Top trends projected to propel CTV ads in Nigeria by 2025
By Seun Johnson
Connected Television (CTV) advertising has emerged as a powerful and dependable strategy for brands seeking to engage audiences in today’s highly competitive digital space.
Driven by advancement in technology, CTV is rapidly gaining traction in the country, through an increase in internet penetration, affordable smart devices, and growing adoption of streaming platforms.
The proliferation of mobile devices has revolutionized the way Nigerians consume online content and CTV has been at the forefront of this shift. Building on its impressive performance in 2024, it is poised to remain a vital channel for advertisers in 2025, with several trends expected to influence its growth and development.
One key trend for advertisers to watch is the growing prominence of local streaming platforms. While global giants like Netflix, Amazon Prime, and YouTube continue to dominate the market, Nigerian platforms such as IROKOtv, Showmax, and MyDStv App are rapidly gaining popularity among local audiences.
These local platforms offer culturally relevant content that resonates with audiences. Hence, advertisers are expected to leverage this opportunity to create targeted campaigns that speak directly to their audience. This can be achieved by placing ads on local shows and movies.
Targeted or addressable advertising is another trend that will drive the media channel in the coming year. Unlike traditional TV advertisements that deliver the same message to a broad audience, targeted TV ads allow advertisers to tailor campaigns to specific households or individual viewers, enhancing precision and relevance.
This will not only give consumers the opportunity to have relevant ad experience, it will also help brands to increase campaign efficiency and high return on ads spend.
Robust engagement between viewers and TV ads has been identified as another trend that will shape the future of Connected TV ads. Fondly regarded as Interactive TV ad, this format is said to be gaining momentum among the elites and youths, and Nigerian brands that embrace it will not only stand out but also drive higher engagement rates.
Also in 2025, brands are advised to watch out for a more collaboration between CTV platforms, social media influencers and content creators for production of exclusive content. Advertisers who partner with these creators will have the opportunity to integrate their products organically into shows or develop branded series.
This approach will not only boosts visibility but also aligns the brand with the trust and authenticity of popular content creators.
Similarly, the rollout of 5G in Nigeria will play a major role in boosting CTV adoption. Faster internet speeds and reduced buffering will enhance the streaming experience which will lead to increased viewership. Advertisers should therefore prepare to scale their CTV campaigns as more Nigerians transition to seamless streaming experiences.
While CTV becomes a dominant force in digital marketing, the key to success however lies in personalization, creativity and a deep understanding of the local audience.
Nigerian brands that embrace these trends in 2025 will not only reach a wider audience but also engage them in meaningful and innovative ways.
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