news
Polygon targets Nigerian shoppers with pDOOH campaign
Polygon has launched its first full-scale Display & Video 360 campaign in Nigeria, marking a step forward for programmatic digital out-of-home advertising in the market. The campaign, developed for Schweppes in Lagos State, used Google’s enterprise media buying platform to deliver a pDOOH campaign at scale.
The campaign is also Polygon’s first fully deployed Nigerian campaign following earlier market test runs. According to the company, the project demonstrates the operational maturity of programmatic digital out-of-home infrastructure across Africa.
Polygon deploys dynamic creative in Lagos
Polygon used a dynamic creative optimisation approach that generated more than 500 location-specific creative executions. Messaging was tailored to the location of individual billboards and nearby retail outlets stocking Schweppes products.
Consumers were shown contextual messages directing them to nearby stores, with copy dynamically adjusted to include retailer names and proximity details. The campaign is currently running across roadside digital screens in Lagos, including a 600-square-metre large-format display.
Remi du Preez, Managing Director at Polygon: “This campaign is an exciting example of where the medium is heading in Africa, as we move beyond static messaging into something far more responsive and relevant.”
Polygon said its infrastructure enabled geofencing around retail locations within a defined radius of each screen to maintain locally relevant messaging.
Nigeria campaign highlights pDOOH growth
The company positioned the campaign as a demonstration of the scalability and readiness of pDOOH across African markets.
Remi du Preez: “Programmatic DOOH in Africa is now fully operational, scalable and delivering at a global standard. What we’ve demonstrated here is that markets like Nigeria can support geo-targeted, data-driven, dynamic campaigns in the same way more mature markets do. The infrastructure works.”
Polygon currently has access to roadside DOOH inventory across major Nigerian cities including Lagos, Abuja, Port Harcourt, Ibadan and Kano.
Polygon targets unified African DOOH ecosystem
Polygon said the Nigeria campaign forms part of its broader strategy to create a unified digital out-of-home ecosystem across Africa, simplifying market access for advertisers operating across fragmented regional media environments.
Remi du Preez: “In every new market, you need a client that’s willing to lead. Once that first campaign proves itself, confidence follows – and we’re already seeing increased interest from advertisers looking to enter the Nigerian pDOOH space.”
Remi du Preez added that connecting media exposure with physical proximity and consumer behaviour could help bridge the gap between brand awareness and performance-focused advertising in out-of-home campaigns.
