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OOH Academy Unveils Nationwide Research Project on Audience Behaviour in Nigeria

Published

4 months ago

June 11, 2026

Nigeria OOH Advertising Study launches to provide audience insights, improve media planning and strengthen investment in outdoor advertising

OOH Academy Nigeria has commissioned a nationwide audience behaviour and consumer penetration study aimed at providing the country’s Out-of-Home advertising sector with credible, independent and actionable market intelligence.

Also read: ARCON Rejects OYSAA’s Attempt to Control Ad Content

The initiative, known as the Nigeria OOH Advertising Consumer Penetration and Audience Behaviour Study, was formally unveiled at a press conference in Lagos attended by key stakeholders from the advertising, media, research and outdoor advertising industries.

The study, being conducted by Research Brooks Limited in collaboration with TMKG Consulting, is being described as one of the most ambitious independent research projects ever undertaken within Nigeria’s Out-of-Home advertising sector.

Speaking at the launch, Founder of OOH Academy Nigeria and Convener of the Location Marketing Conference and Awards, Kingsley Onwukeme, said the project was designed to address a longstanding gap in audience measurement and consumer intelligence within the industry.

According to Onwukeme, despite the growing role of outdoor advertising in Nigeria’s integrated marketing communications landscape, the sector has operated for years without a comprehensive independent study examining audience penetration, consumer engagement, movement patterns and media effectiveness.

“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,” he said.

He noted that the industry could no longer rely on assumptions and fragmented information at a time when consumer behaviour, technology and urban development are rapidly evolving.

“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,” Onwukeme added.

The Nigeria OOH Advertising Study is expected to generate vital insights into audience mobility, media consumption habits, campaign effectiveness, outdoor asset visibility, consumer interaction patterns and broader industry spending trends.

Onwukeme disclosed that the initiative would become an annual benchmark publication under a wider continental platform known as LOMA Outlook: The State of Out-of-Home and Location Marketing in Africa.

He said the long-term objective is to establish a trusted knowledge base that tracks industry growth, challenges and emerging opportunities across the continent.

“Our goal is simple: to help build a more transparent, credible, measurable and trusted OOH industry driven by facts, research and intelligence,” he stated.

The OOH Academy founder also acknowledged support from international partners, including Moving Walls, Polygon South Africa and Absen, noting that their involvement reflects growing global interest in Africa’s rapidly expanding outdoor advertising market.

Providing details of the methodology, Chief Executive Officer and Lead Principal Investigator at Research Brooks Limited, Jonathan Kalu, said the research has been structured to meet international standards of credibility and methodological rigour.

The study will cover 12 strategically selected cities across Nigeria, including Lagos, Ibadan, Benin, Asaba, Onitsha, Enugu, Aba, Port Harcourt, Abuja, Kano, Kaduna and Sokoto.

Kalu explained that the selected locations were chosen to ensure broad national representation and capture diverse consumer experiences and media interaction patterns.

The research will focus on socio-economic classes A to D using indicators such as household assets, purchasing power and living standards to ensure balanced demographic representation.

To guarantee transparency and independent oversight, an industry committee has been established to supervise the research process.

The committee is chaired by Emmanuel Adediran and includes Ikechukwu Ogbonna and Felix Ehikhuemen.

Speaking on behalf of the committee, Adediran described the project as a powerful step towards improving the competitiveness of Nigeria’s outdoor advertising industry.

He said the absence of a unified audience measurement framework has historically limited the sector’s ability to attract larger investments from advertisers and media agencies.

“Once the report and its insights become available, brands and businesses will be more willing to invest in the sector because measurable data makes investment easier to justify,” he said.

Ehikhuemen similarly stressed that the future of advertising depends increasingly on measurable outcomes, audience intelligence and technology-driven decision-making.

The final report from the Nigeria OOH Advertising Study is expected to be unveiled at the fourth edition of the Location Marketing Conference and Awards in September 2026.

Also read: ARCON Joins Forces With NBA-LIM To Advance Legal Insight In Advertising Practice

Industry stakeholders are expected to use the findings to guide media planning, policy formulation, investment decisions and future market development strategies across Nigeria’s outdoor advertising ecosystem.

