General News
Four Drivers of Nigerian Digital Advertising in 2023
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By Brian Abel, Regional Sales Manager, West Africa, Ad Dynamo by Aleph
Nigeria has long been considered Africa’s largest economy in terms of GDP, this should come as no huge surprise, especially considering its population of over 200 million, making it the largest in the continent, and boasting an abundance of natural resources, as well as strong trade links with its neighbouring countries. However, as vast as the Nigerian economy may appear to be, it is still very much going through stages of growth.
Helping to drive this evolution is the rapid digitalisation of many economic sectors. Consider the financial sector for example, while Nigeria has been a major centre of African banking for many years, recently it has also become the leading fintech player in the continent. Moreover, of Africa’s handful of unicorns (start-ups valued at more than US$1 billion), the majority are in fact headquartered in Nigeria.
Rapid digitalisation has also impacted the world of advertising, with the country’s current digital advertising sphere worth over $179.20 million. And, as we know, digital advertising isn’t static, it’s constantly evolving, driven by ever-shifting trends, a fact that remains as true now, in 2023, then it has ever been. With that in mind, it is beneficial to understand the major trends, and recognise which are set to impact Nigerian digital advertising over the course of the year.
Twitter to build on its return
At the start of 2022, the Nigerian government reversed its seven-month ban on Twitter. At first, ordinary Nigerians and advertisers alike were a little cautious when it came to returning to the social network. After all, once a service has been banned, it’s hard to imagine that the same might not happen again.
Fortunately, Twitter and the Nigerian government were able to come to an agreement, developing a Code of Conduct in line with global best practices. Over the months that followed, Twitter continued to make gains and once again proven its worth. The platform is slowly but surely securing its stance as the best location for advertisers to reach mass audiences, enabling them to build brand recognition, whilst developing trust, establishing relationships, increasing sales, and improving the customer’s experience.
While the government is keeping a close eye on the social network, especially following Elon Musk’s acquisition, it is set to remain a valuable digital advertising platform in 2023.
Post-Covid adjustments
During the peak of Covid-19 between 2020 and 2021, came an unexpected shining light for digital marketing and technology companies alike. With strict lockdowns in place globally, people were mostly confined to homes, and it should come as no shock that the need to connect took on new forms, as the masses flocked to their online devices to reach loved ones, purchase goods, and seek a sense of normality.
However, as we stepped back into the outside world again, both tech and digital marketing witnessed revenue hits. Nigeria was not spared this cooling-off period, which was exacerbated by internet access issues for people during the year. That said, as connectivity becomes more reliable, ubiquitous, and affordable, digital marketing should continue its rise, with some analysts predicting that the sector will be worth close to $259 million by 2027. Not to mention, once the Pan-African telecommunications service provider, Seacom, launches their West African hub in 2023, that number could be reached even faster.
Marketers leverage entertainment and media
As far back as 2017, PwC predicted that Nigeria would be the world’s fastest-growing entertainment and media market. While Turkey currently holds the top spot, E&M growth in Nigeria remains strong. In fact, analysts predict that spending in the sector will increase by an average of just below 9% in the next five years.
One of the most visible areas of growth can be seen in music streaming. Since its Nigerian launch in February 2021, Spotify has achieved impressive growth in the country. Within a year after launching in Nigeria, music fans in the country had curated some 1.3 million user-generated playlists. Additionally, during the same period, nearly 21,000 songs were added to the platform. In fact, Nigeria was the country with the second most streams after Pakistan, among new markets, with Kenya following behind third in the ranking.
Digital marketers and media platforms have embraced the potential that comes with this advertising growth. Spotify, for example, has a 3D audio feature which allows brands to provide high-quality advertising through an immersive, dynamic, and sensory audio experience. Advertisers around the world have also realised this power and spend is expected to increase in Nigeria, and on a global scale.
