OutdoorableLAGOS STATE SIGNAGE & ADVERTISEMENT AGENCY

www.lasaa.com April 2014

SOMETHING IN THE WATERHYDRO ADS ARE HERE

AFRICA'S LARGEST OUTDOOR AGENCYCOMES TO NIGERIA

SIGNAGE EXHIBITIION &CONFERENCEHOLDS THIS JUNE

THIS IS LAGOSLEKKI-IKOYI LINK BRIDGE

023

016

003

007

025 069

CONTENTS

INV

ENT

SP

OT

ON

E-M

OTI

ON

PR

IMED

IA

CLE

AR

EDG

E

004 023

036

INV

ENT

SP

OT

ON

E-M

OTI

ON

PR

IMED

IA

CLE

AR

EDG

E

053

OUTDOOR COMPANIES APPROVED BY LASAA

SIGNAGE EXHIBITION & CONFERENCEA first for West Africa- Funto Johnson

THE LAGOS COUNTDOWNCity takes bold new step in new yearcelebrations

OUTDOORABLE 5IVEThe most outstanding structures in Lagos- Kofoworola Gbolasere

BECOMING AN INSTITUTION

- Temitope Akande

LASAA the Go-To Agency on Outdoor Expertise

GOVERNOR FASHOLA VISITS LASAA

AMBIENT MEDIA

AFRICA'S LARGEST OUTDOORAGENCYNigerian Group steers ContinentalOutdoor Media

Turning OOH on its head- Babs Fagade

EditorialPUBLISHERLagos State Signage and Advertisement Agency

EDITOR-IN-CHEFGeorge K. Noah

EDITORIAL DIRECTIONScribes Lane

ASSOCIATE EDITORKofoworola Gbolasere

EDITORIAL ASSISTANTFunto Johnson

ADVERTISING SALESEmail: outdoorable@lasaa.comTel: + 234 704 500 3800

EDITORIAL TEAM Temitope AkandeIdowu OmisoreMayokun AofiyebiRotimi OsiyoyeAlex BalogunZainab Adewale

DESIGN / LAYOUTVee Global Concept

COVER PHOTO’Dayo Adedayo

005 | Outdoorable

Follow us

/LASAA @LASAA /LASAA /LASAA /LASAA

he Lagos State Signage and Advertisement Agency is responsible for regulating and Tcontrolling outdoor advertising and signage

displays in Lagos State. With the vision to be 'an international leader in signage control, outdoor advertising regulation and civic beautification', LASAA hit the ground running. The arbitrary deployment of billboards and posters in the city of Lagos was brought to a halt, heralding a sea-change in the outdoor advertising industry.

The Agency's commitment to improving aesthetics and safety in the sector led to new measures to rid Lagos of practices anathema to modern development. Old billboards gave way to daring and artistic ones; Iconics, LEDs and Water Advertising blended aesthetics with creativity to present an entirely new streetscape and skyline. Thanks to these innovations, Lagos today stands at par with top cities around the world.

Managing Director George Noah, set out the goals of LASAA to include: “the promotion of urban development through advertising, ensuring complementary role between environment and outdoor advertising, promoting quality service through an excellent work force and increasing revenues of the state and local authorities.” He noted that “outdoor advertising plays a fundamental economic role in society, and contributes an estimated excess of N20billion to the Lagos State economy annually.

“Lagos remains the nation's economic nerve centre, with over 2,000 industries. With such diversity, it has become a socio-cultural melting pot attracting Nigerians and foreigners alike. As such, LASAA is constantly promoting ultramodern advertising formats that are allowable within the scope of our regulatory framework. We hold a unique position to showcase advertising formats that are aesthetically pleasing and environmentally friendly. As a result, LASAA has set itself a target to encourage unique advertising formats on the streetscapes of Lagos, in line with the mega-city vision of the government of Lagos State.”

LASAA was established by the “Lagos State Structures for Signage and Advertisement Agency Law (2006) as Amended.” The law empowers the Agency to “Regulate outdoor structures for the display of signage, hoarding and advertisement in Lagos State and for connected purposes.” Among the Agency's functions as defined:: “Control outdoor structures to be used for signage and advertisement; Issue licences and permits for the construction and placement of outdoor structures in any part of the state; Protect the environment from potential adverse impact from visual blights; Control the number, size and location of outdoor structures; Ensure that outdoor structures are soundly and carefully designed, erected, modified, maintained or removed when no longer in use to avoid potential damage to lives and property” etc.

The Agency maintains 22 branch offices in different parts of the state in order to bring service closer to business and all stakeholders.

ABOUT LASAA

(1) GEORGE K. NOAH - MD (2) OLUMIDE SOGUNLE- Deputy MD (3) TEMITAYO ETOMI - SA Operations) to the MD (4) SIRAJ BELLO (5) OYINLOLA ADESHINA (6) OLAMIDE OYEGOKE

(7) BUKKY AYODELE(8) TEMITOPE AKANDE (9) MUTIU BELLO (10) OLUWAYINKA ADEDEJI (11) ADEBAYO AJIBOLA (12) TEMITOPE HUNDOGAN {13) LEKAN OYENUGA (14) OYEYEMI LEKAN (15) ADEMILOLA SHITTA

(16) RONKE OGUNSANWO (17) SHAKUR JIMOH

1

5

9

13

17

4

8

12

16

3

7

11

15

6

10

14

2

WHO'S WHO AT LASAA

About Helios

Tanzania, Uganda, Zambia and Zimbabwe. Continental Outdoor has a portfolio of over 28,000 advertising opportunities in South Africa and 14,000 in total in Sub-Saharan Africa.

The company's policy is to have a physical presence in every country it serves, and Nigeria may not be an exception. It is believed that the company will either acquire an existing outdoor agency in Nigeria, or form a merger with a major player in the industry. Whichever way it plays,

The Helios Investment Partners is an Africa-focused private investment firm established in 2004 by co-founding partners Tope Lawani and Babatunde Soyoye. The company operates a family of funds aggregating more than $1.7 billion in capital commitments, pursuing a full range of investment types, including business formations, growth equity investments, structured investments in listed entities and large scale leveraged acquisitions across Africa.

Helios is one of the largest investment firms focusing on Africa and is among the few independent pan-African private equity investment firms to be founded and managed by Africans. The firm also managed the $110 million Modern Africa Fund on behalf of a range of investors which included the U.S. government's Overseas Private Investment Corporation. The investment experience of the firm spans across some of the world's most competitive and demanding markets such as the Texas Pacific Group (TPG Capital), Investcorp, Terra Firma and JP Morgan.

006 | Outdoorable

Believe it or not, Africa's biggest outdoor agency is o w n e d b y a N i g e r i a n

investment group. Continental O u t d o o r M e d i a , w i t h i t s headquarters in South Africa was acquired in a $146.8 million deal by an investor group led by Nigeria's Helios in 2009. The outdoor agency already operates in 13 other Sub-Saharan African countries, namely: Angola, Botswana, Lesotho, Malawi, M a u r i t i u s , M a d a g a s c a r , Mozambique, Namibia, Swaziland,

there is no gainsaying that the combination of the investor group's financial strength and expertise will create a ripple effect in the out-of-home industry.

Many outdoor practitioners are bracing themselves for the exciting challenge of having Continental Outdoor as a major player in the industry. Some agencies may have to refocus strategies and effect an overhaul of their structures, in order to compete successfully with the financial muscle of Continental Outdoor. Analysts predict possible mergers, to enable local agencies come up stronger.

On its part, Continental Outdoor is expected to build on its longstanding position as the most experienced, operationally capable and best capitalized outdoor advertising company in Africa. Its clients include internationally recognized brands including: Coca-Cola, Standard Bank and Anglo American.

Advert on Continental Outdoor's Citilite range billboard

Continental Outdoor Media billboard

Continental Outdoor Media already operates in 13 Sub-Saharan countries

NIGERIANINVESTMENTGROUP CONTROLSAFRICA'S BIGGESTOUTDOOR AGENCY

“Industry watcherssay the arrival ofContinental Outdoorheralds a new era in out-of-homebusiness in Nigeria”

ŸA revolutionary new biodegradable product is being introduced into advertising structures by Continental Outdoor. Made of recycled textiles, the new product will not harm the environment, unlike the PVC flex face material widely used in the industry.

ŸRenewable energy focus sees the company making increasing use of solar panels to power outdoor structures; it is also changing high wattage bulbs to LED lighting to conserve power.

ADELAIDE MCKELVEY, DIRECTOR, REST OF AFRICA OUTSIDE SOUTH AFRICA FOR CONTINENTAL OUTDOOR MEDIA.

BABATUNDE SOYOYE, HELIOS INVESTMENT PARTNER

TOPE LAWANI, HELIOS INVESTMENT PARTNER

Continental Outdoor Media billboard

L-R

ŸInstallation of timer switches on many illuminated outdoor advertising structures, to cut down on electricity usage. The illumination goes off from 1am to 5am when, according to the company, “most consumers are off the roads.”

OOH SECTORIN LAGOS STATE

006 | OutdoorableContinental Outdoor Media billboard

N50 BILLION WORTH OF COMMERCE GENERATED ANNUALLY, OVER 100,000 EMPLOYED

Out of home medium in Lagos S t a t e n o w o f f e r s n e w technologies, new formats,

and more creative thinking to help advertisers and their agencies take their message to consumers. The industry has embraced innovation in order to keep pace with fast changing needs of consumers. New creative campaigns ensure that messages are not ignored, blocked, or skipped. For product advertising restricted to “adult hours”, OOH offers 24-hour advertising, beating TV and radio hitherto handicapped by this restriction, especially for alcoholic beverages.

As a result of booming internet connections on mobile phones, the medium sends consumers to web search and social media platforms, generating all-important word of m o u t h a n d v i r a l m a r k e t i n g .

Nevertheless, the sector is bedeviled by some crucial challenges including the reluctance of most advertisers to embark on short term cost effective campaigns, the reluctance to deploy campaigns in more populated areas of the state such as Alimosho, failure to embrace appropr iate OOH platforms suitable for specific locations and inevitable failure of OOH campaigns due to creatives only suitable for press.

In an exclusive study undertaken in conjunction with LASAA, Ideas House Consultancy, discovered that OOH reaches consumers no matter what their media consumption habits are. This is because OOH advertising bridges the gap between the in-home message and the out-of-home purchase. And the advantage of the “last word” is never more evident than when it comes to last-minute,

impulse buying. Versatile formats including inflatables, bus shelters, parasols and litter bins offer 'blank canvas' creative potential to break through the clutter and hold people's attention, wherever they work, shop, travel, and play. This is very evident in metropolitan Lagos where commuters spend a considerable time in rush hour traffic. Some companies including NIPCO in Apapa, ARM in Ilupeju, and Zenith Bank in Victoria Island, are now embracing digital signage for their first party signs. Other big brands are considering this new initiative. Several other brands including Coca-Cola are opting for iconic platforms that offer competitive advantage.

O v e r t h e p a s t d e c a d e , N i g e r i a ' s M a r k e t i n g Communications Industry has witnessed one of the most significant changes in the economic landscape of the country. As liberalization and subsequent privatization of hitherto publicly run enterprises coupled with the significant inflow of Foreign Direct Investment by the large multinationals gathered full steam, Marketing Communications Industry has immensely benefitted from the internal growth and healthy competition between rival companies. The advent of the GSM companies started the wave and the spend trend trickled down to other vibrant sectors such as FMCG, Alcoholic Beverage and Financial Institutions.

Now, within this entire spectrum of monumental change, the nation's OOH market landscape and relative industry size has grown exponentially. In actual fact, the OOH market is currently one of the fastest growing practices within the IMC space. With a more structured and professionally managed industry, the opportunities for future growth and expansion are unprecedented.

The LASAA/Ideas House report shows that in Lagos State alone, the turnover of OOH sector is in excess of N50bn, employing over 100,000 persons in various capacities, from structural engineers to creative design specialists, outdoor site erectors to fabricators, foundation companies to architects, printers, casual workers, security companies, warehouse managers and logistics companies.

Some of the most notable changes in the outdoor space especially in Lagos State has been the introduction and growth of LED boards which has tremendously transformed the advertising landscape whilst giving c o m p a n i e s t h e u n p a r a l l e l e d opportunity to have their brands visible in the most dynamic and ideal manner possible. As we look forward to the next 10 years with great optimism, the expectation is for the OOH industry to grow even bigger than its current state as the economy turns around and investment confidence and appetite increases in the sector. LASAA will continue to remain innovative and promote excellence by regulating the practice for the benefit of all. Perhaps by that time, the sector would be worth more than 100bn per year.

OUT OF HOME SECTOR IN LAGOS STATE

FA B R I C AT O R S – T h i s g r o u p constitutes companies who fabricate OOH structures in various formats including but not limited to billboards, bus shelters, kiosks, signages, steel frames, small formats such as litter bins, parasols tables and chairs. Fabricators also include those who build OOH structural foundation and their casual workers.

INSTALLERS - Installers are primarily those who deploy and fix OOH materials of all kinds. From climbing a tall tower to mounting a new material on unipole to changing materials on street lamp posts, installers usually undertake temporary work. Their role is extremely sensitive yet critical to the OOH industry.

