Digital marketing spending in Nigeria drops as Covid restrictions ease

By our News Team | 2022

Prominent local marketer’s observations mean the country would be at odds with global trend of rising digital spend.

Bucking the trend seen in many other countries, digital marketing spend seems to be reducing in Nigeria as Covid-19 restrictions in the country ease and many consumers struggle to get access to smart devices and the internet.

Speaking to the publication Marketing Edge, the President of the Association of Digital Marketing Professionals in Nigeria, Oti Ukubeyinje, said the growth of digital marketing was not on par with expectations.

He believed investment was shifting back towards offline. And although Nigerians were spending more time on digital platforms, the number of users had not increased notably.

“Why? It is because the cost of data has not dramatically dropped; the cost of devices has not dramatically dropped. So, the disposable income of purchasing these devices has not suddenly become available. [Therefore], internet penetration is not moving as fast as we would have expected and that is limiting the growth of digital marketing as a whole,” Ukubeyinje told Marketing Edge.

Digital Marketing Trends

Photo courtesy of Pixabay

Broadband expansion project may help grow digital

He added that he hoped the broadband expansion project of the Federal Government, which will enable telecom companies to reach more areas with the 3G network, will impact significantly on digital adoption and penetration.

The Nigerian experience is at odds with international predictions for spending on digital marketing.

In a study published in December 2021, global digital marketing consultancy Zenith Media predicted that advertising across all digital channels will exceed 60% of global adspend for the first time in 2022, reaching 61.5% of total expenditure. This share will rise to 65.1% by 2024, Zenith said.

“The structural change in the economy towards e-commerce means that advertising is playing a greater role in driving sales growth. In particular, it has sparked a surge in retailer media advertising: display or search advertising that appears on e-commerce platforms,” the study explained.

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.