GRAZA Media Limited is betting on technology, data and audience intelligence to reshape the Out-of-Home advertising industry as advertisers increasingly demand measurable evidence of audience reach, engagement and returns on media investment.
The Abuja-based outdoor advertising firm said in a statement that it was moving beyond conventional reliance on billboards and physical visibility to deploy technology and data to help brands understand the value and performance of their campaigns.
The Managing Director/Chief Executive Officer of GRAZA Media, Zacchaeus Akinadewo, disclosed this at the company’s 10th anniversary event in Abuja, held under the theme, “GRAZA at 10 — The Next Decade Starts With Us.”
Akinadewo said the changing demands of advertisers required outdoor media companies to build stronger capabilities in data, measurement, technology and audience intelligence.
“The market has changed. Advertisers are asking better questions. They want more than a location. They want to understand audiences, demonstrate value and make smarter
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