Nigeria’s media buying landscape is experiencing transformation – Akam Enoch
By Abimbola Mohammed
Akam Enoch, Head of Procurement, Buying & Investments, Starcom Media Perspectives, a leading media planning and buying agency in Nigeria, has said the Nigerian media buying landscape is undergoing a profound shift, driven by technological advancements and evolving consumer behaviour.
She added that this transformation is poised to revolutionize the way advertisers connect with their target audiences.
Enoch made this statement in an interview with MARKETING EDGE Publications while speaking on the trends, predictions and projections in the Media buying sector for 2025.
She added that over the past five years, Nigeria has witnessed a remarkable surge in internet consumption and mobile penetration. The widespread availability of diverse content and affordable data packages has fueled this growth, making Nigeria an attractive market for advertisers.
“Nigeria’s media buying landscape is experiencing a significant transformation, primarily fueled by technological advancements and evolving consumer behaviour.”
One of the key trends driving this transformation is the convergence of traditional and digital media buying strategies. As advertisers seek to reach a dynamic audience, they are increasingly adopting integrated approaches that combine the strengths of both traditional and digital media. This shift reflects the need for media houses to deliver greater value to advertisers, aligning their offerings with evolving expectations and budgets.
The stabilisation of the Nigerian economy, bolstered by improved government policies, tax reforms, and monetary initiatives, she predicted, is expected to boost advertiser confidence and investments.
The media expert further noted: “We anticipate increased advertiser confidence and investments, which will, in turn, encourage media houses to deliver greater value, aligning their offerings with advertisers’ evolving expectations and budgets.”
As the media buying landscape continues to evolve, it is clear that Nigeria is an exciting market with immense potential for growth. With the right strategies and partnerships, advertisers can effectively reach and engage their target audiences, driving business results and success.
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