Billboards remain one of the most visible and trusted advertising channels in Nigeria. For first-time advertisers, billboards look powerful and straightforward. But there is a big difference between putting an ad on a board and using billboards strategically to grow a brand.
This article explains how first-time advertisers successfully use billboards in Nigeria. You will learn:
- Why billboards still work
- How new advertisers plan their first campaigns
- What mistakes to avoid
- How outcomes are measured
If you are thinking of your first billboard campaign, this article walks you through real-world steps.
Why First-Time Advertisers Choose Billboards in Nigeria
Billboard advertising is still attractive to newcomers for several reasons:
1. Mass Visibility in High-Traffic Cities
Cities like Lagos, Abuja, and Port Harcourt have long commute times and dense traffic. That means:
- People see your message many times
- Viewers have time to process creative
This drives awareness quickly.
2. Brand Credibility and Trust
In Nigeria, seeing your brand on a billboard signals:
- You are established
- You can invest in mass reach
- You are serious about growth
New brands often use billboards to build legitimacy fast.
3. Predictable Duration and Placement
Billboards run for a set duration in a fixed location. Unlike some digital ads, there is no auction system or changing placement.
This predictability makes budgeting easier for first-timers.
Step 1: Setting Clear Goals Before Buying a Billboard
First-time advertisers often make the mistake of starting with locations or sizes. Successful advertisers start with goals.
Common billboard goals in Nigeria include:
Create Awareness
This is the most common goal for new advertisers. They want as many people as possible to remember the brand.
Example: A new fintech startup launching a service in Lagos wants broad city reach.
Drive Foot Traffic
Used when there is a physical presence like a store, event, or office.
Example: A training institute opening a new campus in Yaba.
Promote an Event or Sale
Short-term billboard campaigns tied to a date.
Example: A concert promoter advertising an upcoming show in Abuja.
Support Other Channels
Billboards can reinforce TV, radio, or digital campaigns.
Example: A brand running Instagram ads and billboards concurrently.
Step 2: Choosing the Right Location
Location is the most important decision for first-time advertisers. It determines:
- Who sees the ad
- How often they see it
- How much the campaign costs
Here are common location strategies used by first-timers:
High-Traffic Routes
This gives maximum impressions. New advertisers often pick routes like:
- Lekki–Epe Expressway (Lagos)
- Third Mainland Bridge (Lagos)
- Airport Road (Abuja)
These are chosen for sheer visibility.
Strategic Audience Hubs
Advertisers choose places where their audience lives or works.
Example:
- Education brands near campuses
- Fashion brands near malls
- Real estate near residential estates
Proximity to Landmarks
In Nigeria, people reference landmarks, not addresses.
A billboard near Shoprite, Ikeja, or Daleko Market in Lagos gets more attention because people can easily visualize the spot.
Step 3: Deciding on Billboard Format
First-time advertisers must choose between static and digital / LED formats.
Static Billboards
Static billboards are printed and mounted for the campaign duration.
Reasons new advertisers pick static:
- Lower long-term cost
- Simpler logistics
- Best for broad, long campaigns
LED/Digital Billboards
LED screens display rotating content.
Reasons some first-timers go digital:
- Better night visibility
- Multiple creatives in one location
- Good for shorter campaigns
The choice depends on:
- Budget
- Target audience
- Day vs night visibility needs
Step 4: Crafting Effective Creative
Many first-time advertisers focus too much on being creative. Instead, Nigerian billboards demand clarity and speed.
Here are principles first-timers follow:
Short Headline
People see billboards in 3–5 seconds. Use one clear message.
Bad: Buy Our Products Today For The Best Prices And Quality
Good: Secure Your Future with Smart Savings
Strong Visual
A big image or brand logo helps recognition.
Simple CTA
Not complex instructions.
Examples of Nigerian billboard CTAs:
- “Visit www.example.ng”
- “Call 080XXXXXXX”
- “Find us at Shoprite, Ikeja”
Local Context
Use local language when appropriate:
- Lagos Pidgin
- Popular short phrases
This increases relevance.
Step 5: Negotiating Prices and Contracts
Billboard pricing in Nigeria is not set in stone.
First-time advertisers often get better deals by:
Talking to Multiple Media Owners
Rate cards are guidelines. Real prices vary.
Bundling Multiple Locations
Buying several boards at once often gets discounts.
Choosing Longer Durations
Many media owners reduce rates for campaigns longer than 3 months.
Understanding Production Costs
Static campaigns have separate printing and mounting costs. Ask for a full breakdown.
Step 6: Handling Regulatory Requirements
Unlike digital ads, billboard campaigns often require permits.
In Lagos, LASAA must approve installations before your campaign goes live.
First-time advertisers should:
Start Early
Permit approval can take weeks.
Work With Experienced Installers
They know the paperwork and compliance process.
Factor Compliance Into Budget
Permit fees are not always included in media costs.
Performance Tracking for First-Time Advertisers
Billboards are not like digital ads where impressions and clicks are immediate.
But that does not mean first-timers run blind.
Here are common tracking methods used in Nigeria:
Brand Surveys
Ask customers where they heard about you.
Phone and Landing Page Tracking
Use unique phone numbers or URLs tied to billboard campaigns.
Foot Traffic Monitoring
Measure increases in visits to physical locations.
QR Codes
This works well for digital-savvy audiences.
Common Mistakes First-Time Advertisers Make
1. Choosing Location Based on Assumption
First-timers pick locations because they think traffic is heavy. They skip verifying data.
Fix: Check traffic counts or ask media owners for verified counts.
2. Overloading the Billboard
Too many words or visuals reduce impact.
Fix: Stick to one core message.
3. Ignoring Regulatory Timelines
Late approvals delay campaigns.
Fix: Start compliance early.
4. Treating All Billboards the Same
Some boards perform better at night, others during peak commute.
Fix: Match formats to when the audience sees them.
How First-Time Advertisers Should Think About Budget
Billboards require longer planning than many first-timers expect.
A simple budget plan:
| Item | Consideration |
| Media cost | Location + format + duration |
| Production cost | Printing or digital content |
| Permit cost | Regulatory fees |
| Installation fees | Mounting and labor |
| Contingency | Extra for delays |
This prevents surprises.
Final Advice
Billboards can make new brands feel established and visible.
But they only work when you:
- Plan with clear goals
- Choose the right locations
- Use simple creative
- Understand regulation
- Track performance in practical ways
For your first campaign in Nigeria, think of your billboard as a long-term asset, not a one-off expense.