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Maresca Says Man City Unity Grows Amid Financial Case

Published

3 days ago

October 16, 2026

Peculiar Adirika

Maresca says Man City unity grows amid the club’s financial case as the manager focuses on results ahead of Saturday’s Premier League clash with Ipswich.

Manchester City manager Enzo Maresca has said the club’s players, supporters and leadership have become more united amid the Premier League financial case, speaking at a pre-match press conference in Manchester on Friday, 16 October 2026, ahead of Saturday’s league meeting with Ipswich Town.

Also read: NPFL Suspends Fan Over Alleged Threats to Away Teams

Maresca said he was not personally troubled by the controversy, arguing that the team had little control over the proceedings and should concentrate on performances on the pitch.

“Since the noise, from my personal point of view, I can see the fans, the club, the team more together, for sure,” Maresca said.

His comments come as City continue their Premier League campaign under the scrutiny of a significant disciplinary case.

An independent commission found the club guilty of multiple breaches of the league’s financial regulations, following allegations concerning its financial reporting and commercial arrangements between 2009 and 2018.

Manchester City have rejected the findings and appealed the decision, maintaining that they have evidence to challenge the ruling. The appeal means the dispute remains unresolved, with the eventual outcome potentially carrying significant consequences for the club.

For now, Maresca has sought to keep the focus on football, presenting the team’s response to the controversy as a matter of discipline and collective responsibility rather than public argument.

“There is noise around the club but we need to try to make our noise,” he said. “That means win at Anfield, try to win tomorrow against Ipswich. This is the way we can make our noise. A different kind of noise; we’re not able to control that.”

City’s recent results have offered both encouragement and a reminder of the demands of competing across several fronts.

The club recorded a 3-0 Premier League victory over Liverpool at Anfield before suffering a 4-2 defeat by Paris Saint-Germain in the Champions League on Wednesday.

Maresca described the European loss as a learning opportunity, saying City had struggled to maintain their balance after conceding twice in quick succession.

He nevertheless pointed to the response after half-time as evidence that the players could recover from difficult spells.

The defeat has added importance to Saturday’s meeting with Ipswich, as City look to maintain their domestic momentum while managing the demands of a busy schedule.

Asked how he was coping with the attention surrounding the financial proceedings, Maresca was direct.

“I’m very happy. I don’t feel any kind of stress about the outside situation because it’s something I don’t control. I just focus on how we can try to win the next games,” he said.

The manager also indicated that he trusted the club’s leadership and had discussed the case with officials. However, he preferred to wait for the legal process to reach an outcome before drawing conclusions about the matter.

The independent commission’s findings have intensified scrutiny of City’s financial conduct, with the case involving alleged breaches over a nine-season period.

The commission found the club guilty of 114 of the 115 charges relating to financial misconduct and associated failures to comply with the Premier League’s investigation, according to reports on the ruling.

City have appealed and continue to contest the findings. The distinction between the commission’s conclusions and the club’s position remains central to the ongoing dispute.

The case has also renewed debate about financial regulation in English football, including the effectiveness of oversight and the consequences clubs may face when they breach competition rules.

Any eventual sanctions will depend on the relevant proceedings and their outcome.

Against that background, Maresca’s emphasis on unity reflects the club’s immediate priority of sustaining results while the case progresses.

His comments do not resolve the questions raised by the commission, but they indicate how he intends to manage the situation within the dressing room.

Saturday’s fixture presents a further test. Ipswich have had a full week to prepare, while City return to domestic action after their midweek European commitment.

Maresca acknowledged that the difference in preparation time could make the contest demanding.

A victory would give City the opportunity to extend their Premier League winning run to seven matches, reinforcing their position near the top of the table.

The manager’s challenge is to ensure that the off-field controversy does not distract from the consistency required over a long season.

For supporters, the coming weeks will bring two parallel developments: City’s pursuit of domestic and European success, and the progress of the financial appeal.

The club’s results may shape the mood around the team, but the disciplinary proceedings will ultimately be determined by the relevant legal and regulatory process.

Maresca’s message was that City should concentrate on the part of the situation they can influence.

Also read: NPFL Suspends Fan Over Alleged Threats to Away Teams

With Ipswich next on the schedule, the immediate measure of that approach will be the team’s performance on the pitch, while the broader questions surrounding the club’s financial conduct remain outstanding.