Nigeria OOH and DOOH Market Size
| Study Period | 2019 - 2029 |
| Base Year For Estimation | 2023 |
| Market Size (2024) | USD 118.21 Million |
| Market Size (2029) | USD 235.87 Million |
| CAGR (2024 - 2029) | 14.82 % |
| Market Concentration | Low |
Major Players
*Disclaimer: Major Players sorted in no particular order |
Nigeria OOH and DOOH Market Analysis
The Nigeria OOH And DOOH Market size is estimated at USD 118.21 million in 2024, and is expected to reach USD 235.87 million by 2029, growing at a CAGR of 14.82% during the forecast period (2024-2029).
- Nigeria's DOOH advertising sector is experiencing notable growth. With the economy expanding and technology adoption on the rise, Nigeria's DOOH landscape presents substantial opportunities for advertisers and consumers alike.
- The market has been slow in embracing new technologies, particularly in the OOH sector, especially when it comes to digital advancements like programmatic DOOH and 3D displays. However, by incorporating anamorphic displays, enhancing 3D content creation, and fully embracing programmatic approaches, advertisers can tap into a realm of fresh opportunities.
- Airports stand out as prime advertising spaces, especially for high-end and luxury brands. Faced with mounting revenue expectations, airports are increasingly turning to digital displays, transforming static posters. This shift enables airports to cater to multiple advertisers simultaneously, amplifying revenue potential. Moreover, by collaborating with advertising partners, airports can alleviate the financial strain of adopting new advertising technologies.
- Amid the sudden surge in digital trends, organizations and digital marketing firms found themselves compelled to pivot swiftly. This shift has afforded digital marketing companies a broader canvas to experiment with customer concepts. Notably, the pandemic has catalyzed a significant transformation in how businesses operate, with a growing number embracing digital work frameworks. Even in these challenging times, digital marketing enterprises stand poised with a competitive edge.
- Reliable electricity supply poses a significant challenge to the Nigerian DOOH industry. The sector grapples with operational disruptions due to inconsistent power, prompting heightened operational costs. To mitigate, operators often resort to generators, amplifying expenses for both advertisers and DOOH vendors and potentially amplifying sector growth.
Nigeria OOH and DOOH Market Trends
Ongoing Shift Toward Digital Advertising is Expected to Boost the Market Growth
- Digitalization's ascent and the adoption of programmatic technologies have revolutionized outdoor media. These advancements offer sophisticated targeting and measurement capabilities that were previously unattainable. Consequently, digital out-of-home ads have seamlessly woven into consumers' routines, offering brands a unique opportunity to subtly connect with their desired audiences.
- Nigeria is experiencing a notable digitalization surge, with mobile network access playing a pivotal role. The country's proactive investments in telecom infrastructure have not only led to widespread adoption of 4G technology but are also propelling it into the 5G era.
- As part of this digital push, Nigeria has unveiled its NITDA Strategic Roadmap and Action Plan for 2024-2027, known as SRAP 2.0. This roadmap is closely aligned with the strategic objectives of the Ministry of Communications, Innovation, and Digital Economy, underscoring Nigeria's commitment to bolstering its digital economy.
- Nigeria has been witnessing a steady increase in its urban population. The World Bank data indicates that the country's urbanization rate rose from 52% in 2020 to 54% in 2023. Given the country's ongoing progress, this upward trajectory is expected to persist, attracting a growing audience to the DOOH market.
- According to SurfShark, in 2023, Nigeria achieved a score of 0.38 points on the Digital Quality of Life index, placing it 88th globally. This score represented an increase from the previous year's 0.34 points, indicating an enhancement in the country's digital well-being. The improvement suggests that Nigeria is making strides in its digital infrastructure and services, contributing to a better quality of life for its citizens.
Transit to be the Fastest-growing Application
- Transit advertising, commonly referred to as "advertising on transportation," involves placing commercials on various modes of transportation, such as buses, taxis, trains, and trams. This form of advertising leverages the high visibility and frequent usage of these transportation modes to reach a broad audience.
- Primarily, transit advertising is prominent on public transportation vehicles, including buses, taxis, and subways, as well as in airports, at bus stops, and train stations. The increasing reliance of citizens on public transit is compelling market players to integrate DOOH advertising in these crucial transit locations. This trend is driven by the need to capture the attention of commuters and travelers who spend significant time in transit hubs and on public transportation.
