Nigeria ad spend 2018-2020, by medium

Contrary to trends in the U.S. or Europe, where the lion’s share of ad budgets is focused on internet and TV marketing, between 2018 and 2020 the majority of advertising dollars in Nigeria will be devoted to TV and video promotion. In developed markets internet advertising expenditures are expected to surpass TV, however, in Nigeria TV advertising is and will remain strong in the near future. The second most popular ad medium in the country is out-of-home, which is also projected to grow in the three years. Internet is ranked third based on advertising spending. Advertising market in Nigeria    Mobile phone services were the largest advertising category in Nigeria in 2017, which is not surprising as the country relies largely on mobile communications. Personal classifieds and corporate communications, banking and finance and cable TV closed the list of top five advertising categories in Nigeria. Consequently, MTN, Airtel and Globalcom (all telecommunications companies) ranked second, third and fifth respectively based on their advertising expenditures in the country. The largest advertiser in Nigeria in 2017 was Sundry Food Services, a parent of several restaurant brands. Nigerian advertising compared to other African countries    Nigeria is one of the largest advertising markets in Africa: in 2017 Nigerian ad revenue reached 425 million U.S. dollars. The only two countries that generated more in ad revenues that year were South Africa and Morocco – 2.7 billion U.S. dollars and 820 million respectively. However, markets such as Algeria, Kenya, Ghana, Tanzania and Tunisia all ranked below Nigeria’s results.

与美国或欧洲的趋势截然不同，在2018年至2020年间，尼日利亚的广告预算中，大部分资金将投入于电视及视频推广。尽管在发达国家互联网广告支出预计将超越电视，然而，在尼日利亚，电视广告的势头强劲，且在未来一段时间内将持续保持这一态势。在国内最受欢迎的广告媒介中，户外广告位居第二，且预计在未来三年内也将实现增长。根据广告支出排名，互联网位列第三。尼日利亚广告市场分析中，2017年，移动电话服务成为尼日利亚最大的广告类别，这一现象并不令人意外，因为该国在很大程度上依赖于移动通信。个人分类广告、企业通讯、金融银行业以及有线电视构成了尼日利亚广告类别的前五名。因此，在尼日利亚的广告支出中，MTN、Airtel和Globalcom（均为电信公司）分别位列第二、第三和第五。2017年尼日利亚最大的广告商为Sundry Food Services，该公司是多个餐厅品牌的母公司。与非洲其他国家的广告市场相比，尼日利亚是非洲最大的广告市场之一：2017年，尼日利亚的广告收入达到4.25亿美元。当年，只有南非和摩洛哥的广告收入超过尼日利亚，分别为27亿美元和8.2亿美元。然而，阿尔及利亚、肯尼亚、加纳、坦桑尼亚和突尼斯等市场的广告收入均低于尼日利亚。