Nigeria’s OOH Advertising Goes Digital: OAAN, GlobeTrotter Launch Online Marketplace to Democratize Buying and Selling
By Azeez Disu
The landscape of Out of Home (OOH) advertising in Nigeria is undergoing a monumental shift, moving away from manual, fragmented processes toward a technology driven future, following the official launch of the GlobeTrotter software platform. The Out of Home Advertising Association of Nigeria (OAAN) and GlobeTrotter OOH Limited introduced the innovative digital marketplace designed to revolutionize how advertising assets are discovered, compared, and booked, effectively placing Nigeria and Africa on the global map of technology enabled OOH trading.
The new platform, GlobeTrotter, is billed as an online marketplace where owners and advertisers meet to transact with unprecedented speed, clarity, and efficiency. It seeks to eliminate industry challenges such as slow manual transactions and limited visibility for buyers.
Speaking at the launch, Mr. Ayodele Akingbade, Managing Director/CEO, GlobeTrotter OOH Limited, emphasized the transformative nature of the innovation: “GlobeTrotter is not just software, it is a platform designed to modernize, digitize, and democratize the buying and selling of OOH assets“. He further clarified the platform’s role in the market, stating: “In essence, we are doing for OOH what the stock market did for equities. We are creating a centralized, liquid, and transparent marketplace“. He concluded by declaring the start of a new era where: “An era where OOH does not wait. An era where technology empowers creativity. An era where transactions happen with confidence, clarity, and speed“.
Sola Akinsiku, President of the Out of Home Advertising Association of Nigeria (OAAN), championed the platform as a necessary evolution for the sector. He noted that the industry was aware that “to truly unlock the immense potential of OOH in Nigeria, we needed to bridge the gap between tradition and technology”. Addressing attendees, he stated: “It is therefore my distinguished privilege to officially welcome you to the formal launch of GlobeTrotter Software, our very own digital marketplace, the engine that will power the next chapter of OOH advertising in Nigeria“. Mr. Akinsiku defined the platform as a fundamental change in operations: “GlobeTrotter is not just a platform; it is a paradigm shift. It is a comprehensive online ecosystem where OOH assets can be seamlessly browsed, compared, and acquired from the comfort of any device, anywhere in the world“. He concluded that the launch marked the commencement of a new journey: “This is more than a launch; it is the dawn of a new era. The era of Nigerian OOH Advertising, going digital, going global“.
The Advertisers Association of Nigeria (ADVAN) threw its weight behind the platform, recognizing its immediate benefits for marketers seeking efficiency and transparency.
Osamede Uwubanmwen, President, ADVAN, praised the innovation, highlighting how it serves the needs of brand professionals: ” This website offers immense opportunities. For us as brand and marketing professionals, we are always seeking new opportunities. Being able to sit at my desk and simply ask the software what’s available on a certain road, see everything—how much it costs, and all the details—is truly a game-changer for me”. He added that the tool aligns with ADVAN’s mission to empower marketers: “It’s about ensuring that the marketer has all the information they need to do their work effectively and efficiently, as quickly as possible. So, a big well done and kudos to the team, the executives, and the partners who brought this to life. I can definitely say it’s a welcome development, and many people are genuinely looking forward to using this tool.“.
The regulatory body, the Advertising Regulatory Council of Nigeria (ARCON), also signaled its support for the technological advancement. Dr. Olalekan Fadolapo, Director General, Advertising Regulatory Council of Nigeria (ARCON), represented by Dr. Susan Ngozi Agbo, Director, Registration Directorate at ARCON, commended the OAAN leadership for driving change. Dr. Agbo noted that the Director General was happy for the development and innovation in the sector. She stated: “The GlobeTrotter is a software that has already achieved significant milestones and is recognized for its great accomplishments.”. She assured the industry leaders of continued support, saying: ” We want to express our deepest appreciation for everything you have done so far. Please know that we are fully behind you and support all the work you are doing“.
The platform’s design provides advertisers and agencies with a comprehensive, reliable, and verifiable catalog of sites, allowing them to spend less time searching and more time strategizing.
Charles Chijide, Chairman, OAAN Board of Trustees, positioned GlobeTrotter as a collective asset for the industry: “Today is more than a product unveiling. It is a celebration of industry partnership. Job to represents a unique a unified step toward simplifying how advertisers and agencies discover, compare, and buy media sites“. He further encouraged widespread adoption, stating: “This platform is not just for one company. It is for all of us. It is a shared resource designed to uplift the industry, expand opportunities and make our market more competitive on the global stage”.