Amidst the dynamic evolution in Out-of-Home (OOH) advertising, industry experts emphasize the proactive adoption of the latest technology to enhance the sector’s impact and relevance in achieving clients’ marketing objectives. In an exclusive webinar hosted by OOH Academy, leaders and experts explored the future of OOH advertising in Nigeria, delving into key factors such as government interventions, shifts in consumer behavior, and the evolving use of technology. The discussion highlighted the imminent surge of experiential and innovative campaigns poised to reshape the landscape in 2024.
Webinar data unveiled rising consumer spending despite challenges like political elections and government regulations on foreign advertising. The industry witnessed a notable shift toward digital formats, with brands increasingly embracing technology-driven OOH solutions. The data indicated a gradual recovery in industry spending, particularly after challenges faced in 2023, and a substantial increase in brands utilizing digital formats, reflecting a shift in focus and investment.
Industry experts Mr. Anthony of Optimum Exposures and Promise Oduh of Media Reach OMD led the discussion, emphasizing the creative potential of CGI and AI in OOH advertising. The conversation explored the transformative impact of full OOH advertising, citing examples like the captivating moving Gucci bag at the Gucci International event. Challenges in adopting innovative approaches were acknowledged, including regulatory hurdles and the need for specialized expertise.
Mr. Anthony highlighted the industry’s struggle for survival, hindering creative thinking and innovation. Regulatory approvals, especially for large-scale installations, became bottlenecks, involving multiple checkpoints from authorities like LASTMA and tourism agencies. He called for a conducive business environment to fuel creative full OOH advertising.
The discussion transitioned to the growing role of retail media, with Promise Oduh emphasizing its potential impact in 2024. He urged advertisers to strategically leverage retail spaces, citing examples of global brands dominating lounge and bar spaces. The shift towards experiential marketing within retail locations emerged as a key trend, with operators encouraged to contextualize messaging for maximum impact.
Promise Oduh introduced the concept of mobile integration to elevate retail media discussions. Examples from Cape Town, South Africa, demonstrated how LED displays interacted with shoppers’ mobile devices, creating personalized and immersive experiences. Data collection during these interactions was seen as a valuable tool for both advertisers and operators.
The webinar concluded with shared optimism for a future where innovation, experiential marketing, and strategic retail media placements redefine the narrative of out-of-home advertising in Nigeria. Stakeholders are urged to stay agile, embrace digital trends, and collaborate on innovative solutions to address emerging challenges in the OOH industry in 2024.
