A Nigerian advertising technology company, RideAD, is expanding its digital out-of-home advertising network by converting tricycles and ride-hailing vehicles into mobile advertising platforms aimed at improving consumer engagement and campaign measurement.
The company said the innovation is designed to help brands overcome declining attention across traditional advertising channels such as billboards, television, and social media, by placing ads in more interactive, real-world environments.
According to RideAD, the initiative allows advertisers to reach consumers during daily commutes, a period the company believes offers higher attention levels and stronger engagement potential.
Omotayo Noah Ayantuga, Founder and Chief Executive Officer of RideAD, said the platform installs digital advertising screens inside tricycles and ride-hailing vehicles, turning them into moving media spaces.
He explained that commuters are exposed to advertisements throughout their journeys, creating repeated visibility for brands in a controlled and measurable environment.
“Brands are constantly competing for attention in an increasingly crowded advertising environment. Our goal is to place advertising in spaces where people are naturally attentive and make it easy for them to interact with brands instantly,” Ayantuga said.
The company added that the model is designed to shift advertising from passive exposure to active engagement, particularly in urban centres where commuting time represents a significant portion of daily consumer activity.
A key feature of the platform is the integration of Quick Response (QR) codes into campaigns.
Passengers can scan these codes using mobile devices to immediately access brand websites, promotional offers, applications, or product pages.
RideAD said this functionality helps bridge the gap between advertisement exposure and consumer action, allowing brands to convert attention into measurable engagement.
The platform also provides real-time analytics, enabling advertisers to track campaign performance metrics such as impressions, QR code scans, and user interactions.
According to the company, this data-driven approach allows businesses to evaluate advertising effectiveness more accurately and refine future marketing strategies.
RideAD noted that modern consumers are increasingly difficult to reach through conventional media due to fragmented attention across multiple digital platforms.
The company said its approach responds to this challenge by embedding advertising into everyday mobility experiences, where audiences are more likely to view and interact with content.
Industry observers have also noted that outdoor and mobility-based advertising is gaining traction globally as brands search for more measurable and immersive engagement channels.
Ayantuga said the platform was designed to create value for multiple stakeholders across the transport and advertising ecosystem.
He explained that advertisers benefit from access to a captive audience, transport operators gain additional income opportunities through participation in the network, while passengers receive information and promotional content during their trips.
This structure, he said, creates a shared-value model that supports both economic activity and digital innovation within the transport sector.
Since launching in 2025, RideAD said it has expanded operations across several states, including Lagos, Abuja, Kano, Kaduna, Oyo, Ogun, and Osun.
The company attributed its expansion to increasing demand from businesses seeking alternative and more measurable advertising channels.
RideAD said it is positioning itself as a leading player in Nigeria’s evolving digital advertising landscape by combining mobility, technology, and real-time data analytics.
The company expressed confidence that its model will continue to attract brands looking for more precise ways to measure advertising performance and convert visibility into consumer action.
It added that the future of advertising lies in platforms that not only deliver reach but also provide measurable outcomes, engagement data, and direct consumer interaction.
As competition for consumer attention intensifies, RideAD said it is betting on mobility-based advertising as a scalable solution for brands seeking relevance in an increasingly fragmented media environment.
