Nigeria: Turning Trains to Moving Billboards

With the gradual revamp of the rail transportation system in Nigeria, advertisers are beginning to see the platform as another viable way to reach their target audience.

Though with humble beginning traced to 1928, when UAC established what is today known as Lintas, to provide marketing services to the activities of the colonial masters, advertising in Nigeria has since evolved and given birth to various platforms. In the early years, the only viable platform was the outdoor, followed by print and television commercials. Few years ago, bus branding crept in and got instant acceptability. With the revolution of the digital media, the out-of-home sub sector blossomed with many agencies introducing digital platforms and LCD, which has today become a major innovative platform for brands that want to remain relevant.

However, between 2011 and 2015, the regime of former President Goodluck Jonathan began to invest in rail system as a solution to perennial transportation challenges facing the country.

Also, on assumption of office, President Muhammadu Buhari, started from where his predecessor ended it and completed the first phase of the project.

Today, Abuja-Kaduna and Lagos-Ibadan have been opened up for services, while the rail system within Lagos metropolis and Lagos -Abuja-Kano routes have been rejuvenated.

With this development, Nigerian out-of-home advertising community has woken up to the need to key into the new regime and create a credible alternative to brand owners and businesses. At the moment, a Digital & Transit Media company – TranXeon, based in Lagos is in the forefront of the new advertising revolution. The agency is not only exploring the opportunities in Train Branding Advertising Services, it is also making a clarion call to business owners to embrace the platform.

In an interview with THISDAY, the Chief Operations Officer at TranXeon, Ayo Egunjobi, called on advertisers to take a cue from what is obtainable in India, Britain and other advanced countries where Metro Train Advertising Service has become a platform to beat. Among other services, he said his company offers exterior branding services, mobile vans advertisement services, metro Train Advertising service and much more.

“Train station advertising opportunities exist across many stations across the world. Due to the incredibly high dwell time, rail advertising delivers high engagement, and high impact advertising to a more receptive a captive commuter audience.

“From complete station domination, through to the rail platform advertising, train internals and train externals, whether is it static or digital billboard advertising rail offers excellent advertising Return on Investment,” he said.

(All Africa)