OOH Academy Launches Nationwide Audience Behaviour Study to Transform Nigeria’s Advertising Sector
Nigeria’s Out-of-Home (OOH) advertising industry is embarking on a new chapter of insight-driven growth, thanks to the commissioning of an unprecedented nationwide audience behavioural and consumer penetration study by OOH Academy Nigeria. This landmark research initiative aims to equip the sector with credible, independent, and actionable market intelligence, unlocking new opportunities for strategic planning and investment.
Unveiled recently at a high-profile press conference in Lagos, the Nigeria OOH Advertising Consumer Penetration and Audience Behaviour Study brings together leading stakeholders from advertising, media, research, and outdoor advertising ecosystems. Conducted by Research Brooks Limited in collaboration with TMKG Consulting and supported by key industry players, this project is widely regarded as one of the most ambitious independent research efforts ever undertaken within Nigeria’s OOH sector.
During the launch, Kingsley Onwukeme, Founder of OOH Academy Nigeria and Convener of the Location Marketing (LOMA) Conference and Awards—commonly known as the “King of Ads”—described the initiative as a vital intervention to address a longstanding industry challenge: the absence of comprehensive audience measurement and consumer insights.
He explained, “Despite the increasing importance of Out-of-Home advertising within Nigeria’s integrated marketing landscape, the sector has long operated without an independent, detailed understanding of audience penetration, movement patterns, consumer engagement, or broader market dynamics.”
Onwukeme emphasised that, with rapid urbanisation, technological advances, and the rise of smarter cities, industry decision-makers can no longer rely on assumptions or fragmented data. Reliable audience intelligence is now essential for sustainable growth.
“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,” he stated.
The study will generate vital insights into consumer movement, media consumption habits, outdoor asset visibility, campaign interaction, industry expenditure trends, and emerging opportunities for location-based marketing in Nigeria.
Beyond its immediate scope, Onwukeme revealed plans for the study to become an annual industry benchmark, under the broader continental platform called ‘LOMA Outlook: The State of Out-of-Home and Location Marketing in Africa’. The long-term vision is to develop a trusted body of knowledge that tracks sector growth, challenges, opportunities, and transformation over time—empowering stakeholders to base decisions on evidence rather than assumptions.
“Our goal is simple: to help build a more transparent, credible, measurable, and trusted OOH industry driven by facts, research, and intelligence,” he affirmed.
The international dimension of the project was also highlighted, with support from global partners including Singapore-based Moving Walls, South African digital out-of-home (DOOH) specialist Polygon, and Absen, a leading LED display manufacturer. Their involvement underscores increasing global interest in Nigeria’s fast-evolving outdoor advertising landscape and affirms the strategic relevance of the ‘LOMA’ platform.
Chief Executive Officer of Research Brooks Limited, Jonathan Kalu, outlined the study’s methodology, which aligns with international standards of rigour and objectivity. Covering twelve strategically selected cities—including Lagos, Ibadan, Benin, Asaba, Onitsha, Enugu, Aba, Port Harcourt, Abuja, Kano, Kaduna, and Sokoto—the research aims to provide comprehensive national coverage. The cities were chosen to reflect Nigeria’s diverse geographic and socio-economic realities, with a focus on socio-economic classes A to D, based on household assets, purchasing power, and living standards.
An independent committee of industry experts has been appointed to oversee the research process, ensuring transparency and integrity. Chaired by Emmanuel Adediran, Business Unit Lead at Plus Acuity, members include Ikechukwu Ogbonna, a former Head of Consumer Research at Dentsu Nigeria and Kantar veteran, alongside Felix Ehikhuemen, former OAAN executive and founding member of the African OOH Congress.
Adediran described the study as a strategic investment in Nigeria’s OOH future. “While the industry has shown resilience and growth, the lack of a unified audience measurement framework has limited its ability to attract deeper investment,” he noted. “
“Once the report is published, brands and investors will have credible data to justify their investments more confidently.”
Ehikhuemen echoed the importance of data-driven decision-making, emphasising that the future of global advertising hinges on measurable outcomes and audience insights. He urged stakeholders to embrace the findings and translate them into practical reforms.
TMKG Consulting, with over twenty years of experience in media monitoring, auditing, and market intelligence, pledged its full support by providing relevant datasets to enhance the quality of the final report.
The comprehensive findings are anticipated to be unveiled at the fourth edition of the LOMA Conference and Awards in September 2026, where they will serve as a vital resource for industry planning, policy-making, media investment, and market development.