GRAZA PLANS DATA-DRIVEN SHIFT IN OUTDOOR ADVERTISING

GRAZA Media Limited is seeking to use technology, data and audience intelligence to transform Nigeria’s Out-of-Home advertising industry.

The Abuja-based advertising company said advertisers were increasingly demanding measurable information on audience reach, engagement and returns rather than relying only on the physical visibility of billboards.

Speaking at the company’s 10th anniversary event in Abuja, the Managing Director and Chief Executive Officer, Zacchaeus Akinadewo, said the industry needed stronger capabilities in data, technology, campaign reporting and audience measurement.

He said GRAZA planned to expand its use of digital and dynamic Out-of-Home formats while developing better systems for measuring campaign performance.

According to the company, the shift would help advertisers understand how many people their campaigns reach, how audiences respond to them and the value generated from their spending.

Akinadewo said GRAZA’s next phase would focus on moving beyond the traditional business of selling advertising space to providing clients with information that could support better media decisions.

The company also plans to develop industry insights on audience behaviour and contribute to discussions about the future of outdoor advertising in Nigeria.