It is indeed a new dawn in transit advertising. In a bold move that signals a transformative paradigm shift in Nigeria’s advertising industry, Docu2Data Limited, in partnership with the Lagos State Government through LAMATA, has launched the country’s first BRT Digital Screen Network, a groundbreaking step in the evolution of out-of-home communication.

The launch, held at 37 Glover Court, Ikoyi, introduced a new dimension of in-transit digital engagement. It features 150 digital advertising screens installed inside BRT buses across key routes in Lagos. Consequently, the event heralds a future where technology, data, and storytelling converge to make advertising more measurable, impactful, and personal.

Royal Endorsement for Innovation

Representing the Father of the Day, His Royal Majesty, Oba Saheed Adeola Elegushi (Kusenla III), the Aro of Elegushi Kingdom, Chief Bakare Olalekan, delivered a goodwill message. This message resonated with both tradition and progress. Chief Bakare also serves as a Board Member of Docu2data.

Speaking on behalf of the monarch, Chief Bakare commended the Docu2Data team for introducing a forward-thinking solution. This solution aligns with the Kingdom’s belief in empowering young entrepreneurs and supporting innovation.

Furthermore, he emphasized that Docu2Data’s emergence reflects a new era of opportunities for Nigeria’s creative economy. “The Elegushi Kingdom has always been a supporter of innovation and enterprise. This initiative gets to the very core of transforming how we communicate and advertise in a dynamic city like Lagos,” he stated.

Industry Titans Applaud the Paradigm Shift

The high-profile launch brought together leading figures from Nigeria’s marketing, media, and governance sectors. Among the distinguished guests were Emme Akande, Deputy Director at the Advertising Regulatory Council of Nigeria (ARCON), representing the Director-General, Dr. Olalekan Fadolapo; Lanre Adisa, President of the Association of Advertising Agencies of Nigeria (AAAN); Osamede Uwubanmwen, President of the Advertisers Association of Nigeria (ADVAN); and Hon. Kunle Dabiri, representing the Managing Director of the Lagos State Signage and Advertisement Agency (LASAA), Prince Fatiu Akiolu.

The Honourable Commissioner for Transport, Lagos State, Mr. Oluwaseun Osiyemi, and senior representatives from LAMATA and LBSL also attended the event. Chief marketing officers, media directors, and heads of corporate communications from major organizations across banking, FMCG, insurance, fintech, and entertainment joined the audience.

Collectively, these top industry leaders lauded Docu2Data’s innovation. They noted that it addresses one of the most persistent challenges in outdoor advertising: the lack of accurate metrics and measurable audience engagement.

Bolaji Akinfolarin: Turning Lagos Traffic into Brand Attention

In his keynote remarks, Bolaji Akinfolarin, Managing Director of Docu2Data, described the initiative as a revolution. He believes this will transform how brands capture attention in a data-driven age.

“Attention is the newest currency,” Akinfolarin asserted. “What we are doing is holding on to this attention, delivering brand messages, government communications, and public service information in ways that improve both the transport and advertising ecosystem.”

He further explained that Docu2Data began operations in 2021 as a data-driven marketing and technology solutions company. It provides services in marketing strategy, activations, and IT-driven brand communication. Over time, data insights revealed a crucial flaw in the advertising ecosystem—audiences stopped engaging with static billboards.

According to Akinfolarin, “We discovered that over 90% of daily commuters do not pay attention to roadside signage. Even those who notice them rarely remember the message. This proved the need for a longer, immersive engagement, something beyond fleeting visibility.”

The Power of Measurable Engagement

The Managing Director further shared results from a survey conducted by Docu2Data along the Lekki axis. Only two out of 500 respondents could recall three specific adverts they had seen on their daily route. “This showed us the real problem, short exposure time, lack of interactivity, no measurability, and a mismatch between message and medium,” he said.

Therefore, Docu2Data’s solution was simple yet revolutionary, bring the ads to the people where their attention is highest.

“Inside the BRT buses, we have commuters seated for 35 minutes to one hour. That’s a captive audience,” Akinfolarin explained. “By introducing a 32-inch 4G-enabled screen network within these buses, we’re ensuring continuous brand exposure, real-time updates, and measurable engagement. This isn’t just advertising; it’s impact multiplied tenfold.”

From Data to Disruption: How Docu2Data Works

Docu2Data’s system is fully technology-integrated. It allows advertisers to monitor campaigns in real time through a self-serve digital dashboard. Brands can view proof of play via live video feeds, track impressions, and access data analytics for each screen location across 38 operational routes, from Oshodi and Ikeja to CMS, Ajah, Yaba, and Apapa.

Akinfolarin emphasized that the system is designed for transparency and accountability: “No more estimated figures. With Docu2Data, advertisers get weekly proof of play and verifiable audience metrics.”

Beyond Buses: The Future of Transit Media

The company also unveiled plans to extend its footprint beyond buses. According to Akinfolarin, Docu2Data will introduce Train Digital Screen Networks across the Lagos Blue and Red Line terminals. This creates a unified media ecosystem that connects commuters seamlessly across public transport systems.

“Our vision is to become the largest digital planning network in Africa,” he said. “We aim to transform how brands connect with moving audiences through data-driven storytelling.”

LAMATA Endorses Smart Initiative

Speaking at the launch, Dr. Olukemi Amure, representing the Managing Director of LAMATA, Engr. Mrs. Abimbola Akinajo, noted that the project aimed to enhance the public transport experience by integrating dynamic communication channels, transforming buses into moving information hubs.

“In this digital age, we recognized that a truly modern public transport system must inform, engage, and enhance the overall commuters’ experience.

This is the very gap this Smart Impulse Solution is forced to fill today.

We are not only launching screens; we are launching a dynamic channel for communication,” she said.

Commendations from Regulators and Industry Leaders

In her remarks, Emme Akande, speaking on behalf of ARCON’s Director-General, Dr. Olalekan Fadolapo, praised Docu2Data’s contribution to transparency and measurement in outdoor advertising. “This kind of innovation aligns with ARCON’s regulatory drive for accountability and effectiveness in advertising,” she stated.

Similarly, Lanre Adisa, President of AAAN, described the initiative as “a significant leap forward that will reshape audience targeting and creative planning for brands.”

Moreover, Osamede Uwubanmwen, President of ADVAN, commended the data-driven approach, calling it “a long-awaited solution to an age-old industry challenge.” Finally, Hon. Kunle Dabiri, representing LASAA’s Managing Director, Prince Fatiu Akiolu, reaffirmed Lagos State’s commitment to supporting innovations that enhance the advertising and transport ecosystem.

Bringing Digital Media to the Heart of Mobility

For Docu2Data, this launch is more than a business milestone—it is the start of a new movement where Lagos traffic becomes brand attention.

The company’s slogan, “Turn Lagos Traffic into Brand Attention,” captures this transformation perfectly. Through real-time, data-backed content streaming inside Lagos BRT buses, Docu2Data redefined how audiences consume advertising on the move. This makes every commute an opportunity for connection.

Driving the Future of Advertising in Africa

Docu2Data’s innovation positions Lagos at the forefront of smart, mobile advertising infrastructure in Africa. It merges technology, mobility, and storytelling to deliver advertising that is not only visible but also measurable and meaningful.

As Akinfolarin concluded, “This is the future of out-of-home communication. It is about giving brands the tools to engage, governments the means to inform, and commuters the content that connects—all powered by data.”

With its ambitious expansion plans and cutting-edge analytics platform, Docu2Data is not just changing advertising—it is redefining how Africa’s largest city sees, hears, and experiences brands.

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