PUBLIC PERCEPTION OF BILLBOARD ADVERTISING IN OSOGBO, NIGERIA: INSIGHTS FROM A QUALITATIVE STUDY
Keywords:
Public perception, Billboard, Advertising, Osogbo, Insights, Qualitative StudyAbstract
Billboard advertising remains a pivotal component in marketing, utilising
prominent locations, creative visuals, and emotional appeals to captivate audiences. This study
explores public perception of billboard advertising in Osogbo, Osun State, examining its
impact on organisational profit maximisation and associated challenges. Findings reveal that
billboards are highly regarded for enhancing brand visibility and reaching diverse audiences,
particularly non-digital populations. However, their effectiveness is undermined by challenges
such as design clutter, oversaturation in certain areas, and limited viewer interaction time.
Residents appreciate billboards for bridging traditional and digital media gaps, particularly in
reaching non-digital audiences. However, issues such as fleeting attention spans and
overemphasis on models rather than products diminish their impact. These insights underscore
the need for strategic placements, simple messaging, and contextually relevant content to
optimise billboard advertising outcomes. The study highlights the importance of strategic
placement, concise messaging, and culturally relevant content to enhance billboard advertising
outcomes. These insights contribute to the growing discourse on optimising advertising
strategies in an increasingly competitive media landscape.