Observed Signal · May 7, 2026 · Campaign Launch · Source: https://martechseries.com/feed/ · Impact: 3/5 · Sentiment: Positive
Polygon launches Nigeria's first full-scale DV360 pDOOH campaign
Polygon, Africa’s largest aggregated programmatic DOOH (pDOOH) publisher network, launched its first full-scale Display & Video 360 (DV360) campaign in Nigeria on May 7, 2026. Executed in Lagos for Schweppes, the campaign used a Google-based enterprise media‑buying platform to deliver programmatic DOOH at scale and employed a dynamic creative optimisation (DCO) strategy producing over 500 location‑specific creative variations. Polygon deployed geofencing around retail stockists to show context-specific messaging (including store names and proximity) across roadside screens, including a 600 sqm large-format site. Polygon says it has access to the majority of Nigeria’s roadside DOOH inventory (Lagos, Abuja, Port Harcourt, Ibadan, Kano) and positions the campaign as proof that geo-targeted, data-driven pDOOH is operational and scalable in African markets.
Demonstrates operational, scalable programmatic DOOH capability in a major African market using a Google DV360 workflow and advanced DCO — a notable regional milestone for media buyers and DOOH inventory owners.
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Key Takeaways & Evidence Grounding
- Polygon launched its first full-scale Display & Video 360 (DV360) campaign in Nigeria on May 7, 2026.
- The campaign was executed in Lagos for the advertiser Schweppes and used a Google-based enterprise media buying platform (DV360).
- Polygon implemented dynamic creative optimisation (DCO) with more than 500 unique creative executions tailored to billboard locations and nearby retail environments.
- The campaign used geofencing to surface store-specific, proximity-based messaging and included one of West Africa’s largest digital screens (600 sqm).
- Polygon reports access to the majority of roadside DOOH inventory across Nigerian cities including Lagos, Abuja, Port Harcourt, Ibadan and Kano.
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