Billboards in Lagos- An overview of setting up and implementation
Billboards in Lagos and most parts of the world form a major category of Outdoor Advertising with unique features in size, location, dynamic formats, and visibility. Though many outdoor practitioners complain about the setup cost; but at the same time, the ROI is high especially when it is located in a prime area and you have a regular client-base subscription.
List of Billboards in Lagos
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Before you get started with Billboards in Lagos
It is very easy to own and manage billboards in Lagos provided you have the necessary requirements such as set up cost, practitioner’s approvals from advertising agencies, brand engagements, and marketing.
Before you set up a billboard, you can either become a practitioner or simply apply for approval via a third-party application.
HOW TO BECOME AN OUTDOOR PRACTITIONER.
The first step to becoming an outdoor practitioner is to register as an Associate with the “Advertising Practitioners Council of Nigeria (APCON)” though there are other agencies like; Association of Advertising Agencies of Nigeria (AAAN), Outdoor Advertising Association of Nigeria (OAAN), Media Independent Practitioners Association of Nigeria (MIPAN).
APCON Registration has two categories: Individual and Corporate. The first process I will explain is how to become an associate member.
ASSOCIATE MEMBERSHIP REGISTRATION:
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Qualification:
The following qualifications are required for registration in the associate membership category.
– APCON Professional Diploma in Advertising
– HND or Degree in Advertising, Marketing, Mass Communication or Graphic Arts (Design)
– A recognized Post Graduate degree in Advertising, Marketing, Mass Communication, or Graphic Arts (Design)
– Any other qualification that may be approved by the Council.
- Procedure for Registration
The process of registration commences with the purchase of the application form at the payment of the stipulated fee. An application can be made online or manual. (i) Online Application (selfservice.apconng.com) - – Applicants are required to generate Membership Application form online through the ACTIVITY/SERVICE REQUEST CENTER on the platform and complete 4 steps on the General Information platform, namely;
Step 1 – Personal Information
Step 2 – Employment Records
Step 3 – Academic Records
Step 4 – Referees - Submit your information after completing the records at step 4. Note: Once an application has been submitted no corrections can be made unless the APCON Secretariat is notified to do so.
- (ii) Manual Application:
The applicant must fill the Membership Application form correctly and attach all relevant documents namely:
– A passport photograph
– O’Level Certificate (WAEC, NECO)
– Degree Certificate (BSC, HND, or it is equivalent)
– NYSC Discharge Certificate and Exemption Letter
– 3 Referee forms signed by registered practitioners who have paid their practice fees update.
A completed Membership Application form with the prescribed documents should be submitted to any APCON office. Acknowledgment: You will be communicated via email or SMS of the status of your application as soon as it is received in our secretariat. -
INDUCTION
– Induction notice will be communicated after the Membership Application has been approved by the Council.
– Induction approval is valid for 12 months. You are therefore required to make yourself available for induction within the specified period.
– You will not be recognized as a registered practitioner unless you attend an induction ceremony and take the Oath of Practice, as well as payment of practice fee up to date. New practitioners are registered initially as Associate members. -
UPGRADING OF MEMBERSHIP
Practitioners seeking upgrading are required to have maintained a regular pattern of payment of practice fees in their current category.
(i) Full Member
1. A practitioner seeking upgrading to the full member is required to have held an advertising position in a recognized organization or engaged in the practice for at least five years before the date of application.
2. The practitioner must have attended two training workshops/seminars organized by APCON and one other recognized training organization within the five years.
3. A completed upgrading application form will be returned with a complete payment as prescribed below.
4. Online application can be made via: www.selfservice.apconng.com. A completed application form must be accompanied with evidence of payment of the application fee, photocopies of relevant certificates, a current passport photograph, and three completed referee forms. These documents should be uploaded or forwarded before induction.
(ii) Fellowship
Fellowship is considered on the practitioner’s merit. Application for consideration as the fellow is open to full members of the advertising professionals who have practiced for 15 years from the date of first registration and have met the criteria for fellowship consideration.
An application can also be made online.
