In the fast-evolving world of out-of-home (OOH) advertising, innovation and strategic thinking are key to driving business success. Enter the LOMA Conference and Awards 2025, a premier event dedicated to celebrating excellence and pushing the boundaries of the OOH industry in Nigeria and beyond. Organized by OOH Academy Nigeria, this third edition promises to be a game-changer, bringing together industry leaders, creatives, brands, and innovators under the theme “Smarter OOH for Business Growth.” Scheduled for September 25 and 26, 2025, in Ikeja, Lagos, the event combines insightful discussions, networking opportunities, and a prestigious awards ceremony to highlight how intelligent OOH strategies can fuel sustainable business expansion.
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As the OOH sector in Nigeria continues to grow, integrating technology, data, and creativity, LOMA 2025 arrives at a pivotal moment. With the current date being August 16, 2025, entry submissions for the awards have recently closed, building anticipation for the shortlist announcements and the grand reveal. Whether you’re a media owner, agency professional, brand marketer, or tech provider, this blog post dives deep into what to expect from the conference and awards, why the theme matters, and how you can get involved.
What is LOMA? A Brief Overview
The Location Marketing Awards (LOMA) is an initiative by OOH Academy Nigeria, aimed at recognizing and rewarding outstanding contributions in the out-of-home advertising space. Launched to encourage innovation, professionalism, and best practices, LOMA focuses on the “behind-the-scenes” heroes—practitioners who deliver exceptional service, creative campaigns, and technological advancements. Now in its third edition, LOMA has evolved into a two-day extravaganza that includes a conference for knowledge-sharing and an awards gala to honor top performers.
Previous editions have spotlighted themes like “Unlocking the Power of OOH Advertising in Building the Entertainment Industry” and celebrated milestones such as the rise of AI and programmatic digital OOH (DOOH). In 2025, LOMA builds on this legacy by emphasizing “smarter” approaches—leveraging data, AI, and analytics to make OOH more targeted, measurable, and impactful for business growth.
The event is convened by Kingsley Onwukaeme, a visionary in the Nigerian OOH space, who highlights LOMA’s role in uncovering hidden talents and setting global standards. “LOMA has helped recognize incredible talent and set the pace globally,” Onwukaeme notes, underscoring its transformative impact.
The Theme: Smarter OOH for Business Growth
At the heart of LOMA 2025 is the theme “Smarter OOH for Business Growth,” which reflects the industry’s shift toward intelligent, data-driven strategies. In an era where consumers are bombarded with digital noise, OOH remains a powerful medium for real-world engagement—but only when executed smartly. This theme explores how OOH can be optimized using tools like programmatic buying, AI-powered targeting, audience analytics, and integrated campaigns to deliver measurable ROI and drive business expansion.
Key aspects of the theme include:
- Data-Driven Decision Making: Using audience insights and location-based data to create hyper-targeted campaigns that boost brand visibility and sales.
- Technological Integration: Incorporating ad-tech innovations like DOOH, augmented reality (AR), and AI to make OOH more interactive and efficient.
- Sustainability and Scalability: Strategies for eco-friendly OOH practices that support long-term business growth without compromising impact.
- Cross-Industry Applications: How OOH can fuel growth in sectors like finance, entertainment, e-commerce, and more.
This focus aligns with global trends, where OOH is projected to grow by leveraging smarter tech to compete with digital advertising. Attendees can expect discussions on real-world case studies, such as campaigns that increased foot traffic by 30% through geo-targeted billboards or programmatic DOOH that optimized ad spend in real-time.
Conference Details: Agenda, Sessions, and Speakers
The LOMA Conference takes place over two days, September 25-26, 2025, at venues in Ikeja, Lagos, including Marcellina’s Place for the awards night. While the full agenda is tailored to the theme, it typically features keynote speeches, panel discussions, workshops, and networking sessions designed to equip professionals with actionable insights.
Sample Agenda Overview (Based on Event Structure)
- Day 1: September 25 – Conference Sessions (Morning to Evening)
- Opening Keynote: Welcome address by Kingsley Onwukaeme, setting the stage for “Smarter OOH” with industry trends and growth statistics.
