How Digital Outdoor Advertising Is Disrupting the Nigerian Advertising Industry

by Olawale Adegoke
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Technological advancement has transformed the world into a global village at a rate no one could have predicted. Because of improved technology, the out-of-home (OOH) advertising industry has grown as well. Technology has enabled the outdoor business to develop memorable brand messages and enhance brand awareness more than in the days of branding buses, bus shelters, banners, and static billboards.

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When OOH is combined with technology, there is an endless opportunity for creativity, context, and relevance, much of which is impossible with static OOH. This has further boosted growth in the advertising industry. Regarding how digital out-of-home (DOOH) aids the advertising industry Dennis Kuperus, Global Head of Creative Innovation and Partnerships at Kinetic, commented. “It’s exciting to see how consumers recognise and respond to the potential for creativity and innovation in DOOH. We have long considered it a channel ripe for tools and formats that create engaging experiences and drive brand impact.”

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In Nigeria, one company at the forefront of advancing digital out-of-home solutions is Nimbus Media Ltd. Over the years; the company has used programmatic OOH to change advertising messaging for more relevancy as OOH has evolved to DOOH. Nimbus has also delivered more personalised messages to audiences through the power of storytelling, in which audiences follow different parts of the story, ensuring that they remember the brand and how it can serve them.

Nimbus Media’s use of DOOH methods was inevitable from a business standpoint. With DOOH, Nimbus Media has been able to address the challenges of OOH advertising in various ways. For one, it has tackled the challenge of determining the effectiveness of advertising campaigns. Assessing the long-term aggregated impact of OOH spending and evolving effectiveness is critical in an industry obsessed with hard metrics. Companies such as Nimbus Media have been able to address this by providing clients’ metrics over time, measuring impressions and frequency and connecting OOH advertising investments to their brand impact.

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A Sightline Global Digital Out-of-Home (DOOH) survey on perceptions of digital out-of-home advertising found that DOOH drives audiences to make purchases and enhances brand awareness by making audiences curious about the brand. The survey also revealed that half of the global audiences who have seen DOOH ads say they encouraged them to make a purchase decision ‘there and then.’ The study, commissioned on behalf of Xaxis and Kinetic, found that two-thirds of respondents said DOOH ads had encouraged them to search for more information online.

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This area of happy returns is one of the most significant ways that DOOH has changed outdoor advertising. According to a 2019 MarketingEdge study, advertising companies spend less money reaching more people with DOOH. DOOH outperforms any price minimum over traditional OOH, with profit increasing by 11% for every 10 points of DOOH used as a percentage of OOH.

While critics might advance digital advertising over DOOH, data from epom.com says 62% of people on Earth are avid ad skippers. A similar percentage uses an ad blocker and never receives the message meant for them. And most of us suffer from banner blindness, which is more of a psychological shield against a modern-world data avalanche. With large format DOOH, using such loopholes to evade ads is impossible.

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Unlike traditional OOH advertising, DOOH advertising can detect and adjust to consumer tastes, behaviour, and knowledge changes. Nimbus Media has prioritised interaction with relevant audiences on the go, and DOOH solutions have assisted the brand in determining which methods work best for specific groups of people over time. It has also used real-time data to predict how consumers will engage with advertising content across social and cultural groups.

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