is because of the location of these billboards in Nigeria.
Majorly the cost of a billboard in Lagos is usually higher because of the massive population in Lagos and the reach you will get. The cost of a billboard in Abuja and Port Harcourt and other cities are also determinate by the factors which are listed above. You can call 012931183 or 07067181193 to get more details.
The cost of billboard advertising in Nigeria depends on some of the factors listed above and you can get the best from billboard advertising but it should be seen more like an investment that will yield fruit over time.
Thinking outside the box is important when it comes to creating a billboard advertising plan that would drive results.
So, it is important you always go for agencies that can creatively use the billboards or lamp posts to tell brand stories, engage people and inspire them to action.
Need some expert advice on how to maximize brand awareness with billboard advertising in Nigeria or lamp posts in Lagos or any part of Nigeria? Contact us and we’ll help you to get on the right track.