- Panel 1: Data and Analytics in OOH – Exploring how big data and AI can transform traditional billboards into dynamic, responsive assets.
- Workshop: Programmatic DOOH Strategies – Hands-on session on implementing automated buying for efficient campaigns.
- Panel 2: Women in OOH – Empowering Growth – Highlighting the role of female leaders in driving innovation, with insights from past discussions on strategic roles.
- Networking Lunch and Exhibition: Interact with sponsors like Absen (LED screens), Polygon (programmatic DOOH), and Moving Walls (ad-tech).
- Closing Session: Case Studies on Business Growth – Real examples of OOH campaigns that scaled brands.
- Day 2: September 26 – Advanced Sessions and Awards Gala
- Morning Panels: Topics like “Sustainable OOH Practices” and “Integrating OOH with Digital Marketing for Holistic Growth.”
- Afternoon Workshops: Focus on measurement tools, with partners like P+Measurement for media audits.
- Evening: Grand LOMA Night Awards Ceremony – At Marcellina’s Place, celebrating winners with entertainment and networking.
Speakers and Panelists
LOMA 2025 features a diverse lineup of Nigerian and international experts. Confirmed judges doubling as potential speakers include:
- Gideon Adey, CEO, Gurooh LTD (UK)
- Ogu Chidi, CEO, Outdoor Warehouse Ltd (Nigeria)
- Livia Brown, Owner & Founder, what3things (South Africa)
- Rajiv Raghunath, Founder & CEO, Wellversed Media (India)
- Papa Blankson-Anaman, Business Director/Media, Publicis West Africa (Ghana)
These thought leaders will share global perspectives on smarter OOH, drawing from experiences in ad-tech, media buying, and creative execution.
Registration for the conference is free or low-cost, with details available on the official site. Media partners like Radio Now ensure wide coverage.
The LOMA Awards: Celebrating Excellence
The awards are the highlight of Day 2, recognizing campaigns and individuals executed between June 1, 2024, and May 31, 2025. Entries closed on August 4, 2025, after a two-stage process: initial online submission (with payment) and supporting materials for shortlisted entries. Judging combines expert panel scores with public online voting (using official emails for integrity).
Key Award Categories
LOMA 2025 features categories that align with the theme, rewarding innovation across the OOH ecosystem:
| Category | Description |
|---|---|
| Campaign of the Year | Best overall OOH campaign demonstrating creativity, impact, and business results. |
| Ad-Tech Innovation | Breakthroughs in technology, like AI or programmatic tools, enhancing OOH efficiency. |
| Media Audit | Excellence in measurement and analytics for OOH performance. |
| Sales and Operations | Outstanding operational execution and sales strategies in OOH delivery. |
| Rising Star | Emerging talents or companies showing promise (note: 2024 winners ineligible). |
| Creator and Commerce | Impactful content creation using digital and OOH for e-commerce growth. |
| Brand Achievement | Brands leveraging OOH innovatively for sectors like finance, entertainment, or telcos. |
| Individual Achievement | Personal contributions to OOH advancement. |
| Programmatic DOOH Campaigns | Innovative use of automated buying in digital OOH. |
| Innovative Use of OOH Media | Creative applications across non-profits, beverages, beauty, and more. |
Winners receive trophies, certificates, and industry recognition, with past editions honoring legends and iconic structures.
Why Attend LOMA 2025?
LOMA isn’t just an event—it’s a catalyst for growth. Attendees gain insights into smarter OOH tactics, network with global experts, and celebrate achievements that inspire the industry. For businesses, it’s an opportunity to learn how OOH can drive revenue in a competitive market.
To register or learn more, click here to register and visit the official OOH Academy website. Don’t miss this chance to be part of Nigeria’s OOH revolution—mark your calendars for September 25-26, 2025!
Stay tuned for shortlist announcements and live updates. What are your thoughts on smarter OOH? Share in the comments!
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