The Nigerian integrated marketing communication landscape was both challenging and interesting in 2024. Interestingly enough, top agencies emerged with remarkable stories of resilience and innovation.

Looking at the macro and micro trends for agencies, advertisers and marketers to consider as part of the strategic planning for their brand growth journey in 2025, and how they might suit their own objectives from sustainability to livestreaming, from social media to Generative AI, this special edition covers some of the Top Agencies that MARKETING EDGE is projecting for growth this year.

Broadcast TV still dominates reach, yet 50% of people say most of their TV watching is streaming, according to TGI 2024 data. Many people still watch broadcast TV, while consumers in some markets prefer Subscription Video on Demand (SVOD) over Ad- Based Video on Demand (AVOD), and vice versa. Marketers who take these nuances into account will be successful in 2025.

The journey towards total video is a balancing act. While a net 8% of marketers globally are planning to decrease their investment in broadcast TV in 2025, a net 55% are planning to increase their investment in TV streaming, according to Kantar’s Media Reactions 2024.

The connected TV ad spending in Nigeria is projected to reach 2.6 million dollars in 2025, driven by an increased adoption of streaming services and advancements in advertising technology. According to Statista, this market segment will grow at a compound annual growth rate (CAGR) of 4.24% from 2025 to 2028. The growth reflects the increasing adoption of digital and streaming platforms in the country.

CTV, which includes devices such as smart TVs and streaming platforms, has become an integral part of the modern viewing experience in Nigeria.

Experiential marketing, with its focus on creating immersive and memorable brand encounters, offers a powerful solution to connect with today’s discerning consumers. However, success in 2025 will hinge on the ability of marketers to adapt to these evolving needs and leverage innovative strategies.

Nigeria’s Podcast advertising revenue is expected to grow up to $2.12 million this year, according to the Statista projection report of Advertising in Nigeria. Revenue is expected to show an annual growth rate (CAGR 2025-2027) of 8.59%, resulting in a projected market volume of US$2.50m by 2027. The coverage area of the revenue will include news, entertainment, education, and business.

As media investments face increasing scrutiny, agencies are working hard to carve out new roles that will define them as innovative partners rather than intermediaries. To create high level value for their clients, programmatic OOH is emerging as a channel of opportunity where agencies can leverage proprietary data and new creative capabilities.

To unlock their competitive advantage in 2025, marketers can gain a competitive edge and leadership position by embracing what the programmatic channel has to offer. However, the evolution of the channel already offers advertisers and agencies a unique opportunity to blend creativity, precision and scale.

According to global industry experts, in media, programmatic out-of-home has made that leap from a tactical add-on to a strategic pillar in planning. While data-driven targeting is at the heart of programmatic OOH, the combination of that precision with creative potential will truly set the channel apart in 2025.

The Out-of-Home (OOH) advertising sector witnessed significant developments in 2024. OAAN, the Out-of-Home Advertising Association of Nigeria, inducted 15 new agencies into its fold and actively advocated for innovation and diversification within the industry.

The introduction of a bill for a chartered body in OOH media, sponsored by Senator Enyinnaya Abaribe, aimed to establish a regulatory body to oversee and professionalise the sector.

Artificial Intelligence & Data intelligence PR strategy, authenticity and transparency, localised PR strategies, micro niche platforms (short video content), crisis management 2.0 and sustainability, according to PR Wire, will shape the public relations space in 2025. The report states that more than a quarter of communicators said they’re already using generative AI to create and craft press release content.

Despite facing serious challenges as the compound annual growth rate (CAGR) for newspaper advertising market is expected to decline by -5.22% between 2024 and 2029, the Nigeria sub-sector of the market is projected to reach a market volume of $27.94 million by this year. The projection is contained in a recent report by Statista.

The year will also be pivotal for influencers, content creators, and brands alike. A Statista report states that the global influencer market is projected to reach $24.1 billion by 2025, up from $13.8 billion in 2022. Meanwhile, a survey by Euromonitor International found that 71% of consumers are more likely to trust recommendations from influencers than from brands themselves.

The global advertising software market, valued at $3.56 billion in 2023, is forecast to grow to $10.46 billion by 2029, driven by increasing reliance on advanced tools to manage and optimize marketing campaigns, the global green technology and sustainability market, valued at $19.07 billion in 2023, is projected to surge at a 22.9% through 2030. This is driven by rising environmental concerns and technological advancements.

With the foregoing reviews of 2024 and projections into 2025, the IMC industry is poised for growth amid expected challenges.