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Make no Mistake, Digital Advertising has a Significant Role to Play in Nigeria’s Economy 

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By Steven Edge; Ad Dynamo by Aleph COO

Ask most people what they think drives Nigeria’s economy and they’ll probably say oil. However, while oil still accounts for a large proportion of the country’s international revenues, its actual role in Africa’s largest economy is increasingly small.

In fact, oil now accounts for just over 6% of Nigeria’s GDP, with technology now playing a much bigger role. This shouldn’t come as that much of a surprise, Nigeria has a robust and competitive telecommunications space, and is home to many of the continent’s technology unicorns (start-ups with valuations in excess of US$1 billion).

Technology is however not a single-edged sword, it has other roles to play in the economy as well. Take the country’s booming fintech sector, for example. Of Africa’s seven unicorns, most operate in the fintech space, and five are Nigerian. Those fintech’s have also helped bring businesses online by making payments simpler and more efficient. As a result, as connectivity becomes cheaper and more ubiquitous, technology has intertwined itself with many significant aspects of the economy, including advertising.

In fact, digital advertising, which is today worth $179.20 million, is set to play an increasingly significant role going forward. That’s true not just for the country’s advertising sector, but also for the economy as a whole.

Primed for growth 

In order to understand how influential digital advertising will be on the Nigerian economy, it’s important to provide some context surrounding exactly how primed the digital industry is for growth.

At present, there are around 109 million active internet users in Nigeria, that’s already a significant market for online advertisers, but this still only represents 51% of the total population. Thus, that number will only keep growing. In fact, it’s estimated that an additional 35 million Nigerians will come online by 2026. For context, that’s equivalent to the whole of Angola, for example, coming online in just four years. Not to mention, these internet users will also have increasingly high-quality connections. According to data from the Nigerian Communications Commission, the number of Nigerians with access to high-speed broadband internet grew 108.39% between March 2018 and March 2022.

Based purely on the maxim that advertisers need to be where their customers are, this is the kind of growth that simply cannot afford to be ignored.

Narrowing in and expanding beyond borders 

When it comes to economic growth, however, it’s important to remember that digital advertising offers advantages that go significantly beyond reach and numbers. More so than any other form of marketing, digital advertising allows businesses to target people with highly personalised messages, catering to their individual needs.

With the right approach, businesses are therefore able to extract maximum value from any ad spend, enabling them to expand and grow, and this is not only the case for domestic growth either. With the right amount of platform related investments, including the likes of Facebook, Twitter, Instagram, Snapchat, TikTok, LinkedIn, and Spotify, Nigerian businesses can propel their products and services to the next level, into new markets, and beyond country borders.

Besides, the ability to bring in external revenue will only serve to further catalyse growth in the economy, and as the world slowly weans itself off oil, these foreign revenues will become more important. Thus, digital advertising will become critical to enabling growth.

Leveraging the necessary skills 

Finally, it’s worth mentioning that the digital skills needed for a robust digital advertising market will also have a positive knock-on effect for the Nigerian economy. With initiatives like Aleph’s Digital Ad Expert Academy, more people are learning how to professionally navigate the online space, and therefore the number of people who understand not only the power of platform investments, but also the necessity of it, will increase. It’s an extremely symbiotic and interesting ecosystem that’s developing at a really high pace.

With a growing number of financial options, improved digital access, and available education initiatives people are becoming more digitally savvy than ever before. As a result, when reaching the stage of employment, they already have a strong entrenched appreciation of platform advertising for businesses, thus increasing investments, leading to yet further economic growth, and so the cycle restarts and continues.

Moreover, the professionals equipped with these skills will not only be able to guide domestic businesses through their digital marketing transformations, but also to become significant players on the global digital stage. Some may even go a step further, using these digital marketing skills as a jumping-off point for exploring other digital technologies. From there, they can put themselves in a good position to help foster the next wave of Nigerian digital innovation.

Embracing a digital future 

It is therefore undeniable that digital advertising has a significant role to play in the Nigerian economy, both in helping businesses to grow, as well as driving additional expansion and innovation. But, in order for it to have the maximum impact, it’s critical that this process is fully embraced by all, and that businesses partner with industry experts who understand how to help them reach the right audiences, on the right platforms, at the right time.


