Apparently, Out of Home (OOH) advertising has felt a negative impact worldover as a result of the lockdown, social distancing and isolation measures that have emerged across countries including Nigeria. The restriction of consumers activity, ban on large gatherings in public cum outdoor places have impacted advertisers’ willingness to advertise in those places with little or no exposure.
Prior to the outbreak of COVID-19 pandemic, Digital Out of Home (DOOH) advertising has been enjoying some positive run. However, the outdoor advertising industry took a deep as a result of the lockdown in major cities including Lagos that accounts for over 55% of OOH ad spend. This trend no doubt is bound to affect the projected N47.2Billion billings by the Outdoor Advertising Association of Nigeria (OAAN) for the year. As a result, advertisers are slashing or pulling budgets, canceling or reducing campaigns, diverting billions to other platforms and forcing media owners to review their media business models.
However, following the ease of lockdown majority of brands have expressed interest in outdoor advertising and some have reinstated while some are breaking new OOH advertising campaigns.
Notable of such brand is Goldberg by Nigerian Breweries that have recently launched a new out of outdoor advertising campaign across formats including lamppost, which is enjoying visibility on the roadside including in-mall formats. The telecommunication giant MTN has equally expressed plans to reinstate OOH advertising campaign beginning in June, 2020.