Demand for digital marketing skills grows
One of the effects of the accelerated growth in Nigeria’s digital advertising sector has been a growing gap between the available skills and those required to operate effectively. While it’s a figure that applies to more than just digital advertising, research from the International Finance Corporation (IFC) reveals that approximately 230 million jobs across Africa will require digital skills by 2030.
Fortunately, a number of players have stepped forward to try and turn the situation around. Our own Digital Ad Expert Programme, for instance, aims to educate, certify, and connect thousands of Africans with the digital skills they need, enabling them to succeed in this increasingly digitised economy. Whilst these skills will of course open the door to an array of career opportunities in digital advertising, they will also accelerate the broader digital economy and provide much-needed jobs on a global scale.
Embracing shifts
Ultimately, whilst at present we foresee these trends to be the 2023 drivers for the world of digital advertising and marketing, it is important not to dismiss the possible emergence of others throughout the coming year. Thus, the ability to understand and navigate these shifts will be your key. This can, however, be not notoriously difficult, and therefore using a media buying partner, with significant experience in Nigeria and across the biggest digital platforms, to guide you through the maze can go a long way.
General News
Trump Ends Funding for Malaria, Other Global Health Programs
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The Trump administration has ceased funding for roughly 5,800 global health programs, including those that support providing vaccines, life-saving medications, and emergency health care to millions of people around the world.
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Donald Trump
On Wednesday, the U.S. State Department began sending out a wave of emails informing thousands of health groups, refugee camps, tuberculosis clinics, and polio vaccination projects that they would no longer receive funding from the U.S. Agency for International Development (USAID), per the New York Times.
The funding was distributed to a wide range of programs, including those for HIV treatment, malaria prevention in Africa, and maternal health care in Nepal.
More major projects now canceled due to the funding cut include: a $90 million malaria prevention contract, a project in the Democratic Republic of Congo that provided water for 250,000 displaced people living in conflict zones, HIV care and treatment in Lesotho, Tanzania, and Eswatini run by Elizabeth Glaser Pediatric AIDS Foundation, a $34 million medical supply management contract in Kenya, 87 shelters in South Africa that support thousands of women who have survived rape and domestic violence, a Yemen community health program in Yemen that identified malnourished children, and a severe acute malnutrition treatment project in Nigeria that serves millions of children and women.
“People will die, but we will never know, because even the programs to count the dead are cut,” Dr. Catherine Kyobutungi, executive director of the African Population and Health Research Center, said in a statement.
General News
NAFDAC Withdraws Registration of Artemether/Lumefantrine Oral Suspension over Stability Concerns
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National Agency for Food and Drug Administration and Control (NAFDAC) has announced the discontinuation of the registration of Multi-Dose Anti-Malarial (Artemether/Lumefantrine) dry powder for oral suspension.
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Professor Mojisola Adeyeye, director-general, NAFDAC,
The decision follows stability concerns, as studies have shown that the reconstituted formulations lose efficacy over time.
The announcement was made in a public alert No. 01/2025, released on the agency’s website.
NAFDAC confirmed that the suspension applies to all locally manufactured and imported Multi-Dose Artemether/Lumefantrine dry powder for oral use.
Consequently, the agency will no longer accept new applications, renewals, or variations for any local or imported Multi-Dose Artemether/Lumefantrine dry powder for oral suspension.
According to NAFDAC, stability studies revealed that reconstituted Artemether/Lumefantrine oral suspension becomes unstable after mixing, leading to a loss of efficacy.
“This loss can have severe health consequences, including treatment failure, increased risk of complications, and, in extreme cases, death,” the agency stated.
All NAFDAC zonal directors and state coordinators have been instructed to conduct surveillance and remove all affected products from circulation.
The agency has also directed importers, distributors, retailers, healthcare professionals, and caregivers to immediately halt the importation, distribution, sale, and use of these medications.
