Nigeria Gets First DV360 Programmatic DOOH Campaign by Polygon and Schweppes

Polygon has officially launched Nigeria’s first full-scale Display & Video 360 (DV360) powered programmatic digital out of home (pDOOH) campaign, marking a major step forward for data-driven outdoor advertising across Africa.

The campaign, developed for Schweppes in Lagos, showcases how advanced programmatic DOOH technology is transforming outdoor advertising in emerging African markets. It is also the first time a Google enterprise media buying platform has been used to execute a large-scale pDOOH campaign in Nigeria.

The rollout represents Polygon’s first fully operational campaign in the country after several earlier pilot activations, reinforcing the growing adoption of automated and data-led outdoor advertising solutions across the continent.

Dynamic DOOH Campaign Uses 500+ Localised Creatives

A major highlight of the campaign is its highly targeted Dynamic Creative Optimisation (DCO) strategy. Polygon developed more than 500 unique ad creatives customised for individual billboard locations and nearby retail stores throughout Lagos.

The campaign delivers hyperlocal messaging to consumers by promoting nearby Schweppes stockists with real-time location-based copy. For example, some billboards display messages directing audiences to retail stores located just a few metres away from the screen.

According to Remi du Preez, the campaign demonstrates how outdoor advertising in Africa is evolving beyond traditional static messaging into a smarter and more responsive media channel.

Programmatic DOOH Expands Across Nigeria

The campaign is currently live on digital screens positioned in high-traffic roadside areas across Lagos. Polygon used geofencing technology to match billboard messaging with nearby retail locations, ensuring ads remained contextually relevant and actionable for consumers.

The campaign also features one of West Africa’s largest digital billboard displays — a massive 600-square-metre large-format screen designed to increase brand visibility and audience impact.

Du Preez said the activation proves that programmatic DOOH infrastructure in Africa is now capable of supporting globally competitive, geo-targeted campaigns similar to those seen in more mature advertising markets.

Growing Demand for Data-Driven Outdoor Advertising in Africa

Polygon noted that advertiser interest in Nigeria’s pDOOH market is already increasing following the success of the Schweppes campaign. The company believes early adoption by brands is helping accelerate confidence in automated outdoor media buying across the region. The network currently provides access to a large share of Nigeria’s roadside DOOH inventory, including screens in major cities such as Lagos, Abuja, Port Harcourt, Ibadan, and Kano. Polygon says the latest campaign aligns with its broader mission to create a unified digital out of home ecosystem across Africa, giving advertisers streamlined access to thousands of digital screens through a single platform. By combining audience data, geolocation technology, and real-world behavioural targeting, the company aims to bridge the gap between brand awareness and performance marketing in the outdoor advertising industry.