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The United States is the country that leads the world’s advertising market, spending more than 240 billion dollars.
Mobile ad spend has risen steadily over the past decade, to more than 70 percent.
Local advertising exists and is mainly sectioned with geographical criteria that help to directly impact a specific public, which seeks to see itself represented and understood in each advertisement that bombards it; however, at a cultural level, this type of strategy also reflects the identity, customs and traditions of a population, so When handling global messages, brands must take care that they are disseminated in the correct media and in the closest way to the people, avoiding falling into stereotypes and malinchismo, something that Nigeria has understood perfectly, becoming the first country to banish foreigners from its advertising industry.
And it is that, to understand the lesson that the African country has given to the whole world, it is enough to look at the strategies of marketing that hundreds of companies expand around the world without tropicalizing the message or image of their campaigns, something that works, but could be improved.
Local advertising, what does it consist of?
The audience is smaller than usual with local advertising, as it is used to reach a certain number of viewers with specific characteristics and share messages that are highly relevant to their socioeconomic and cultural environment.
That is why, although the term “local” is ambiguous, many marketers strengthen their efforts in this type of ads and campaigns, in order to convey more than the idea of consumption and go directly to the emotions.
Specifically, local advertising can be measured by the type of diffusion it has with people who work, live or socialize within a well-defined distance range, between 16,093 and 160,934 meters, something that has made many confuse the strategy with national or country advertising (although they are related).
However, although a specific proximity has not been established for this type of advertising strategy, the identity of the consumer will always be an axis in the market study, so it is recommended to take special care when launching a project in different countries. , with different roots.
Nigeria gives global lesson to global advertising industry
This October, a government movement begins in Nigeria that targets advertising regulation initiatives around the world, as it is the first time that the decision has been made to ban foreign models and actors from all commercial productions that are made in his territory.
From the image to the voice of the advertisements, they must now have the Nigerian “stamp”, thus promoting local advertising and giving national talent an opportunity to grow.
“All advertisements and materials of marketing and advertising displayed Nigerian advertising spaces must use only and exclusively Nigerian models and voice actors”, emphasizes the regulatory body in the matter, Advertising Regulatory Council of Nigeria (BUNKER).
This measure also hopes to promote the investment and growth of its local agencies and production companies, which can find a specialized niche and generate international alliances in the advertising industry that better position the image and warmth of the West African country.
The new Law was enacted on August 22 in Nigeria and will come into force on October 1but from now on it begins to generate a stir in the sector of other nations.
Among the implications that many experts find with this movement is the veto of foreigners in the awards given on Nigerian soil, because, although the campaigns broadcast before this advertising guideline may continue to be broadcast as provided in their contracts, all those that are currently under development or have not been finalized will need to start looking at their risk mitigation strategy as “subsequent requests to continue publishing or broadcasting such campaigns will not be approved by the Advertising Standards Panel (ASP)”.
This order issued by ARCON and approved by the Nigerian President, Muhammadu Buhari, goes beyond casting for advertising campaigns and generates uncertainty inside and outside that country, since it is considered affectations for the creative organizations that operate there, with large sums invested, and the need to build an industry with balance and equality, but above all, with its own identity, is raised.
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