The outdoor advertising industry in Nigeria is poised for groundbreaking changes in 2025, as the integration of cutting-edge digital technology continues to transform the sector. Speaking on this development, the Managing Director of Brandleep Limited, Mr David Oluwole highlighted the pivotal trends shaping the future of Out-of-Home (OOH) advertising, emphasizing its increasing dynamism, interactivity, and data-driven strategies.
The MD explained that the rise of Digital Out-of-Home (DOOH) advertising, particularly with the proliferation of digital billboards and screens across major cities, has revolutionized how brands communicate with audiences, enabling real-time and contextually relevant messaging. This shift is being further enhanced by data-driven targeting, which leverages mobile connectivity and geolocation services to identify and reach specific demographics, improving the efficiency and ROI of campaigns.
The integration of interactive technologies such as QR codes, Near Field Communication (NFC), and augmented reality (AR) has bridged the gap between traditional outdoor media and digital platforms, allowing audiences to engage with ads in new and exciting ways. Artificial intelligence is also playing a critical role in analyzing audience behavior, predicting trends, and optimizing ad placements in real time. Additionally, programmatic buying has introduced automation to the planning and execution of outdoor campaigns, streamlining processes, optimizing costs, and maximizing exposure.
The MD noted that the integration of DOOH with mobile advertising is another key development, with ads displayed on digital billboards syncing seamlessly with mobile apps to drive cross-platform engagement. Blockchain technology is also expected to enhance transparency and accountability in the industry by enabling secure and verifiable transactions.
Addressing the importance of measuring ROI, the MD emphasized that Brandleep Limited employs advanced analytics and innovative tools to ensure accountability and actionable insights for clients. These include estimating audience size through eye view counters, tracking key actions like website visits and app downloads via client-specific QR codes, and using proximity tracking with Bluetooth technology to measure product sales. Attribution models are used to connect ad exposure to customer actions, while sales data is analyzed to quantify campaign impacts on revenue. Other approaches include monitoring coupon redemptions, assessing lifetime customer value (LTV), and tracking market share growth to gauge the effectiveness of campaigns.
“At Brandleep Limited, we are always looking ahead, embracing technological advancements that will elevate the effectiveness and creativity of outdoor advertising. These partnerships and innovations enable us to offer clients cutting-edge solutions that drive results in an ever-evolving landscape. As the sector evolves, our focus will be on helping brands connect with audiences in more personalised, interactive, and sustainable ways.”
The MD stressed that transparency and collaboration with clients are essential for evaluating campaign success, with a shared commitment to data accuracy driving better outcomes. With these innovations, Brandleep Limited is positioning itself as a leader in Nigeria’s evolving outdoor advertising landscape, championing the use of technology to deliver impactful and measurable results.
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