When most people think of Out-of-Home (OOH) advertising, they picture bright digital screens, bold visuals, and creative campaigns lighting up major roads, shopping malls, airports, and city centres.

But behind every campaign you see, there is a team of people — strategists, creatives, sales teams, engineers, operations staff, analysts, partners and vendors — working carefully to ensure that the message reaches the right audience, at the right place, at the right moment.

OOH looks simple on the surface.

In reality, it is a human-powered ecosystem.

Planning: Where Every Campaign Begins

Before a campaign goes live, there are conversations — lots of them. Teams sit with clients to understand:

·          What problem are we solving?

·          Who needs to see this?

·          What behaviour are we trying to influence?

·          Where do they move?

This is where data, audience insight, location intelligence and experience come together. The result is a strategy that connects brand intention with real-world consumer behaviour.

Creative & Message Crafting

OOH creatives must work in seconds — sometimes milliseconds. So the job goes beyond design. Teams consider:

· legibility at distance

· viewing angles

· dwell time

· lighting

· colour contrast

· message clarity

· local context

The goal is not just to “look good” — but to be remembered.

Execution & Operations: The Unsung Heroes Once the campaign is booked, another layer of work begins. Operations teams coordinate:

·          approvals

·          scheduling

·          content upload

·          monitoring

·          troubleshooting

·          compliance checks

From network uptime to content integrity — they protect the brand experience.

Many times, the public never sees the long nights, site visits, system checks, cables replaced, last-minute file changes, or unexpected challenges solved quietly in the background.

But without them — campaigns don’t happen.

 Measurement & Continuous Improvement

Modern OOH doesn’t end when the screen lights up.

 Teams review:

·          Footfall and audience data

·          Exposure estimates

·          Campaign logs

·          Client feedback

·          Learning points

Because great campaigns are not accidental — they are built, refined, and improved.

What Makes Nimbus Different

At Nimbus Media, technology supports everything we do — but it is our people who give the work meaning.

We listen.

We collaborate.

We think with our clients — not just for them.

OOH to us, is not “filling screens.”

It is creating meaningful presence in the real world.

And as Nimbus continues to grow across Africa, we remain grounded in one truth:

Behind every great campaign is a committed human team — working with discipline, creativity, and heart.

A Quiet Salute to the People Behind the Screens

To the planners, creatives, analysts, operations teams, engineers, vendors, partners, clients, and colleagues who make OOH possible every day…

This work looks effortless from the outside — because you make it so.

And we see you.

Written by:

Alaneme Lauretta 

Nimbus Media Limited