From The Red Room: JCDecaux Commences Programmatic OOH With Advanced Data Solutions In Nigeria

One of the many revelations from the innovative Mediareach OMD Red Room sessions at the ongoing National Advertising Conference at the Abuja Continental Hotel is that global OOH behemoth -JCDecaux has commenced the deployment of its Programmatic Out-Of-Home (OOH) in Nigeria, specifically in Lagos.

Speaking at the Red Room yesterday, JCDecaux’s Country Manager, Omoniyi Dada spoke on the deliberate approach taken to introduce this advanced technology to the local market.  “While programmatic OOH is well-established in our global markets, in Nigeria, we’ve been intentional about its deployment. Feedback from clients has shown that data and measurability have been significant challenges in the OOH sector here. To address this, we’ve focused on improving service delivery and ensuring that our solutions deliver tangible value,” he stated.

Dada explained that JCDecaux’s Nigerian rollout builds on the company’s extensive experience in markets like South Africa and Europe. For instance, in South Africa, JCDecaux uses sophisticated data aggregation systems to deliver precise campaign insights to advertisers. Bringing similar innovations to Lagos, the company has implemented Bluetooth sensors as part of its partnership with the Lagos State Government on traffic information systems.

“With the deployment of our Bluetooth sensors across Lagos, we can collect traffic data without breaching privacy. These sensors pick up Bluetooth devices passing through, allowing us to calculate travel speeds, journey durations, and traffic patterns. This aggregated data provides advertisers with accurate traffic insights to inform their campaigns,” Dada explained.

The program also leverages artificial intelligence (AI) tools integrated into JCDecaux’s OOH structures. “Our AI tools are capable of counting vehicles—cars, buses, trucks, and motorcycles—that pass by our structures. Through extensive surveys, we’ve developed a methodology to estimate impressions. For example, we use modest multipliers, assuming two occupants per car or truck, eight for small buses, and up to 16-20 for larger buses. These calculations provide a reliable estimation of campaign reach and impressions,” Dada added.

This approach aligns with JCDecaux’s global emphasis on data-driven advertising. In Paris, for instance, JCDecaux’s smart city solutions provide real-time traffic and environmental data to optimize OOH campaigns. Similarly, its digital OOH offerings in London integrate audience analytics to deliver hyper-targeted advertisements.

In Nigeria, the programmatic OOH system enables advertisers to buy ad space based on hourly traffic patterns, offering unprecedented flexibility and precision. “On an hourly basis, we can report the exact number of vehicles that pass a given structure and calculate the average impressions delivered for a campaign. This level of measurability is transformative for clients looking for accountability and efficiency in their ad spend,” Dada emphasized.