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News: Election - Outdoor Advert to Boost Employment

Posted on Tue 16th Dec, 2014 - hotnigerianjobs.com --- (1 comments)


Lagos State Signage and Advertisement Agency - These are boom times for players in the outdoor advertising segment of the industry. The political parties have just completed their party primaries for various elective posts. Players in the outdoor advertising are expected to witness activities in the industry after a long lull that has rendered the industry illiquid.

Some players had projected about N20billion for the industry during the election period. They expect that the fund being devoted to the sector will not only create empowerment for outdoor agencies and hoarding owners, but also for both the skilled and unskilled labour.

As a result, the boom will open windows for people in areas such as billboard designing, structural engineers and their auxiliaries, planting, account management, media management, field supervision. This will in trun grow government’s revenue.

Of all these areas of opportunities in the outdoor advertising, the structural engineering seems to have job space for more people because it is tasked with the responsibilities of mapping out the sites where billboards will be sited. As a result, certain categories of people will be employed to carry out the job on the sites.

From the cumbersome manual method to the now popular imposing electronic billboard advertising, structural engineers have been creating Jobs for people in the formal and informal sector. The former includes fine artists, graphic artists, printers of large format posters, and computer programmers, while the latter are bricklayers, welders, painters, among others.

Accountants, media managers, compliance officers and creative experts such as graphic artists will benefit from the fortunes of the outdoor advertising industry during the electioneering period.

With the recent restructuring and reforms in outdoor advertising also known as the out-of-home advertising medium, experts say better days await job seekers as states governments have now embraced the new generation billboards.

The states, which have established agencies to regulate activities in outdoor advertising are Lagos State Signage Advertising Agency (LASSA), Osun State Signage Advertising Agency (OSAAA) and Oyo State Signage Advertising Agency (OYSAA).

Others are Rivers, Ekiti, Edo, Ondo, Enugu, Delta and the Federal Capital Territory (FCT), Abuja.

While these states are generating revenue by approving and collecting commission on every billboard erected in their domain, they have helped in providing job opportunities for people.

Experts said the stakes are high for job seekers, given that companies are committing fortunes to it. They said billions of naira are being spent on outdoor advertising which has a multiplier effects in the economy.

Job potential

The Director General, Lagos State Signage and Advertisement Agency, Mr. George Noah says the industry holds huge job opportunities as the Lagos market alone currently employs some 100,000 people, adding that the industry would have grown more but for prevailing hindrances which included but not limited to loss of market share to television, radio and social media marketing. He said Lagos currently hosts 100,000 signs and 800 outdoor structures.

Gains for outdoor


The Media Facts, a key media resource for marketing professionals in West and Central Africa, showed in its fresh report on the industry that the TV sub-sector dominated the media spending for last year. With a total of N47 billion advertisers spent on their advertisements on the TV stations in the country last year, the figure represented 45 per cent of the overall spending by advertisers. The report said with N23.2 billion spent on outdoor advertising during the year under review, the outdoor sub-sector came second after the TV. Similarly, the report stated that the radio and print media recorded advertising spend of N15.1 billion and N18.5 billion, respectively last year.

“The TV dominated media spends of advertisers - accounting for 45 per cent of the total expenditure of N103.8 billion in 2013. While TV and radio spends dropped by nine per cent and two per cent points, OOH (out of home) and print increased by three per cent and eight per cent, respectively,” the report stated.

Former General Manager, Tequila Nigeria Limited, Mr. Gbolalian Mosaku-Johnson said newspapers, radio and television advertising have overshadowed outdoor advertising for years, arguing that there is a renewed interest in outdoor advertising by blue-chip companies that can spend a fortune in producing good copies. Tequila is an integrated marketing communication outfit providing services such as brands developments, promotion among others.

Mosaku-Johnson said many people would be employed either on contract or full-time basis to help in producing outdoor advertising services because some companies are ready to pay a lot of money for such services.

