Something monumental is stirring in the heart of Lagos. A familiar landmark, long a silent titan on the city’s skyline at Ilubirin, is about to find its voice again. Optimum Exposures, a vanguard of African out-of-home (OOH) advertising, is poised to unveil a project that will redefine the very fabric of brand communication in the region: The Lion.

This is not the launch of a new billboard; rather, it is the rebirth of an icon.  The 18-year-old installation now features a massive 50-meter by 12-meter curved digital billboard. The soon-to-be-launched Lion billboard represents a complete technological overhaul of what was initially a static display, which underwent digital conversion in 2013.

The move marks a significant milestone in the company’s vision to become Africa’s leading innovative out-of-home communications company by 2030.

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The revamped Lion incorporates cutting-edge LED technology powered by Unilumin, one of the world’s largest LED manufacturers based in Shenzhen, China. “The Lion is Optimum Exposures’ flagship, our strongest product,” said Anthony Nwabuisi, General Manager and Head of Business. “We needed to upscale, upgrade, and revamp the old technology and get it future-proof.”

The curved architecture delivers a unique 3D aesthetic appeal that sets it apart from traditional flat displays. According to Tosin Ilori, Sales and Marketing Director, the curvature provides an enhanced three-dimensional viewing experience that cannot be replicated on flat surfaces.

Revolutionary content management features of The Lion

Beyond impressive physical specifications, The Lion introduces sophisticated backend capabilities that enable contextual advertising. This is a first for the Nigerian out-of-home market. The system allows brands to deploy time-sensitive messaging that adapts to different periods of the day.

“If you were Nescafe, for example, contextually, Nescafe by morning can communicate ‘START STRONG’ only, then by evening, they can change the copy to ‘FINISH STRONG,'” Nwabuisi illustrated.

Furthermore, the billboard also features advanced geotargeting capabilities. These enable mobile integration within a 100-meter radius, creating seamless omnichannel experiences for target audiences.

Enhanced performance and premium positioning

The technological upgrade delivers significant improvements in both performance and environmental impact. The new installation operates at 243 kilowatts per hour, reduced from the previous 285 kilowatts. In addition, its overall weight has been reduced by over 50%.

The display features 10,000 nits of brightness. It also uses adaptive lighting technology that automatically adjusts intensity based on ambient conditions. The Lion incorporates advanced analytics that provide clients with real-time traffic data and audience measurement capabilities.

The enhanced capabilities command premium pricing, with monthly slots ranging from ₦12 million to ₦15 million. A couple of brands have already signed up. Some of these early adopters include major brands such as Interswitch, Samsung, Sterling Bank, Pepsi, and Nasco.

Optimum Exposures’ industry leadership and future expansion

Strategically, the platform’s content strategy aims to evolve out-of-home advertising. Innovation Consultant, Chinedu Abili-Mordi, explained that the goal is to transform it from a simple reminder medium into a true engagement driver.

“We’re moving mindsets from where people see those boards as a point of reminder medium to where the medium drives conversation, and helps the audience make a connection with the brand on a fresher engagement level. So some of the ideas that we’re going to be rolling out are going to be driven by trends and content marketing ideas that already play out in the digital space,” he explained.

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Nwabuisi confirmed that the company is already planning additional installations, including a planned “Lioness” billboard at another strategic location. “We’re not stopping here,” he stated. “Digital out-of-home is the future of out-of-home, and as one of the leading players out of Africa, we need to continue to innovate.”

Covering 600 square meters of curved display space, equivalent to nearly one and a half basketball courts wrapped in a slight arc, the billboard commands attention from multiple viewing angles as commuters approach from different directions. Also, The Lion stands as the largest curved LED display in West Africa. The name “Lion” reflects the board’s dominant presence, “massive, audacious, and you can’t miss it,” according to Ilori.

The Lion’s upcoming launch will set the stage for continued innovation in Nigeria’s advertising industry. This proves that African markets are ready for sophisticated, technology-driven marketing solutions that deliver measurable results and genuine audience engagement.