- In 2022-2023, Nigeria's air travel sector experienced a significant increase in passenger numbers. According to data from the Nigeria Civil Aviation Authority (NCAA), one airline, maintaining its leading position from previous years, transported 6,526,023 passengers. This figure represents 40.3% of the total passenger volume for the year, highlighting the airline's dominant presence in the market.
- There is a growing trend where vehicles, traditionally equipped with analog displays, are now shifting toward digital displays. This shift aims to enhance brand visibility and provide a more modern and engaging user experience.
Nigeria OOH and DOOH Industry Overview
The Nigerian OOH and DOOH market is fragmented. It comprises several extensive outdoor advertising and media companies with operations in multiple markets, as well as the smaller, local companies operating a limited number of structures in one or a few local markets. JCDecaux is one of the major players in the market.
- May 2024: Taptap Digital, an omnichannel marketing platform, is known for its innovative approach to pinpointing ideal customer demographics and devising targeted strategies, all without relying on cookies. The company has recently made significant strides, extending its operations into Kenya and Nigeria, both recognized as burgeoning markets in the region. In Kenya, Taptap has not only established a local team but has also initiated several impactful campaigns, not just in Nigeria but also in its surrounding nations.
- February 2024: Primedia Outdoor, a leading outdoor advertising company, joined forces with BroadSign, a renowned digital out-of-home (DOOH) platform, to deploy yet another innovative programmatic campaign in Nigeria. This initiative, set within the vibrant atmosphere of Ikeja City Mall, brings dynamic advertising to the forefront, with a focus on promoting GOtv, a popular digital television service provider.
Nigeria OOH and DOOH Market Leaders
-
JCDecaux SE
-
Optimum Exposures Ltd
-
Alpha and jam
-
Dentsu
-
APG SGA
*Disclaimer: Major Players sorted in no particular order
Nigeria OOH and DOOH Market News
- June 2024: Polygon, South Africa's premier programmatic digital out-of-home (DOOH) publisher, unveiled plans to extend its reach throughout Africa. This strategic move underscores its commitment to providing marketers with a unified gateway to the continent's most extensive DOOH inventory. By August 2024, advertisers can tap into Polygon's offerings in Mauritius, Ghana, and Kenya. As the year progresses, Polygon's network will further expand, introducing screens in Nigeria, Uganda, Zimbabwe, Mozambique, and Angola.
- May 2024: Location Media Xchange (LMX), the supply-side technology arm of the Moving Walls Group, launched a specialized Revenue Management suite designed for OOH media owners. With the evolving OOH buying landscape, inventory is now being utilized in diverse ways, including loop-based, event-based, audience-based, and impression-based strategies.
Nigeria OOH and DOOH Market Report - Table of Contents
1. INTRODUCTION
- 1.1 Study Assumptions and Market Definition
- 1.2 Scope of the Study
2. RESEARCH METHODOLOGY
3. EXECUTIVE SUMMARY
4. MARKET INSIGHTS
- 4.1 Market Overview
-
4.2 Industry Attractiveness - Porter's Five Forces Analysis
- 4.2.1 Bargaining Power of Suppliers
- 4.2.2 Bargaining Power of Consumers
- 4.2.3 Threat of New Entrants
- 4.2.4 Competitive Rivalry within the Industry
- 4.2.5 Threat of Substitutes
- 4.3 Industry Ecosystem Analysis
5. MARKET DYNAMICS
-
5.1 Market Drivers
- 5.1.1 Ongoing Shift Toward Digital Advertising
- 5.1.2 Technological Innovations in Display Technologies
-
5.2 Market Restraints
- 5.2.1 Stringent Regulations in Nigera Have Been a Challenge for Vendors
- 5.2.2 Operational Challenges Related to Measurement of Advertising Effectiveness, Cost, and Market Fragmentation
- 5.3 Market Opportunities
- 5.4 Industry Regulatory Landscape and Policy Developments
-
5.5 Key Technological Innovations
- 5.5.1 Innovations to assess Audience Measurement and Analytics
- 5.5.2 Indication on Available Units (Spaces) in the Country (Based on Availability)
- 5.5.3 Likeliness of Audience Engagement through Online Channels After Being Exposed to OOH Ads (Based on Availability)
- 5.5.4 Use of Digital Signage Screens for Advertisement in the Country
- 5.6 Key Case Studies of OOH and DOOH Advertisement Campaigns in the Country
- 5.7 Overall Positioning of OOH and DOOH Spending among Other Advertisement Formats in the Country
6. MARKET SEGMENTATION
-
6.1 By Type
- 6.1.1 Static (Traditional) OOH
- 6.1.2 Digital OOH (LED Screens)
- 6.1.2.1 Programmatic OOH
- 6.1.2.2 Other Types
-
6.2 By Application
- 6.2.1 Billboard
- 6.2.2 Transportation (Transit)
- 6.2.2.1 Airports
- 6.2.2.2 Others (Buses, etc.)
