Out-of-Home (OOH) advertising is one of the most effective ways to build brand visibility, especially in high-traffic environments such as highways, shopping malls, and transit hubs. For many brands exploring outdoor advertising in Nigeria for the first time, however, the terminology can feel unfamiliar.
At Nimbus, we work closely with first-time advertisers, brand managers, and business owners to simplify the process and help them make confident media buying decisions. Understanding a few key OOH advertising terms can go a long way in ensuring your campaign delivers real value.
Below are some essential terms every first-time advertiser should know before launching an Out-of-Home advertising campaign.
Audience in Out-of-Home Advertising
In OOH advertising, the audience refers to the group of people most likely to see your advert. This could include commuters, shoppers, professionals, families, or a mix of several groups — depending on the location of your ad.
Understanding your audience helps you choose the right sites and ensures your message connects with the people you actually want to reach.
Traffic and Visibility in OOH Advertising
Traffic measures the number of people or vehicles that pass by an advertising location within a given period, usually daily. High-traffic locations generally offer greater visibility and increase the chances of your advert being seen multiple times.
Traffic data is a key factor when selecting billboard and outdoor advertising locations.
What Is Proof of Exposure (POE) in OOH Advertising?
Proof of Exposure (POE) is an important accountability metric in Out-of-Home advertising. It confirms that your advert was displayed as agreed — at the correct location, in the correct format, and for the agreed campaign duration.
POE gives advertisers confidence that their investment is working and that their campaign is live and visible.
OOH Impressions vs Views
Impressions estimate the total number of times your advert could potentially be seen by people passing a location.
Views, on the other hand, reflect actual attention or engagement with the advert.
Together, impressions and views help advertisers understand both the reach and effectiveness of their OOH advertising campaign.
Audience Targeting in Outdoor Advertising
To reach the right people, advertisers rely on both demographic and psychographic data.
- Demographics include age, gender, income level, and location.
- Psychographics look deeper at lifestyle, interests, values, and behaviours.
Combining both allows advertisers to tailor messages that connect not just with who their audience is, but what matters to them.
Creative Specifications for Billboard and OOH Advertising
Creative specifications refer to the technical requirements for your advert, including size, resolution, format, and brightness. Following these specifications ensures your creative is clear, visually appealing, and compliant with regulatory standards across OOH platforms.
Well-executed creative plays a major role in campaign effectiveness.
Getting Started with Out-of-Home Advertising
Out-of-Home advertising doesn’t have to be complicated. With the right understanding of key terms and the right partner, OOH advertising for beginners becomes a powerful way to build brand awareness and long-term visibility.
Ready to get started?
CONTACT NIMBUS MEDIA today and let us help you design an Out-of-Home advertising campaign that delivers real results.
Written By
Funmilayo Ojediran