Leading experts in the field of marketing and technology have emphasised that the transformational impact of Artificial Intelligence (AI) is an enduring development, touching every sector, including the dynamic Out-of-Home (OOH) advertising landscape.
Encouraging professionals to seize the wealth of opportunities presented by AI, the experts have urged marketers, particularly those in the OOH sector, to adapt and harness AI to their advantage.
This call to action was made during the inaugural Location Marketing Awards (LOMA) held in Lagos, recently.
Exploring the event’s theme, “Pioneering the OOH Revolution: Exploring Artificial Intelligence and Innovative Technology,” they ventured deep into the world of Artificial Intelligence, shedding light on its rapid ascendancy and profound influence across diverse industries.
The focal point of discussion centered on AI’s significance and its instrumental role in elevating the roles of professionals within the advertising ecosystem
These discussions emphasised that the advertising industry is evolving in tandem with AI’s transformative impact on society, making it clear that AI is no longer a distant concept but a current reality.
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The experts underlined the need for marketing professionals to embrace and leverage AI technologies to stay competitive in this rapidly changing landscape.
Experts who spoke as panelists at the event include Nkasiobi Chukwu – Wakati Media, an AI pacetter and Producer of First African Al Power Music Album; Orakwe John-Al Programs/Digital Transformation Lead Facilitator, Applied Al for Business Leaders; Miguel Castanon, Business Development Director, EMEA, BroadSign and Rilwan Ajiferuke, General Manager, Plural Media & Technologies Ltd.
The vent boasted industry leaders and key stakeholders including Dr. Olalekan Fadolapo, Director-General of the Advertising Regulatory Council of Nigeria (ARCON), who was represented by the Senior Corporate Affairs Executive of ARCON, Winifred Akpan; Dr. Idorenyen Enang, President of the National Institute of Marketing of Nigeria (NIMN); Mr. Emmanuel Ajufo, President of the Out-of-Home Advertising Association of Nigeria (OAAN); Mr. Femi Adelusi, President of Media Independent Practitioners Association of Nigeria (MIPAN), among other distinguished guests and international delegates from four continents.
Kingsley Onwukaeme, the convener of the Location Marketing Awards (LOMA), opened the event by reflecting on the remarkable evolution of the advertising industry.
He noted, “We have transitioned from posters to billboards, transit formats, iconic wraps, and bespoke structures, witnessing the digital boom, and now embracing location and audience marketing in such a short span of time.
“The journey has not been without its challenges; our resolve has been tested, and our ranks have been attacked. However, we have consistently played a pivotal role in shaping consumer behaviors, creating iconic campaigns, and connecting brands to relevant audiences.”
Mr. Onwukaeme continued to acknowledge the significant challenges faced by the industry, including harsh economic conditions, low client patronage, unfavorable credit terms, multiple taxation, insecurity, scarce human resources, and market proliferation.
Despite these formidable obstacles, he commended the resilience and innovative spirit of industry professionals, emphasising that they have weathered the storm while proudly nurturing an industry they can call their own.