Digital Out-of-Home Advertising - Nigeria

Ad spending in the Digital Out-of-Home Advertising market in Nigeria is forecasted to reach US$49.53m by 2024.
The market is expected to experience an annual growth rate (CAGR 2024-2030) of 8.52%, leading to a projected market volume of US$80.91m by 2030.
Nigeria is projected to have a market volume of US$4.37bn in 2024, making it one of the top contributors to ad spending.
The average ad spending per capita in the Digital Out-of-Home Advertising market is projected to be US$0.22 in Nigeria by 2024.
Nigeria's Digital Out-of-Home Advertising market is rapidly growing, driven by increased urbanization and a young, tech-savvy population engaging with innovative ad displays.

Definition:
Digital Out-of-Home (DOOH) Advertising refers to all advertising revenues from internet-connected out-of-home advertisements in public areas. The Digital Out-of-Home Advertising market includes all ad spending on large outdoor formats, street furniture, transit and transportation, and others.

Additional information:
Digital Out-of-Home (DOOH) Advertising comprises advertising spending, users, and average revenue per user. The market only displays B2B spending. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. Key players in Digital Out-of-Home Advertising include JCDecaux, Ströer, Focus Media Information, Hakuhodo, Dentsu, Clear Channel Outdoor, and APG SGA. For more information on the data displayed, use the info button right next to the boxes.

Digital billboards (city-light boards)
Digital street furniture (city-light posters)
Digital transit & transportation (digital advertising in and on vehicles used for public transportation)
Digital place-based media (digital ambient media at point of sale)

Traditional billboards (bulletins, large banners, inflatables)
Traditional street furniture (advertising columns)
Traditional transit & transportation (traditional indoor and outside advertising in and on vehicles used for public transportation)
Traditional place-based media (e.g., traditional ambient media at point of sale, posters in restrooms)
Event- and promotion-related media

The Digital Out-of-Home Advertising market in Nigeria is experiencing significant growth and development, driven by changing customer preferences and the increasing use of digital technology in advertising campaigns. Customer preferences in Nigeria are shifting towards more interactive and engaging forms of advertising. Traditional forms of advertising, such as billboards and print media, are becoming less effective as consumers become more digitally savvy and seek out more personalized and interactive experiences. Digital Out-of-Home Advertising provides a solution to this demand, offering dynamic and interactive content that captures the attention of consumers and allows for real-time engagement. One of the key trends in the Digital Out-of-Home Advertising market in Nigeria is the adoption of digital signage technology. Digital screens are being installed in various locations, such as shopping malls, airports, and transit stations, to display targeted advertisements. This trend is driven by the increasing availability of affordable digital signage solutions and the ability to remotely manage and update content. Digital signage allows advertisers to deliver more targeted and relevant messages to consumers, increasing the effectiveness of their campaigns. Another trend in the market is the integration of mobile technology with Digital Out-of-Home Advertising. Mobile devices are now an integral part of consumers' lives, and advertisers are leveraging this by incorporating mobile interactivity into their digital signage campaigns. For example, QR codes or NFC tags can be displayed on digital screens, allowing consumers to scan or tap their smartphones to access additional information or special offers. This integration of mobile technology enhances the overall consumer experience and provides advertisers with valuable data on consumer behavior. Local special circumstances in Nigeria contribute to the growth of the Digital Out-of-Home Advertising market. Nigeria has a large and growing middle class population with increasing purchasing power. This demographic is highly connected and receptive to digital advertising, making it an attractive market for advertisers. Additionally, Nigeria has a vibrant and dynamic outdoor advertising industry, with a wide range of outdoor advertising options available. This infrastructure provides a strong foundation for the growth of Digital Out-of-Home Advertising in the country. Underlying macroeconomic factors also play a role in the development of the Digital Out-of-Home Advertising market in Nigeria. The Nigerian economy has been experiencing steady growth in recent years, driven by sectors such as telecommunications, banking, and retail. This growth has led to increased investment in advertising and marketing activities, including Digital Out-of-Home Advertising. Furthermore, the rapid urbanization and population growth in Nigeria create a larger audience for advertisers to target, further driving the demand for digital advertising solutions. In conclusion, the Digital Out-of-Home Advertising market in Nigeria is growing rapidly due to changing customer preferences, the adoption of digital signage technology, the integration of mobile technology, local special circumstances, and underlying macroeconomic factors. Advertisers are recognizing the need to engage consumers in more interactive and personalized ways, and Digital Out-of-Home Advertising provides an effective solution to meet this demand. As Nigeria continues to develop and its economy expands, the Digital Out-of-Home Advertising market is expected to further flourish.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on digital out-of-home advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers internet-connected out-of-home advertisements such as digital billboards, digital street furniture, digital transit and transportation, and digital place-based media.

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party reports, and survey results from our primary research (e.g., Consumer Insights Global Survey) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, population, urban population, and internet infrastructure.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.

When consumers take a break from smartphones, connected TVs, and computer screens, outdoor advertising is often there, promoting products and services on billboards and transit displays. Still, out-of-home (OOH) channels have also gone increasingly digital – today, online and programmatic solutions drive the industry's expansion worldwide. Mid-2023 estimates indicated that static OOH could barely grow half as fast as the digital OOH (or DOOH) subsegment between 2023 and 2025.