REGISTRATION FEES
| S/N | Item/Service | Price (=N=) |
| 1 | Student Member Practice Fee | 5,000.00 |
| 2 | Student Member Registration Fee | 5,000.00 |
| 3 | Associate Member Practice Fee | 10,000.00 |
| 4 | Full Member Practice Fee | 20,000.00 |
| 5 | Fellow Practice Fee | 50,000.00 |
| 6 | Membership Application Form | 25,000.00 |
| 7 | Membership Application Form (Non-Nigerian) | 300,000.00 |
| 8 | Upgrade Form (SM-AM) | 10,000.00 |
| 9 | Upgrade Form (AM-FM) | 25,000.00 |
| 10 | Fellowship Application Form | 100,000.00 |
| 11 | AM Induction Fee (Regular/MEPE) | 127,500.00 |
| 12 | Upgrade Fee (FM Induction Fee) | 150,000.00 |
| 13 | Fellows Installation Fee | 300,000.00 |
| 14 | Hand Seal | 20,000.00 |
| 15 | Stamp | 10,000.00 |
| 16 | Lapel Pin | 5,000.00 |
| 17 | Register | 10,000.00 |
| 18 | AM Plaque | 30,000.00 |
| 19 | FM Plaque | 35,000.00 |
| 20 | Fellow Plaque | 50,000.00 |
| 21 | Certificate Re-issuance | 25,000.00 |
| 22 | Re-instatement Fee (For 5years & Below) | 250,000.00 (in Addition to outstanding debt) |
The other category I will explain below is the corporate licensing
CORPORATE/COMPANY LICENSING
Business License Registration:
It is mandatory for all organizations/firms (except advertisers) which engage in the business and practice of advertising for gains/profit to be licensed by APCON. The license shall be renewable every three years following the requirements of the Code.
APCON Proclamation on Registration and Licensing Regime in the Advertising Industry provides guidelines for corporate licensing of firms. The Proclamation states that practitioners shall have their area of specialization defined, which shall be the basis, and scope of license granted to such a firm. The firm that is to be licensed in a particular area of specialization/advertising business is expected to show that it has the requisite set of qualifications, skills, and competence required in a given field.
Where a firm or company decides to operate outside its designated/licensed area of specialization, the concerned organization shall be required to properly set up a firm and register the new firm that is intended to offer the designated services. For purposes of illustration only, an advertiser which conducts or intends to conduct the business of advertising or media agency should comply with the requisite licensing requirements of firms licensed to operate in that specialized field of advertising business including properly establishing and registering a firm to engage in such distinct field of specialization or services. Such a firm must be approved and certified by APCON before it commences operations.
Guidelines for Licensing
Advertising Organizations shall be classified as follows:
- National
This shall apply to advertising organizations whose total equity participation by Nigerians is equal to or above 74.9% or aggregate foreign investment in equity is equal to or below 25.1%.
- Foreign
This shall apply to advertising organizations whose total equity participation by Nigerians is equal to or below 25.1% or aggregate foreign investment in equity is equal to or above 74.9%. Foreigners can invest and set up advertising business, which they can own 100% of provided it is intended to practice advertising targeted at markets outside the shores of Nigeria.
For any organization to be licensed, the Chief Executive Officer must be a registered practitioner at the level of rpa. However, for local organizations, under special circumstances associate registration, arpa may be considered.
The same level of membership status applies to all heads of operational departments in the organization. However, for purposes of media organizations, the Chief Executive Officer does not of necessity need to be an advertising practitioner.
Facilities and staffing must be considered adequate for the level of licensing.
LICENSING WINDOWS
APCON operates two windows of corporate registration/licensing.
(a) WINDOW ONE
This window is open to advertising companies that belong to sectorial associations recognized by APCON. Member organizations of recognized sectorial groups shall be required to obtain a reference letter from the sectorial body recommending and confirming their suitability for the business license. The letter of reference shall detail particulars of compliance with requirements for practicing in the field of interest.
Where an organization operates within another regulatory law of the Federal Republic of Nigeria administered by another government agency e.g. NBC, NCC, NFC, NPC, etc., such organization shall be required to obtain a formal letter from the government establishment that administers the Law and shall be qualified under Window one.
All organizations shall also pay the requisite licensing fee as stipulated in the schedule to this Proclamation.
