DIGITISATION, which has become a buzzword especially among broadcasters, is also defining practice in the outdoor sector of marketing communication industry. In fact, as innovation continues to drive competition in the Nigerian outdoor advertising market, not quite a few practitioners in the advertising sectoral group have fully positioned themselves for market leadership.One of such players is New Crystal Communications, a fast rising outdoor company based in Abuja, but with branches pan-Nigeria.Though a third generation outdoor advertising shop, the firm has, since its inception over a decade ago, played pivotal role in products revolution that is turning around out-of-home media practice with emphasis on offering digital technology compliant products.Hitherto reputed for its pace-setting innovative products such as segmented scrolling billboard, cross-way billboards (Gantries) backlit, unipoles, ultra waves, hexa signs, the high-rising profile agency has again launched a new digital LED super structure tagged, Medallion billboard.The new billboard designs, which have been erected in major city centres such as Lagos, Abuja, Port-Harcourt and Onitsha are said to be very simple to operate but with sophisticated technology yet unparalled in this clime.This disclosure was made recently by the General Manager of the outdoor shop in Lagos, Mr. Ben Ilo who said the new product has unique selling points that will further advance the course of brand equity growth while also lessening undue burdens that are normally associated with billboard postings and monitoring.His words: 'We have brought into the market a new billboard design that makes the business of outdoor advertising operations more simpler, less cumbersome but more sophisticated with the type of the new software we are deploring.'Specifically, he said with the new LED billboard design, 'clients and billboard operators now have simpler and better ways to do business together for high profitability.'Continuing, Ilo said, 'The new billboard has four advert slots per side'. Each of the slots scrolls for three hundred and fifty (350) times per day.He also revealed that for a multiple brand owners, each slot has the flexibility to accommodate more than two brands' advert in a slot to be scrolled for the day.Not only that, the general manager disclosed that the board can be operated right from the practitioners' office without the usual hassle of going to the field to change or post new materials.According to him, clients can also monitor the boards right from the comfort of their offices by merely pressing buttons as it is computer based.On what informed this new billboard technology, Ilo said: 'Outdoor industry has been conventional over the years, but for us at New Crystal Communications, we have to move with the trend. All over the world, outdoor has evolved radically from what it is used to be to the new age of digital.'Speaking in a similar vein, the Managing Director of the company, Engineer Dozie Mbanefo said the introduction of the new billboard design 'is to give prestige advertising to clients' brands as well as optimise brand exposure at a scale ever unimagined.
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