LARGE FORMAT PRINTERS - An entire industry on its own, large format printers focus on printing companies who fuel the OOH sector with various print materials, designs and formats. A large concentration is based at the Shomolu axis of Lagos. LANDLORDS - Since OOH business cannot exist without premises and these sites are owned as Landlords. They are crucial stakeholders in the industry that cannot be ignored. There are several types of Landlords with the most common being Federal Government highways, (including military and police formations), State G o v e r n m e n t i n f r a s t r u c t u r e s

“The OOHmarket is currently

growing practicesone of the fastest

within the IMC space’’

COMPOSITION AND VALUE OF OUT OF HOME SECTOR IN LAGOS STATE

OUTDOOR MEDIA BUYING

FABRICATORS INSTALLERS LARGE FORMATPRINTERS

LANDLORDS OUTDOORSPECIALISTAGENCIES

OUTDOORPROTECTION

SERVICES

OTHERS MOBILEADVERTS

TOTAL

8.6BN

1.5BN

382M

8.275BN

1.875BN

370M

8BN

1.25BN

50.29BN

including roads, parks, open spaces; and finally, properties owned by companies/ Private individuals.

OUTDOOR AGENCIES - These are LASAA reg istered companies authorised to undertake the business of owning billboards and other outdoor structures in Lagos State. Their capabilities include design and deployment of OOH materials to site. Approximately 140 of them exist in the state and are members of Outdoor Advertising Association of

Nigeria (OAAN).

OUTDOOR PROTECTION SERVICES - Hitherto referred to as "Area Boys", OPS managers reside in local governments protecting outdoor sites on a 24hr basis. Unregulated, they remain a crucial element in the wheel of OOH practice in Lagos State and the country at large.

MOBILE ADVERTS – This sector covers all forms of mobile advertisement from partial car branding to complete wrap around as well as bus and truck branding. BRT and LAGBUS mobile advertising, taxi digital signage are also classified under mobile advertising.

Kenny Salami, MD/CEO Ideas House Ltd speaking at the OOH session

A cross section of stakeholders at the Out-of-Home session

agos is set to host Africa's biggest Signage and Billboard exhibition this Lsummer, according to plans unveiled

by LASAA. The Agency is putting finishing touches to preparations for the event, the first of its kind in West Africa, which holds at

ndthe Eko Hotel Convention Centre from 22 to th27 June, 2014. Tagged the 'Signage and

Outdoor Conference and Exhibition Africa (Lagos 2014)', it will feature about 300 exhibitors and conference participants from Europe, Asia, America and Africa. The first ever signage and billboard exhibition in the West African sub-region, the event is expected to attract over 4,000 visitors.

The conference and exhibition will offer

By Funto Johnson

The event will be Africa's biggest and the first in West Africa

signage and billboard owners a platform to display their creative innovations to the world. Nigerian exhibitors and delegates will also have the added advantage of participation on home turf, in what is expected to become an annual event on the outdoor industry calendar in Lagos State. LASAA says the maiden edition is geared towards creating a convergence of stakeholders within the out-of-home advertising industry. It will focus on trends, best practices, innovations and challenges within the Nigerian and African contexts.

Like cities including Dubai, Munich, Beijing and Johannesburg where signage and billboard exhibitions are

005 | Outdoorable

Photo Courtesy: Lagosphoto/AAF

SIGNAGE AND BILLBOARD EXHIBITION HOLDS IN LAGOSIN JUNE

The exhibitionis expected to take Nigeria'sbloomingoutdoor industryto new heights.

held regularly, the Lagos event will showcase the very best of signage and billboards alongside powerful representations of ideas that set the pace in the outdoor advertising industry.

Steering the preparations for the highly anticipated event is George Noah, MD of LASAA, who said, “The objective is to provide a veritable platform for the growth and development of signage and outdoor advertising in Lagos State, Nigeria and Africa. The event is expected to attract from within and outside the country, industry regulators, consultants, designers, researchers, brand managers, media buying agencies, event companies, suppliers, manufacturers, exhibitors in the signage, digital signage, retail signage solutions, outdoor media as well as screen and digital printing industries.''

Hopes are riding high for the exhibition, which is expected to take Nigeria's blooming outdoor industry to new heights. Similar exhibitions in cities like London and Milan are reported to generate billions of dollars of sales for exhibitors serving the printing, signage and outdoor advertising industries. Many international stakeholders are already signed up for the inaugural edition, thereby offering a world class showcase for those who participate. “LASAA is set to put the city of Lagos on yet another global stand economically and otherwise. The exhibition will provide for the comparison of creative inventions in signage and billboards via [set] parameters , with eventual winners emerging,” Noah said.

''Our objective is to create an enabling environment that will help all players in our sector to grow their business and to keep abreast with new innovations from across the globe. Visitors and participants are expected to discover the latest developments in equipment, software, signage and outdoor materials, systems, fittings and fixtures. Participants can maximise their time at the event by taking part in the tailored conference sessions as well as experiencing live d e m o n s t r a t i o n s a n d n e t w o r k i n g opportunities. In addition, the conference and exhib i t ion wi l l de l iver new market breakthroughs, significant on-site sales, joint venture opportunities, new trading partners and an improved regional profile for manufacturers.”

Judging by LASAA's enviable record in organising successful events, practitioners say they are looking forward to the first ever Lagos signage and billboard exhibition, which they describe as a move in the right direction. Over the years, the Agency has provided an oasis of calm from the arbitrary display of structures in Lagos State. Hardly surprising therefore, that many are already predicting that the coming exhibition will be a success. Exhibitors already committed to the event include: Rotapanel (Holland) Primedia (South Africa) Agfa (Belgium) Saga Group (Dubai) and Invent Media (Nigeria).

BECOMING AN INSTITUTION

By Temitope Akande

LASAA shares outdoor expertise with other agencies

Johannesburg

JPC has the task of managing property portfolio in Johannesburg, while engaging state-owned properties and structures in revenue generation and beautification. Unlike LASAA which has the autonomy to enforce regulations regarding illegal structures, JPC has no discretionary powers to throw the book at offenders. The South African Agency is nonetheless very effective in achieving its mandate, as demonstrated by the striking outdoor sites and sights on show on the streets of Johannesburg.

At a parley held in South Africa, LASAA and JPC discovered that they have more areas of commonalities than differences, thus paving the way for strategic cooperation between them. Plans are under way for a staff exchange programme which will see LASAA staff widen their knowledge base in South Africa while JPC officials will come to pick up best practices in Lagos. Another key feature of the cooperation is the GIS Map software that JPC will now make available LASAA.

Olumide Sogunle, LASAA Deputy

Managing Director who led the delegation to South Africa, declared the trip a success. He noted that the GIS Map software will “aid the online tracking of all outdoor structures, applications and the processing of such, facilitating the prompt delivery of services.”

The stage is set, therefore, for an exciting collaboration that will make for more vibrancy in outdoor advertising in Nigeria and South Africa. The alliance is also expected to strengthen LASAA's operations and enhance the drive for a beautiful Lagos, while presenting a platform for stronger international ties.

On the home front, several other states are queuing up to tap into LASAA's experience in the field. Approaches have been made to seek the Agency's assistance in establishing outdoor signage regulatory bodies in five states. The message has so far been taken to: Ekiti State, Ogun State, Oyo State, Osun State and Ondo State - all certified brand believers in the winning model as tried and tested by LASAA.

LASAA is increasingly the go-to authority on advertising signages, as the Agency becomes a leading

institution in the outdoor landscape industry. LASAA's rising profile is evidenced by the growing list of organisations knocking on its doors for partnership and collaboration. Its expertise and experience in outdoor advertising are highly sought after at home and abroad; and it is rising to the challenge, offering mentoring and start-off support to those who wish to set up their own signage control authorities.

Notable among the Agency's new collaborators is the South African signage m o n i t o r i n g a n d r e g u l a t o r y b o d y , Johannesburg Property Company, (JPC), which has opened up channels of cooperation with its Nigerian counterpart. The move brings with it opportunities for extending the frontiers of knowledge on a diverse range of activities and competencies in the outdoor advertising industry.

Phot

o Cr

edit:

ABI

ODU

N O

MOT

OSO

ASAA is the preferred partner for stakeholders and other state

governments in Nigeria keen to maximise the potentials of Loutdoor advertising in their respective areas. This was evident in

a training workshop held in Osogbo, Osun State, on 19th April, 2012, at

which key staff of LASAA participated. Temitayo Etomi (Special Adviser

to the Managing Director on Operations) as well as Kofoworola

Gbolasere and Mayokun Aofiyebi of LASAA's Corporate Affairs

Department featured prominently at the workshop, held at

Delightsome Hotels and Resort in the Osun State capital. In an

engaging lecture titled, 'Harnessing the Potentials of Outdoor

Advertising to Propagate the Six-Point Agenda of the Osun State

Government,' the trio shared LASAA's experience and expertise with

their colleagues operating in Osun. Specially packaged for Osun State media persons by Concepts

and Contracts Limited, the workshop delved into the need for proper

management of state assets in order to bring about positive impacts

on government policies.Etomi called on the Osun government to “identify and classify

its state signage assets.” This, she noted, would enable it account for a

proper management of these assets and ultimately, “institute a

medium of creative information dissemination owned and managed by

the state government which will boost the six-point agenda, whilst at

the same time, generate revenue.” Another speaker, Dele Alake, veteran journalist and Managing

Director of Television Continental (TVC), shared the wealth of his

experience with the delegates. Addressing “The Challenges of

Information Generation, Dissemination and Propagation; Conscien-tising the Public on the Merits of the State Government Six-Point

Agenda,” Mr. Alake called on journalists and media executives in the

state to make themselves “indispensable for the system.” He stated

that “strategic communication management should be used

devastatingly to gain public confidence.” The media veteran further

added that media attention should be focused on the developmental

projects of the state government.Other speakers and participants at the training included the

Commissioner for Information and Strategy for Osun State, Sunday

Akere, who represented Governor Aregbesola; Kehinde Bamigbetan,

Executive Chairman, Ejigbo Local Government who served as training

moderator on the day; Bisi Akande; and Kayode Samuel, who delivered

a lecture on the Freedom of Information Act.

PREACHING THE OUTDOOR GOSPEL IN OSUNBy Idowu Omisore

L-R: Mayokun Aofiyebi, Temitayo Etomi, Kehinde Bamigbetan (Chairman, Ejigbo Local Council) and Kofoworola Gbolasere

005 | Outdoorable

Osun State

Ekiti State

Nationwide

In Osun State, a LASAA team comprising Temitayo Etomi, Special Adviser to the Managing Director on Operations, as well as Kofoworola Gbolasere and Mayokun Aofiyebi of the Corporate Affairs Department, was on hand to share ideas with counterparts in Osogbo. In a lecture titled, 'Harnessing the Potentials of Outdoor Advertising to Promote the Six-Point Agenda of Osun State Government,” Etomi canvassed the need for Osun State Government “to identify and classify the State's signage assets.” This, she said, would help to properly account for the management of the assets and ultimately institute a mechanism of creative information dissemination, owned and managed by the state, which will in turn boost the Osun Government's six-point agenda while generating revenue.

A working visit to Lagos by Mr. Eleaza Olumuyiwa Ogunmilade, Director General of the Ekiti State Signage and Advertising Agency (EKSAA), is also yielding results. The visit and earlier parleys led to a partnership deal between EKSAA and its Lagos counterpart; and a subsequent visit to Ekiti by LASAA MD George Noah, underscored his commitment to the arrangement. Accompanied by Ms. Etomi and Head of Corporate Affairs, Temitope Akande, Mr. Noah said the purpose of the visit was to assist in the regulatory and revenue-generation functions of EKSAA, including the development of an Outdoor Masterplan, Signage Enumeration and Situational Analysis, Image and Reputation Audit, Structure Segmentation and Pricing.

“We found during our visit that, Ekiti may not possess the population and commerce of Lagos, but there are vast potentials of untapped products and services to add more pep and aesthetics to the environment as well as increase revenue,” Noah observed.

Mr. Ogunmilade expressed similar sentiments. “We recognise the giant strides made by LASAA in recent years and hope we can benefit from that wealth of experience,” he said. “This is a collaborative initiative; as such we believe there are some areas LASAA too can learn from us. We intend to put in place systems to help us run efficiently, in addition to giving our staff required training for the job.”

LASAA's preliminary report on the EKSAA DG's working visit has been sent to him, and Ekiti Sate Governor Dr. Kayode Fayemi, for consideration and requisite action. The report is expected to help redefine the Ekiti outdoor landscape in a way that will not escape the attention of the target audience, practitioners, tourism investors and all who appreciate the aesthetic beauty of the state.

Similar collaborations are ongoing with the Ogun State Signage and Advertisement Agency (OGSAA) and the Oyo State Signage and Advertisement Agency (OYSAA). As it helps others to achieve the dream of establishing their own outdoor regulatory bodies, LASAA is becoming the gold standard in the advertising signage field. It is now setting its sights on bringing to existence a regulatory body for advertising practices in Nigeria.

