LOMA 4.0 experts advocate legacy-building, smart digital OOH

A recent study conducted by the Location Marketing Conference and Awards (LOMA) has revealed that Out-of-Home (OOH) advertising continues to be a powerful driver of consumer action in Nigeria. The Nigeria OOH Consumer Penetration and Audience Behaviour Study 2026 surveyed 1,800 people across 12 cities, including Lagos, Abuja, and Asaba, and found that over 70% of respondents took a commercial action after seeing an outdoor advertisement.

The study's Chairman, Emmanuel Adediran, stated that the data highlights the effectiveness of OOH campaigns in driving real consumer behavior, particularly in brand awareness and consideration. The study also identified that Lagos absorbs nearly three-quarters of all national OOH spend but only delivers six out of ten attention, indicating a disparity in billboard visibility across cities.

Asaba, Enugu, and Onitsha were identified as having some of the heaviest, highest-value audiences, presenting an opportunity for more targeted advertising. The report emphasizes the need for reliable data to ensure return on investment for advertisers and media owners. Experts at the 4.0 edition of the LOMA Conference and Awards discussed the future of the industry, with discussions on legacy-building through operational excellence and the intelligent OOH ecosystem, which leverages connected hardware, Internet of Things (IoT) infrastructure, and smart software to turn static outdoor displays into data-driven digital networks.