NAFDAC has urged healthcare professionals and consumers to report any suspected sale of these products or related substandard medicines to the nearest NAFDAC office or via the agency’s toll-free number: 0800-162-3322. Reports can also be submitted via email at sf.alert@nafdac.gov.ng.
Additionally, individuals are encouraged to report adverse reactions through the Med-Safety mobile app, available on Android and iOS, or via email at pharmacovigilance@nafdac.gov.ng.
NAFDAC confirmed that this notification would be uploaded to the World Health Organization (WHO) Global Surveillance and Monitoring System (GSMS) as part of its regulatory measures.
General News
NITDA Empowers Civil Servants with IT Project Clearance Training
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In line with the presidential priority areas of reforming the economy for sustained inclusive growth and improving governance for effective service delivery, the National Information Technology Development Agency (NITDA) has commenced a training programme for 1000 civil servants from various MDAs on Information Technology (IT) Project Clearance processes in creating a digitally viable workforce in the public sector towards achieving the desired digital transformation mandate of the present administration.
The opening of the capacity building programme for ICT, Budget, Finance and Planning Officers of Federal Public Institutions, held at the Public Service Institute of Nigeria (PSIN) in Kubwa, Abuja, will be conducted in batches to equip participants with essential knowledge, skills, and best practices.
It aims to enhance collaborative planning, budgeting, and management of ICT system acquisition, deployment, operation, and sustainability in the public sector, ensuring a whole-of-government approach to digital projects.
In his opening remark with the theme, “Empowering Public Sector ICT Excellence Through Strategic Planning and Effective Funding”, the DG NITDA, Kashifu Inuwa CCIE, emphasised the critical role of strategic planning and funding in enhancing public sector service delivery.
While reiterating the agency’s commitment to digital transformation through the implementation of its Strategic Roadmap and Action Plan (SRAP) 2.0, the DG who was ably represented by the agency’s Director of IT Infrastructure Solutions department, Mr Oladejo Olawunmi, underscored the importance of equipping public sector employees with the necessary tools and knowledge to drive digital initiatives effectively.
Disclosing that NITDA is spearheading digital transformation efforts through its SRAP 2.0, he stated, “This plan aligns with national priorities and aligns with our strategic pillars such as talent development, digital infrastructure, cybersecurity, innovation, and policy-enablement to foster a sustainable digital economy”.
However, Inuwa acknowledged the challenges hindering digital transformation in the public sector, including inadequate collaboration among stakeholders, short-term project planning, poor ICT infrastructure maintenance, software licensing issues, and insufficient capacity-building. These barriers, he noted, have contributed to suboptimal outcomes in government-led digital initiatives.
Noting that most project stagnations or failures are attributed to inadequate integration of modern trends such as cloud computing, remote support, and enterprise network services into project planning, Inuwa averred that the agency has strengthened its IT projects clearance process to ensure that digital initiatives are well-conceptualized, planned, and executed in alignment with intended objectives.
“While there have been notable achievements, only 12 percent of Federal Public Institutions, FPIs comply with the process, necessitating a whole-of-government approach for full alignment with national digital transformation goals,” he revealed.
Emphasising that effective resource allocation ensures initiatives are adequately funded and properly executed to deliver real value to the public, he urged participants to manage public funds prudently and prioritise projects that yield measurable outcomes.
“We will explore how to optimize budgeting processes, improve financial oversight, and build systems that ensure transparency and accountability.
“This event has been structured with your professional development in mind, with sessions led by experts in the field, interactive discussions, and practical case studies that will provide you with actionable knowledge you can apply in your respective roles,” he concluded.
Highlighting the critical role of ICT, project, finance, and planning officers, Inuwa admonished participants to take full advantage of the program’s sessions, designed to strengthen their expertise in strategic planning, monitoring, evaluation, and financial management.
“Each of you plays a crucial role in the management and distribution of resources, the planning and implementation of programmes, and ultimately the delivery of services to our communities. Together, you form the backbone of efficient and transparent governance,” he concluded
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