CONTINUED ON PAGE 8
Aside its cost effectiveness , what other selling points can you highlights as Adpump edge over other platforms ?
The technology is unique , considering what it capable of doing and its impact on consumers . Above all , the price and efficiency of the solution give it an edge at this crucial moment . For half of the price of about N150 million on a billboard , the advertiser can have 17 locations across Lagos dealing with a minimum of 1,800 vehicles per day . It is reinforced targeted advertising for the same reach . For Adpump , you are predisposed to listen to the entire advertisement than when you are on motion . Again we have nationwide partnership with our filling station partners . Currently we are starting in Lagos and we are likely to extend to West Africa all linked . An advertiser can segment areas within our platforms he / she wants the adverts run . The advertiser may not buy all the locations . A c l i e n t c a n p u s h d i f f e r e n t products are d i f f e r e n t audiences / markets .
H a v i n g successfully introduced the solution i n m a n y p e t r o l s t a t i o n s , how has the f e e d b a c k s been ?
It has been encouraging ; discerning N i g e r i a n consumers have simply shown that they have eyes for the best . The way it works is that we aggregate everything . For now we have about 17 locations across Lagos State . Some of the stations are 24 hours service . These stations balance out with other stations that close at about 10pm . As advertisers become discerning and look for more value and more efficiency in the advertising space , this kind of platform gives them what they need . It is no more business as usual as advertisers . And we hope we can be the company that would give value to brands and media buyers to get more efficiency .
Who are the target audience of Adpump and why is it not in thickly populated areas like Agege , Iyana Ipaja and so on ?
It targets all consumers and motorists but the truth is that we are expanding its reach gradually . We are rolling it out in phases and very soon , we will move to other part of Lagos and to other cities in the country .
Since many messages would be shown on the TV screen at this same time , how do motorists who spend few minutes at filling stations experience all ?
The way it is planned , the ad is expected to run for four minutes . What we done is to have 30 seconds advertisement of one Ad , the 30 seconds entertainment and 30 seconds sports . This is televisions condensed within four minutes . If you come any time , you must get the messages within the four minutes cycle . At the platform we provide consumers with all they want . For now , we have our pilot locations with Oando after the World Cup in 2014 in Brazil . Within the p i l o t p h a s e , we worke d o u t t h e technicalities of it . It must however be noted that the TV screens are networked . We speak to our screens remotely through 3G network . Within the 6 months of our installations we made sure that we have the system perfected . Once you purchase Ads with us and since it is networked , you are purchasing across the aggregates of locations which gives the reach and targeted audience you want .
We also partnered with Channels TV which allowed us to show Channels TV news . We have other media partners . By these partnerships we managed to gauge the impact . The impact has been tremendous . In terms of metrics , we believe that Adpump gives value not only on cost but in terms of metrics . We can tell the sales that happen in each location thereby translating to the number of eyeballs . We want to be equivalent to biggest TV shows in Nigeria .
Beyond quick message advertising , what else can the public get through the platform ?
The Innovation is premium for brands and any type of messaging ; not just advertising but messaging service as it has the power of captivating the audience . When buying petrol the audience is predispose to listen to the messages that are targeted at them . It is brilliant platform . Since petrol stations are commercial centers , it is not just about cars , but it serves as bus stops , convenient buy recharge cards and places for relaxation as vehicles park to rest before continuing their journey . So we feel it is a place to actually use for communication to the large demographic audience . It is outdoor targeted advertising .
What advantage does adpump has over other digital platforms ?
It brings the messages closer and this allows brands to easily connect their audience . This is possible because television has the captivating power . As a kid , we all grew up watching TV and how it plays on colours and images . Many people are already aware of adverts that prop up on our TVs , and when you see the adverts on outdoor , it gives you the nudge you need . We believe that the same Ad the consumer sees on TV at home is now seen at filling stations and there will be instant recognition and this will create actual drive for action . We are reinforcing TV ads , not try to replace them but reinforce t h e m i n o u t d o o r medium .
ADVERTISING
WILL ALWAYS REMAIN A MAJOR TOOL FOR POSITIONING
What other products do you have for the market ?
W e a r e w o r k i n g o n m o r e solutions to further add values to our clients . At the moment , we are concluding w o r k o n A d a g e , a n o t h e r u n i q u e p l a t f o r m , which we are planning to launch at Spar and other supermarkets . It is a TV screen to be placed on the isle and as you are walking for shopping , you will be engaged through the platform . With this , we hope to drive instant sales and instant purchases
What do you think the rest of the year has for advertising ? Generally speaking , there has been lull in the business landscape in the last few months , no thanks to the global economic crisis . Now , government and business owners across the countries are readjusting to contend with the challenges . In Nigeria , the current administration has the goodwill and a lot is being done to reposition the economy . This , coupled with the fact that foreign investors are considering Nigeria for investment will boost the fortune of advertising for the year because both players in the private and public sector will require advertising for effective communication .
Signage vol . 1 No2 9