Instant Messaging Advertising - Nigeria

Ad spending in the Instant Messaging Advertising market in Nigeria is forecasted to reach US$153.70k in 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2030) of 3.71%, culminating in a projected market volume of US$191.30k by 2030.
When compared globally, the United States is expected to lead in ad spending, with US$74.28m allocated in 2024.
The average ad spending per internet user in the Instant Messaging Advertising market is projected to be US$0.00 in 2024.
Nigeria's Instant Messaging Advertising market is rapidly expanding due to the country's high mobile phone penetration and young, tech-savvy population.

Definition:

Instant Messaging Advertising refers to advertising that delivers promotional messages to potential customers through online chat platforms or applications. This type of ad spending covers various ad formats that appear within or alongside instant messaging conversations, such as instant messaging on Facebook messenger or applications such as WhatsApp, Line, and WeChat.

Additional information:

Instant Messaging Advertising comprises advertising spending and average revenue per user. The market only displays B2B spending. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. For more information on the data displayed, use the info button right next to the boxes.

The advertising budget used for instant messaging advertisements
Software fees for creating and distributing instant messaging advertisements

Service agencies
Consultant fees
Production costs
Design services

The Instant Messaging Advertising market in Nigeria is experiencing significant growth and development.

Customer preferences: Nigerian consumers have shown a strong preference for instant messaging platforms as a means of communication. With the increasing popularity of smartphones and affordable data plans, more Nigerians are using instant messaging apps to connect with friends, family, and colleagues. This shift in communication behavior has created a lucrative opportunity for advertisers to reach their target audience through these platforms.

Trends in the market: One of the key trends in the Nigerian Instant Messaging Advertising market is the rise of native advertising. Native ads seamlessly blend into the user interface of the messaging apps, making them less intrusive and more engaging for users. This approach allows advertisers to deliver their messages in a way that feels natural and relevant to the users, increasing the effectiveness of their campaigns. Additionally, there is a growing trend of personalized advertising, where advertisers leverage user data to deliver targeted and personalized ads to individual users. This level of personalization helps to capture the attention of users and drive higher engagement rates.

Local special circumstances: Nigeria has a large and diverse population, with different ethnic groups and languages. This diversity presents a unique challenge for advertisers in terms of creating messaging that resonates with the target audience. Advertisers need to develop culturally relevant and linguistically appropriate content to effectively communicate their messages. Furthermore, Nigeria has a high mobile penetration rate, with a significant portion of the population accessing the internet primarily through their smartphones. This mobile-first behavior requires advertisers to optimize their ads for mobile devices and ensure a seamless user experience on smaller screens.

Underlying macroeconomic factors: Nigeria is experiencing rapid urbanization and a growing middle class, which is driving increased consumer spending. This economic growth provides advertisers with a larger pool of potential customers and creates a favorable environment for advertising investments. Additionally, the Nigerian government has been implementing policies to promote digital innovation and entrepreneurship, which has resulted in the growth of local tech companies and the development of innovative advertising solutions. These favorable macroeconomic factors contribute to the overall growth and development of the Instant Messaging Advertising market in Nigeria.

Data coverage:

The data encompasses B2B enterprises. Figures are based on Instant Messaging Advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers the advertising budget used for distributing instant messaging advertisements.

Modeling approach:

Market sizes are determined through a bottom-up approach, building on specific predefined factors for each market. As a basis for evaluating markets, we use annual financial reports of the market-leading companies and industry associations, third-party studies and reports, survey results from our primary research (e.g., the Statista Consumer Insights Global survey), as well as performance factors (e.g., user penetration, usage). In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, number of internet users, and internet coverage. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets. The main drivers are GDP per capita, consumer spending per capita, and internet users.

Additional notes:

The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice a year. In some cases, the data is updated on an ad hoc basis (e.g., when new, relevant data has been released or significant changes within the market have an impact on the projected development). Data from the Statista Consumer Insights Global survey is reweighted for representativeness.

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.

All advertising markets across the globe win, yet some win more than others. Ad spending worldwide reached almost 733 billion U.S. dollars in 2023, up less than three percent from the previous year. For comparison, in 2022, Switzerland ranked 20th among the leading economies by gross domestic product (GDP) with a result exceeding 800 billion dollars. Whereas global ad revenues concentrate in areas with either large populations or high purchase power – preferably both – their evolution depends on a larger set of indicators. It was forecast that, in 2024, South Asia will be the world's fastest-growing ad market, and the only out of nine with a double-digit increase rate: 12.1 percent. The second-placed region, comprising the United States and Canada, was projected to see its ad expenditure rise 7.6 percent.