Nwabuisi weighs in on evolution, future of OOH in Nigeria
By Felicia Nwosu
Anthony Nwabuisi, General Manager and Head of Business at Optimum Exposures Limited, has described out-of-home (OOH) advertising in Nigeria as an evolving landscape shaped by innovation, despite recent economic pressures.
Reflecting on developments from 2023 into early 2024, the OOH advocate noted a resurgence of creativity and product development across transit, indoor, and outdoor media.
He pointed to the growing influence of technology in redefining formats and operations, citing advanced digital screens with 3D capabilities, rotating static installations, and creatively branded bus shelters as examples.
For him, OOH now extends beyond billboards to include any external real estate that can communicate a message.
However, he acknowledged that the industry is not without its challenges. Rising energy costs and inflation are driving up operational expenses for OOH operators, while advertisers continue to demand improved measurement of return on investment,which he said the market is still working to address.
While some operators have begun exploring data management platforms and forming partnerships with global providers, Nwabuisi said these tools are still in their early stages locally.
He also highlighted regulatory concerns but commended agencies like the Lagos State Signage and Advertisement Agency (LASAA) for maintaining structure while encouraging creativity.
According to him, their commitment to safety and the removal of unregistered practitioners is vital for sustaining credibility across the industry.
Looking to the future, the marketing guru identified digital OOH, contextual messaging, programmatic media buying, and innovative formats such as interactive lampposts and drone-based activations as promising areas for growth.
He noted emerging opportunities in stadium and in-mall advertising and emphasized that OOH is increasingly playing a strategic role within the broader marketing mix.
While he acknowledged that the rise of digital marketing has created a more competitive environment, the industry business leader expressed optimism that with economic recovery and the delivery of measurable results from new formats, OOH will continue to grow and strengthen its position in brand communication.
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