PUBLIC PERCEPTION OF BILLBOARD ADVERTISING IN OSOGBO, NIGERIA: INSIGHTS FROM A QUALITATIVE STUDY

Abstract

Billboard advertising remains a pivotal component in marketing, utilisingprominent locations, creative visuals, and emotional appeals to captivate audiences. This studyexplores public perception of billboard advertising in Osogbo, Osun State, examining itsimpact on organisational profit maximisation and associated challenges. Findings reveal thatbillboards are highly regarded for enhancing brand visibility and reaching diverse audiences,particularly non-digital populations. However, their effectiveness is undermined by challengessuch as design clutter, oversaturation in certain areas, and limited viewer interaction time.Residents appreciate billboards for bridging traditional and digital media gaps, particularly inreaching non-digital audiences. However, issues such as fleeting attention spans andoveremphasis on models rather than products diminish their impact. These insights underscorethe need for strategic placements, simple messaging, and contextually relevant content tooptimise billboard advertising outcomes. The study highlights the importance of strategicplacement, concise messaging, and culturally relevant content to enhance billboard advertisingoutcomes. These insights contribute to the growing discourse on optimising advertisingstrategies in an increasingly competitive media landscape.