Agency officials say the proposed body is aimed at providing an efficient and effective framework as well as guidelines for outdoor advertising control, one which will also promote sustained economic growth, and contribute to the conservation of tourism while assisting the growth of newer regulatory agencies, amongst other goals.

In its vision to nurture a unified outdoor advertising regulatory organisation and ultimately a member organisation with similar bodies across the globe, LASAA is living up to its reputation as a touchstone in the industry. It hopes to create a platform for sharing ideas, protection of industry interests and general collaboration for sustainability in the emerging world.

“GIS Map software will aid the online tracking of all outdoor structures, applications and their processing, facilitating the prompt delivery of services”

Photo Credit: ABIODU

N OM

OTOSO

MD/CEO of LASAA, George Noah, joined others in

welcoming the development of the giant structure. “Our ultimate

goal is to create an outdoor advertising world that will rival top

cities in the world. The unveiling of the largest outdoor structure

in Africa by Primedia is certainly a huge step towards achieving

our outdoor master plan,” Mr. Noah enthused. He reiterated that

LASAA will continue to collaborate with practitioners and other

stakeholders to deliver an aesthetically pleasing skyscape that

will transform the face of Lagos.The TBS tower outdoor structure is set to clock up an

average of 1.5 million views daily, thanks to clear sightlines from

many Lagos locations. It can be seen from the Third Mainland

Bridge, Eko Bridge, Carter Bridge, Bonny Camp, the Boat Club,

Radisson Blue Hotel on Victoria Island, and many other parts of

Lagos Island. Primedia reports an encouraging response to the structure, and

the company is busy fielding enquiries from advertisers.

“Immediately the structure was hoisted, Samsung was the first to

show interest in the towers, although for a very short campaign;

and upon seeing the impact of the towers, several prospective

clients have indicated interest,” Oyedeji said.Formerly known as Race Course, Tafawa Balewa Square is

named after the first Prime Minister of independent Nigeria. Its towers (each 60 metres high) were constructed in 1959. The potential advertising space on each tower is 1600 square metres. It all adds up to an irresistible setting for outdoor practitioners. And so, to Tafawa Balewa Square's gigantic horses and monumental Eyo masquerade sculptures is added another icon: Primedia's towering new structure.

· The TBS structure is temporarily rested but Primedia Out Of Home Nigeria assures that it will be back soon to display some of the best advertising on these shores.

“The unveiling of the largest outdoor structure in Africa by Primedia is certainly a huge step towards achieving our outdoor master plan”

005 | Outdoorable

Pho

to:

Dar

grac

e

afawa Balewa Square, site of many historic occasions in the

past, now has another distinction, as host to the largest Toutdoor structure in Africa. With an imposing 3200 square

metres of advertising space, the ambitious structure is mounted on

the twin towers of the monument, popularly known as TBS. The

structure is set to become one of the most sought after outdoor

spaces in Lagos, as over a million people a day will see any advertising

displayed there. The unveiling, in August 2013, created much

excitement in the industry and advertisers are lining up to be among

the first to take advantage of the prime location.Niyi Oyedeji, Managing Director of Primedia Out of Home

Nigeria, owners of the structure, revealed that it was completed at

AFRICA'S BIGGEST OUTDOOR STRUCTURETwin towers of the TBS host 3200sqm of advertising space

006 | Outdoorable

the cost of over 50 million naira. He said that the inspiration for the

scale and the design came from world famous structures like the

Ponte Building in Johannesburg, South Africa; and One Times

Square, New York. It was a delicate process preparing the site,

according to Mr. Oyedeji. “Mini brackets were fabricated to fit to the

side of the entire stretch of the towers to create extra support for the

structure. We also brought in experts to supervise and certify the

strength of the structure as being able to withstand the strong

Atlantic wind,” he disclosed. Deployed for the successful completion

were new generators to power the maximum strength lights for night

illumination, security, a specialised team to flight banners, and the

printing of the massive banners needed.

he Executive Governor of Lagos State,

Babatunde Raji Fashola was given a rousing Twelcome when he paid a courtesy visit to

LASAA recently. The visit, on 18 July, 2013, marked

the Agency's move to its showpiece new Head Office along Mobolaji Johnson Avenue, Ikeja, Lagos.

Mr. Fashola's memorable visit, tagged 'The

Apprentice', had an interesting twist, as the governor

was put through the typical daily activities of the

Agency. It was rounded off with a short presentation

by LASAA MD, George Noah. Accompanied by the

Commissioner for the Environment, Tunji Bello, the

governor inspected the various departments, seeing

for himself the high standard of service provided by

the Agency.The governor interacted with members of

staff and commended the great strides of LASAA

while challenging them to reach for greater heights.

GOVERNOR FASHOLA VISITS LASAA

005 | Outdoorable

The Lagos Governor waves to staff of the Agency

George Noah (r) makes a presentation to Governor Fashola duringthe latter's visit to LASAAGeorge Noah (r) makes a presentation to Governor Fashola duringthe latter's visit to LASAA

he Lekki-Ikoyi Link Bridge is a thing of beauty. An architectural cantilever principle, utilising tailor-made launching girder and lifting masterpiece that is set to become a major tourist attraction, the frames.Tbridge is one of the new icons of Lagos; and was commissioned “The pylon with its two curved legs characterises the

by Governor Babatunde Raji Fashola on May 29, 2013 as part of the appearance of the bridge. Up to a height of 50 metres, the pylon is A-Democracy Day celebrations. Celebrated as a major dividend of 14 shaped, after which the pylon legs change form and curve outwards to years of Nigeria's democracy, the suspension bridge was conceived by the top... For inspection and maintenance purposes, both pylon legs the Fashola Administration in 2008 and was opened to the public a as well as the main bridge superstructure are accessible from the mere five years later, on June 1st, 2013. inside.

The cable-stayed bridge was constructed at the cost of 29 “The foundation comprises close-end driven steel piles “with a billion naira and delivered by Julius Berger Plc. According to the diameter of 914 millimetres and an average length of 50 metres were Commissioner for Works and Infrastructure for Lagos State, Obafemi used. These steel castings were then reinforced and filled with Hamzat, the Lekki-Ikoyi Link Bridge “was designed to service and concrete. The pylon structure is built on 43 bored piles with a diameter provide access around the Elegushi Roundabout and Lekki Phase I.” of 1,524 millimetres and a maximum of 75 metres.”Dr. Hamzat noted that the axis “is the fastest growing real estate

Present at the commissioning of the historic bridge were corridor in Africa. It recorded tremendous growth in the number of dignitaries including former governors of Lagos State, Alhaji Lateef people residing or working along the corridor. This led to the need to Jakande and Brigadier-General Mobolaji Johnson (Rtd); Oba of Lagos, create an alternative route. Our choice is this new cable-stayed link HRM Oba Rilwan Akiolu I; former Secretary to the Government of the bridge, the first of its kind in West Africa.”Federation, Yayale Ahmed; and the Deputy Governor of Lagos State,

Wolfgang Goetsch, MD of Julius Berger Plc, briefed on the Adejoke Orelope-Adefulire. technical details of the 1.358 kilometres bridge, which boasts an elegant pylon that dominates the skyline on its end of Lagos. Goetsch said the bridge “has two principal parts: a 722-metre long full 'span approach bridge' on the Lekki side located just above water level and a 635-metre long cable-stayed bridge with a precast structure called the 'main bridge'.

“The main bridge is suspended from a 91-metre high pylon and provides the 9-metre headroom above water level to allow for maritime traffic. All bridge deck elements were pre-fabricated in Julius Berger's production facilities here in Lagos. The span elements of the approach bridge were installed by two specially designed launching girders. The main bridge section comprises pre-cast segmental box girder elements, installed according to the balanced

“Our choice is this new cable-stayed link bridge, the first of its kind in West Africa”

AN ICON FOR LAGOSLekki-Ikoyi Bridge is the newest tourist attraction in the city

Lekki-Ikoyi Bridge is the newest tourist attraction in the city

he Lagos State Signage and Advertisement Agency (LASAA) is

to work in collaboration with the Nigerian Armed Forces and Tthe Police to tackle illegal outdoor structures in the barracks.

Longstanding discontent over violations of the Lagos State

Structures for Signage and Advertisement Laws 2011 (as amended)

could have set the Agency and the security forces on a legal collision

course. Any such escalation proved unnecessary, however, as the

Military and the Police came to an agreement with LASAA on the

peculiarities of their locations, while accepting the Agency's

regulatory functions regarding outdoor structures in Lagos State. In a two-day retreat held at the Golden Tulip Hotel, Festac

Town, Lagos on 6th and 7th September, 2013, the Agency charted a

way forward with representatives of the Military and the Police.

Tagged 'LASAA, Military, Police, Operators of Mandate Collaboration

By Kofoworola Gbolasere

Retreat', the retreat was aimed at defining

the roles of the respective stakeholders in the

industry.The situation on Army, Navy and Air

Force bases, as well as Police Barracks, had

hitherto militated against LASAA's stated

objectives, constituting a major impediment

to the attainment of the Agency's

beautification and regeneration goals. A

recent survey showed that over 350

billboards and signages on Military bases and

Police barracks across the state were in

direct contravention of the law. Notable

among these were structures on prominent

sites including: Bonny Camp, Victoria Island;

Police Barracks, Apapa; Police Medical

Services Headquarters, Falomo; Army

Cantonment, Ikeja; and Marda Barracks in

Yaba. Many failed to make the grade in terms

of size, quality, materials used, proximity to

other advertising structures, location and

degree of illumination. Unipoles (single pole structures

carrying a load of over 400kg) were of

particular concern. An audit found that no

fewer than 15 of these were newly erected in

the Lagos suburbs of Awolowo Road (Ikoyi),

Yaba, Obalende, Victoria Island, Onikan and

Surulere. At least 31 similar structures were

at the same time being cast at several

locations across the state. This, despite

Lagos State Governor Babatunde Raji

Fashola's directive outlawing Unipoles; and

the Agency's notification to all practitioners

of its plans for their gradual elimination.

Unipoles are often erected within residential

areas, across link roads and highways; and

completed within 10 days or less – from the

casting of the foundation to the erection of

the various membranes. It will be noted that

they usually require a period of four months

for proper construction and erection. Lapses

in the deployment of outdoor advertising

hoardings can lead to grave consequences,

as demonstrated when a 72-sheet Unipole

collapsed around Falomo Roundabout, Ikoyi,

Lagos, in 2012. The lack of due care in the erection of

s t r u c t u r e s , t h e r e f o r e , h a s s e v e r e

implications for physical and urban planning

operations in the state. Hardly any

consideration is given to the type of structure

being deployed vis a vis the land use of the

area – whether Residential, Commercial,

Restricted or Educational – the types of

buildings and surrounding infrastructure. The

Agency commenced a systemic elimination

by designating “No Unipole Zones”, only to

find many more surfacing overnight in the

most inappropriate locations.LASAA currently has 708 Third Party

billboards and outdoor advertising structures

registered on its database. A staggering one-

third of Third Party structures in Lagos State

are illegal. Many are located in and around

Federal Government Institution territories,

especially military and police zones - areas to

which the Agency's officials typically had no

access. The proliferation of illegal structures

is also a major impediment to the safety,

security and the social and economic

advancement of Lagos residents. For

example, at least 70 billboards were found to

have been erected directly beneath or close to

high-tension electrical cables. 54 were in

dangerous proximity to drainage channels,

while 34 were within distances of less than 40

metres.All that is set to change, as

stakeholders at the retreat deliberated on the modalities for registration and regularisation of outdoor advertisement structures within Military and Police formations. Representing the Lagos State Ministry of Justice was Mr. Lanre Akinsola who raised a six point agenda, which was adopted as a guide towards finding a lasting solution to the issue. Top on the agenda was the process of seeking approval for new outdoor advertisement structures within military formations in the state.

A review of existing structures on Military and Police bases is to be carried out and adjustments made, in order to achieve conformity with LASAA's vision. The Agency will collaborate with consultants and personnel of the Military and Police, to ensure a transparent and objective consideration of all their requests for approval of outdoor advertisement structures. Medspace Managers (outdoor consultants to the Army) as well as representatives of other formations

(Navy, Air Force and the Police) will therefore present all future applications for sites within military premises to LASAA for final approval. Agency officials are now assured of access to Military bases and barracks in order to carry out their duties. Structures within Military and Police premises that meet the requirements will be considered for an upgrade by LASAA.

In addition, the retreat cleared a path through a most contentious area of illegal advertising signage in Military and Police locations, that of lost revenue. It is a shortfall that has given rise to complaints and petitions to LASAA from the Outdoor Advertising Association of Nigeria. Sub-standard structures on Military and Police formations cost less to erect and maintain, and so their advertising rates are cheaper, inviting greater patronage. For practitioners who operate within the law therefore, illegal structures create a depression in the company accounts. While the regulatory fees for maintaining a Unipole structure amount to N2.000.000 (two million naira) per annum, an illegal structure can be leased for N800,000 (eight hundred thousand naira). Registered outdoor advertising practitioners invest significant resources in constructing, maintaining and marketing well-built structures but lose out as the business goes elsewhere.

