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VideosNovember 08, 2019
Overview of the Out of Home Advertising Sector in Ghana by Norbert Rufu of DDP Outdoor
- Written by Sandra Francisco
- Published: November 08, 2019
Norbert Rufu, CEO of DDP Outdoor, gives an overview of the out of home advertising sector in Ghana and explains what sets the company apart from the competition.
"Our sector is called the out of home advertising sector. It is very much an emerging market. There is a lot of competition but we are seeing a shift happening now from the traditional static billboards towards digital billboards. You need more technology to be able to do that, and not just that, but the digital boards are also a little more costly compared to the statics. For the companies to be able to venture into the digital they need a good backbone in terms of capital and financing. The media will be improving a lot in the next few years and there will be a lot of merging of companies to be able to play in that space", says Norbert Rufu.
"If you look at the out of home space in Ghana, the majority of our competitors have mid-sized billboards. As DDP, we are the only company who can supply what we call “super-signs” or huge unipoles across the country, not just in Accra. This is the kind of thing that most clients are looking for. When it comes to advertising, the bigger the media, the better it is for brand visibility. That really sets us apart from our competition. On top of that, we are the only concessioners that can run airport advertising for the domestic airports and the international airport. That sets us apart because all airport advertising must come through DDP", he adds.
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