Nigeria’s advertising industry poised for resurgence in 2025 – Omoyele
By Felicia Nwosu
The Nigerian advertising industry continues to demonstrate resilience and adaptability despite facing significant economic challenges.
This assertion was made by Lampe Omoyele, the Managing Director of Nitro 121, a leading creative advertising agency, during an exclusive interview with MARKETING EDGE ONTV.
He acknowledged that despite economic headwinds, the Nigerian advertising industry’s ability to adapt, innovate, and seek new opportunities both locally and regionally shows its enduring strength and optimism for the future
Omoyele highlighted how creativity, innovation, and community-driven strategies have kept the sector afloat amidst rising inflation and declining consumer purchasing power in 2024.
Speaking on the broader creative economy, the branch advocate emphasized its crucial contribution to Nigeria’s GDP and its potential for driving social and economic growth.
However, he acknowledged that the advertising sector has not been immune to the ripple effects of the country’s economic downturn.
“The inflation rate, which surged to 35 percent in 2024 the highest in nearly two decades has significantly affected consumer spending habits and, consequently, advertising budgets.”
“Brands are still spending, but their ability to stretch their resources has been constrained.What 120 Naira can achieve today is far less than what 100 Naira could deliver last year.”
To adapt, advertising agencies have adopted cost management strategies, diversified their offerings, and embraced digital transformation.
He explained that the shift toward digital marketing, including targeted advertising and search engine optimization, has allowed companies to remain competitive while addressing clients’ changing demands.
Despite the current economic challenges, Omoyele identified promising growth opportunities in 2025.
“One key strategy is exploring regional markets outside Nigeria, particularly within Sub-Saharan Africa. Markets in West Africa and parts of East Africa, such as Kenya, Uganda, Tanzania, and Rwanda, offer great potential for Nigerian advertising agencies seeking to earn revenue in foreign currencies.
He affirmed that, domestically, the Micro, Small, and Medium Enterprises (MSME) sector also presents significant opportunities, while highlighting the sector’s substantial contribution to Nigeria’s GDP and the need for tailored advertising solutions to support its development.
He maintained that,additionally, industries like real estate, beyond the traditional focus on telecommunications, FMCG, and banking, could provide new avenues for growth for advertising practitioners.
Guiding brands in 2025, the seasoned creative professional urged brands to optimize their marketing efforts by prioritizing cost-effective platforms like digital marketing.
He stressed the importance of exploring diverse channels beyond social media, including email marketing, search engine optimization, and programmatic advertising.
Furthermore, the Nitro 121 helmsman highlighted the need for brands to understand their target audience better through audience segmentation and media consumption analysis. “Investing in research and leveraging analytics is essential to minimize waste and maximize returns on advertising investments.”
The Creative Juggernaut also shared insights into Nitro 12’s evolving to deliver excellence in the creative space
The advertising Czar also reflected on the evolution of Nitro 121, one of Nigeria’s leading advertising agencies. Established in 2005 as 1-2-1 Worldwide, the company rebranded in 2018 to redefine its identity while preserving its strong legacy.
The name “Nitro” represents energy and high performance, signifying the agency’s drive to deliver outstanding results. The “1-2-1” highlights its commitment to building personalized, meaningful connections with clients and audiences.
“As we approach our 20th anniversary in 2025, our mission remains the same to deeply understand our clients’ businesses and craft innovative strategies that deliver results across platforms”
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