The knock-on effects of the practice are just as dire for Local Governments across Lagos State. On the 350 illegal structures discovered, local and state governments lose an estimated N380.000.000 (three hundred and eighty million naira) in revenue annually. This represents losses on Third Party structures alone; there are thousands more signages that have eluded LASAA's audit, until now. But relief is on the way, as fees will now be payable to LASAA by consultants and outdoor practitioners who deploy outdoor advertisement structures within Military and Police formations in the state.

LASAA COLLABORATES WITH MILITARY AND POLICE ON OUTDOOR ADVERTISING Breakthrough in two-day retreat on illegal structures in the barracks

015 | Outdoorable 016 | Outdoorable

“A recent survey showed that over 350 billboards and signages on Military bases and Police barracks across the state were in direct contravention of the law”

Billboard interferring with electricity powers lines at Army Cantonment, Bonny Camp

It doesn't end there. Stakeholders at the retreat also agreed on the need to streamline the number of structures that clutter up spaces like Bonny Camp. This is welcome news. Experts have raised concerns about the visual clutter occasioned by an over-saturation of advertising messages. Researchers at Pr inceton University's Neuroscience Institute found a connection between visual clutter and the “mental chaos” that severely restricts the ability of the brain to focus and process information. Another study in Australia established the link between the visual clutter of advertising billboards erected less than 60 metres apart, and the visual distraction that impairs driving abilities, with the potential to increase road accidents.

With the new rules of engagement between LASAA, the Military and Police, it seems betters days are here for outdoor advertising on the barracks. Managing Director of LASAA, Mr. George Noah, expressed satisfaction with the outcome of the retreat, noting that the intention had been to “reach an amicable ground in the area of outdoor structures within the military and police formations.” He added that LASAA has the mandate to regulate outdoor structures within the state and will strive to achieve an outdoor scenery that will compare with cities around the world. He thus enjoined the military and police to collaborate with the Agency in order to achieve the uniformity of outdoor structures in the state.

Police formations. Representing the Lagos State Ministry of Justice was Mr. Lanre Akinsola who raised a six point agenda, which was adopted as a guide towards finding a lasting solution to the issue. Top on the agenda was the process of seeking approval for new outdoor advertisement structures within military formations in the state.

A review of existing structures on Military and Police bases is to be carried out and adjustments made, in order to achieve conformity with LASAA's vision. The Agency will collaborate with consultants and personnel of the Military and Police, to ensure a transparent and objective consideration of all their requests for approval of outdoor advertisement structures. Medspace Managers (outdoor consultants to the Army) as well as representatives of other formations (Navy, Air Force and the Police) will therefore present all future applications for sites within military premises to LASAA for final approval. Agency officials are now assured of access to Military bases and barracks in order to carry out their duties. Structures within Military and Police premises that meet the requirements will be considered for an upgrade by LASAA.

In addition, the retreat cleared a path through a most contentious area of illegal advertising signage in Military and Police

'Let us reasontogether' -delegates inconversation

LASAA MD GeorgeNoah in conversationwith LieutenantSamuel Fiyai of theNigerian Navy overlunch

locations, that of lost revenue. It is a shortfall that has given rise to complaints and petitions to LASAA from the Outdoor Advertising Association of Nigeria. Sub-standard structures on Military and Police formations cost less to erect and maintain, and so their advertising rates are cheaper, i n v i t i n g g r e a t e r p a t r o n a g e . Fo r practitioners who operate within the law therefore, illegal structures create a depression in the company accounts. While the regulatory fees for maintaining a Unipole structure amount to N2.000.000 (two million naira) per annum, an illegal structure can be leased for N800,000 (eight hundred thousand naira). Registered outdoor advertising practitioners invest significant resources in constructing, maintaining and marketing well-built structures but lose out as the business goes elsewhere.

DISCOUNTS APPLICABLE

ŸEffective January 2014: All Light Emitting Diode

(L.E.D) structure owners within Military and Police

formations to pay 50 per cent of annual rates,

payable to LASAA, on business districts and

airport rates.

ŸEffective June 2014: Owners of other structures

(unipole, ultrawave, billboards – 46/96 sheets) to

pay 50 per cent of annual (pro-rated) rates,

payable to LASAA, on 'restrictive' zones as

classified by the Agency.

ŸAll structure owners to pay concessionary sum

of N500,000 in 2013, to enable Military/Police

representatives sensitise owners of

advertisement structures about developments

resulting from the new partnership.

OUTCOMES OF THE RETREAT

ŸConsultants or personnel of the Military and

Police are recognized as 'landlords' of their

premises and may charge fees for erection of

billboards, payable by outdoor advertising

companies.

ŸConsultants and other appointed

representatives of Military and Police formations

to pay annual registration renewal fees of

N100,000, as applicable to all outdoor

advertisement agencies registered with the

Agency.

ŸLASAA to give preferential billing rates to those

who deploy structures within Military and Police

formations, to enable 'landlords' maximise the

revenue derivable from outdoor advertisement

within their locations.

ŸLASAA to give 50 per cent discount on rates

payable by those who deploy billboards on other

outdoor advertisement structures within Military

and Police formations in Lagos State.

“

Olamide Oyegoke of the Enforcement Department and AkaninyeneAkpan of Lagos State Police Command, Ikeja

017 | Outdoorable 018 | Outdoorable

Bukky Ayodele,Head of Innovationand Design atLASAA, makesa point

MD George Noahwith membersof the ArmedForces at theretreat

Olumide Sogunle (LASAA Deputy MD, right) and a military delegate

The retreat sought a way forward on illegal structures on military formations

025 | Outdoorable

uccessful cities around the world

recognize that a key element of their Splanning strategies is the conscious

integration of outdoor advertising structures

to improve the urban landscape, image,

character and quality of life of residents. Cities

noted for their urban design such as Paris,

Geneva and Dubai to mention a few, have taken

care to conceptualise and articulate a

common vision and goal for their metropolitan

precincts. They acknowledge that, without a

clearly defined plan, the potential success of

urban renewal efforts is liable to be

compromised. To guard against this, they have

drafted plans to guide the development and

deployment of structures in and around their

rural and urban spaces.A major focus of the plans is the

Outdoor Signage/Billboard Master Plan, a

guide that creates a design vision and an

action plan for how outdoor advertising would

enhance the look, feel and character of a city.

Proposed plan will provide a holistic breakdown of the ideal vista of Lagos

OUTDOOR MASTER PLAN TO DELIVER THE LAGOS OF LASAA'S DREAMS

u c h m a s t e r p l a n s t a k e i n t o

consideration factors including Sdesign, illumination, format, quality of

construction material, spacing, positioning

and integration into the environment where

they are deployed. Thanks to LASAA, Lagos is to join the

league of Paris, Hong Kong and others by

launching its own Outdoor Master Plan, a

carefully designed layout of the desired look of

the streetscape and skyline of Lagos State. A

lot of effort and innovative thinking has gone

into the proposed plan which, by the time it is

fully implemented, will provide a holistic

breakdown of the ideal vista of Lagos. In a

major orientation drive, many outdoor

practitioners have already been asked to

redesign their structures to be in line with the

vision. In other cases, new cutting edge

designs have been deployed.LASAA MD, George Noah, shed some

light on the project: “After almost five years of

our operations, LASAA will embark on this

journey to create our vision for how outdoor

advertising will enhance the character and

aesthetics of our great state. This Master Plan

will enable us pictorially answer crucial

questions such as: what kind of signs can I put

up in certain areas (for example, Central

Business Districts, Market places, areas of

historical importance)? What are my

obligations regarding landscaping and

beautification?”He further indicated that, while some

areas would be designed to allow for maximum

innovation and creativity in order to drive

commerce and tourist activities, others would

be designated Restrictive or Prohibited areas.

Whatever the locality, the Agency assures that

all structures reflect the energy, passion,

creativity and uniqueness of the people of

Lagos State. According to Noah, “This would

definitely help bring our vision for Lagos State

to life and help us reduce costs, as the Plan...

would, as clearly as possible, provide guidance

on grey areas before practitioners or signage

owners visit our offices. They would know with

the click of a button that the plan is for all areas

and how they must deploy their signage or

outdoor structure to conform to the vision.” The self-help focus of the Master Plan

will help cut down on the time practitioners

expend on consulting the Agency on basic

aspects of the industry, and will help reduce

bureaucracy, allowing for more effectiveness

all round.“At the end of the day, we would have

created and shared our collective vision, and

fast tracked our plans to ensure the urban

regeneration and rejuvenation of Lagos State

using outdoor advertising structures,” Noah

concluded.LASAA invites suggestions and

feedback on the implementation of the

initiative. The Lagos Outdoor Master Plan is to

be shared with members of the public on

completion, so that all of the city's residents

can have access to the guide.

“LASAA will embark on this journey to create our vision for how outdoor advertising will enhance the character and aesthetics of our great state”

005 | Outdoorable 006 | Outdoorable

“LASAA and Insight Communications have displayed great ingenuity in delivering outstanding advertising campaigns”

Trophy haul unprecedented in public sector

LASAA WINS BIG AT LAIF AWARDS

he Lagos State Signage and Advertisement Agency (LASAA) Tbagged eight awards at the recently

concluded 2013 Lagos Advertising and Ideas Festival (LAIF). The awards ceremony, held at the Intercontinental Hotel, Victoria Island, Lagos, was the culmination of the 40th anniversary celebrations of its organiser, the Association of Advertising Agencies of Nigeria (OAAN). LASAA’s gongs were part of a massive haul of 26 awards carted away on the night by its creative partner, Insight Communications.

According to the organisers, this year’s awards, tagged ‘It’s a Gr8 LAIF’, were held in recognition of “great ideas as well as marketing communications excellence.” LASAA’s eight awards consisted of gold, silver and bronze in four main categories, namely: Press, Outdoor, Radio and Television. The Agency’s success was unprecedented; not in a long time has a public sector organisation had such a remarkable winning streak at a prestigious

showcase like LAIF Awards.Managing Director of LASAA, George K. Noah, noting that the awards ushered in a new dawn in the arena of public sector campaigns, thanked the organisers for celebrating the fruits of the Agency’s successful partnership with Insight Communications. He lauded what he called the wonderful contributions of Insight Communications to the production of the exceptional campaigns that garnered the awards. Mr. Noah expressed the hope that the feat achieved through the collaboration would help “ginger the various arms of government and government agencies to use the professional services of qualified a g e n c i e s i n N i g e r i a l i k e I n s i g h t Communications.”

According to Bunmi Oke, President, AAAN, the “LAIF awards seek to recognise creative excellence, improve as well as promote the spirit of healthy competition whilst applying global best practices.” In this regard, she noted that LASAA and

Insight Communications have displayed great ingenuity in delivering outstanding advertising campaigns.

S a m O s u n s o k o , A c c o u n t Management Director for Ins ight Communications, beamed with pride at the awards. “This latest win continues the trend in which we are recognized both locally and internationally for what we do,” he declared. Osunsoko affirmed the company’s commitment to building strong and formidable brands that will always win in the marketplace.

Over the years, LAIF has become perhaps Nigeria’s most coveted awards when it comes to celebrating creativity in advertising. It draws advertising gurus and agencies from all over Nigeria to the annual ceremony. A total of 21 agencies vied for laurels in this year’s awards, which saw LASAA and Insight Communications top the charts in all categories.

Brand Category Title Class of Award

1 LASAA Radio – Corporate Image Lottery Gold

2 LASAA Radio – PPSC Fire Gold

3 LASAA Television – Corporate

Image

Lottery Silver

4 LASAA Television – PPSC Lottery Silver

5 LASAA Radio – Corporate Image Fire Silver

6 LASAA Radio – PPCS Lottery Silver

7 LASAA Radio – Corporate Image Villager Bronze

8 LASAA Radio – PPCS Villager Bronze

006 | Outdoorable

What opportunities do ambient media present to the operators of outdoor advertising and sign makers?

By Babs Fagade

hat was previously a very predictable consumer model in terms of income bracket, race, interests and Wlifestyle goals has become a constantly evolving

selection of people that is almost impossible to bracket or box, turning commercial marketing on its head.

There is a new buzzword for all these accessible media - ambient media. Ambient media is far more accessible and has a far greater reaching potential than conventional outdoor advertising media, simply as a result of its nature. Also known as 'alternative media', it refers to non-conventional advertising that is more specifically consumer focused, and aimed at the consumer at a time when it will be more effective, at times when they are mobile or active, and at times when they are more receptive to the advertising, as well as closer to the products.

So, what opportunities do ambient media present to the operators of outdoor advertising and sign makers? Ambient media includes wrap-arounds, shopping centres, taxi ranks, campus promotions, branded cars, moving ads, on-pack advertising, forecourt advertising, truck advertising, airport advertising, stadia and washroom advertising.

Currently only in Lagos, wrap-arounds refer to huge PVC billboards that are placed around buildings, and structures, particularly while they are being built. Wrap-arounds are usually temporary, and last only while the renovations or building is in progress. They can have a huge impact if done correctly – as the building gets taller while it is being built, your wrap can expand to cover huge areas that would otherwise be almost impossible to advertise over, even if only temporarily.

