AS the switchover date from analogue to digital starting June 17, 2012 draws closer, some players in the marketing communication industry are already exploiting the opportunities in IT to drive their operations and businesses.One of such aesthetic value, which outdoor advertising offers is the illumination effects it has in brightening roads at night. They see this as a welcome development to major cities in Nigeria, though they are expensive to erect.Recently, the Lagos State Signage and Advertisement Agency (LASAA) perfected strategies to lift outdoor advertising business in Lagos not only to the benefit of operators and state government, but also to add aesthetics to the environment. Tagged, An Outdoor Masterplan, the document guiding stakeholders will be unveiled by the first quarter of 2012. The primary objective is to enhance the agency's effectiveness while redefining the outdoor environment as its motto proudly declares.Principally, LASAA intends to use outdoor advertising to transform the state by ensuring that certain areas are illuminated beyond using only street lights at night. Mobolaji Bank Anthony Way, Falomo Bridge, Ikorodu Road and outer Marina are already in the agency's scheme.Another state that has taken this cue into its strategy is Abia State. Industry operators and advertisers have applauded the state government for allowing such innovative billboard designs.One of such is the Star advert campaign on Umuahia Tower and along Aba Road facing traffic from Railway flyover, which has been described as a new dawn in the state as the initiative does not only create aesthetic value for the environment, it also boosts internally generated revenue.Commenting on the gradual face-lift of Aba town and other major cities in the state, Mr. Christopher Ehindero, an outdoor advertising practitioner based in Lagos, said Umuahia, the state capital is gradually wearing a new look like Lagos.According to him, 'when I travelled to Abia State the last time, I was impressed to see that the state capital is coming up with heavy investment on out-of-home advertising as the new look billboards designs in the city have shown that advertisers are renewing interest in the state.''If you go to any major city, the first sign of commercial activities is in the nature of out-of-home landscape. A good example of this is Lagos State and the Federal Capital Territory Abuja, where major companies in the country have different innovative outdoor products for their brands'.The Managing Director of World Stage Communications, Mr. Segun Adeleye, said the new outdoor advertising landscape in Abia State would boost private sector confidence in investment drive, noting that only a conducive environment like the one prevalent in the state could guarantee business growth.'With the mega-city nature of Lagos, advertisers and investors see equal opportunity in promoting their brands using both the billboards and other elements in the mix,' he said.Besides, Adeleye said the transformation projects in the state, which government has embarked on should be encouraged to further cement the bond between the public and the private sectors.Mr. Augustine Adichie, a public relations expert, who consults for some state governments on public private partnership, enjoined other states in the country to rise above agrarian look by encouraging multi-sectoral investments from the private sector players.
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