A new vista is opened in out-of-home (OOH) advertising with the introduction of Magic Mirror advertising at Nigerian airports by Soundz&Meknitz.
The deployment of the Magic Mirror, one of the world’s latest OOH advertising technologies, is the first in Africa.
Classed under the emerging media and below the line/indoor advertising category, it works by interfacing a specially designed mirror with an inbuilt LCD video and audio programme that also doubles as a viewing mirror.
The television commercial (TVC) is seen playing in the mirror, with an inbuilt sensor that squeezes the advert message to a corner on approach of a user to present a full mirror and returns after use.
Soundz&Meknitz Managing Director, Felix Ugbechie, said the company has been granted exclusive permit to install the next generation advertising technology in all the rest rooms at all the airport lounges in Nigeria.
Ugbechie said the advertising medium is unique because it offers the advertiser the opportunity to have something close to a personal conversation with individuals.
“The mirror, as simple as it is, is a very important tool for managing personal relationships. We must always go to the mirror to appreciate ourselves and determine if we are looking good enough for that all important meeting.
“It is a personal tool that enables us to have a conversation with ourselves before we go out to meet other people. What we are doing is take this conversation even further by enabling brands to talk to their targets in their most intimate periods.
“This is a period when conversations are best appreciated and ensure long lasting retention,” he explained.
He added that Magic Mirror advertising has the distinguishing capability to pass the message personally without interruption and also overcomes the challenges of no tune out, trashing or flipping pages that are the disadvantages of the electronic and print media advertising.
“The Magic Mirror is like a welcome companion to the often disconcerting privacy of rest rooms. That is why we say it holds personal conversations because advertisers have the privilege of talking to individuals in this secluded privacy and be able to arrest their attention throughout their stay.
“This is an advantage no other form and medium of advertising can offer. And it can offer access to a specific gender pin downs of messaging with 100 per cent accuracy.
“For instance, female toilets can be loaded with messages speaking to the female market, and vice versa, thereby giving accurate traffic and exposure measurement.”
The new medium is capable also of offering high brand visibility, with an estimated average 5,000,000 to 5,500,000 views per month, a coverage no other medium can match at same cost.
“The Magic Mirror is the best channel to help you reach your marketing priority areas or audience. It offers a high definition video and audio resonance in a casual and relaxed atmosphere.
“It offers a welcome alternative to looking at a blank wall. Advertisers are also afforded the opportunity to put their advert in desired marketing priority areas at high traffic time at any of the locations, especially in public private places.
Ugbechie said the company is working to have Magic Mirrors installed in major hotels, shopping malls, high end clubs, eateries, and event venues across the country.
“We want to offer Nigerian advertisers the best platform to reach their targets and achieve maximum exposure, interaction and retention rate, thereby giving them the best value in ad spend.”
