Photograph — MarTech Series

Abercairn Digital, a leading Digital-Out-of-Home (DOOH) company in Nigeria, has partnered with Asian Out-of-Home (OOH) media technology company IDOOH to deploy 1,000 in-vehicle media screens with ride-hail drivers in Lagos –a service to provide passengers with an entertaining and interactive passenger experience.

The deal marks IDOOH’s first expansion into Africa, where the two companies will create a platform that will positively affect passenger commute, drivers, companies, and businesses across Lagos Nigeria. IDOOH technologies offer content based on factors such as location, weather and traffic conditions, presenting passengers with a new OOH entertainment experience. Also, financial inclusion will be positively impacted as drivers will benefit from the additional income. Additionally, the platform will provide brands access to a comprehensive digital out-of-home (DOOH) branding platform that can effectively reach out to their targeted audience.

IDOOH is the Asia Pacific region’s largest network of in-vehicle screens. According to the company site, it uses “proprietary in-vehicle screen technology, we bring targeted and relevant content to passengers to enhance the commute experience while brand owners gain campaign, fleet and consumer insights through our big data analytics.” The fully interactive 10-inch IDOOH display tablets will offer passengers with a selection of high-quality lifestyle, news, entertainment, and e-commerce function.

IDOOH Group CEO Mark Forsyth said: “As part of our global exxpand into Africa through a partnership with Nigeria’s DOOH innovator Abercairn Digital. Nigeria’s young demographic and populous country presents a vast opportunity for us to rapidly scale our network of in-vehicle screens from the Asia Pacific to Africa. We look forward to working with them to transform the commute experience and provide brands with an opportunity to reach young, connected Africans through our interactive media technology and big data analytics.”

Abercairn Digital Founder and CEO Oyebisi Asimolowo said: “We chose IDOOH for their ability to quickly deploy and scale their network of in-vehicle screens, proven track record in the Asia Pacific, innovative advertising technology and big data capabilities.

With the increasingly growing population in Africa and Nigeria in particular, IDOOH’s partnership with Abercairn is a welcome development among many other technology giants that have set up presence in Lagos, which is fast becoming the next tech hub.


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