“This is high time graphic artists, among other skilled personnel must prepare themselves for big opportunities in the outdoor advertising industry. It is projected that outdoor advertising will get more attractions in the next five to 10 years because state governments are showing keen interest in the field by setting up agencies for such needs. Now that we have thousands of billboards in strategic places across the country, there would be more opportunities for job seekers.” he said.

He projected that at least 5,000 jobs would be created directly or indirectly in a year in each of the 36 states of the federation when the outdoor advertising begins fully.

He said: "Now mobile outdoor advertising which ensures that bigger buses and taxis are used to promote products/services of companies is on the increase in the country. These advertisements are produced periodically, depending on what the clients pay for. This shows that graphic artists and large format printers would be made to provide more services in the industry. "Also, drivers, among other auxiliary workers would be employed aside the workers needed to produce billboards. With this, a lot of job opportunities would be open for skilled and the unskilled workers in the country," he added.

However, the advertising practitioners in the country, acting under the aegis of the Association of Advertising Agencies of Nigeria, (AAAN) said over N20billion would be spent on political campaigns this year.

Its Chairman, Publicity Committee, Dr. Celey Okogwu, noted that the N20 billion that would be spent on political campaigns which may however not pass through the organised private sector.

Outdoor advertising guidelines

Three months to the general elections, LASAA is worried by the indiscriminate ways these campaign posters are being pasted across the states. It has threatened to sanction candidates and individuals that run foul of its guidelines on the use of election campaign materials in the state.

Noah, who gave the warning, said the guidelines on the use of election campaign materials for next year’s general elections in the state were issued in accordance with the agency’s responsibilities, and as provided for under its enabling law. One of these laws is the Structures for Signage and Advertisement Agency Law 2006 as amended, which regulates and controls outdoor signage, advertisements and billboards in the state.

According to Noah, the guidelines were issued to establish sanity and protect the environment from defilement, visual blight and other adverse effects of uncontrolled, unregulated deployment and display of political campaign materials within the state during this electioneering period.

He said: "The guidelines are also issued without prejudice to any political party, association or aspirant as it is our intention to ensure fairness and equality among all concerned stakeholders, while judiciously performing our duty and applying the rules without sentiment or bias."

He explained that billboards and wall drapes political campaigns may only be deployed on existing structures owned and operated by outdoor advertising practitioners who are registered with LASAA and have obtained permits for such sites and structures.

"Parties interested in deploying political campaigns may contact LASAA or owners of the proposed structure for clarification. 2. A-Frame may only be deployed on road verges, medians on inner streets and must not exceed a size of 1 x 1 meter (big size) and 0.5 x 0.5 meter (small size) and must have a distance of not less than 100 meters between each sign deployed.

"Banners may only be deployed on inner roads and streets subject to the following conditions: only if the banner is attached to the wall of a particular building limited to inner streets, and it is not to be tied to poles or public utilities (electric and telecom poles).

"Posters may be deployed on designated surfaces on inner streets only and are not to be deployed on highways, major roads and high streets. Posters must not be pasted on public utility structures such as street lamp poles, transformers, road directional signs, electric poles and other unauthorised surfaces."

The agency warned political parties, aspirants and their supporters to refrain from indiscriminate deployment of campaign posters and embrace the use of other creative and innovative platforms including: a stick in the ground, billboards, mobile adverts, among others.

According to Noah, aside risking prosecution, other non-conforming political campaigns would be removed without recourse to the owners, even as he reminded politicians that all political campaign advertising materials must be removed immediately after the elections.

Source: The Nation

  

Comments (1)

No. 1
Posted on Wed 17th Dec, 2014 16:35:58 GMT by Umar Mas'ud Babura

Hello sir,my name is umar mas'ud i live in babura local government jigawa state,i already finish my secondry school this year 2014,i will like to find job which will help me to find some money in order to contneu my education,please sir i have a good result in my ssce,and i am good obey to my oga,please help me,like what god help you,may our lord help you in your ocassion,good bye,from me umar mas'ud.


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