By Ngozi Ufomba
To boost the knowledge and practice of out-of-home (OOH) advertisement practice in Federal Capital Territory (FCT), the Department of Outdoor Advertisement and Signage (DOAS), alongside a firm, Phritnol Nigeria Limited (DPNL), has organized a one-day training workshop for the staff and advert practitioners in FCT.
The theme of the training was ‘Productive and profitable out of home media practice’. Venue was Sandralia Hotel, Abuja.
Acting Director, DOAS, Tpl. Akanimo Udoh, who was represented at the event by a management staff, Engr Babadiya Akintude, said that the workshop was organized to train staff of DOAS and practitioners on the working procedures/operations and best practices of OOH media practices/operations of DOAS, the regulatory body on outdoor advertisement in FCT.
According to Tpl. Udoh, “we are collaborating with DPNL organisation to ensure that staff will be fully aware of their job in the organisation and the best practices for effective and efficient performances in carrying out their duties in the office.”
The Director emphasized the need for OOH practitioners to adopt the right procedures/operations in carrying out their outdoor business so that they will not violate the rules and regulations guiding the practice in FCT.
Also speaking, president, Outdoor Advertising Association of Nigeria (OAAN), Mr Sola Akintola, a fellow of Advertising Regulatory Council of Nigeria (ARCON), said that the workshop was the second time OAAN was collaborating with DOAS in such training.
Akintola thumbed up any practice done within the limits of decency, regulations, guidelines as approved by the relevant laws.
He said: “Our interest is to ensure that people do business in ways that aligns with guidelines and that aligns with the provisions of the extant laws such that their businesses will be profitable to them, so that ultimately the brands being promoted will enjoy the intended visibility and exposure.”
Furthermore, he emphasized that the workshop will help to promote better understanding of OOH practices in FCT, pointing out that “if you must do outdoor business in Abuja,you must know the laws guiding the practice of out-of-home practices in Abuja.”
Also, a member of Board of Trustees of OAAN and Managing Director (MD), GEMS Communication, Prince Atilola Odudare, spoke on running a successful advertising business.
Odudare said: “We align our thoughts to the new trends in the industry. We let the young ones in the industry know what it takes to run and also the old ones to know the dos and don’ts of the business.”
Odudare promised that at the end of the training, participants will know how to run an OOH business.
He advised up and coming OOH practitioners to play by the rules to remain in business and avoid sanctions which can lead to untimely death as a result of shock.
On his part, MD, Phritnol Nigeria Limited, Dr Bankole Ebisemiju, said that the training session would focus on capacity building to enhance participants’ skills and knowledge in the industry.
He said that the training was primarily to educate practitioners on the operational perspective in OOH practices as well as the accounting and legal aspects involved in doing the outdoor business.
The workshop brought together professionals from various backgrounds including media owners/experts,billboard owners, OOH practitioners as well as DOAS staff members.
Through interactive sessions and workshops, participants learnt about the latest trends and best practices in OOH advertising.
Key topics covered included ‘OOH Standard Quality Procedure and Control Applicable’; ‘Guidelines for Procedure and Profitable OOH’; ‘Media Asset Management’, ‘Audience Measurement, Understanding and Strengthening the link between the brand and Out-of-home Media Prudence’; ‘Presentation on understanding the legal and regulatory dimension of the OOH Practice’; ‘Keeping the books: Aspects of basic finance and Administrative Tutorials relevant to the OOH Business’.