By Felicia Nwosu and Abimbola Mohammed

Advertising in Nigeria is no longer just about jingles, billboards, or catchy campaigns.

It is fast becoming the engine room of economic expansion, a force many now see as central to achieving the government’s trillion-dollar dream.

Across boardrooms and agencies, professionals are unanimous, affirming that ad spend is set for remarkable growth.

They agreed that this is powered by technology, driven by consumer insight, and amplified by bold leadership.

Marketing as the Bottom Line

For Osamede Uwubanmwen, President of the Advertisers Association of Nigeria (ADVAN), the future of advertising is inseparable from the future of Nigeria itself.

To him, marketers are not simply brand custodians, they are growth officers.

“Marketing is not just an expense line, it is the bottom line.”

He declared, urging professionals to step up as catalysts of growth, innovation, and consumer satisfaction.

He believes advertising budgets will rise as brands increasingly rely on strategic marketing to unlock value.

Generative AI, he argued, is not a threat but an accelerator, one that can sharpen marketers’ ability to connect, predict, and scale.

But he cautioned that this growth must be enabled by good governance. “Governance should not stifle; it should be fair play.

No state capture, no barriers, just a level table where everyone can thrive,” he said.

Nigeria as a Brand

Uwubanmwen’s optimism is rooted in a broader vision:

if Nigeria itself is treated like a brand with clear messaging, trusted governance, and strong consumer value, the target of a $1 trillion economy is not only possible but within reach sooner than expected.

“Look at our unicorns, our creatives, our everyday hustlers Nigerians are already doing extraordinary things.

With the right policies, we can unlock even more,” he affirmed.

AI as a Catalyst for Precision

That belief resonates with Demilade Olaosun, Founder/CEO of Lohil, who sees advertising as a lever for wider prosperity.

For him, the integration of AI into advertising will unlock efficiency and precision like never before.

“We’re now able to execute highly targeted campaigns, map predictive consumption patterns, and free up disposable income in ways that deepen consumer engagement,” he explained.

But he stressed that advertising spend will only achieve its purpose when consumers themselves feel empowered. “No matter how big your campaign is, if people don’t have the resources to buy, it won’t translate to growth.

That’s why inclusive participation and redistributing value within the ecosystem are critical,” Olaosun added.

Seasonal Shifts in Spend

Beyond digital, Israel Jaiye Opayemi, MD/Chief Strategist of Chain Reactions Africa, predicted a seasonal shift in spend.

According to him, this is as the festive period approaches.

“Yes, brands are putting more into digital channels, but as the Yuletide season sets in, experiential marketing will peak.

People don’t just want to see campaigns they want to feel them, touch them, live them.

That’s where I see a spike in spend this quarter,” he projected.

Experiential Engagement Rising

This pivot toward experience-driven spending was reinforced by Eunice Adeyemi, Managing Partner of Q21 Solutions, whose agency was recently crowned Outstanding Experiential Agency of the Decade.

For Adeyemi, the future of adspend lies in immersive engagement.

“Every time Q21 shows up, we bring our most creative and excellent side.

This year, expect to see more experiential ideas come alive across multiple platforms
campaigns people will not just see but truly experience,” she said with confidence, hinting at a wave of bold activations to come.

Digital Dominance

Bunmi Oke, CEO of Ladybird Advertising, underscored the dominance of digital as the space to watch.

“Consumers have changed. Choices are endless, attention spans are shorter, and digital technology has redefined how people engage with brands.

If you follow the consumer trends and stay ahead, that’s where the money will go,” she explained, noting that while traditional platforms remain relevant, digital spend will continue to outpace all other categories.

Strategic Thinking for the Creative Economy

On his part, Olumide Iyanda, Chief Executive Officer of Mighty Media, spoke on the challenges of the industry.

He emphasized the urgency of honest industry conversations, noting that strategic thinking and smart action are essential for the creative sector to reach its full potential.

“Nigeria’s creative economy contributes approximately $5.6 billion to our GDP and it is the second highest employer in the country.

The federal government has set a bold goal of raising the sector’s contribution to $100 billion by 2030.

The plan seeks to position Nigeria as a leading creative and entertainment hub on the global stage,” Iyanda explained.

A Transformative Future for Adspend

Together, these insights sketch a clear and compelling picture: Nigeria’s advertising industry is entering a new era where ad spend is not just growing, it is transforming.

Digital innovation is unlocking new efficiencies, experiential activations are deepening connections, and consumer-centric strategies are ensuring that every naira spent delivers impact.

At its heart, the message from industry leaders remains unmistakable: advertising is no longer a support act.

It is a driver of growth, a catalyst for trust, and a vital pillar of Nigeria’s economic future.