Nigeria OOH Advertising Study launches to provide audience insights, improve media planning and strengthen investment in outdoor advertising

OOH Academy Nigeria has commissioned a nationwide audience behaviour and consumer penetration study aimed at providing the country’s Out-of-Home advertising sector with credible, independent and actionable market intelligence.

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The initiative, known as the Nigeria OOH Advertising Consumer Penetration and Audience Behaviour Study, was formally unveiled at a press conference in Lagos attended by key stakeholders from the advertising, media, research and outdoor advertising industries.

The study, being conducted by Research Brooks Limited in collaboration with TMKG Consulting, is being described as one of the most ambitious independent research projects ever undertaken within Nigeria’s Out-of-Home advertising sector.

Speaking at the launch, Founder of OOH Academy Nigeria and Convener of the Location Marketing Conference and Awards, Kingsley Onwukeme, said the project was designed to address a longstanding gap in audience measurement and consumer intelligence within the industry.

According to Onwukeme, despite the growing role of outdoor advertising in Nigeria’s integrated marketing communications landscape, the sector has operated for years without a comprehensive independent study examining audience penetration, consumer engagement, movement patterns and media effectiveness.

“For over a decade, since I personally joined this industry, there has not been any comprehensive independent study of this nature focused on understanding OOH audience penetration, consumer engagement, movement patterns, audience behaviour and industry market realities in Nigeria,” he said.

He noted that the industry could no longer rely on assumptions and fragmented information at a time when consumer behaviour, technology and urban development are rapidly evolving.

“The media landscape is evolving rapidly. Consumer attention is changing. Technology is transforming audience engagement.

Cities are becoming smarter and more connected. Therefore, the OOH industry itself must evolve through knowledge, intelligence and credible data,” Onwukeme added.

The Nigeria OOH Advertising Study is expected to generate vital insights into audience mobility, media consumption habits, campaign effectiveness, outdoor asset visibility, consumer interaction patterns and broader industry spending trends.

Onwukeme disclosed that the initiative would become an annual benchmark publication under a wider continental platform known as LOMA Outlook: The State of Out-of-Home and Location Marketing in Africa.

He said the long-term objective is to establish a trusted knowledge base that tracks industry growth, challenges and emerging opportunities across the continent.

“Our goal is simple: to help build a more transparent, credible, measurable and trusted OOH industry driven by facts, research and intelligence,” he stated.

The OOH Academy founder also acknowledged support from international partners, including Moving Walls, Polygon South Africa and Absen, noting that their involvement reflects growing global interest in Africa’s rapidly expanding outdoor advertising market.

Providing details of the methodology, Chief Executive Officer and Lead Principal Investigator at Research Brooks Limited, Jonathan Kalu, said the research has been structured to meet international standards of credibility and methodological rigour.

The study will cover 12 strategically selected cities across Nigeria, including Lagos, Ibadan, Benin, Asaba, Onitsha, Enugu, Aba, Port Harcourt, Abuja, Kano, Kaduna and Sokoto.

Kalu explained that the selected locations were chosen to ensure broad national representation and capture diverse consumer experiences and media interaction patterns.

The research will focus on socio-economic classes A to D using indicators such as household assets, purchasing power and living standards to ensure balanced demographic representation.

To guarantee transparency and independent oversight, an industry committee has been established to supervise the research process.

The committee is chaired by Emmanuel Adediran and includes Ikechukwu Ogbonna and Felix Ehikhuemen.

Speaking on behalf of the committee, Adediran described the project as a powerful step towards improving the competitiveness of Nigeria’s outdoor advertising industry.

He said the absence of a unified audience measurement framework has historically limited the sector’s ability to attract larger investments from advertisers and media agencies.

“Once the report and its insights become available, brands and businesses will be more willing to invest in the sector because measurable data makes investment easier to justify,” he said.

Ehikhuemen similarly stressed that the future of advertising depends increasingly on measurable outcomes, audience intelligence and technology-driven decision-making.

The final report from the Nigeria OOH Advertising Study is expected to be unveiled at the fourth edition of the Location Marketing Conference and Awards in September 2026.

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Industry stakeholders are expected to use the findings to guide media planning, policy formulation, investment decisions and future market development strategies across Nigeria’s outdoor advertising ecosystem.