(b) WINDOW TWO
This window is open to outfits or organizations that are not affiliated with any recognized sectorial group. Such an outfit or organization which before this proclamation conducts advertising business in the specialized area being regulated; shall provide the following:
- Name and contact details of the applicant agency. ie. (this shall include but will not be limited to an office address, telephone numbers, email address, website, etc.).
- Copy of Registration documentation for the special purpose vehicle floated for the purpose of the specialized advertising business as well as comprehensive particulars of Owners/Promoters/Directors’ details as the case may be.
(a) Copy of Certificate of Incorporation.
(b) Copy of Memorandum and Articles of Association.
(c) Evidence of share subscription and distribution.
(d) Copy of documents relating to particulars of directors in the case of a company.
- Names and details of management staff- This shall include but will not be limited to:
(a) Names and qualifications of management staff, including evidence of APCON registration and certificate.
(b) Details and evidence of working experience of management staff.
- Financial report -This shall include but will not be limited to the current Audited Report (where applicable).
- Tax Clearance Certificate where applicable.
- Letter of compliance from the Nigeria Pension Fundon compliance with relevant sections of the Pension Act (for a Company already in operation).
- Employee Benefits Insurance: Evidence of employees’ retirement saving plan, group insurance plan, workers’ compensation from the relevant organizations and government agencies.
- Bankers’ Credit Guarantee: In addition, an organization with foreign equity participation will be required to produce a bankers’ credit guarantee from a Nigerian bank acceptable to APCON in the sum of N200 million for a National agency and N500 million for a Foreign agency.
- Agency Business Insurance: National and Foreign categories applicants shall also be required to produce and submit an Agency Business Insurance to the tune of N200 million for a National agency and N500 million for a Foreign agency from a Nigerian insurance company acceptable to APCON.
Scope of Practice
(a) To encourage development cohesion, accountability, and mutual well-being of the profession, APCON encourages all competent individual practitioners to practice within a recognized firm in a recognized area of specialization without prejudice to the freedom of individual and competent practitioners to practice in other areas of advertising. All firms that engage in the practice of advertising or advertising functions for the purpose of gains or benefits (except Advertisers) shall be licensed by APCON.
(b) Practitioners shall endeavor to pay their practice fee on or before March 31st of every year.
(c) Non-payment of practice fee is an offense and shall attract sanctions including delisting where appropriate (and other sanctions).
(d) A practitioner shall not engage in a designated area of specialization except the firm of practice in which he/she is engaged is licensed to carry on business in such area(s).
Foreign Practitioners
Foreign practitioners shall be welcome to practice the profession in Nigeria; however such practitioners shall be certified and licensed by APCON. In addition to the requirement of the Membership Committee of APCON, such practitioners must show:
- Evidence of work permit obtained from the relevant agencies like the NIS, etc. relevant visa, etc.
- A letter of attestation from the organization intending to employ the expatriate on:
(a) The genuineness of the offer.
(b) The remuneration package and conditions as compared to those offered to Nigerians of the same status and position.
(c) The foreign practitioner is filling a labor shortage.
(d) The employment of a foreigner will directly impact or create new job opportunities or help retain jobs for Nigerians.
(e) The employment of the foreign practitioner will assist in transferring new skills and knowledge to Nigerians.
(f) The hiring of a foreigner will not affect the employment of Nigerians negatively.
Administrative Requirement
(a) Office Location
The office location of an agency applying for a Corporate License must be able to earn respect for the profession and be easily accessible.
(b) Staffing
| Chief Executive | He/she must be a registered member of APCON
He/she must have a minimum of three-year agency experience |
| Heads of Departments | He/she must be a registered member of APCON |
| Core Agency Staff | Evidence of APCON registration of all staff of the agency must be attached and verified. |
| References | References will be obtained from:
(a) A senior practitioner of a fellow status (b) A media owner of a reputable status (c) An advertiser/client of reputable status. |
NB: All registrations are required to be done via the online portal www.selfservice.apconng.com.
