How innovation is transforming Nigeria’s OOH advertising market
By Felicia Nwosu
Out-of-Home advertising in Nigeria, which started during the colonial period with West African Publicity Limited, a subsidiary of the United African Company (UAC) setting up to oversee marketing activities in both Nigeria and other West African countries. The company was later renamed as Lintas and became an advertising agency with Afromedia as the outdoor arm.
The OOH subsector of Nigeria’s economy has come to stay since Afromedia spearheaded the development of Outdoor Advertising Contractors of Nigeria (OACN), which later transformed to Outdoor Advertising Association of Nigeria (OAAN) and now Out-of-Home Advertising of Nigeria (OAAN).
The global out-of-home advertising market, which grew at an unprecedentedly strong rate at $29.8 billion in 2023,is projected to grow at $31.7 billion in 2024 at a compound annual growth rate (CAGR) of 6.4%. With the industry dynamics and growth in view, artificial intelligence beckons Nigerian professionals for more innovative concepts to expand their horizons as they explore the various anticipated trends that unfolds with the year 2024.
Before now, traditional roadside billboard, also known as static billboard, was the predominant form of Outdoor advertising in Nigeria. However, the digital age has seen the industry evolve to interactive visuals and audio using LCD and LED billboards. In Nigeria, Lagos and Abuja advertising are leading in the use of large LED display billboards and also account for the largest share of the market.
While offering dynamic, customizable campaign options to clients, the Nigerian out-of-home advertising marketing space is expected to witness a quantum leap this year. The market is anticipated to rise at a considerable rate within a period of five years consecutively. Propelled by the rising adoption of strategies by key players, the market is predicted to rise over the projected horizon.
Today, OOH is showcasing remarkable and impactful marketing strategies, contributing significantly to the success of brands by demonstrating resilience in confronting challenges while highlighting innovations, boost visibility and benchmark success in an unprecedented manner in the industry ecosystem
Speaking with an industry expert who gave his assessment of the OOH industry in recent time, he noted that from a experienced innovations of various sorts including the rise of faux OOH.
According to experts, these innovative trends have already kicked off by some notable agencies such as New Crystal who deployed LEDs on Street Lamp Poles/ Facility interactive signs across the country, the anamorphic digital LED that was introduced to the Nigerian markets by Alpha and Jam at the airport, Elev8Media broke new ground in outdoor advertising with AI-driven billboard characters, the lunch of an iconic digital billboard strategically positioned at the Gateway of Lekki Phase 1 and Plural Media, who recently unveiled an innovative platform tagged Festac Gateway at the popular Apple Junction- Festac Link Road, Amuwo-Odofin as an indicative of its market leadership and many others.
The industry is also witnessing strategic collaboration with professionals from the creative sectors as demonstrated in the recent Faux OOH showcasing Maltina on a billboard which has sparked some reactions from consumers. The artwork was created by Noah’s Ark Communications, while the OOH campaign is an integration of computer-Generated Imagery (CGI) enabled by the same Alpha and Jam agency according to a reliable source.
With these rapidly evolving advertising landscape and market dynamics within the Nigerian out-of-home space and with experts predicting that out-of-home (OOH) is set to move in leaps and bounds come this year, professionals are now making strategic moves with various innovations fuelled by technology to maximise opportunities in the sector.
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