NJOMACS

Advertising is constantly evolving; right from the use of the primary traditionally-recognised tools such as pamphlets, handbills, and other numerous platforms to the very sophisticated ones like the internet and social media or even television, the story is one passing with time. The use of billboard for same purpose has also evolved from the static-placed-and-displayed ones to the digital electronic types that rely on LED displays to project goods/products, ideas and services to the audience in motion pictures. In Nigeria, the use of billboard continues to attract companies and institutions (herein considered as advertisers). Innovativeness in the sector is on a continuous basis and one of such is the adoption and utilisation of interactive electronic billboards that allow interaction with the billboards via the use of digital mobile devices. Therefore, this study looks at the interactive electronic billboards as a tool for advertising in the modern-day Nigeria. Consequently, the study focuses on some of the benefits offered by the innovation in advertising media technology. Anchored on uses and gratifications theory and that of media richness, the study explains the benefits of interactive electronic media and reasons behind its continuous use. It concludes that billboards as media of advertising are of great benefits to the industry.