In an inspiring call to action at the World Out of Home Organization (WOO) Forum, Yetunde Adegbite, Managing Director iProspect Nigeria, an integrated marketing communications under Dentsu has emphasized the significant digital transformation opportunities awaiting out-of-home (OOH) advertising professionals, particularly in emerging markets.
Delivering a keynote on “The Market & Media Landscape of Nigeria,” Yetunde’s presentation offered a comprehensive analysis of Nigeria’s evolving economic, demographic, and technological spheres, underscoring the critical role of digitization in advancing the advertising industry.
Yetunde’s insights into Nigeria’s demographic trends revealed a burgeoning youthful population, accelerated urbanization, and an expanding middle class as key elements fuelling the country’s economic and market growth.
The narrative was enriched with examples of digital leaps such as widespread mobile money adoption, movements toward a cashless society, cryptocurrency growth, and the integral part AI and remote operations play in contemporary business models.
Highlighting shifts in content consumption patterns, Yetunde pointed to the surge in over-the-top (OTT) platform popularity. This shift is not only changing how audiences engage with media but also how advertisers can utilize new channels for more effective messaging. The transition towards digital out-of-home (DOOH) advertising, powered by advances in data analytics and digital technologies, was underscored as a pathway to elevated consumer interactions and marketing success.
Focusing on the intersection of technology and advertising, the presentation delved into the transformative potential of generative AI, programmatic DOOH advertising, and sophisticated data analytics. Yetunde championed these advancements as tools for advertisers to refine strategies, enhance market penetration, and drive efficiency in a rapidly digitizing world.
Yetunde’s analysis not only mapped the current state of Nigeria’s market and media landscapes but also charted a course for future growth, urging industry stakeholders to embrace digital innovations. The emphasis was on adapting swiftly to the digitization tide to unlock new opportunities in the advertising realm.
About the Forum: Marking its fourth iteration, this year’s WOO Forum has grown into a prestigious event, drawing over 200 delegates globally. Spanning one and a half days, the forum offers a rich tapestry of presentations from media owners, buyers, tech suppliers, and clients, all focused on exploring the Expanding World of Out-of-Home. The inaugural Regional Forum was hosted in Kuala Lumpur, Malaysia, in October 2022, setting the stage for an annual exchange of insights and innovations in the OOH advertising sector.
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