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Evolution of DOOH in the Nigerian Market: A Personal Perspective

Tèmítọ́pẹ́ Ayànbádé

Assistant Manager, Buying & Control (OOH)

MediaReachOMD Nigeria.

Tèmítọ́pẹ́ Ayànbádé

Tèmítọ́pẹ́ Ayànbádé

27 May . 2 min read . Opinion

(Credit: Alpha and Jam)

As a seasoned professional and thought leader in the Out-of-Home (OOH) industry here in Nigeria, I’ve witnessed firsthand the remarkable evolution of Digital Out-of-Home (DOOH) advertising in our market. From its humble beginnings to its current status as a dynamic and indispensable component of our advertising landscape, the journey of DOOH in Nigeria is a testament to our industry’s resilience and adaptability.

Let’s take a walk down memory lane. Not too long ago, traditional OOH advertising dominated the Nigerian market, with static billboards and posters adorning our streets and highways. While effective in their own right, these static displays lacked the interactivity and flexibility that today’s consumers crave and even defaced our environment. Thanks to LASAA and other state Advertising and signage agencies that came and regulated the placement of billboards in market and then enters DOOH.

The emergence of digital screens has brought a breath of fresh air to our industry. Suddenly, advertisers had the ability to deliver dynamic, eye-catching, and visually engaging content in real-time. Whether it’s a vibrant video ad at a bustling shopping mall or a captivating interactive display at a transit hub and even roadside, DOOH has transformed the way brands engage with their audience.

But the evolution didn’t stop there. As technology continued to advance, so did DOOH. We’ve seen the rise of programmatic advertising, allowing for more targeted and data-driven campaigns. This shift towards automation has not only made advertising more efficient but has also opened up new possibilities for creativity and personalization.

So, what market insights can we glean from this journey?

Firstly, it’s clear that DOOH is here to stay. Its ability to deliver dynamic, engaging content in high-traffic areas makes it a valuable asset for advertisers looking to make a lasting impression.

Secondly, the future of DOOH lies in its integration with other digital channels. By leveraging data and analytics, advertisers can create more seamless and personalized experiences for consumers across multiple touchpoints. Also, the future of DOOH buying is such that gives power, value and opportunity to both Advertisers and Board owners i.e. opportunity for Realtime Auction & bidding (value), Data driven Targeting (Precision), Dynamic Creative (Contextuality) and the opportunities are endless.

Lastly, collaboration and innovation will continue to drive the growth of DOOH in Nigeria. As industry professionals, we must remain open to experimentation and willing to embrace new technologies and trends. We have seen this play out on the different brands that I have the opportunity of working on and I can’t even over emphasize the power of collaboration especially looking at new builds’ innovations.

In conclusion, the evolution of DOOH in the Nigerian market is a testament to our industry’s ability to adapt and thrive in an ever-changing landscape. By staying ahead of the curve and embracing innovation, we can unlock new opportunities and redefine the future of advertising in Nigeria.

Temitope is a Marketing Communications Professional of over 10 years, with a Wealth of Expertise in OOH Advertising, Media Planning & Buying, and Location-Based Marketing. He has proven track record of delivering impactful OOH advertising campaigns that capture audiences’ attention and drive results. Currently a Deputy Manager, OOH Strategy & Planning, MediaReach OMD Nigeria & Ex. Mediashare .

He is a strong advocate for data-driven decision-making and believe that analytics are essential for any successful marketing campaign. He is passionate about developing and implementing innovative marketing strategies that adapt to the evolving marketing landscape

Over the years, Tope has developed and executed successful OOH campaigns for some of the world’s leading and local brands, including Diageo (Guinness, Johnnie Walker, Smirnoff Portfolio, Orijin Portfolio, Gordons, Captain Morgan, Baileys), Reckitt, Flutterwave, Pepsico, Unilever (Close up, Knorr, Blue band, Omo, Lux and Sunlight dishwash), Spectranet, and Hayat Kimya (Molfix, Molped, Bebem & Familila tissue).