Experts Outline Benefits Of Airport Advertising, Chart Course For Stakeholders (Photos)
Experts in the marketing and communications ecosystem in Nigeria have outlined the huge potential that airport advertising has to offer to brands and businesses as well as revealed how the growing advertising niche can be taken advantage of.
They made this known at an interactive airport advertising stakeholders meeting organized by Airpower, a premium airport advertising giant and leading place-based outdoor advertising and digital interactive media company, recently.
Speaking to the theme ‘Uncover the Treasures of Airport Advertising’ at the Radisson Blu hotel in Ikeja GRA, Lagos venue of the event, one of the experts and keynote speaker for the occasion, Dr. Ken Onyeali-Ikpea, The immediate Group CEO of Insight Redefini explained that Airport advertising has been one of the most reliable out-of-home advertising whether it is a static or digital display “put up around international or domestic airports to deliver a message, idea or perception about a brand.”
In his presentation, Dr. Ken emphasized that airport advertising shapes consumers’ impressions and helps build sustainable brands which are more important when a brand objective is to drive awareness. He added that airport advertising is effective for brand awareness for HNI, has immense opportunity for partnerships, creates support for other marketing communication channels, develops and activates rewards, and also ease of monitoring and compliance.
In his welcome address, the Managing Director of Airpower, Mr. Felix Ehikhuemen said the goal for the event is to avail gathered stakeholders cutting across segments of the market of the tremendous opportunity in leveraging the advertising potential in Nigerian airports.
Also commenting on programme, the Director-General of the Advertising Regulatory Council of Nigeria, ARCON, Dr. Olalekan Fadolapo said, “As the regulator of the advertising space, FAAN is the space owner as it relates to airport management and creates facilities which include advertising opportunities while ARCON regulates the communication level of this facility.”
“As brands and practitioners, there are lots of opportunities in this advertising space, however, to make maximum use of the opportunities, we need to regularize our record because one of our challenges in this space is regularization.”
Also speaking at the event, Managing Director, Chief Executive of the Federal Airports Authority of Nigeria, Rabiu Yadudu revealed that the number of visitors to Nigerian airports has soared astronomically post-COVID-19 era.
The MD who was represented by the Director, Commercial and Business Development, Sadiku Rafindadi emphasized that airport traffic across the country witnessed a rise from 16.37 million in 2018 to 19.8 million in 2022. He added that this figure does not include non-travelers and the thousands of employees that work at the airports.
some images from the event;
Contributing to the theme of the discourse, Mr. Femi Adelusi, the President of the Media Independent Practitioners Association of Nigeria (MIPAN) and Head of the Advertising Sectoral Groups (HASG) said airport advertising gives more opportunity for engaging content and interaction as the world continues its digital acceleration.
In his own contribution, Emeka Okeke, Group Chief Executive Officer of Media Fuse Dentsu advised key players in the airport advertising niche to introduce flexible and affordable packages that will enable more brands to partake in the offerings of the premium advertising spaces. He further urged players to have retail packages where brands and passengers can buy for one, two or three months and also have more engagement with brands.