Alternatively, there is a growing trend toward wrapping already erected buildings that are not used for anything else. Such buildings are usually old and often decrepit, making them an eyesore; and having a wrap-around on the building is often far more attractive than the actual building face. There are some buildings, particularly in the Lagos, however, that are neither old nor decrepit and are used regularly for wrap-arounds. A huge advantage to using buildings as a structure is that it has height, framework and can be viewed from a distance. A PVC type mesh banner media can be used instead of a solid PVC banner media, which allows light into the building and can be seen through from the inside, even though the viewing quality of the wrap may not be as good. Tall buildings that are wrapped provide a huge area for your sign to be viewed - in areas that are densely populated during office hours - by a huge cross section of people.

With the advent of wireless media and portable workstations,

Wrap-Arounds

Shopping Centres

shopping centres are home to far more consumers on a daily basis. The introduction of digital in-store signage allows the advertiser to access his consumer at a time when he or she is in a buying mindset, or in a relaxed frame of mind, as well as when they are in close proximity to the product. This shortens the time space gap between when the consumer experiences the advert and when they have access to the product, increasing the effectiveness of the advert. Plasma screens with running adverts are increasingly being used in shopping centres, as well as advertising on trolley handles and coffee cups. Small adverts that are placed strategically can have more of an impact with consumers than a larger ad that is viewed in a different environment when the consumer is less open to your campaign.

As a hub of activity for large portions of every day, as well as home to traffic from a huge portion of the population, taxi ranks present a large marketing opportunity for those willing to invest the time and research into creating an effective marketing strategy. Because people spend time at a taxi rank waiting for taxis both before and after work, there is a market for a variety of products, and a time frame where the same market will certainly be in one place, at the same time, every day. With the advent of portable branded kiosks and stalls, branding has been made easier and cheaper for the marketers to access a huge section of their target market. Placing barkers and stalls at taxi ranks gives you access to a captive market that is probably going to be in proximity to your product for a set period of time, every day. A branded stall or kiosk will be an effective method of creating brand awareness and with large potential for accessing new potential customers.

These can apply to trucks, cars, taxis or basically any surface on a vehicle that will allow for a self-adhesive substrate or magnetic sheeting to be attached to it. Effective both as part of long and short term advertising campaigns, branded cars have the advantage of reaching a vast and mobile audience. Its viewing potential increases exponentially compared to that of an advert that is stationary, and the advertisement is fairly quick and inexpensive both for application and removal. The vinyl graphic remains clear and bold for three to five years after it has been applied. Once removed from a car, a new graphic can be applied to replace the old one without damaging the paint or affecting adhesion of the second application. Depending on the kind of exposure that you are looking for and the market you are aiming at, vehicle branding on different vehicles increase the level of your exposure dramatically and quickly.

Research has shown that on pack advertising has a direct effect on the consumer market – it is closest to the time when they are buying the product, and is the last opportunity the advertiser

Taxi Ranks

Branded Cars

On Pack Advertising

has of persuading the customer to purchase their product. On pack promotions, tear off recipes or coupons, or competition forms are the most effective forms of on pack advertising that have an effect on the customer.

Often overlooked, this kind of branding has the same benefits as vehicle branding, but is often not used to its full potential. Marketers seem to be largely unaware of the effectiveness of this type of branding.

The sides of open trucks that are often attached with ropes around the border can be easily printed on to become an interesting advert rather than a monochromatic piece of PVC. Similarly, painting the sides of trucks that are not open, or branding them with self-adhesive vinyl is far more effective than a single colour along the side of the truck

Moving ads attract attention through their motion – think rotating standalone signs and dart ads. These are usually portable, easy to store, inexpensive and require minimal manpower or time to install.

One of the least complicated types of advertising, requiring minimal financial input, refers to the poster boxes on the back of toilet doors and washrooms in the public sector. Effective as a result of a captive market, in order to have maximum impact, advertisers will often have more success with a wry approach to the advert rather than a conventional, practical one.

Ambient media is on the increase in many countries, and the opportunities for huge advertising potential are limitless, if marketers get on board and use resources that are, for the most part, already available. As markets and advertising evolve in this country, merely keeping up is simply not an option.

Truck Advertising

Moving Ads

Washroom Advertising

“Barkers and

stalls at taxiranks giveyou access

to a captive

market thatis probably

going to be

in proximity

to your

product for

a set period

of time,every day”

AMBIENT MEDIATurning OOH on its Head

027 | Outdoorable 028 | Outdoorable

OUTDOORREPUBLIC

OBJECTS OF DESIRE

MEET THE OUTDOORABLE 5IVE

We profile some of the most outstanding structures in the cityBy Kofoworola Gbolasere

t is clear that in the world of out-of-home Invent Media's “facilities are made up of doubt, the innovative new arrival raises the bar advertising, the regular everyday structure the largest collection of wide format digital in outdoor advertising in Nigeria and Africa as a Iwill no longer do. There is an exciting new printers in the West African sub-region.” For whole. It doesn't end there. The water structure

shift in favour of standout, cutting-edge them, “marketing communication is integral to is expected to help generate a new riviera designs that make unforgettable statements, business survival,” and comes with the scenery around the Marina, as restaurants and while at the same time heralding a sea-change responsibility “to deliver the best customer bars are planned for the area. The Lagos Marina in terms of aesthetics in their immediate service experience and superior returns at all of the future is just round the corner.surroundings. All around Lagos, bold, futuristic times.” structures are pointing the way forward in the On the unique positioning of the outdoor industry, and visionary practitioners are structure, Olasehinde disclosed that location is The innovative four-sided Vision LED E-rising to the challenge. We present quick profiles a top consideration for his agency, hence the Motion Cube takes pride of place at the First of the Outdoorable 5ive in the Lagos cityscape, choice of the Adeniji loop of bridges that Roundabout (Admiralty Roundabout) along the and the brains behind them. complements the imposing size of the Lekki-Epe Expressway. Gravity-defying and

structure, giving advertisers optimum value for tilted, it almost makes viewers hold their heads their money, with high aesthetic beauty. at an angle in wonder. The first of its kind in

S t r u c t u r e s d o n ' t c o m e m o r e The Adeniji Iconic is notable for many Nigeria, the Cube's dimensions are 4.096m × spectacular than Invent Media's outstanding reasons, not least its role as cover image for the 4.096m each on a pitch pixel measuring butterfly shaped display, which takes pride of revised edition of Chief Femi Ajayi's book, 10.667mm. With a ground space of 1.8m and a place on the Adeniji Adele Interchange. It is a 'Understanding Outdoor Advertising'. maximum total height of 5.9m, the structure, spellbinding sight for thousands of commuters The eye-catching structure is a designed in-house by the E-Motion team, more daily in its prime location, at the point where the pleasant feature for residents and visitors in the than holds its own in our Outdoorable 5ive. E-Third Mainland Bridge links with Lagos Island. city, and has redefined the scenic quality on its Motion's Cube is only the second of its kind to be The Adeniji Iconic, as it is popularly known, is one end of the Third Mainland Bridge. erected in the world; the first went up in of the best loved outdoor advertising displays in Malaysia, while Thailand trailed a distant third, the city, and it's not difficult to see why. The after Nigeria.larger than life back-to-back dual display that It's a brave new world on the Lagos E-Motion was set up in 2005 and quickly takes centre stage on the Adeniji loop, hits the Marina, where a breathtaking water advertising grew into one of the best Out-of-Home agencies viewer where it matters, making this one of the screen was unveiled earlier this year. The in Nigeria, and prides itself as “the most process choicest advertising spaces in the city. innovative digital projection which covers 200 driven” outdoor advertising company in the

A remarkable 500 square metres in size square metres of water area, is the very first of country. E-Motion is the sole advertising agent (250sqm per face), the well-articulated its kind in the whole of Africa, and wowed all who for the Lekki Concession Company (LCC), structure is the first of its kind in the state. witnessed the launch. The dreamy aqua-wonder monetising some 0-15km of the Lekki-Epe Invent media Limited said that careful represents the realisation of the vision of Spot Concession Road for the LCC. At the helm of the consideration went into its design, driven by the on Media, which worked with LASAA and the agency is the dynamic duo of Sim Shagaya and need to make a difference in the industry. “A Lagos State Water Ways for the successful Demola Gbadegesin, who serve as MD/CEO and butterfly cannot be compared to a hawk. When execution of the project. It's no tall tale; water Director respectively. Shagaya and Gbadegesin you see our iconic digital display, you see all the advertising has arrived in the city built on the are graduates of the Harvard Business School, qualities that set us apart,” said Orogun lagoon and it's here to stay. Utilising a variety of with impeccable professional pedigrees; but Olasehinde, General Manager of Invent Media. media including moving images and laser they are not about to rest on their oars, and are He further stated that the company offers and graphics, the display comes with a powerful rear determined to maintain their innovative streak. maintains “choice outdoor sites that stand out HD colour video projector and a water jet Not for them the forgettable billboards that all year round.” Few who have seen The Adeniji sprinkler system that is set to transform the blend into the background; the more dominant Iconic would argue with that assertion. Marina, especially at night. It certainly gives a and outstanding the structure, the better. With

Invent Media was incorporated in 1992 new meaning to Eko Atlantic. practitioners like these, there is little doubt that with the vision to “provide the best of services to Thousands got a sneak preview of the the future of outdoor advertising is indeed bright meet visual communication aids and billboard water advertising at the Lagos Countdown's in Nigeria. sites.” The agency has broken new frontiers in water projection on New Year's Eve, 2012. Now the outdoor advertising industry, most notably the eagle has landed, to the delight of all. MD of with its launch of the first LED display in the Spot On Media, Sesan Ogunro, allowed himself a If there were a competition for the most industry. “Our diverse range of clients benefit smile of satisfation at the unveiling. The water ambitious outdoor display in Nigeria, then from... practical mixed ideas tailor-made to advertising, he informed, will “project as many Primedia Out of Home's imposing structure, address specific needs; it is our culture to as five to ten different adverts intermittently and mounted on the twin towers of Tafawa Balewa ensure that our concept harmonises with and has the [capacity] to recycle the water into Square (TBS) in Lagos, would be a serious support our client,” Mr. Olasehinde said. energy to power the display system.” Without contender. Covering a space of 3200 square

E-Motion

Invent Media

Spot On Media

Primedia Out of Home

“A butterfly cannot be compared to a hawk. When you see our iconic digital display, you see all the qualities that set us apart”

005 | Outdoorable 006 | Outdoorable

“Water advertising has arrived in the city built on the lagoon and it's here to stay.”

“With practitioners like E-Motion, there is little doubt that the future of outdoor advertising is indeed bright in Nigeria”

metres, it is the biggest structure Nigeria took their inspiration from space. in its crown: the first curved light in Africa - and advertisers are iconic locations like New York's After its successful test- emitting diode (LED) structure in reportedly falling over themselves Times Square. Founded in 2007, run, Primedia has temporarily West Africa. A nine by six metres to showcase their products there. the company is a subsidiary of rested its prized structure for double sided curved screen

The 50 mil l ion naira South Africa's Primedia Ltd. keener calibration, so that it will representation with an elevated structure is one of many world- Leveraging on its wide experience come back even better and height of over 60 metres, the beating new designs which show from the South African outdoor stronger. So, in short, if you find structure is surrounded by four that LASAA's relentless drive for a industry, Primedia Out of Home yourself passing anywhere near elaborate water fountains which more beautiful Lagos skyscape is Nigeria aims to “engage in large TBS soon and see the sky-high together create a stunning vista. bearing fruit. As MD of the Agency, scale projects whose benefits structure, don't blink and wonder if Owners of the structure, George K. Noah, enthused at the create rewards to a range of you're in South Africa or America. Clearedge Media Limited, engaged launch, “The unveiling of the stakeholders over a period of time This is Lagos. the best of Chinese engineering largest outdoor structure in Africa and with long term goals.” The expertise to assess and design the by Primedia Out of Home is company self-funds its projects magnificent structure, with the certainly a huge step towards such as the monumental TBS After four years of intense final installation and set up achieving our outdoor master structure, leaving no doubt as to its planning, creativity and over a handled by local professionals. In plan.” status as a big player in the million dollars spent, the Oshodi true Clearedge style, the emphasis

Primedia Out of Home Nigerian outdoor advertising Heritage Garden revealed the jewel was not just on erecting an

Clearedge Media Limited

005 | Outdoorable 006 | Outdoorable

Seeing is believing - E-Motion's Cube at Lekki Phase One Roundabout

“If you pass anywhere near TBS soon and see the sky-high structure, don't blink and wonder if you're in South Africa or America”

“Clearedge locations defy the norm; we combine spectacular structures with stunning scenic views to deliver the complete package”

innovative structure, but also on creating an conceiving the Maryland Tunnel), the same “Our avowed belief is that when things are done aesthetically pleasing environment to enhance thinking and the same feeling to Oshodi, and that right, the impact is everlasting - that is why we aim the quality of life for Lagos residents. was why Oshodi came out to be what it is… to the for environmental art istr y and scenic The Park is powered by a 200KVA transformer with acclaim of all that have seen it.” beautification.” two supporting generators of 200KVA and 65KVA The mission of Clearedge is to “provide respectively. An underground sprinkler system incomparable visibility of clients' outdoor advert was also installed to maintain the lush grass in the intents through unconventional creative inputs garden. and technology that compares to global best

Thanks to its location in the heart of the practices, with sensitivity to local flavour and ever bustling Oshodi – one of the major transport regulations whilst staying ahead of competitions and commercial hubs of Lagos - it is estimated at all times.” Clearedge parades talent and that the structure averages about 1.2million views expertise in conventional billboards display, rental daily. And there's more good news for advertisers, and fabrication, wall murals, media campaign as Clearedge is working to install an iris capture planning and execution, civic beautification mechanism on the structure, to obtain eye-view alongside a host of other exciting out-of-home records of the structure on a day to day basis. practices. “We are a company that not only Clearedge Media Limited was founded in believes in sticking up structures, there has to be 2006 by Chijioke Alozie, Chairman and Chief more,” Alozie stated. Executive Officer of the company, which is also Mr. Alozie noted that while some just set responsible for the evocative Independence up structures, Clearedge aims at creating Tunnel in Maryland, Lagos. “You would have seen advertising sceneries that people can walk into. that the Maryland Tunnel was something out of “Our locations defy the norm; we combine the ordinary,” said Alozie. He added that his spectacular structures with stunning scenic views company “transferred the same vision (used in to deliver the complete package,” he declared.

