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  Billboard advertising in Nigeria has existed for decades. And businesses today continue to use it to promote their products and services to the public. That’s because they judge it as effective at keeping their offerings top of the minds of potential customers.
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If you’re considering advertising your business on billboards, it’s certainly a good idea to know how it works, and what you could gain from it. We’ll help you with that information in this article. But first, let’s have a primer on this mode of advertising.

What is Billboard Advertising?

Billboard advertising involves promoting designing and placing visuals on a large outdoor display to promote your business and its products. These displays are typically positioned in places where they can be seen by a large number of people (roads and busy streets, for instance).

Why Do Businesses Use Billboard Advertising?

Businesses use this type of advertising for a number of reasons, including:
  • Attracting the attention of people in locations with high human traffic
  • Achieving increased visibility for their brand
  • Igniting curiosity about their offerings in the minds of potential customers
  • Making impressions on passersby, who may retain a memory of the billboard’s content
  • Getting the audience to take action (i.e. conversion)

What Types of Billboards Exist?

There are several types of billboards you can choose from. Your decision should depend on what you’re trying to achieve with ads, and your budget. Static Billboards: These are the “traditional” billboards that most Nigerians are familiar with. They are large, non-digital boards that are erected by the side of a street or road. The content of these boards only change if or when they are replaced manually. As a result, the ads displayed on them are seen by numerous people daily, without disruption. Digital Billboards: A more recent phenomenon in Nigeria, digital billboards are LED displays which show a series of adverts (including videos and alternating images). They may be found on the major roads of bigger cities, and at malls. This sort of medium makes it easier for advertisers to update their ad content. Mobile Billboards: This refers to ads displayed on moving vehicles (buses, taxis, or trucks). The advantage with them lies in their ability to rive visibility by being mobile. They are especially effective in high traffic points of the day, when traffic jams afford more people the chance to see their messages.

What Does it Cost to Advertise on Billboards?

The cost of billboard advertisements depends on a number of factors: the type of billboard you’re using, where it’s located (or targeted at), duration of the advertising campaign, and production costs. So, fees aren’t universal or fixed across board.
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That said, the cost of advertising on static billboards in Nigeria range from ₦250,000 per month in areas outside of the major cities, to as much as ₦650,000 in larger urban centers. Digital billboards cost between ₦1 million and ₦3 million to rent for a month.

How Can You Achieve Your Aims with Billboard Advertising in Nigeria?

You can follow these tips to maximize ROI from billboard adverts in Nigeria:

Understand Your Audience

What works for the demographic you want to reach? This is a question you must answer before throwing money at any ad campaign. You want to make the most of scarce resources. Why not try to understand your audience, so you know the most cost-effective ways to connect with them? Even if this takes weeks of brainstorming and poring over market data, getting a clearer picture of what motivates your potential customers will be worth the effort in the end.

Choose a Good Location

Location is perhaps the most important thing to consider here. Your adverts need to be put up in a place with high human traffic. That’s how you get decent visibility for whatever you’re advertising. They should also be situated in the areas your target audience can be found in great numbers.

Strive to Make a Quick Impression

Your advert has to make an impression pretty quickly. This is true, whether you’re using a static or digital billboard. Attention spans are shortening, and people are bombarded with content from every conceivable angle. Breaking through to them with your message is only possible if it draws them in off the bat. Make your adverts visually engaging, and ensure that it goes with text that’s memorable.

Engage Visual Senses

Billboard advertising is essentially visual. If it’s going to succeed, it’ll have to connect with the visual senses of viewers in a way that makes a lasting impression. This usually means that it will be bold, neat, contain contrasting colors, and have a “visual flow” to it. Here’s another good tip: use designs that are primed to stir emotions.
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Final Words

Billboard advertising in Nigeria remains an effective way to drive visibility for your brand. If you intend to use it, be sure to weigh the costs against your goals, choose an appropriate location for your adverts, and go for content that truly appeals to your target audience.
Did you find this article useful? Contact us: editor@connectnigeria.com
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This article was first published on 20th February 2025
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ikenna-nwachukwu

Ikenna Nwachukwu holds a bachelor's degree in Economics from the University of Nigeria, Nsukka. He loves to look at the world through multiple lenses- economic, political, religious and philosophical- and to write about what he observes in a witty, yet reflective style.

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