Lona Media CEO Mr. Idoko Ilona talks to Raheem Akingbolu about the performance of professionals in Nigeria in the global rankings and how the world’s largest billboard soon to be activated in Lagos will encourage logo management. Extracts:
What do you think of the expansion of the subsector of the outdoor advertising industry in Nigeria to the existing global trend?
In the domain of innovation and appreciating the position of the generation in current practice, I would say that Nigerian professionals are moving in the right direction. In terms of regulation, I think Lagos and Abuja are in the lead; they lead the way. Why do I say they are leading the way? Let’s look at it this way. Previously, practitioners paid cash to other people, but now this has been harmonized. If you practice outdoors in Lagos, just deal with the Lagos Signaling and Advertising Agency (LASAA). Practice in Abuja, you will want to deal with the Department of Signage and Outdoor Advertising (DOAS). These are the only two organizations that other people deal with and other states are also following suit. The explanation is simple: regulators know that if the industry is not well regulated, the company will be.
What effect do you think the outdoor industry will have on preparation for the 2023 election?
As we can all see with the recent elections, vote-buying is gradually becoming something from the afterlife in Nigeria. If this continues, it will be difficult to manipulate a politician who does not assign himself correctly. for one party to sell your product is to convince other people of what they are doing by promoting your product very well. As it stands, the most productive way to sell your product is through advertising. Of course, advertising would not be mandatory for parties and politicians when the vote-buying factor is common, as the election would be made in cash. Nowadays, if other people don’t know your product, you’re prepared for it. In the future, you will see fewer professionally controlled political ads. Before 2023, the entire outdoor landscape would be soaked as politicians vie for attention.
How are they doing in the midst of the country’s economic quagmire?
The challenge of the complicated economy is more of a global challenge, which was basically caused by the recession and then by COVID-19. Since outdoor advertising cannot work in a vacuum, the effect of the crisis has been felt, however, this has only hardened practitioners and led to more innovation and creativity.
Can you tell us about OneInfinity, a new offering from your team?
The OneInfinity demo panel is a creation of Lona Media. It is the largest billboard in the world. It measures 277. 4 ms to 38 m. It will be activated in October 2022. To date, the world’s largest board of directors is located in Dubai. It has about 6230 m². Oneinfinity has approximately 10541. 2 m² with a demo domain of 8322. 2 m². The design is a 12-storey building.
Why Lagos or the Third Continental Bridge to mount this billboard?
He intended to be commissioned in Abuja, but plans have changed. We encountered disorders in Abuja, so there was a redirection. Lagos State is believed to be the fourth largest economy in Africa and the most populous city in Africa.
The 3rd continental bridge has the highest vehicle traffic in Africa, with 245,000 cars crossing the road. It is the bridge between the mainland and the island of Lagos, so for us it is the maximum strategic advertising space in Nigeria.
The plate, for now, is a static plate, due to its shared size. We can accommodate between five and seven brands in the set, so it’s an advantage. We intend to upgrade it to a light-emitting diode (LED) over time. We’ve spent billions to achieve this and setting up an LED with the existing exchange rate would charge us a lot of cash and Lona, as a company, doesn’t have that kind of cash right now. So we with the static board, we intend to upgrade to an LED in the next six months.
How do you get from design to commissioning?
The plan discussed in 2015, a company was given to Nivafer Engineering and Construction, one of the major metal production corporations in Nigeria and we signed a contract with Nivafer in 2016. Starting in 2016, until the next two weeks, when the assignment will be one hundred consistent with one hundred completed.
A lot has been invested and this is an allocation of billions of naira divided into two phases. The first phase, for now, is the billboard, which we have achieved. Phase two will remain after the final touch of Phase One, which is the entire land mass of around 9. 6 hectares. We intend to beautify and introduce more recreational activities in the immediate vicinity of the Third Continental Bridge.
We must give Nigerians (individuals, giant corporations, especially indigenous Nigerian corporations) the opportunity to appear on the world’s largest billboard. the story of the world’s biggest billboard is told, its logo will be there.
In October, when we unveil the painting, the world will see that what we bring is dynamic, completely different and incredible.
What are the advantages for advertisers of being in the forum?
Being on set means being on the biggest platform in the world. Although activation is one month to six weeks, thereafter, well after the six-week activation period, over the next five to nine years, anyone who advertises on the board each and every time the story of the world’s largest slate is told, their logo or logo will be highlighted. And we’re going to do extensive marketing for OneInfinity, so that any business that turns on the whiteboard is connected, so the company’s online page can be connected to the OneInfinity online page. It is a partnership of components forever. Whenever the story of OneInfinity is told, any company that is part of the activation will also be presented.
Can you give us more information about Lona Media?
Lona Media was formed in 2006. We brought the LED panels we see all over the country. We installed the first LED in Nigeria in 2006. We also built the first LED in Lagos at Muritala Muhammad International Airport. We built the largest board in Africa in 2015 and they are ready to conquer the world.
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