Is your structure Outdoorable?

Are you a practitioner who maintains a structure you consider outdoorable? Or you've sighted an outdoorable structure in your environment you think is worthy of mention? Then write to tell us in no more than 300 words about the structure, explaining why you think it is outdoorable. Please include two JPEG photos of the display. Also include your name and location. The best contributions will be published in the next edition. The editor's decision is final.

Please send words and images by email to: .outdoorable-mag@lasaa.com

005 | Outdoorable 006 | Outdoorable

Phot

o Cr

edit:

ABI

ODU

N O

MOT

OSO

Contrary to popular belief in society that Area Boys are decadents driven by the unscrupulous motives to extort and create chaos, a tale told by one of their very own, Tunde Balogun offers a different perspective that calls to question this hitherto held belief, revealing instead a group of well organized and uncompromising loyalists with committed causes.

Tagged by outdoor practitioners as a 'network of coordinated uncontrolled persons with territorial control who effect judgment when ignored', Tunde Balogun spoke up at a recent meeting of all stakeholders in the outdoor advertising industry, held at the LASAA office. “We are young educated men (and in some cases women) who have come together to ensure activities within our jurisdiction are conducted peacefully, provided the OOH and other business people are willing to part with a token to enable the 'Boys' cope with the harsh economic realities that exist in the country,” said Balogun.

The perspective of the Area Boys was such that, though their modus operandi in carrying out their activities might seem a little unorthodox, they always ensure adherence to mutually agreed terms with all of their 'clients'. They recognized the penchant for citizens to look down on them since they do not have the backing of either the law or enforcement agencies. However, the area boys who have among them first degree holders, polytechnic graduates and school dropouts, argued that their quest is for a means of livelihood not available from government.

Interaction with the echelons of the Area Boys community revealed that their activities span across all states of the federation; and the common denominator - the need to keep body and soul together - gave rise to the area boys phenomenon.

Also in this edition is an exclusive interview granted by Tunde Balogun, the leader of the area boys Gbagada Constituency, which suggests that interaction with the group, rather than disdain for their members, could foster a safer and more secure environment for practitioners within the out of home section of the Nigerian economy.

005 | Outdoorable Photo Credit: FEMI ADEBESIN-KUTI

The story told by an Area boy proves different when viewed from a different perspective

AREA BOYS OFNIGERIA

The story told by an

Area boy proves

different when

viewed from a different perspective

A fresh perspective is given to the area boy syndrome in this revealing interview with leader of the Gbagada Constituency Tunde Balogun.

I am Tunde Balogun. I head the Gbagada constituency all the way to Bariga. I am strongly involved in the out-of-home business. I am well known by outdoor practitioners [for] providing security to outdoor structures.

We hold our place in the industry. I have been in this business of outdoor before LASAA was established. We monitor and protect billboards for practitioners and they pay us in return. I know all the members of OAAN, I have attended their meeting severally.

(Smiles) This is a misconception that has gone on for very long. What we do is protect billboards from saboteurs. We gave ourselves the mandate that come what may, we will ensure the safety of structures within and sometimes outside our constituency even at the expense of our safety. In exchange we demand financial compensation in order to keep body and soul together. We are not the bad guys as perceived, instead we put ourselves at risk to fulfill our part of the deal.

Tell us a bit about yourself

How do you see your position in the outdoor industry?

Some practitioners are complaining that you damage their billboards, how true is that?

Says GbagadaConstituencyLeader, TundeBalogun

‘WE ARE STAKEHOLDERS NOT AREABOYS

So how much do you charge per board?

So does that guarantee the safety of the boards?

Speaking of members, how many do you have in your constituency?

So, across the state, what is the total number?

Do you have a family?

What is your level of education?

Depending of the size and type of structure, we collect about N200,000 for a 48 Sheet LED. For a 96 Sheet we collect N400,000. And we either collect it at a go or in two installments. This money is then shared across all members of the constituency.

Nothing can happen to that board. When I, Tunde Balogun, give my word, I keep it. I have once been stabbed in the buttocks while protecting a billboard. I will not collect money and fail to deliver. We do not operate like that. I have a name to protect.

In my zone, I have about 150 boys that work with me.

We are about 35 to 40 thousand in all, and I am foremost.

Not yet, although I have a daughter. And I plan on settling down very soon.

I have my school leaving certificate, although I didn't finish my university degree. I have brothers with masters (degrees).

Pho

to C

redi

t: FE

MI A

DEB

ESIN

-KU

TI

005 | Outdoorable

We monitorand protectbillboards forpractitioners and theypay us inreturn

agos State has declared war on the indiscriminate deployment

of posters and banners, with a ‘Zero Tolerance’ policy aimed at Leradicating the menace. In line with the new approach, LASAA,

which has been battling posters on a daily basis, is getting even

tougher, with a major drive to ensure that offenders are made to see

the error of their ways. Poster pasting is one of the factors working against the

beautification of the city of Lagos. It is a persistent act that involves the

arbitrary display of posters, defacing many surfaces in the city and

resulting in the littering of its streetscapes. Since inception, the Lagos

State Signage and Advertisement Agency has consistently kicked

against this unbecoming practice, while at the same time raising

awareness about its negative impact on the environment. LASAA’s Enforcement Team has tackled the problem on all

fronts for many years. The department has in the recent past acquired

additional Ford trucks in order to boost its capacity and the

effectiveness of its daily patrols. Headed by Olamide Oyegoke, the team

(including security personnel and artisans) mounts daily patrols to

apprehend regular offenders; and launches a blitz on the illegality by

cleaning up posters as soon as they appear. “Churches have remained persistent in the pasting of posters,”

noted Oyegoke, whose team constantly advises religious organizations

and other poster-prone parties of alternative methods of

advertisement, such as television commercials and handbills. The

department pays particular attention to areas of high incidence, with

the largest number of infractions observed in the Ifako-Ijaiye and

Alimosho Local Government Areas. The team has also been very pro-active in finding new ways of

dealing with poster offenders, who seem unrelenting in their activity

and constitute a major nuisance to the Lagos outdoor space.

Previously, the Enforcement department took action against

defaulters only after being notified by local governments, but changed

tactic in recent times, and took to writing letters directly to poster

ZERO TOLERANCE: LASAA WAGES WAR ON POSTER OFFENDERS

offenders. Failure to comply with the letter by removing the posters,

could lead to arrest and the payment of a fine. Faced with LASAA’s determined stance, poster offenders found

new ways to deface the city, principally by adopting wall writing as

advertisement, sometimes using paint. Officials also rose to this

challenge, even going as far as using hot water to flush the walls clean

of paint. The Corporate Affairs department complements these efforts

with concerted anti-poster campaigns on selected billboards and

operational vehicles. Temitope Akande, head of Corporate Affairs and

PR department, said anti-poster campaigns were part of a “renewed

communications strategy to enlighten the public on the determination

of the Agency to eradicate illegal outdoor displays.”There can be little doubt, therefore, as to LASAA’s commitment

with regard to posters. And with Governor Babatunde Raji Fashola’s

recent ‘Zero Tolerance’ directive, the Agency is stepping up the war on

offenders. A team of 96 persons, reporting directly to the office of the

Managing Director, has commenced operations, in partnership with a

Poster Enforcement Task Force. They are fully trained and equipped to

carry out a clean-up exercise of posters wherever they are found. Oyegoke sends her 96-strong squad out on the streets day and

night. Her mandate is to eliminate poster pasting in the state; and she

insists the team is focused on the task at hand and will not be deterred.

Poster offenders who repent and turn away from the nuisance activity,

can also key into the drive. Second category employment has been

created for erstwhile offenders; they will be put in charge of spots

designated for regulated poster pasting, and will police unwanted

activity in their jurisdiction. With the steps being taken, officials are confident that walls

and other Lagos surfaces are now hostile territories for those who

paste posters indiscriminately around the city. “If Lagos is to reach that

level of optimal aesthetic class where its streetscape and skyline can

favourably compete with top countries around the world, all hands

must be on deck to rid the state of poster pasting,” said Managing

Director George Noah.

New anti-poster measuresPoster Boards - LASAA has approved the deployment of poster

boards across the state, to be managed by former offenders. There will

be financial incentive for the board manager, who will be expected to

keep his or her designated area free of posters, and will be held

accountable for any breaches.

96-strong squad on the streets daily, as Agency launches blitz on posters.

005 | Outdoorable

LASAA's Enforcement team works to rid the city of posters

006 | Outdoorable 005 | Outdoorable

he management of the Lagos State Signage and

Advertisement Agency (LASAA) has denounced the Tcontinuous flouting of its laws by practitioners and

advertisers. Managing Director, George Noah, observed that

offenders are kicking against the laws governing the agency and

by extension, the laws of the state. He expressed displeasure at the relentless activities of

individuals and organizations who continue with the infractions, despite warnings and penalties issued by the Agency as regards the arbitrary deployment of outdoor structures.

“Amazingly, these offenders are top companies and qualified practitioners who understand the rules of the game, yet… they go about defacing the cityscape with illegal and unapproved structures,” Mr. Noah noted.

He declared that the Agency will no longer tolerate such infringements, and vowed that drastic measures will be taken against culprits henceforth. “It is quite unlawful to consistently carry out an act that the laws of the state otherwise state as illegal,” he concluded.

The Agency is to prosecute offenders to the fullest, going forward.

LASAA FROWNS ON PERSISTENT OFFENDERS

“Oyegoke insists her team is focused on the elimination of poster pasting in the state and will not be deterred”

Anti-Poster Software – The Enforcement

Department has developed a software application

aimed at tracking down the numbers listed on posters.

Defaulters will be apprehended after answering calls to

the listed numbers. Artisans to the Rescue - Artisans have been

deployed across all LASAA branches in the Local

government areas, to clean up their assigned spots

daily.Fine - Defaulters are arrested regularly and

made to face the state task force. Fines are payable

after a detention of 24 hours.

Iconic structures are springing up at the roundabouts, and this trend will spread across the entire state

CIVIC BEAUTIFICATION

RINGING IN THE CHANGES

utdoor practitioners and private organisations are now even

more invested in the task of keeping Lagos beautiful, thanks to Oa new initiative by LASAA. In an unprecedented move, the

Agency is involving the relevant stakeholders through the granting of

permits for the beautification of roundabouts and underpasses across

the state. The aim is to enhance the ever improving aesthetic quality of

the city and its environs. According to Siraj Bello, Head of LASAA's Business

Development and Support Department, the strategic granting of

permits for beautification and landscaping is intended to achieve the

greater buy-in of selected practitioners. As an incentive, holders of

such permits will have the right to erect and display approved outdoor

advertising structures at the beautified locations that emerge from

the arrangement. “This collaboration between LASAA and the involved private

parties will help achieve a higher level of beautification for the state,

particularly as the drive of the agency is to create an outdoor

environment that will rival top cities around the world,” George Noah,

MD/CEO of the Agency, affirmed. Already, the beautification and landscaping of the CMD

Underpass is ongoing through Integrated Business Konsult, which was

granted the relevant approval to carry out the work. The company

promises to deliver the kind of beautiful scenery that will become a

tourist attraction in itself. “Along the Lekki-Epe stretch, iconic structures are springing

up at the respective roundabouts, and this trend will spread across

the entire state,” said Noah. This is already evident at the Lekki

Phase One Roundabout, which is graced by an MTN branded

gigantic Cube Sign that draws the attention of all in the vicinity. New

innovative structures are planned to occupy the remaining

roundabouts along this axis.

Similarly, the Apapa-Oshodi Expressway is being revamped

for outdoor advertisement through careful redesign and planning.

Old run-of-the-mill structures are to give way for a more

contemporary outlook, with designs that will “literally transform the

physical look of the expressway,” according to the Agency boss. “This is part of LASAA's plan to redefine Out-of-Home

advertising in the state in line with the directives of Governor

Babatunde Fashola,” he said. “We have developed a new design for

the Apapa–Oshodi stretch, taking into consideration modern and

innovative outdoor structures that will complement the

environment.”

