Global Out of Home Media recently undertook a major refurbishment of its holding in Abuja, Nigeria. The media owner invested in upgrading its entire network of 3m x 6m and 7m x 5m billboard sites across the city.
Abuja is a well-planned city with a population of over two million people. To complement the rapid growth and highly desirable destination, Global embarked on a process in which it completely refreshed and internally illuminated all its sites.
In a city that sees large numbers of people taking to the streets as they head out into the pulsating night-life of the city, the illuminated billboards add to the experience of an exciting and vibrant evening out. The illumination also extends the visibility of the advertising for brands, who now enjoy 24/7 exposure.
Sylvain Rouch, GM at Global said, ‘Our investment in Abuja ensures that we are delivering a world-class product in Nigeria, one of the fastest-growing markets in the entertainment and media universe. Last year it saw 15.7% growth, reaching a value of US$3.8 billion. With an 11.0% compound annual growth rate (CAGR) anticipated, globally only Indonesia at 13.2% CAGR is expected to exceed this pace of growth.’
Abuja, considered one of Africa’s top six property investment hotspots, is experiencing a major housing gap as demand for luxury real estate soars due to senior government officials and expatriates seeking to invest in the city. It is also known as the start-up capital of Nigeria, with a host of technology investment and development start-ups calling the area home.
‘Abuja is a key market in Africa for any brand looking to enter the highly valuable Nigerian market, consolidate its existing position or grow market share. Our investment in the newly illuminated Glo-Lites, positioned in high-traffic locations, reaffirms our leading position in the market while providing the coverage and scale advertisers seek in markets such as this,’ concluded Rouch.
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