…Nigeria takes a bold step
For years, some players in Nigeria and the rest of Africa’s Out of Home advertising industry have operated in a manner described by an analyst as winking in the dark as there has not been a comprehensive independent study “focused on understanding OOH audience penetration, consumer engagement, movement patterns, audience behavior, and industry market realities in Nigeria”.
The absence of a comprehensive industry research to effectively demonstrate its value and reach to stakeholders, investors, and advertisers has clearly cost the industry billions in potential investments, although analysts are yet to quantify the full scale of the missed opportunities.
Out of-Home advertising which has since evolved started in 1928 during the colonial era in Nigeria.
It is said that the industry with multibillion static and electronic billboards that doted across cities, has been relying on assumptions, estimates, or fragmented data even when the media landscape is evolving rapidly.
