PHD Nigeria shares insights on trends that will shape media industry in
By Abimbola Mohammed
As the Nigerian economy continues to recover, with the International Monetary Fund (IMF) projecting a 3.2% growth rate for 2025, the marketing and media landscape is poised for significant growth and transformation.
According to a report by Statista, the Nigerian advertising market is expected to reach $1.3 billion by 2025, up from $943 million in 2022. With the increasing adoption of digital technologies, the rise of e-commerce, and the growing importance of artificial intelligence (AI) in marketing, industry leaders are optimistic about the opportunities and challenges that lie ahead.
Against this backdrop, industry experts from PHD Nigeria, a leading media planning and buying agency, share their insights on the trends that will shape the media industry in 2025 in a short video posted on its LinkedIn page.
From the increasing importance of value and efficiency in media spending, to the integration of humans and AI, and the growing demand for podcasting and e-commerce, these experts provide a nuanced and informed perspective on the future of marketing and media in Nigeria.
Dozie Okafor, Managing Director, PHD Nigeria/President Media Independent Practitioners Association of Nigeria (MIPAN), expressed optimism about the economy’s growth prospects. “The numbers already show that the economy is back on track, growing over 3%. I am quite optimistic about not just the economic growth but the positive impact it will have on businesses and advertisers that we work with.” He also highlighted the importance of AI in marketing, noting that “lots of errors that can come from using AI, so people who are great at using AI and moderating its results will actually be in high demand.”
Speaking on the trends that will dominate the industry and where advertisers are likely to spend in 2025, Okafor said, “I am quite optimistic that podcasting will be on the rise. We are seeing a lot of podcasts in various forms, and brands are increasingly embracing this mode of marketing.” He also noted the growing importance of e-commerce, particularly with the launch of TikTok in Nigeria. “Brands will key into exploring TikTok’s marketplace and seeing how they can tie it in with their existing e-commerce efforts.”
The MIPAN president also discussed the role of technology in serving clients, noting that PHD Nigeria has developed local tools to deliver real-time data and insights.
“We have developed a platform called OCULAR, which has been very useful in pre- and post-campaign services. It not only helps clients deliver and understand the impact of their campaigns in real-time but also enables them to make cost corrections where necessary.”
He advised that this is an exciting time to be in the industry, with roles being blended and new opportunities emerging. “Media planners can be digital creatives, driving experiences, and knowledge and insight personnel. It creates a whole new environment for marketing professionals.”
Kalu Kalu, Business Unit Director, PHD Nigeria, emphasized the importance of value and efficiency in media spending.
“Value will be a major driver, and what is expected of everyone is to be smarter and more efficient in terms of how they spend and what to look out for.”
He encouraged young professionals to thrive in areas where they thought they couldn’t and rise above the ranks.
Tracey Afuwape, Chief Strategy Director, PHD Nigeria, noted that AI is increasingly relevant in the media space.
“2025 is looking good from the IMF’s projection point of view, and we see AI playing a significant role in our industry.”
Henry Ononiwu, Chief Marketing Officer, PHD, emphasized the importance of developing talents and skills in AI.
“We are developing our talents, getting the right tools, and training our talents to improve their AI skills.” He reminded young professionals that the industry is one of service, requiring a willingness to serve and put in the necessary work.
Chima Amadi, Chief Operations Officer, NG, & FWA, rounded up the discussion by highlighting the growing integration between humans and AI.
“We are going to see a lot of integration between humans and AI,” he said.
RECOMMENDED ARTICLES
Comment
No comments found.