The number one outdoor advertising company in the world, JCDecaux S.A. has launched in the Nigerian market in association with Grace Lake Partners (GLP), an indigenous investment and advisory firm based in Lagos, Nigeria.
JCDecaux will operate in the outdoor advertising industry in Nigeria through an exclusive partnership and licensee agreement between JCDecaux and Horizon Outdoor Advertising Limited, a wholly Nigerian owned subsidiary of GLP (Horizon is Advertising Practitioners Council of Nigeria “APCON” certified and a member of the prestigious Outdoor Advertising Association of Nigeria “OAAN”).
The arrival of JCDecaux in the highly fragmented outdoor advertising market of Nigeria will increase the market’s value (estimated at €115 million), offering brands an unprecedented digital communications platform to grow their audience.
Having entered into the Nigerian market, JCDecaux-GLP will provide Lagos with the modernization of public transport and improvement of passenger services by installing a network of solar-powered bus shelters and automated public toilets in the main bus terminals. These facilities will help meet the following environmental and social commitments: encourage mobility, ease road traffic, develop solar power, promote hygiene on the public highway, create skilled jobs and encourage the training of a local workforce. These partnerships will demonstrate the strength of JCDecaux’s economic model.
JCDecaux’s entry into Nigeria, the largest economy on the continent, with a GDP of over USD 400 billion in 2017, and also the most highly populated country in Africa, with over 190 million people (a population which is said to double in the next 30 years) will help maximize Lagos’s economic potential. Lagos is Africa’s biggest metropolis and the economic capital of the country, with nearly 21 million people, and a market with huge potential for advertisers and media agencies.
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