A Changing Industry
Nigeria’s marketing communications industry has witnessed an impressive evolution in the last two decades. With the country’s youthful population, rapid urbanization, and growing media diversity, brands are increasingly seeking innovative ways to stay visible and relevant. Among the various marketing channels, Out-of-Home (OOH) advertising remains one of the most powerful and enduring means of reaching consumers. From billboards and street furniture to transit and digital screens, OOH continues to anchor brand storytelling in Nigeria’s bustling cities and towns.
Yet, as budgets grow thinner and competition intensifies, the call for data-driven accountability has become louder. The industry is realizing that visibility alone is not enough; advertisers want proof. Proof that campaigns are being executed as contracted, proof that sites deliver real impressions, and proof that investments translate to measurable impact.
In this emerging reality, agencies and brands are rethinking how they measure success. The next phase of growth will depend on embracing technology-enabled measurement, performance-based evaluation, and transparent reporting. Few companies embody this transformation as effectively as TMKG.
Setting the Standard in Media Auditing
For two decades, TMKG has been the quiet force behind the scenes, helping Nigeria’s largest advertisers and media agencies verify what they buy. Founded in 2005, TMKG pioneered independent media monitoring and auditing, specializing in OOH, trade marketing, field and retail infrastructure[1] .
With operations spanning over 250 cities and towns, the company has built an unrivaled footprint for media compliance tracking, quality assurance, and market intelligence. TMKG’s data has guided national and multinational brands in optimizing over ₦200 billion worth of media investments, making it one of the most trusted partners in the marketing communications ecosystem.
“Our mission has always been about credibility and accountability. We exist to make sure every marketing naira counts, not just spent, but spent right.” Said Emmanuella Omolade, the Head of Data Science and Business Intelligence at TMKG.
Through services such as OOH campaign monitoring and retail asset verification, TMKG ensures that every campaign element, from billboards to branded kiosks, shelves, chillers, and POS items, is delivered as promised. Each audit, backed by GPS-enabled tracking and field photography, provides clients with transparent, actionable insights that strengthen decision-making.
A Journey of Innovation and Resilience
TMKG’s journey has not been without challenges. Building and managing a nationwide network of trusted field auditors was no small feat. Neither was investing in proprietary systems at a time when data infrastructure in Nigeria was still in its early stages of development. But through persistence, innovation, and the confidence of its clients, TMKG has turned these challenges into opportunities.
Over the years, the company has conducted nationwide campaign audits, compliance tracking, and competitive intelligence reporting, helping advertisers compare visibility performance across regions and competitors. Recognizing the value embedded in its vast data sets, TMKG began developing intelligence products that transform raw audit data into strategic insights.
“We’ve seen the industry evolve, and we’ve evolved with it,” the company notes. “Every challenge pushed us to improve our systems, train our teams, and raise the standard of what independent verification should mean in our market.”
TMKG has led several initiatives to strengthen Nigeria’s Out-of-Home ecosystem, championing collaboration and data-driven innovation. “The company recognizes the potential of datasets from institutions such as the Ministry of Transportation, NBRRI, FERMA, and FRSC, which, if harmonized, could transform audience measurement. TMKG also sees opportunities in telecom-generated mobility data and remains open to partnerships with public agencies and industry bodies including OAAN, ACORN, ADVAN, and MIPAN. Through collective effort, Nigeria’s OOH industry can attain global standards of transparency, accountability, and efficiency” Emmanuella Said.
Built on Values that Endure
At the heart of TMKG’s success is a steadfast commitment to its core values: Integrity, Accuracy, Accountability, and Innovation.
These aren’t just words on paper; they define how every audit, report, and client engagement is handled. TMKG believes that credible data builds credible brands and that its role as an independent verifier carries a duty of care to both clients and the wider industry.
Each process is guided by one simple principle: trust must be earned, and accuracy is non-negotiable. From field operations to data analysis, TMKG holds itself accountable to the highest standards of transparency and precision.
As media measurement becomes more sophisticated, the company continues to integrate technology and human expertise, ensuring that every insight reflects real-world performance, not just numbers.
Excellence Recognized: TMKG Shines at the 2025 LOMA Awards
This year, TMKG’s legacy of excellence was formally recognized at the 2025 LOMA Awards, where the company won the prestigious “Out-of-Home Media Audit and Monitoring Company of the Year” award.
For TMKG, the honour was both humbling and affirming. Speaking about the awards, Emmanuella said, “We are deeply honored to receive this recognition. It reflects the unwavering dedication of our team, the trust of our clients, and the leadership that has guided us through two decades of continuous growth.”
The award highlights not just TMKG’s operational excellence, but its leadership in advancing data-driven accountability in Nigerian marketing communications. In an industry still transitioning to measurement-based performance, TMKG’s work has set the benchmark for integrity and innovation.
The Formula for Success
Behind TMKG’s award-winning performance lies a simple but powerful formula: consistency, innovation, and client trust. The company has made sustained investments in technology-driven audits, integrating GPS-enabled tracking, real-time reporting dashboards, and automated verification tools that enhance both speed and accuracy.
Every new system introduced is designed to make campaign insights more reliable, verifiable, and actionable. This relentless pursuit of excellence has kept TMKG ahead of the curve and earned the confidence of top brands that demand proof, not promises.
“Winning at LOMA 2025 wasn’t luck. It was the result of years of staying true to our purpose of ensuring transparency in media investment and empowering our clients with clarity.” Said Emmanuella.
Leading the Next Phase: From Verification to Prediction
As TMKG looks ahead, it is embarking on its most ambitious chapter yet, integrating artificial intelligence and predictive analytics into its auditing framework.
The company is currently developing AI-powered tools that can forecast campaign performance, analyze site visibility, and optimize placement decisions before campaigns even launch. This innovation, led by Emmanuella Omolade, TMKG’s Head of Data Science and Business Intelligence, is set to transform how OOH performance is understood and valued.
“My curiosity about OOH media started with one big question,” says Emmanuella. “How do we truly measure what people see?”
Her work focuses on applying computer vision and machine learning to analyze thousands of visuals, enabling faster, smarter, and more accurate insights than ever before. By bridging the gap between data and human experience, TMKG aims to redefine how advertisers estimate ‘Likelihood to See’ (LTS), a metric long considered the holy grail of OOH measurement.
The Road Ahead
As 2025 draws to a close, TMKG is not slowing down. The company is actively expanding its partnerships, exploring AI-driven analytics, and opening its data ecosystem to collaborative opportunities with brands, agencies, and investors who share its vision of a smarter, more accountable industry.
The Nigerian marketing communications sector stands on the brink of transformation, one where measurement, transparency, and innovation will determine who leads and who lags. TMKG’s work over the past 20 years has built the foundation for that transformation.
From monitoring billboards in bustling Lagos to verifying retail displays in remote towns, TMKG has proven that integrity, innovation, and insight are the true currencies of modern marketing.
As the industry evolves, one thing remains certain: TMKG isn’t just measuring media, it’s shaping the future of Out-of-Home accountability in Nigeria.