THE IMPACT OF INTERACTIVE DIGITAL BILLBOARDS ON CONSUMER ATTENTION: AN EVALUATION OF AN OUTDOOR ADVERTISING CAMPAIGN IN ABUJA.
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Background of the study:
Interactive digital billboards have transformed outdoor advertising by integrating dynamic content, real-time data, and consumer interactivity. In Abuja, brands are deploying these innovative advertising tools to capture consumer attention and drive engagement in public spaces. This study examines the effectiveness of interactive digital billboards in increasing consumer attention through engaging visuals, interactive elements, and data-driven content customization (Bello, 2023). Such technologies enable advertisers to tailor messages based on time, location, and audience behavior, providing a more personalized experience compared to static billboards (Amadi, 2024). The integration of interactive features, such as touchscreens and QR codes, invites active consumer participation, thereby enhancing brand recall and message retention. However, issues related to high installation costs, technological maintenance, and potential distraction remain. This research critically analyzes the impact of these digital billboards on consumer attention, offering insights into their role in modern outdoor advertising strategies and proposing improvements for future campaigns (Uzo, 2025).
Statement of the problem:
Despite the innovative features of interactive digital billboards, outdoor advertising campaigns in Abuja face challenges in sustaining consumer attention. High costs, technical malfunctions, and limited audience interaction in diverse urban settings often compromise the effectiveness of these installations (Bello, 2023). Furthermore, inconsistent message delivery due to environmental factors may reduce overall campaign impact. These challenges necessitate a comprehensive evaluation of interactive billboard strategies to determine whether they truly enhance consumer attention and engagement, and to identify actionable solutions for optimization (Amadi, 2024).
Objectives of the study:
To evaluate the impact of interactive digital billboards on consumer attention.
To identify challenges in implementing interactive outdoor advertising.
To propose strategies for optimizing billboard effectiveness.
Research questions:
How do interactive digital billboards capture consumer attention?
What challenges affect the performance of outdoor interactive advertising?
What improvements can enhance consumer engagement with digital billboards?
Significance of the study:
This study is significant as it provides insights into the evolving role of interactive digital billboards in outdoor advertising. The findings will help advertisers in Abuja refine their strategies to better capture consumer attention and improve overall campaign performance (Uzo, 2025).
Scope and limitations of the study:
The study is limited to evaluating interactive digital billboards within outdoor advertising campaigns in Abuja, Nigeria, focusing solely on consumer attention metrics.
Definitions of terms:
Interactive Digital Billboards: Electronic outdoor advertising displays with interactive features.
Consumer Attention: The level of interest and engagement from the target audience.
Outdoor Advertising: Promotional activities conducted in public spaces.
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