- 6.2.3 Street Furniture
- 6.2.4 Other Place-based Media
-
6.3 By End-user Industry
- 6.3.1 Automotive
- 6.3.2 Retail and Consumer Goods
- 6.3.3 Healthcare
- 6.3.4 BFSI
- 6.3.5 Other End-user Industries
7. COMPETITIVE LANDSCAPE (Business Overview | Solution Portfolio | Financials | Business Strategy And Recent Developments)
-
7.1 Company Profiles*
- 7.1.1 JCDecaux SE
- 7.1.2 Optimum Exposures Ltd
- 7.1.3 Alpha and jam
- 7.1.4 Dentsu
- 7.1.5 APG SGA
- 7.1.6 Invent Media Limited
- 7.1.7 NIMBUS MEDIA
- 7.1.8 Plural Media
- 7.1.9 Moving Media
- 7.1.10 Alliance Media
8. FUTURE OUTLOOK
** Subject To AvailablityNigeria OOH and DOOH Industry Segmentation
Digital out-of-home (DOOH) advertising involves showcasing dynamic digital ads in public spaces, be it indoors or outdoors. It is essentially a fusion of digital technology with the traditional out-of-home advertising landscape. This transition to digital OOH has eclipsed the more traditional offline approaches.
The Nigerian OOH and DOOH market is segmented by type (static (traditional) OOH, digital OOH (LED screens), programmatic OOH, and other types), application (billboard, transportation (transit), street furniture, and other place-based media), and end-user industry (automotive, retail and consumer goods, healthcare, BFSI, and other end-user industries). The market sizes and forecasts are provided in terms of value (USD) for all the above segments.
| By Type | Static (Traditional) OOH | |
| Digital OOH (LED Screens) | Programmatic OOH | |
| Other Types | ||
| By Application | Billboard | |
| Transportation (Transit) | Airports | |
| Others (Buses, etc.) | ||
| Street Furniture | ||
| Other Place-based Media | ||
| By End-user Industry | Automotive | |
| Retail and Consumer Goods | ||
| Healthcare | ||
| BFSI | ||
| Other End-user Industries |
Nigeria OOH and DOOH Market Research FAQs
How big is the Nigeria OOH And DOOH Market?
The Nigeria OOH And DOOH Market size is expected to reach USD 118.21 million in 2024 and grow at a CAGR of 14.82% to reach USD 235.87 million by 2029.
What is the current Nigeria OOH And DOOH Market size?
In 2024, the Nigeria OOH And DOOH Market size is expected to reach USD 118.21 million.
Who are the key players in Nigeria OOH And DOOH Market?
JCDecaux SE, Optimum Exposures Ltd, Alpha and jam, Dentsu and APG SGA are the major companies operating in the Nigeria OOH And DOOH Market.
What years does this Nigeria OOH And DOOH Market cover, and what was the market size in 2023?
In 2023, the Nigeria OOH And DOOH Market size was estimated at USD 100.69 million. The report covers the Nigeria OOH And DOOH Market historical market size for years: 2019, 2020, 2021, 2022 and 2023. The report also forecasts the Nigeria OOH And DOOH Market size for years: 2024, 2025, 2026, 2027, 2028 and 2029.
Nigeria OOH and DOOH Industry Report
Statistics for the 2024 Nigeria OOH And DOOH market share, size and revenue growth rate, created by Mordor Intelligence™ Industry Reports. Nigeria OOH And DOOH analysis includes a market forecast outlook for 2024 to 2029 and historical overview. Get a sample of this industry analysis as a free report PDF download.
