Simplicity, Location Key to Making Outdoor Advertising Relevant says Juliet Nnaji
Outdoor advertising remains highly relevant to today’s consumers because it reaches them in real-world moments when they are commuting, travelling and navigating their daily routines, Ms. Juliet Nnaji, Head of Business at Airpower Limited, has said.
Nnaji made the assertion during the Consumers Connect Show, which focused on the topic “How Relevant Is Out-of-Home Advertising to Today’s Consumers?” The weekly programme airs every Friday at 6:30pm on Eko 89.7 FM.
According to Nnaji, the growing amount of time consumers spend on their phones does not diminish the relevance of outdoor advertising. Rather, it makes OOH an important complementary medium because it captures audiences when they are physically outside their homes and on the move.
“People are usually on their phones, but that actually makes outdoor advertising very important because it reaches people when they are physically on the move,” she explained, noting that outdoor advertising can become part of the experience of commuting and travelling.
Nnaji identified simplicity and clarity as some of the biggest strengths of outdoor advertising.
She explained that consumers often have only a few seconds to absorb a billboard message, making lengthy or complicated communication less effective.
“The attention span of the consumer is very short,” she said, advising brands to develop messages that are catchy, simple, clear and easy to understand.
According to her, the more straightforward the creative execution, the greater the likelihood of attracting attention and leaving a memorable impression.
She, however, stressed that simplicity must be supported by creativity and strategic location.
Drawing from her experience in airport advertising, Nnaji said location can significantly influence how consumers perceive and experience a brand.
She revealed that about 90 per cent of her clients advertise at airports primarily to build perception, highlighting the strategic value of the environment in which an advertisement is encountered.
She noted that airport audiences are particularly valuable because they are often mobile and moving through different stages of their journey. However, passengers also experience moments when they are seated and waiting for their flights, creating an opportunity for brands to capture their attention.
Unlike commuters navigating heavy traffic, airport passengers may be less dependent on their phones during these waiting periods because they need to remain attentive to flight announcements.
Nnaji also cautioned brands against assuming that digital automatically translates to effectiveness. While digital outdoor advertising can make OOH more engaging by introducing movement, multiple messages, storytelling and timely content, she maintained that simplicity remains critical.
Digital formats, she noted, give brands greater flexibility to refresh messages and create dynamic experiences, but the fundamental principle remains the same: consumers must be able to understand the message quickly.
The discussion also featured contributions from listeners, with some consumers acknowledging that OOH advertising continues to create awareness and has, in some cases, encouraged them to try new products.
Others, however, expressed concerns about excessive outdoor advertising, particularly when advertisements become intrusive.
Some listeners noted that while OOH advertising can make long periods in traffic more entertaining, an overload of advertising messages can also become distracting.
The contrasting views underscored a key reality for brands: outdoor advertising remains powerful, but relevance depends on how, where and when consumers encounter the message.
For Nnaji, the future of OOH advertising lies not simply in putting more messages in front of consumers, but in creating clear, creative and contextually relevant experiences that earn attention rather than demand it.
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