Nigeria remains a key focal market for Global Out of Home Media and it has been
strengthening its presence in the West African country with a number of
initiatives that will continue to support its objective of providing
advertisers with attractive Out of Home options with which to engage this
Global Out of Home Media already enjoys a significant large format billboard presence in Lagos, Abuja and Port Harcourt, but has also embarked on an aggressive digital strategy that will includes the further development of large format digital billboard sites across the country.
It’s worth noting, though, that the extensive network of existing billboard sites will not be neglected, with plans to not only maintain, but also refresh some key sites, including the 3m x 6m and 7m x 5m network in Abuja, for example, along with a move to illuminate these sites and extend the frequency with which they are able to engage with consumers. This, in addition to pursuing new opportunities and sites in the large format space, to increase the Global Out of Home portfolio and build an even more attractive network of large format sites for advertisers looking for geographical spread in Nigeria.
Further to that, Global Out of Home Media is beefing up its staff complement in response to greater demand and as a means of better servicing its customer base in Nigeria, along with investing in a new asset management system that will allow it to improve its service delivery.
It is also in the process of conducting in-depth research, in order to better understand the unique Nigerian market, with a focus on what advertisers are looking for from media partners in this market, along with gaining a better understanding of the Nigerian consumer.
“With a population in the region of 200 million people and as Africa’s second-largest economy, the size and scale of Nigeria and the attractiveness of the market just cannot be ignored, and it’s where a lot of brands want to be, communicating and engaging with this massive market,” says Patrick De Robillard, Sales Director
“So, whilst Global Out of Home Media already has an
impressive presence in Nigeria, we want to be able to offer brands and
advertisers who desire a presence in this market even more options and
cutting-edge platforms, as well as solutions that are targeted, effective and
deliver great return on investment.”
According to Nielsen’s ‘Quarter 1 2019 – Africa’s Prospects’ report, Nigeria is in a healthier position than it has been for some time, and even though the report ranked the country in fifth place, behind Kenya, Cote d’Ivoire, Tanzania and Ghana, in terms of its macro, business, consumer and retail indicators, there were some interesting take-outs.
For example, it states that “Nigerian consumers are most adventurous when it comes to trying new products, and there is a window of opportunity to reach and resonate with Nigerian consumers, based on their more positive spending intentions”, which bodes well for brands launching new products or offerings.
Further, it’s well-documented that Nigeria is a ‘digital-savvy’ country, with the foundation for tremendous e-commerce growth.
According to Jumia’s ‘Mobile Report Nigeria 2018’, the country has a mobile penetration rate of 84% and “the multiplicity of affordable smartphones and a growing market for second-hand devices played a major role in driving the country’s e-commerce sector, which is estimated to be worth $13 billion.”
The Jumia report goes on to cite a study conducted by Twinpine, the Pan-African mobile advertising network, in which Nigeria was described as “the most mobilized country in Africa, with 76% of all internet traffic in Nigeria coming through mobile devices.”
This, in itself, is significant for the Out of Home industry, due to the ability of billboards to drive search and social media engagement.
All of which makes Nigeria a country with enormous potential and an attractive market for brands looking for a partner able to deliver effective solutions across multiple platforms – something that Global Out of Home Media is perfectly-placed to deliver.