By Juliet Umeh 

Alpha and Jam Africa has said its decision to build Olympia, described as the world’s largest mixed-format advertising board, was driven by a deliberate ambition to redefine outdoor advertising infrastructure and position Nigeria on the global advertising stage.

The media group said Olympia was conceived not as a routine billboard project, but as a landmark development designed to elevate the scale, creativity and impact of outdoor media in Africa’s largest commercial city.

Located beside the National Theatre and the Wole Soyinka Centre for Art and Culture in Lagos, the structure represents the first phase of Alpha and Jam Africa’s three-year programme to develop ultra-large, iconic advertising installations across 10 cities worldwide.

According to the media group, the choice of location was strategic. The Eko Bridge corridor records an estimated 11,000 vehicles per hour, while the Lagos Blue Line rail system transports over 250,000 passengers daily between Marina and Mile 2. The structure also enjoys extended visibility from the Alaka Interchange and the Third Mainland Bridge, positioning it within one of the most heavily trafficked zones in the city.

Global Growth Director for A&J Africa and Europe, Mr Sam Ajiboye, said the project was intentionally designed to go beyond size to deliver long-term impact.

“Olympia is not just another billboard. It is the largest mixed-format advertising board in the world, and we built it as a global landmark. By placing it beside the National Theatre, we anchored it to a powerful symbol of national identity while situating it directly within the pulse of Lagos’ daily movement,” Ajiboye said.

He explained that Olympia’s distinction lies in its hybrid structure, which combines scale with versatility. The installation features two landscape static panels measuring 100 by 30 metres each, alongside a 30 by 4-metre portrait digital LED screen, allowing brands to deploy both permanent messaging and dynamic digital campaigns simultaneously.

Ajiboye added that the board was also designed to function beyond visual exposure. Built using container architecture, the structure includes ground and first-floor spaces dedicated to experiential marketing, brand activations and consumer engagement events.

According to him, the broader objective behind Olympia is to challenge the limitations of traditional outdoor advertising and demonstrate that Africa’s infrastructure can compete at a global level.

The media group said the project signals a new direction for advertising development in Nigeria, positioning Olympia as both a commercial asset and a symbol of evolving ambition within the country’s creative and media economy.