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Ugo Onwuaso is an ICT enthusiast. He believes technology should be used for general good. He holds a Master of Public Administration (MPA) degree from the Lagos state University. Dear Reader, Your support matters. But we believe that technology makes life more exciting and helps improve the lives of people around Nigeria and indeed the world. That is why, we have devoted our energy to independent reportage of technology and finance and how they affect lives. Our incisive and analytical view of how technology news affects the daily life help individuals and organizations make up their minds. Quality journalism costs money. Today, we're asking that you support us to do more. Kindly support our effort to deliver technology and finance journalism to everyone in the world. Donate as little as N1,000. Bank transfers can be made to: UBA Plc 1017156876 Communication Week Media Ltd

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Resolving The SIBAN Crisis

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By Barr. Mela Claude Ake

In my opinion, the SIBAN kerfuffle is as political as it is legal. We cannot divorce the two — but the legal aspect is far weightier.

Barr. Mela Claude Ake

On the political side is a power-grab. A small group of individuals who think they should be the lords and masters of Nigeria’s crypto space are fighting for control. They want control of SIBAN and they want control of the SIBAN presidency. Essentially a shadow administration that runs the show from behind the scenes. For this to happen, the president has to be a puppet. What they fail to understand is that being a pioneer of a vision doesn’t necessarily mean that you must control it in perpetuity. Succession-planning is a vital part of corporate governance. Across the world, several major organizations abound, whether they be companies, political parties, associations and even nations where the founders of these visions are alive but do not call the shots anymore and quite frankly, that’s okay.

Coming to the issue of registering SIBAN with the Corporate Affairs Commission, the detractors are doing themselves a huge disservice. It’s both ridiculous and risky that an unincorporated body was carrying on and presenting itself as it did. I mean think about it; how do you hold high-level meetings and organise national industry conversations involving the SEC, NITDA etcetera as an unregistered body? Legally speaking, the implications are better imagined.

How does a group present itself as the foremost industry association for the blockchain sector in Nigeria and by extension Africa but is not registered with the Corporate Affairs Commission? Whose bank account were the dues being paid to? How do you woo foreign investors? How? Do you show them your WhatsApp group? Because that’s essentially what SIBAN was reduced to. A mere Whatsapp group. Can you imagine the Nigeria Bar Association not being registered with the CAC? The excuse about organizations with words such as “Blockchain” or “Crypto” not being accepted for registration by the CAC is weak because there are records of such organizations having been allowed to be registered by the CAC even as far back as 2018. The records are out there.

Now that the detractors are wailing, kicking and screaming can they prove by law that SIBAN has not been properly incorporated by this board of trustees? Can they prove that this incorporation exercise did not satisfy the extant corporate laws and regulations of the Federal Republic of Nigeria? If they have a good case, they should go to court and remember to sue the Corporate Affairs Commission as well. However if they know they cannot prove it, then they should be quiet because what they are doing is simply inviting more trouble than necessary with all this brouhaha. People in glass houses shouldn’t throw stones.

It should be on record that I was invited by the president to join this board and when he extended the invitation, I was shocked, to say the least, to find out that SIBAN was yet unincorporated. I was invited because he believes I will bring some value to the association and I will.

As a lawyer and a compliance and consumer rights advocate I am personally concerned about the several sharp practices that have been happening in the blockchain sector, that have caused unwitting investors to lose millions and in turn making the entire sector appear less trustworthy. My mission as a member of the SIBAN Board of Trustees is to help us tighten the loose ends and remove the permissive environment that has hitherto allowed sleazy fellows and shady schemes to thrive unchecked. Personally, I believe that if any crypto practitioner wilfully puts investor funds or public funds at risk, the practitioner shouldn’t only be banned for life, they should be locked up.

SIBAN has what it takes to accelerate prosperity through blockchain and I think Obinna Iwuno and this BOT as currently constituted have the requisite skills, passion and grit to make that happen.

– Barr. Mela Claude Ake. Member, SIBAN Board Of Trustees


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Court Dismisses Echefu, TSTV CEO’s Bid to Stop Trial of Alleged N2Bn Fraud

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A Federal High Court in Abuja has dismissed a suit by Dr Bright Echefu, managing director/chief executive officer, Telcom Satellite Television Service (TSTV), with which he had sought to stop the Inspector General of Police (IGP) from investigating the allegation of N2 billion fraud against him.

