To provide the nation’s Out-of-Home (OOH) advertising industry with credible, independent, and actionable market intelligence, the OOH Academy Nigeria recently commissioned an extensive nationwide audience behaviour and consumer penetration study.

Titled, the ‘Nigeria OOH Advertising Consumer Penetration and Audience Behaviour Study’, the study was conducted by Research Brooks Limited in collaboration with TMKG Consulting and supported by key industry stakeholders.

Addressing journalists in Lagos recently, founder of OOH Academy Nigeria and convener of the Location Marketing (LOMA) Conference and Awards, Kingsley Onwukeme, observed, “for over a decade, since I personally joined this industry, there has not been any comprehensive independent study of this nature focused on understanding OOH audience penetration, consumer engagement, movement patterns, audience behaviour, and industry market realities in Nigeria.”

To him, “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.”

The study is expected to generate critical insights into audience mobility patterns, media consumption habits, visibility and effectiveness of outdoor advertising assets, consumer interaction with outdoor campaigns, market intelligence, industry spending trends, and emerging opportunities that will shape the future of location-based marketing in Nigeria.

Providing details on methodology for the study, Chief Executive Officer and Lead Principal Investigator at Research Brooks Limited, Jonathan Kalu, explained the project would cover twelve strategically selected cities across the country.

The cities include, Lagos, Ibadan, Benin, Asaba, Onitsha, Enugu, Aba, Port Harcourt, Abuja, Kano, Kaduna and Sokoto.

Kalu added the research would focus on socio-economic classes A to D, using indicators such as household assets, purchasing power, and living standards to ensure balanced representation across demographic groups.

To further guarantee transparency and professional oversight, an independent committee of respected industry experts was constituted to supervise the research process.