{
  "id": 12978176,
  "title": "LOMA 4.0 experts advocate legacy-building, smart digital OOH",
  "url": "https://urgent.news/2026/10/08/loma-4-0-experts-advocate-legacy-building-smart-digital-ooh-12978176",
  "topic": "business",
  "section": "Business",
  "published": "2026-10-08T23:26:10.000Z",
  "source": {
    "name": "Punch Nigeria",
    "slug": "punch-nigeria",
    "url": "https://punchng.com/loma-4-0-experts-advocate-legacy-building-smart-digital-ooh/"
  },
  "original_language": "en",
  "account": "Recent research has revealed that Out-of-Home (OOH) advertising continues to be a potent catalyst for consumer action in Nigeria, with a staggering seven out of ten respondents indicating they took a commercial action following exposure to an outdoor advertisement. Conducted by the Location Marketing Conference and Awards (LOMA) in a groundbreaking study of 1,800 individuals across 12 Nigerian cities, the findings underscore the powerful influence of OOH on consumer behavior.\n\nIn a presentation at the 4.0 edition of the conference, Emmanuel Adediran, Business Unit Director of +Acuity Ltd and Chairman of the survey’s oversight committee, emphasized that the data conclusively demonstrates the correlation between OOH frequency and reach, providing much-needed clarity on attribution. The study also highlighted that Lagos, while absorbing nearly three-quarters of all national OOH spend, only achieves about six out of ten reported exposures, highlighting a significant disparity in billboard visibility across different cities.\n\nAsaba, Enugu, and Onitsha emerged as cities with high-value, heavily visited audiences, presenting an opportunity for advertisers to better reach these demographics. The conference also discussed the existing gap in reaching consumers, noting that while eight in ten Nigerians visit key market areas weekly, this segment accounts for less than one-third of reported OOH exposures, underscoring an underserved market.\n\nIn response to these insights, industry experts shared perspectives on the future direction of the OOH sector. Oiakhina Emperor, Group General Manager of Abiok Publicity, stressed the importance of transitioning from short-term success to building a lasting legacy brand through operational excellence. He outlined six pillars of legacy-building: purpose, people, process, performance, progress, and perseverance, warning against a \"good enough\" mindset that can lead to institutional failure.\n\nAdditionally, Abdulwahab Adeyinka, Technical Partner at CJtronics, presented on the Intelligent OOH Ecosystem, showcasing how the convergence of connected hardware, Internet of Things (IoT) infrastructure, and smart software is transforming static outdoor displays into sophisticated digital networks. This evolution addresses long-standing challenges in traditional OOH, including manual processes, equipment downtime, limited audience data, and rigid sales models. CJtronics offers comprehensive services across various environments, including indoor, outdoor, stadium, and retail settings, highlighting the potential for smart digital OOH to drive industry growth and improve return on investment.",
  "summary": "At the LOMA 4.0 conference, experts discussed legacy-building and smart digital OOH, unveiling a study showing 7 in 10 Nigerians act after seeing outdoor a Read More: https://punchng.com/loma-4-0-experts-advocate-legacy-building-smart-digital-ooh/",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 2,
    "also_reported_by": [
      {
        "outlet": "Punch",
        "title": "LOMA 4.0 experts advocate legacy-building, smart digital OOH",
        "url": "https://urgent.news/2026/10/08/loma-4-0-experts-advocate-legacy-building-smart-digital-ooh",
        "published": "2026-10-08T23:20:10.000Z"
      }
    ]
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}