A sensitisation exercise is ongoing, to explain the benefits of

the exercise to practitioners and to bring them on board with the

vision. The Agency has notified all whose structures are affected by

the plans, particularly owners of Unipoles. As compensation,

affected outdoor practitioners will have first right of refusal on new

structures when the exercise is completed. As it rings in the changes, the Agency has given notification

of the preferred structures types for integration into the new design

vision. These are: Portrait, Tower, Cladded columns, V-Shaped,

Boundary Wall signs, Bus Shelters and Street Furniture. While

allowances will be made for creativity in the new designs, certain

specifications are to be enforced, to ensure strict adherence to the

outdoor master plan.Officials say the redesign of the Apapa–Oshodi axis is just

one of many steps being taken by LASAA to implement the new

outdoor master plan, which will specify the type and location for

placement of outdoor advertisement structures. “This is the long

run will eradicate clutter and clustering, which the Lagos outdoor

advertising space was synonymous with a few years ago,” Noah

said. The transformation the Oshodi area has won the

commendation of Lagos residents before, despite initial

scepticism. It is expected that such commendation will be

forthcoming again on completion of the current exercise, by which

time Apapa–Oshodi will be wearing the desired new look.

Transforming Apapa–Oshodi Expressway

027 | Outdoorable 028 | Outdoorable

Phot

o Cr

edit:

ABI

ODU

N O

MOT

OSO

By Zainab Adewale

Project will let advertisers know how many people see an outdoor advertising campaign in specific locations.

OUTDOOR ADVERTISING AUDIENCE MEASUREMENT COMMENCES IN LAGOS

e Lagos State Signage and Advertisement Agency (LASAA) has rolled out its Outdoor audience research project, which is Texpected to reveal fascinating details about the visibility and

impact of outdoor adverts in the state. The first of its kind in West Africa, the research will help generate audience estimates for outdoor advertising, so that billboards and other signages can be more profitably deployed. The initiative would also bring the outdoor industry in line with published audience research in other sectors including Radio, Television and the print media.

LASAA officials say the data produced will let advertisers know how many people see an outdoor advertising campaign in specific locations, as well as the frequency of the views. The highly specific research will see the audience broken down into typologies including: Age, Gender, Class and Lifestyle. The information produced will be crucial to advertisers in planning and evaluating advertising campaigns in the outdoor medium across the state.

h

communication opportunities. By defining the audience, it will be possible to use the data to plan, trade and compute valuation for the medium.” Noah noted that it will lead to more targeted outdoor advertisements, which will take account of a wider spread of the viewing public.

“We need to encourage outdoor advertisers to consider more populated areas such as Ikorodu and Alimosho. The LASAA Outdoor Audience research we believe, will reveal the marketing potential of previously ignored areas.” Many Lagos suburbs that have not seen a high take-up in advertising signages may start to do so, as the audience measurement reveals their buying power, something outdoor practitioners cannot ignore.

In addition to billboards, outdoor encompasses advertising on street light poles, bus shelters, umbrellas, chairs, ashtrays, beer mats, mugs, sandwich boards, balloons, airships, floors, doors, litter bins, supermarket trolleys, milk cartons, the backs of supermarket receipts Only recently, ROUTE, an outdoor audience advertising measuring system, was launched in the United Kingdom. With £19million investment in its research, ROUTE records how many people saw an advertisement, how often they saw it and includes the profiles of the viewers. The movements of about 28,000 people were captured in the first phase alone.

Like the UK project, LASAA's new initiative is set to change the focus of outdoor media planning in Lagos State from the panel to the audience. The Agency has consistently advocated for a value-driven outdoor sector in light of outdoor practitioners' concerns about low revenue , and the aud ience measurement exercise is expected to contribute to a positive turnaround in the industry.

.

“The LASAA Outdoor Audience research we believe, will reveal the marketing potential of previously ignored areas”

005 | Outdoorable 006 | Outdoorable

The project is the first of its kind to be initiated in Nigeria

since outdoor advertising began in the country over 50 years ago. Managing Director of LASAA, Mr. George Noah, talked up the initiative, saying, “This is a defining moment in outdoor advertising practice in Nigeria. For advertisers to make informed buying decision, data analysis of the target audience is very essential.” He stated further that, “Outdoor advertising markets in developed economies are flourishing because data is available for both buyers and sellers of outdoor spaces, to make informed choices and careful planning.

“We need to embark on a scientific audience research measurement to enable the sector compete favourably with Radio, TV and the press.” Noah explained that the outdoor sector needs a people focused measurement system which will analyse audience estimates, for the good of the industry. “Scientific audience measurement will provide details of the Realistic Opportunity to See (ROTS) [a signage], with eye-tracking studies which will gauge the Likelihood to See (LTS) factor of the various types of display. This will also account for scale, orientation, distance, movement, illumination; and spatially analyse the sites in relation to competitors, customer locations as well as traffic patterns.”

The LASAA MD informed that the Traffic Audit component of the project will be of immense value to advertisers in the area of accurate audience figures; it would also help them make informed outdoor advertising purchases. “The medium is changing at a rapid rate and we must think from the point of view of the audience, not from the position of a billboard structure. If we start with a deep knowledge of how people move about, advertisers can have the flexibility to decide what they put in their way in terms of

here had been ripples of it in the last year or so, as officials dropped hints about exciting plans Tfor water advertising in Lagos State. Head of

LASAA's Business Development and Support Department, Siraj Bello, had for some time given indication that the Agency was working with Lagos State Waterways to explore the potentials of water advertising in the state. This, he said, was in line with the Agency's efforts to develop an outdoor masterplan to rival major cities of the world. The

stLagos Countdown which held on December 31 , 2012 also served as a drill, with its use of water projection at the Bar Beach, much to the excitement of the thousands gathered at the event.

Managing Director of LASAA, George K. Noah, also shed light on water advertising, informing that it can be used to create “vast and seemingly holographic imagery.” He noted that the medium offers a great fusion of art and technology on a natural canvas, the results of which would cause members of the public to pause in admiration of the creativity. Water advertising therefore seemed the perfect innovation for the megacity built on the lagoon. And with the approval of LASAA and the Lagos Concession Company (LCC) for the deployment of facilities and infrastructure to support the launch, the city's residents did not have long to wait.

International experts began work on the installation and conducted preliminary tests under the close supervision of Spot On Media, owners of the equipment. And in August 2013, the dream became a reality as the display, the first of its kind in Africa, was floated on the Marina by Falomo Bridge, Ikoyi.

The advertisement covers 200 square metres of water area and provides a unique canvas for a variety of projected media, including: motion pictures, digital video projection, laser graphics and larger format slide projection. It comes with a powerful rear HD colour video projector and a water jet sprinkler system. An underwater pump recycles the water and sprays a thin mist of it into the air, while the rear projection displays images on the water sprays. It makes for a breathtaking sight at night, as Lagos residents are set to discover.

MD of Spot On Media, Sesan Ogunro, explained that the equipment can “project as many as five to ten adverts intermittently and has the [capacity] to [convert] the water into energy to power the display system.” He disclosed that there are plans

SOMETHING IN THE WATERAfrica's first Digital Hydro Advertising unveiled in Lagos

“The equipment can project as many as five to ten adverts intermittently and has the capacity to convert water into energy to power the display system”

for Riviera-style restaurants and bars under the bridge to complement the projection, and to take full advantage of the magnificent night views obtainable.The launch of the water advertising display brings Lagos in line with top cities like New York (where Nike launched its 'Jordan Melo 8' hologram campaign on the Hudson River), Toronto and Dubai.

Lagos State is b lessed with great opportunities for water advertising, with the attendant potentials to promote sport, business, tourism and transport activities. The infrastructural development of the state is fast catching up with the advantages conferred by nature. The dredging and channelisation of the Ikorodu waterfront, the Lagos Lagoon, Ojo Marina and Falomo among others, as well as the construction of new jetties, are all geared towards the enhancement of aqua-based activities.

Mr. Noah expressed satisfaction with the successful unveiling of the water advertising display, noting that the development has set a pace for the rest of the continent to follow. “LASAA intends to make Lagos a foremost city in Africa and indeed the world through creative outdoor advertising experience... We are working on developing other means of outdoor advertising aside from land,” he said, adding that the aesthetics and ambience created will be of great benefit to the practice of outdoor advertising in Lagos State.

Reaffirming the Agency's determination to keep breaking new ground in outdoor advertising, Noah urged practitioners to constantly look for “new cutting-edge advertising solutions and ideas in delivering value to their clients.”

He expressed hope that the hydro platform will encourage practitioners to be more innovative with outdoor advertising formats, especially water. The newly unveiled display is already a hit, as many top companies are reported to have indicated interest in advertising on the platform.

005 | Outdoorable 006 | Outdoorable

Editor’s Note: Mr. Sesan Ogunro is now deceased

City takes bold new step in new year celebrations

agos scored many firsts when it joined other iconic

cities of the world by staging its own countdown to a Lnew year, in an event that is set to become an annual

feature in the metropolis. A crowd of over 60,000 people

danced the night away at the Bar Beach on 31st December,

2012 in the Lagos Crossover Concert, perhaps the biggest

music show the country has ever seen. As the clock struck

midnight to signal the dawning of 2013, they were treated

to a breathtaking 45-minute fireworks display, the first of

its kind on this side of the Atlantic. Organised by the Lagos State Signage and

Advertisement Agency (LASAA), it was indeed the largest

deployment of pyrotechnics and fireworks ever in Nigeria.

Directing the spectacular was Laser Hire London Limited

(UK) which deployed 30,000 individual shells, cakes and

pyrotechnics, in a show that will live on in the memory of all

who saw it. In the exciting build up to the final countdown at

midnight, there were hourly warm-ups, 'dress rehearsals'

of sorts, from 7.59pm onwards. All in all, a total of 46,000

individual pieces of pyrotechnics and fireworks were fired

from different points around the Eko Atlantic (Bar Beach).

The hitch-free operation, anchored from the rooftop of the

Avenue Suites, Victoria Island, Lagos, included a specially

created audio countdown at midnight. Some 16,000

kilogrammes of firing equipment, fibreglass tubes, delay

fuses and mortars were also put to use during the display.The music was jamming all night, in a non-stop

concert featuring 39 top artists. Among these were some of

Nigeria's biggest music stars, including: 'Kukere' singer

Iyanya, TuFace, MI, Davido, 'Oleku' rapper Ice Prince, Dbanj,

Wande Coal, Dr Sid, Tiwa Savage, Burna Boy and Omawumi.

The sounds of the revelry reverberated as far as a mile away,

as the city of Lagos took a bold new step in new year

celebrations in the country. The event proved that, with

quality programming, top-notch entertainment and

displays, Nigerians are willing to embrace a 21st century

style of ushering in the new year. Many dignitaries were in attendance, including Lagos State

Commissioner of Information, Mr. Lateef Deremi Ibirogba;

broadcaster Funmi Iyanda; 'Beautiful Imperfection' singer

Asa; Lagos State Head of Service, Mr. Adesegun Ogunlewe;

and Executive Secretary of the Lagos State Security Trust

Fund, Mr. Fola Arthur-Worrey. Leading them was no less a

persona than the Oba of Lagos himself, HRM Rilwan Akiolu. A sleek team of emcees, namely Big Brother's I.K,

Quest, Ariyike Akinbobola and Oreyi Keyo kept up the lively

atmosphere. There was never a dull moment. Sponsors of

the show were: Star Lager, Guarantee Trust Bank, Indomie

Noodles, Avenue Suites and DSTV. The stage told its own

story: a collapsible structure projected on three L.E.Ds, to

enable viewing from the farthest corners of the venue.

Backed by top quality sound equipment, the stage show

could hold its own next to any international concert. The

icing on the Lagos State Crossover Countdown cake was

that it cost absolutely nothing. 60,000 Lagosians attended

for free. It was the climax of a two-week programme of

events that kicked off with Governor Babatunde Raji

Fashola switching on thousands of festive lights that

illuminated an entire stretch from the Lagos Marina to

Ahmadu Bello Way. Just a few years ago, it would have been

inconceivable that revellers young and old, including small

children, could have safely attended an open air concert at

the Bar Beach at night. Yet this was the scenario. “In spite of

the 60,000 persons converged at the Bar Beach venue of

the event, there was a heavy security presence,” said LASAA

MD, George Noah. On the ground to ensure everyone's

safety, were: The State Security Service (SSS), Rapid

Response Squad, Bomb Squad, the Nigerian Army, Navy,

Police, the Civil Defence Corps as well as a private security

firm. The Lagos Countdown 2012 was a sign of things to

come, as Eko Atlantic joins famous world locations like the

South Bank of the Thames (London), Times Square (New

York) and the Sydney Opera House (Australia) in wowing the

world every new year with unforgettable firework displays.

