Ad-Mark Moves the Frontiers in Mobile Advertising

Having made a mark with the Lagos BRT mobile advertising, Ad Mark was recently awarded the exclusive rights to sell mobile advertising on Rivers State’s metro buses. Seeni Durojaiye writes on the frontiers on mobile advertising.

Having won exclusive concessionary rights to operate advertisement subscription on Lagos State owned BRT buses and the Rivers State Metro Buses operating in Port Harcourt City, Ad-Mark Nigerian Company has not only expanded the scope of its business but has also taken mobile marketing and the marketing communications industry in Nigeria closer to the level of practice in more advanced countries.
Mobile marketing, described as a thriving advertising platform, enjoys huge patronage from A-list advertisers across all sectors in western countries. Being a mobile platform, the mileage it gives a brand is massive. Take BRT buses as a test case; the huge number of commuters that daily use the medium positions it as a vehicle to reach very large numbers of consumers. In addition, products advertised on the buses with attractive, bold and clear messages have the capacity to put the brand, product or service in the faces of consumers along the routes the buses ply. Repeated display of the ads has the potential to spur prospects into trying out the product or brand.
According to Joel Bamigboye, an APCON member and PR and promotions practitioner, the platform presented by the buses goes beyond advertising established brands as brand strategists now have yet another tool with which to build a brand.
“BRT buses can help the industry beyond ads alone. It is a good platform for building a brand from scratch. It can be strategically used to create brand awareness for even a product yet to be launched. PR practitioners can use it to whet the appetite of the target market of the product before the actual launch,” he points out.
Meanwhile, many practitioners applaud Ad-Mark for the deal with the Lagos and Rivers State governments. They say that the company shows initiative and good business sense by taking the innovation beyond Lagos into a city like Port Harcourt. They also agree that the oil rich city is a goldmine waiting to be explored.
In an interview with M2, Awosanya Adejola, CEO of Ad-Mark discloses, “Our clients include MTN Communications Limited, Cadbury Nigeria, Reckitt Benckiser, Unilever Nigeria, Lagos State Board of Internal Revenue Service, Western Union, Eco Supreme, FrieslandWamco, Dangote Group of Companies and Lagos State Government, among others.”
He adds that Ad Mark is also pleased to explore the Port Harcourt market. “We are very happy with the arrangement and taking it to Port Harcourt is really a ground breaking move and it will offer advertisers in the city a good quality mobile medium to reach their target markets in line with what obtains in many mega cities around the world including Lagos .”