A groundbreaking study has revealed that more than 70% of Nigerians engage in commercial actions after encountering Out-of-Home (OOH) advertisements. This finding comes from the Nigeria OOH Consumer Penetration and Audience Behaviour Study 2026, which is the first of its kind in the country. The study was launched by the organizers of the Location Marketing Conference and Awards (LOMA) and surveyed 1,800 individuals across 12 cities, including major urban centers like Lagos, Abuja, and Port Harcourt.

Emmanuel Adediran, the Chairman of the oversight committee for the survey and Business Unit Director at +Acuity Ltd, emphasized that the results provide clarity on how OOH campaigns effectively influence consumer behavior. The data indicates that nearly 40% of respondents discussed brands after viewing outdoor advertisements, while 30% sought additional information online.

The research also highlighted a significant disparity in advertising effectiveness across different Nigerian cities. Notably, Lagos, which accounts for nearly 75% of national OOH spending, has the lowest visibility among surveyed cities, capturing only about 60% of attention. In contrast, cities like Asaba, Enugu, and Onitsha were identified as having some of the most engaged and valuable audiences.

Despite the high frequency of visits to market areas by 80% of Nigerians, the study revealed that less than 30% of reported OOH exposures occur in these locations, indicating a substantial gap in reaching a large audience. Kingsley Onwukaeme, the convener of the LOMA Conference and Awards, described the findings as timely and beneficial for advertisers and media owners, as they underscore the importance of reliable data for ensuring return on investment.

In addition to the study's findings, industry experts at the LOMA conference discussed the future of OOH advertising. Oiakhina Emperor, Group General Manager of Abiok Publicity, presented on the importance of building legacy brands through operational excellence. He outlined the distinction between short-term success, which is often measured by revenue and visibility, and long-term legacy, which is built on trust and reputation. Emperor stressed that a true legacy brand's core promise should endure beyond its founders.

Abdulwahab Adeyinka, Technical Partner at CJtronics, introduced the concept of the Intelligent OOH Ecosystem, showcasing how advancements in technology are transforming static outdoor displays into dynamic, data-driven networks. He noted that traditional OOH advertising has been hindered by outdated processes and a lack of accurate audience data. However, with the integration of smart LED displays, IoT infrastructure, and programmatic digital OOH, advertisers can now automate ad buying, target their audience more effectively, and track engagement in real-time.

The survey was conducted in partnership with Research Brooks and TMKG Consulting, with oversight from the Outdoor Advertising Association of Nigeria (OAAN) and other industry bodies, receiving positive feedback from stakeholders within the OOH sector.