Trends, prospects for Nigeria’s advertising industry in 2025
By Seun Johnson
For those ready to embrace the future, the Nigerian advertising industry is poised to be a beacon of growth and opportunity in 2025.
Considering the emergence of digital technology that is shaping the global Marketing Communication industry, the sector is said to be currently sitting on the verge of transformation. Emerging Trends and opportunities are constantly reshaping and redefining the way brands are connecting with consumers in their various locations.
Having grown significantly over the past decade, driven by a surge in mobile and internet penetration and the growing influence of social media platforms, brands are steadily moving from traditional channels like television, radio, and print to embrace digital platforms to reach their target audience.
According to experts, by 2025, digital advertising is expected to dominate the industry. With social media platforms like Instagram, TikTok, and X becoming essential for brand visibility, particularly among younger audiences, brands may have to rely on creative content tailored for short attention spans and optimized for mobile devices.
Speaking on the emerging trends that will shape the industry in 2025, Ambassador Chinyere Idem, Finsec, Association of Motion and Still Photographic Models of Nigeria emphasized the possibility of more collaboration, innovation and adaptability among the practitioners in order to navigate the future and stay updated with the trends.
According to her, Agencies and brands must invest in upskilling talent, embracing technology, and understanding consumer behavior, saying the future belongs to those who innovate with purpose.
“They have to get themsleves acquainted with the latest technologies because this is where the world is moving to, and those who refused to join the train will remain at the bottom of the curve and eventually left out,” she noted.
Also on his part, Akin Afere Associate Director, at Kantar believes that the Integrated Marketing Communication sector generally has been really tough in the last one year due to the fact that the industry provides services for brand managers and businesses. He said when there is a tightness as seen in the space, everybody will try to find a way to stretch and take advantage of the opportunities that are available to them.
The brand strategist explained that there are trends that will shape the industry and there will be opportunities for growth depending on how innovative and creative brands or service providers can be. This according to him will help them tap into that opportunities.
Similarly speaking on the opportunities, Adetoye Adesanya, Treasurer of AMASPCON reiterated the need for all the sub-sectors of the industry to come together and ensure the industry is well projected, monitored and monetised, so that everybody gets what they deserve in lines with their contributions to the industry.
“It’s about fostering together, having a common goal, communicating with each other, looking at area of interest, iron out issues and from there, we are good to go,” he posited.
While 2025 is believed to hold promises for the Nigerian advertising industry in terms of innovation, creativity, and growth, it is however argued that the ability of players to adapt to trends, harness emerging technologies, and focus on purpose-driven campaigns will determine their success in the market.
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