Polygon runs first full DV360 DOOH campaign in Nigeria

More than 500 unique creative variants. One Schweppes activation. Africa’s first full-scale DV360 programmatic out-of-home campaign has gone live in Lagos, Nigeria.

Programmatic digital out-of-home (DOOH) network Polygon has executed its first full-scale Display & Video 360 (DV360) campaign in Nigeria, working with Schweppes to deploy more than 500 dynamic creative variants across Lagos billboards. The execution is the first time a Google enterprise media buying platform has been used to deliver pDOOH at scale in the Nigerian market.

Dynamic creative on the ground

Each of the 500-plus creative variants is tailored to the precise location of its billboard and the surrounding retail environment. Consumers near a stockist see context-specific copy. “Get yours at Sessy and Folly Enterprises – just 140m away!” is one example Polygon shared. Geofencing infrastructure restricts each message to retail locations within a defined radius of the screen.

The activation also includes one of West Africa’s largest digital screens, a 600 sqm large-format site delivering high-impact brand presence alongside the targeted variants.

Polygon’s African footprint

Polygon is a programmatic aggregated DOOH publisher network with access to the majority of roadside DOOH inventory in Nigeria, spanning Lagos, Abuja, Port Harcourt, Ibadan and Kano. The Schweppes activation follows a series of test runs and is the company’s first fully realised campaign in the Nigerian market.

What it signals

DOOH inventory across Africa has historically been bought through fragmented direct sales, with limited measurement and creative flexibility. Programmatic platforms such as DV360 give advertisers access through automated, data-driven workflows already standard in Europe and North America. Polygon’s broader strategy is to build a unified DOOH ecosystem across the continent, offering advertisers a single point of entry into what remains a fragmented but rapidly evolving media landscape.

“Programmatic DOOH in Africa is now fully operational, scalable and delivering at a global standard,” said Remi du Preez, managing director of Polygon. “What we’ve demonstrated here is that markets like Nigeria can support geo-targeted, data-driven, dynamic campaigns in the same way more mature markets do. The infrastructure works.”