Court Dismisses Echefu, TSTV CEO’s Bid to Stop Trial of Alleged N2Bn Fraud

Dr Bright Echefu, MD/CEO, TSTV

Kabiru Turaki (SAN), former minister of Special Duties, had, in a petition to the police, alleged among others , that his N2 billion investment in TSTV had been fraudulently diverted.

Upon being invited by the police for questioning, Echefu filed the suit marked: FHC/ABJ/CS/234/2024, praying that the IGP and his agents be restrained from conducting investigation into the case.

It was Echefu’s contention that the ex-Minister’s N2 billion investment was a civil transaction and the police have no power under any known laws to investigate such transactions.

He argued that the police cannot act as debt recovery agent for the normal complainant (Turaki).

In his judgment, Justice Inyang Ekwo held that the suit by Echefu was frivolous and lacking in merit.

Justice Ekwo held that it was wrong of the plaintiff to seek the court’s protection from being investigated over a petition against him on alleged stealing and misappropriation of N2bn investment in TSTV.

The judge was of the view that the allegations against Echefu related to stealing and misappropriating N2bn investment and not debt recovery drive as he erroneously claimed.

He held that the plaintiff failed to establish his claim that the N2b was in relation to civil transaction when the petition before the police alleged stealing and misappropriation of the fund invested in TSTV for its expansion.

Justice Ekwo faulted Echefu argument that the police have no power to investigate such petition against him.

He added that when a petition has the colour of stealing and misappropriating, the police are empowered under Section 4 of Police Act to inquire into such allegations.

The judge said: “The plaintiff (Echefu) has not denied being given the several sums of money by the 4th defendant (Kabiru Turaki) as investment in the companies mentioned in the averments in this case.

” The case made against the plaintiff (Echefu) is that of stealing and misappropriation. For the plaintiff to assert and actually sustain the assertion that this matter is contractual and that police cannot be involved, the onus is on the plaintiff to demonstrate with concrete evidence that there was no stealing and misappropriation.

“This is so because the mere claim that a relationship between the parties was and is contractual in nature is not a magic wand that will indiscriminately shield a person from being investigated on the allegations of criminal act arising from civil transaction”.

“To allow a plaintiff to coast home with the treasures of his loot on the grounds that such was contractual matter, will enhance a judicial victory for the undeserved.

“A citizen who is a victim of any act of crime, has right to make a report of same to the police and in the Nigerian system of administration of justice, when a crime is committed, it is the Nigerian police that moves in to investigate it.

“On the whole, the plaintiff has not given me any cogent ground to interfere in the exercise of the statutory power of the 1st and 2nd defendants (Police) on the petition by the 4th defendant (Turaki) that his investment has been stolen and misappropriated by the plaintiff.

“On this ground, I find that this action lacks merit and ought to be dismissed. I therefore make an order dismissing this case on those grounds,” he said.

Listed as defendants in the suit are the Nigeria Police Force, the IGP, the DIG Force Investigation Bureau, Turaki and the Attorney General of the Federation (AGF), who name the judge struck in the earlier part of the judgment as not being a necessary party.

 

 


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MultiChoice-Canal+ Approach Regulators with Merger Terms

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MultiChoice and Canal+ have given details of the next steps in Canal’s mandatory takeover of the South African pay-TV company.

MultiChoice-Canal+ Approach Regulators with Merger Terms

In a Combined Circular setting out the terms and conditions of the offer, it is confirmed Canal will acquire all the issued ordinary shares in MultiChoice it doesn’t already own, excluding treasury shares, from MultiChoice Shareholders for ZAR125.00 per share, payable in cash.

Canal+ and MultiChoice have now made a joint merger control filing to Competition Commission and are also engaging with the Independent Communications Authority of South Africa (ICASA) and other regulatory authorities.

Under the South Africa competition law, the transaction is classified as a ‘larger merger’, which requires approval by the Competition Tribunal.

MultiChoice officially accepted the offer from the Vivendi unit in June.

The combined company will have a presence in both the French and English-speaking markets. While Canal naturally has a hold over French-speaking African nations, MultiChoice has a stronger presence in English-speaking countries, including South Africa, Nigeria and Kenya.


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