A ahead fast-moving consumer goods brand in Nigeria fatigued 80 % of its N500 million (~$1.2 M) marketing budget on TV, radio, and billboards, and simply 20 % on digital. In 2024, an average out paper ad could streak upwards of $750, spell an online ad 3-5 cents per clink. A Nielsen discipline of OOH campaigns, including ace from Luxottica in cities like L.A. And NYC, showed a +4.0% rise in unaided stigma consciousness and a +1.9% airlift in leverage absorbed from unmatched class to the adjace...