Advertising spending in Nigeria from 2016 to 2018
Looking at this table, it is evident that the future of advertising for newspapers and magazines is challenging. OOH and radio advertising are holding up. Despite internet advertising, TV advertising continues to be the king in Nigeria (source: Statistica)
Advertising spending in Nigeria from 2016 to 2018
The sector will be redesigned by technology as I have noted.
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Simply, publishers and ad agencies are challenged as the monies brands used to pay move to Google and Facebook. This disintermediation is just beginning. Yes, as Google tests algorithmic contents where outdoor billboards will show contents based on what Android phones indicate are preferences of the majority of people seeing the ads, massive shifts await in the business.
