Effective deployment of DOOH will drive Lagos Smart City Vision – Adegoke

By Oghale Mafuru

As the Lagos State government continues to intensify efforts toward the realisation of the Smart City agenda, Olawale Adegoke, Chief Executive Officer, Nimbus Media, a leading digital Out-of-Home company has urged the state government to incorporate the Digital Out-of-Home, DOOH technology into its planned infrastructure initiatives to optimise the limitless opportunities that abound in the industry.

Speaking to MARKETING EDGE about the evolution of the Out-of-Home business in Nigeria and how it can be utilized for the growth of the public and private sectors, the advertising professional stated that DOOH in Nigeria has not reached an advanced stage like other countries of the world and that the deployment of the technology is still at a peripheral level of carrying mere information.

“In terms of Lagos State, DOOH alignment and the outdoor space, with the Lagos smart city project, I would say it is either here or there. Now, you see a lot of billboards carrying messages for the Lagos State government talking about what Lagos State is doing. So, in terms of enlightening the public about what Lagos State is doing in terms of infrastructure and things, I would say yes, DOOH has been playing a major role in the smart city concept.

“In terms of functionality for city dwellers, ease of information dissemination and something unique for them to take value from; that is the audience, I think there is still a lot to be done when you look at other cities like New York, London, the way they have introduced the DOOH at bus shelters,” he added.

According to him, DOOH is providing greater aesthetic value, integrating solutions that excite audiences and citizens in other countries.

“In New York for example, they have the phone booths that were transformed into DOOH and the internet. So those are hot spots. Formally phone booths in New York city have now been converted to DOOH screens that are hot spots on the road sides so that people can actually log in and they are charging vault there.

“In London, you will see screens at the bus shelters, showing signs and the names of stations. You know Lagos still has a long way to go when it comes to that” he submitted.

While enumerating the vast opportunities for the state government and brands, the Nimbus Media boss stated that it will also aid data gathering as enhancement of functionality and access to the internet will increase availability of data. “We are going to leverage different tools to give more functionality to the audience which I think is the main driver of the Smart City policy. Functionality, Information dissemination, tourism, security too, you can’t divorce it. So by bringing in these things it is going to affect tourism positivity.”

The Lagos State government which recently launched a data centre in line with its THEMES agenda, had pledged to deploy Smart City security intervention in the state as a proactive step against criminality that will negate the attainment of the Smart City Vision.


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