Outdoor advertising in Ghana is undergoing a transformation. From digital billboards to immersive experiences, technology is changing how brands connect with audiences. But how far have we come, and what does the future hold?
Outdoor advertising has always been about making a statement—whether it’s a massive billboard towering above traffic or a subtle yet powerful message at a bus stop. But in Ghana, where bustling streets and marketplaces are plentiful, the outdoor advertising industry is experiencing a revolution powered by technology.
While traditional posters and static billboards remain important in Ghana’s advertising landscape, advertisers in Ghana are now exploring the intersection of creativity and innovation, using technology to craft interactive experiences that captivate and engage. Let’s explore how this transformation is unfolding and what it means for advertisers and audiences alike.
The Rise of Digital Billboards
These dynamic displays do more than just showcase advertisements; they tell stories that resonate with their audiences. For example, Johnnie Walker’s branding efforts in Ghana have leveraged this medium with striking visual displays in high-traffic areas like Osu, connecting with viewers through impactful messaging and bold visuals that embody the brand’s ethos.
Interactive Bus Shelters
Modern bus shelters, like the one at the Police Headquarters in Accra, are incorporating technology to enhance public utility. These shelters are equipped with LED screens that provide real-time updates about police activities, and they also serve as safe, well-lit spaces for commuters.
However, the introduction of truly interactive features, such as touchscreens or gamified advertising, remains largely unrealized in Ghana. That said, the potential for such innovations is significant. For example, a hypothetical future scenario could involve brands leveraging touchscreens to deliver trivia games or motion sensors to engage passersby with promotional content.
These innovations are popular in other parts of the world, and as infrastructure improves, there’s an opportunity for advertisers to transform waiting time into engaging experiences for the public.
Augmented Reality: Bringing Ads to Life
Augmented reality (AR) is another exciting frontier. While still in its early stages in Ghana, AR campaigns are already making waves in the outdoor advertising space. Picture this: you’re at Accra Mall and see a billboard for a car brand. You scan a QR code, and suddenly, through your phone’s camera the car appears to drive right off the billboard and onto your screen. You can walk around it, explore its features, and even “test drive” it virtually. It’s about more than showcasing features; it’s about creating a memorable experience that sparks conversation long after the interaction. A great example of this innovation is Betway’s recent Fly X Win Boost campaign at Accra Mall, executed with Lime AR. Using AR technology, this campaign brought a new level of engagement to outdoor advertising, drawing attention and enhancing customer interaction. You can see highlights of this campaign here.
Data-Driven Advertising
Data-driven strategies, such as geofencing, are not yet a common practice in Ghana, but their potential is undeniable. For example, at popular events like the Chale Wote Street Art Festival or Detty December, brands could use location-based technology to send targeted promotions to attendees’ phones. While this hasn’t been documented at Chale Wote specifically, the technology is widely available and could easily be adapted for local use, offering brands an innovative way to connect with their audiences in real-time.
Currently, advertisers in Ghana primarily rely on traditional targeting methods, but as digital marketing platforms become more integrated with outdoor advertising, the precision and impact of campaigns will improve.
The Power of Storytelling
Brands in Ghana are leaning heavily into storytelling to create memorable advertising campaigns that resonate deeply with audiences. A striking example is the New Force campaign, a political group founded by Nana Kwame Bediako who is currently running for the presidency. With bold billboards in strategic locations, the campaign used aspirational visuals and messages to symbolize a movement for progress and change which grabbed the attention of several media outlets. By tapping into shared values and aspirations, such storytelling goes beyond promotion, inspiring action and leaving a lasting impact on the audience.
What’s Next for Outdoor Advertising in Ghana?
The integration of technology in Ghana’s outdoor advertising is still evolving, but the possibilities are exciting.The key is for advertisers to recognize the unique aspects of Ghanaian culture and public spaces, creating experiences that resonate authentically with local audiences.
As infrastructure continues to develop, Ghana is well-positioned to become a hub for innovative outdoor advertising in West Africa. The journey has begun and the road ahead is paved with creative opportunities.