FLASHBACK TO THE LAGOSCOUNTDOWN SPECTACULAR

019 | Outdoorable 020 | Outdoorable

“Organised by LASAA, the Countdown was the largest deployment of pyrotechnics and fireworks ever seen in Nigeria”

Middle: Ahmed AlukoPround Winner of the2014 Hyundai Velosterat the 2013 Lagos Countdown Raffle Draw

Burna Boy

Cross sectionof the crowd

Davido

Banky W

Wande Coal

Wizkid

2013 Lagos Countdown

Iyanya

D-Banj

Spectacularfireworks

displayFunmi Iyanda,

Funke Akindele &Don Jazzy

etting started in outdoor practice needn't be a minefield. It is pretty straightforward, once you Ghave the right information. Kofoworola Gbolasere

answers some frequently asked questions about LASAA's procedures, below.

Registering as an outdoor practitioner with LASAA involves a series of easy steps, beginning with the picking up an 'Expression of interest' form at the cost of N100,000. A statement of audited accounts covering a period of three years will need to be submitted. Also required is evidence of technical competence, as well as proof of registration with APCON, OAAN (optional) and a list of projects undertaken. A registration fee of one million naira (N1,000.000) is payable on the granting of approval by LASAA.

This can be done at your Local Government Area (LASAA has offices in all the local government offices). Our officers are on duty at all LGAs every day of the week. You will be given a teller to make payment of N2,000. Once the form is duly filled and submitted, our officers will advise you on the kind of signage best suited for your purposes and the attendant annual charge.

You may do so by making a formal request to LASAA.

The Agency must be formally notified of such intention.

You can pay over the counter at a bank (with a teller) or by bank draft.

Yes, you will. We have relationship managers and product managers who are designated to attend to clients' requests at every point in time.

Do you have a question you would like answered in thenext edition? Send your questions, with your name and area of Lagos, to us by email: outdoorable-mag@lasaa.com.

What is the process of registering as an outdoor practitioner with LASAA?

How do I go about registering for a signage?

Can I change or cancel my signage even after I get approval?

As a practitioner, can I withdraw my permit at any time?

What are the various methods in which one can make payment to LASAA?

Will I have direct access to all staff working on my account?

trendy and affluent Lekki is an advertiser's paradise

HOT SPOTS:LEKKI-EPEEXPRESSWAY

Funto Johnson

The stretch of Lekki Phase One to Epe highway has been dubbed one of the

hot spots for outdoor advertising in Lagos State. The 70km radius parades

numerous roundabouts as well as a toll gate used by thousands of

commuters and residents daily. Lekki is home to one of Nigeria's most affluent

communities. The Lekki-Epe Expressway, which is estimated to have cost N50billion, was

concessioned to the Lekki Concession Company (LCC) by the Lagos State

Government on a 30-year Public Private Partnership agreement. This well-heeled

area is host to a demographic with high-flying jobs and disposable incomes, able

to spend extra on the good things of life. So, as an advertiser, if your target

audience falls within this much sought after category of consumers and your aim

is to get the maximum attention of potential buyers of your product, then the

Lekki-Epe Expressway is the spot to grab.

Know a hot spot for outdoor advertising in Lagos State? Tell us in no more

than 200 words. Send your write-up with large file photos as relevant, including

your name and area of Lagos, to us by email: outdoorable-mag@lasaa.com.

OUTDOOR COMPANIES APPROVED BY LASAA

l21st LTDlFRAMEWORK COMMUNICATION LTD DISPLAYS LTD lSYNERGY CONCEPT INT'L LTD

lABIOK PUBLICITYlFRANCIS STILLWATERS NIGERIA LTD lMOVING MEDIA LTD lTATY COMMUNICATIONS LTD

lAD GOZO LTDlFRANK MARKETING COMMUNICATION lNEW CRYSTAL COMMUNICATION LTD lTHAI & ASSOCIATES MEDIA

lADVERTANGElFRONTLINE MEDIA LIMITED lNEW MERIDIAN MEDIA lTORYDOES NIG LTD

lAFROMEDIAlGAP SIGNS PUBICITY LTD lNEW OUTDOOR COMMUNICATION LTD lTOUCHPOINTS LIMITED

lAHAA MEDIAlGEMS COMMUNICATION LTD lNIGERIA ADVERTISNG SERVICES LTD lTRIPPLE A OUTDOOR LTD

lALLIANZ MEDIAlGLOBAL OUTDOOR SYSTEMS lNORTHWEST MEDIA NIGERIA LTD lU-MEDIA NIGERIA

lALTAVISTA MEDIA LTDlGLOCAL TRENDS LIMITED lNOVELL MEDIA LTD lUNIKSITES LTD

lALTMEDIAlGRAND STRIDE LTD lOJISON PUBLICITY SERVICES LTD lVECTORHYBRID LIMITED

lANTHIAS NIGERIA LTDlGRAPHIC PROJECTS LTD lOPPORTUNITY TO SEE lVIC-ABI PRODUCTIONS LIMITED

lARIES IMAGE LTDlGREAT GRACE COMMUNICATIONS lOPTIMUM EXPOSURES LTD lWETHERHEADS INTERNATIONAL LTD

lAUSVEN NIG. LTDlGREENLAND PUBLICITY LTD lOUTDOOR IMAGE MAKER COMMs. lXL BILLBOARD

lBEAMlGREY MEDIA LIMITED lOUTREACH COMMUNICATION LTD lZENITH ADVERTSING MEDIA LTD

lBEN-AD LTDlIDEAS HOUSE INT’L LOGISTICS LTD lPANAFY LTD lZENITH MEDIA

lBILLOPTIONSlIKAD NIG. LTD lPEDESTAL MEDIA LTD lZYMBOLS.

lBLACKSHEEPlIMAGE TARGET LTD. lPERFECT SITE

lBRAND DISPLAY LIMITEDlINTEGRATED HOWDY KONZULT LTD lPETGOLD VISUAL TECHNOLOGIES LTD

lCAPITAL GEE VENTURES LTDlINTELLIGENT MEDIA LIMITED lPINNACLE OUT OF HOME

lCAPITAL MEDIAlINVENT MEDIA LTD lPLURAL MEDIA LTD

lCELTRON NIG. LTDlI-SIGHT COMMUNICATIONS lPRACAM PRODUCTION LTD

lCHARELLA NIG. LTDlJACSIL & SONS ENTERPRISES LTD lPRIMEDIA OUT OF HOME

lCHANGE4M MEDIA LIMITEDlJIMI PETERS & ASSOCIATES lPRODIGY ADVERTISING LTD

lCLEAREGDE MEDIA LTDlJOYFORA MULTI CONCEPT LTD lPROMOWORLD LIMITED

lCOLOUR IMAGE LTDlKEMPRET MEDIA LIMITED lPROVIEW ADVERTISING LTD

lCORE MEDIA SERVICES LTDlKINSCO SIGNS & PRES NIG LTD lPROVISION MEDIA SYSTEM LTD

lCORPAVENT LIMITED lRADIUS RESOURCES LTDlKOK VISIBILITY EDGE LTDlCORPORATE MEDIA lRAIL-AD LTDlKOLAYO MEDIA LIMITEDlCOVENANT GIANT COMMUNICATION LTD lREGNO MEDIA LIMITEDlKONTACT POINT LTDlDD MEDIA SOLUTION LIMITED lREMKOL INTEGRATEDlKOTS NIGERIA LIMITEDlDESBAB COMMUNICATION NIGERIA LTD lRIPPLES MEDIA LIMITEDlKTFB LIMITEDlDE-SIGNPLAST NIGERIA LTD lRON'T MEDIA LTDlLONA GLOBAL RESOURCES LTDlDISPLAY PRO LIMITED lROSERY LTDlLOOK MEDIA NIGERIA LIMITEDlD.U OPENSOURCE LIMITED lROYAL COMMUNICATIONS LTDlLUZO MEDIA NIGERIA LIMITEDlDYNAMIC DISPLAYS LTD lMALLEABLE COMMUNICATION lSADEL INT'L LTDlELABI LIMITED lMARIO SANCTOS LTD lSAM-AD COMMUNICATION LTDlELEV8 DIGITAL MEDIA LIMITED lMARKETING + MEDIA LTD lSKYLINE COMMUNIATION LTDlE-MOTION ADVERTISING lMEDIA 2 LIMITED lSMART EVENTS & MEDIA LTDlEMPHAZEEZ COMMUNICATION lMEDIA BOARDS NIG LTD lSOUL IMAGE CONCEPT LIMITEDlEUSTAGBO ENTERPRISES LTD lMEDIA CRUSH LIMITED lSPACE CONTRACTORS LTDlEYEKONTACT LIMITED lMEDIA LINK LTD lSPECTACULAR OUTDOORS LTDlEXECUTIVE OPTIONS NIG LTD

lMEDIA SPACE LTD lSPOT ON MEDIA LTDlFIELD COMMUNICATIONS LTD

lMEDIA VIEWS LTD lSTANDOUT OUTDOOR ADVERTISING lFIRST PREMIERE MEDIA LIMITED

lMEDIA WORTH LTD lSTRTEGIC SOLUTIONSlFOLHAM NIG. LIMITED

lMONUMENTAL CONCEPTS & lSUPER SITES OUTDOOR

GEMSGEMS COMMUNICATIONS LTD

r Noah joined LASAA in August 2011 and has over

30 years experience in the media having worked Mwith Nigeria's biggest advertising agency, Insight

Communications Limited and Universal Communications

Group (UCG), the Greater London Council (GLC) and British

Telecom International (BTI) in the UK. A political activist and

technocrat, Mr. Noah was previously the Publisher of Island

News and was also a founding member of Radio Kudirat, the

anti-military rule radio station that was based in Norway.

Some of the founding members were the late Chief Anthony

Enahoro, Professor Wole Soyinka, Asiwaju Bola Ahmed

Tinubu and Governor Kayode Fayemi of Ekiti State.

Under the MD's leadership, a lot of ideas have been

initiated, which include the first Agency to introduce Skype

as a customer service platform, successful hosting of two

editions of the Lagos Countdown, commissioning of the

audience measurement research, spearheading

collaboration with other outdoor advertising regulatory

bodies and stakeholders and driving innovative

technologies resulting in iconic and ultramodern

structures to compete with other developed countries, just

to mention a few. The ward was conceptualized, organized

and designed as a credible project of paying tribute to

excellence and to identify, recognize and project genuine

role models in Lagos State. Some of the former winners

include Dr. Obafemi Hamzat who is the current

Commissioner for Works and Infrastructure in the state.

S/N BRANCH MANAGERS LOCAL GOVT. AREA TELEPHONE BRANCH OFFICE ADDRESSES 1 Adetola Shodiyan Agege 7045015537 Agege Local Government Maternity Office, Agege 2 Dehinde Sogbamu Ajeromi- Ifelodun 7045009173 Ajis Plaza, Bale street, boundary, Ajegunle 3 Yedenu Micheal Alimosho 7045002074 Rm B28, Ikotun / Igando LCDA, Ikotun 4 Chris Ehanmo Amuwo Odofin

7045015521 41RD, FESTAC TOWN

5 Dehinde Sogbamu Apapa 7045009173 Apapa Local Government, Burma Road, Apapa 6 Oladapo Babawande

Akinkunmi Badagry

7045000190 Badagry House, Ajara, by Secretariat, Badagry 7 Aluko Adeolu Adebayo Eti- osa/Ikoyi Obalende 7045002586 City Hall, Catholic Mission Street, (CMS), Lagos Island 8 Bolanle Lamidi Ibeju-Lekki / Epe 7046253352 City Hall, Catholic Mission Street, (CMS), Lagos Island 9 Bukola Ajibode Ifako-Ijaiye 7045000270 Ogba Shopping Arcade, Ijaiye Road, Ogba 10 Omowunmi Oshodi Ikeja 7045000280 Ikeja Local Government, Obafemi Awolowo Way, Ikeja 11 David Lawal Ikorodu

7045000236 Ikorodu Local Govt, Opposite General Hospital, TOS Benson Road, Ikorodu

12 Otukoya Bolade Kosofe 7045008580 Kosofe Local Government, Ogudu Round About, Ogudu 13 Olajide Mariam Abisola Lagos Island 7045009255 City Hall, Catholic Mission Street, (CMS), Lagos Island 14 Salami Kayode Lagos Mainland 7045003021 Yaba LCDA, Adekunle Bus stop, H/M way 15 Olatunji Titilayo Ruth Mosan- Okunola

7045015518

Mosan Okunola LCDA, Council Road, Water Bus stop, Mosalasi, Ayobo-Ipaja Road

16 Olanrewaju Adeyanju Mushin

7045000177

Mushin L.G. Office Annex, Oliyide Street, opposite Mushin General Hospital

17 Anthony Babaniji Ojo 7045008578 Ojo Local Government, Olojo Drive, Ojo 18 Akitah Rebecca Orji Onigbongbo 7045002582 Oshodi Local Government, Oshodi 19 Edosa Aghedo Oshodi / Isolo 7045011038 Isolo LCDA, Osolo Way, by Aswani, Isolo 20 Abdul Taiwo Ololade Shomolu 7045002563 Shomolu L.G.A. Annex, Humani Street, Shomolu 21 Bakare Latifat Surulere 7045019072 Onile gogoro by Masha Bus stop

LIST OF BRANCH OFFICES