CORPORATE LICENSING FEES
| Advertising Sector | ||
| Media | License Application | License Renewal |
| Application | ||
| Newspapers | 20,000.00 | 50,000.00 |
| Magazines | 20,000.00 | 50,000.00 |
| Outdoor/Out-of-Home/Indoor Ag. | 20,000.00 | 50,000.00 |
| Cinema | 20,000.00 | 50,000.00 |
| Internet/Direct Mail | 20,000.00 | 50,000.00 |
| New & Emerging Media | 20,000.00 | 50,000.00 |
| Agencies | ||
| Full Service | 20,000.00 | 50,000.00 |
| Creative | 20,000.00 | 50,000.00 |
| Media | 20,000.00 | 50,000.00 |
| Digital/Interactive | 20,000.00 | 50,000.00 |
| Consultancy | 20,000.00 | 25,000.00 |
| Production Outfits | ||
| 20,000.00 | 50,000.00 | |
| TV/Film | 20,000.00 | 50,000.00 |
| Radio | 20,000.00 | 50,000.00 |
| Support Service | ||
| Voice Over Artistes Agencies | 20,000.00 | 50,000.00 |
| Modeling Agencies | 20,000.00 | 50,000.00 |
| Other Support Services | 20,000.00 | 50,000.00 |
Please, note that this detailed information was extracted from the APCON website with input in an interview with a few Associate members.
The process looks cumbersome? Yes, it is actually but then again, it is worth the stress. You can reach out to ADSPACE for help.
REGULATION OF BILLBOARDS IN LAGOS
The Agency responsible for regulating and controlling outdoor advertising and signage displays in Lagos State is called the “Lagos State Signage and Advertisement Agency (LASAA)” which was established by the Lagos State Structures for Signage and Advertisement Agency Law.
LASAA is a Government Agency set to redefine the signage and outdoor advertising industry through effective signage and outdoor advertisement regulation and civic beautification. LASAA is responsible for managing all forms of signage and outdoor branding opportunities in the state.
COMMON TYPES OF BILLBOARDS IN LAGOS
The common types are categorized concerning the sizes which are listed below:
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16 SHEET BILLBOARD
This is regarded as one of the smallest stand-alone billboards. It could be static or dynamic and most times two-sided. The cost of advertising ranges from N300,000 to N500,000 per side per annum depending on how prime the location is.
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48 SHEET BILLBOARD
This is also known as the super 48sheet billboard. It is a stand-alone structure with at least 3 by 6 inches. The cost for advertising on this type of billboard in Lagos is between N800,000 to N1,500,000 per annum on one of the sides.
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UNIPOLE
Unipole is one of the most expensive billboards in Lagos. It is usually a giant structure that is erected horizontally spanning up to 40 feet in the air. Most practitioners prefer to make this structure 3-sided to get their ROI because of the setup cost. Advert on unipole cost about N9,000,000 to N20,000,000 per side per annum pending on how prime the location is.
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GANTRY
A gantry is a type of billboard structure usually built across the road or at the entrance of a street. The structure is usually determined by the size/space of the location and the environmental analysis carried out within the location. The setup cost for this is usually high and the cost of advertising is within a range of N25,000,000 to N50,000,000 per side per annum.
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WALL DRAPE
Wall drapes are panels usually placed on the wall of a building or an existing structure. The size most times depend on the size of the space available on the wall of the building. Before approval is received from the agency, it is important to get a permit from the owner of the building or structure. Advertising on wall drapes ranges from N800,000 to N1,200,000.
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ROOFTOP
Rooftop billboards are usually placed on the top of a roof of a building after proper structural analysis to ensure there is no disaster. They come in 48 or 96 sheets depending on the available size of the building. Advertising on rooftops ranges from N900,000 to N1,500,000 per annum depending on how prime the location is.
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BRIDGE PANELS
Bridge panels are usually the advert panels placed on pedestrian railings of bridges facing traffic. The size depends on the available space on the bridge. Advertising on bridge panels goes for about N2,500,000 to N3,500,000 per annum per side.
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BACKLIT
The backlit is very similar to the 48 and 96 sheets. The difference is that it is lit up. The cost of advertising goes from N800,000 to N1,200,000 per annum.
SINGLE PLATFORM WHERE YOU CAN GET DETAILS OF BILLBOARDS IN LAGOS
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