Web Push Advertising - Nigeria | Statista Market Forecast

Ad spending in the Web Push Advertising market in Nigeria is forecasted to reach US$2.32m in 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2030) of 3.08%, leading to an estimated market volume of US$2.78m by 2030.
When compared globally, the United States is expected to generate the highest ad spending (US$1.21bn in 2024).
The average ad spending per internet user in the Web Push Advertising market is projected to be US$0.03 in 2024.
Nigeria's Web Push Advertising market is rapidly expanding due to the country's growing digital presence and increasing e-commerce activities.

Definition:

Web Push Advertising involves sending targeted promotional messages directly to users’ web browsers, regardless of whether they are actively visiting a specific website. This form of advertising leverages web push notifications to deliver short, concise messages containing offers, announcements, updates, or calls to action. Web Push Advertising spending refers to the advertising budget allocated by advertisers to the creation and distribution of web push advertisements.

Additional information:

Web Push 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 web push advertisements
Software fees for creating and distributing web push advertisements

Service agencies
Consultant fees
Production costs
Design services

The Web Push Advertising market in Nigeria is experiencing significant growth and development.

Customer preferences: Nigerian consumers are increasingly connected to the internet and rely on digital platforms for information and entertainment. With the rise of smartphone penetration and affordable data plans, there is a growing demand for personalized and targeted advertising. Web push advertising allows businesses to reach their target audience directly on their devices, making it an attractive option for marketers in Nigeria.

Trends in the market: One key trend in the Nigerian Web Push Advertising market is the increasing adoption of mobile devices. Nigerians are increasingly relying on their smartphones for internet access, which presents a lucrative opportunity for advertisers. Web push notifications are an effective way to engage with mobile users and drive conversions. As a result, businesses in Nigeria are investing more in web push advertising to capture the attention of this mobile-first audience. Another trend in the Nigerian market is the growing importance of data-driven advertising. Marketers are leveraging user data to deliver personalized and relevant web push notifications. By analyzing user behavior and preferences, businesses can tailor their advertising messages to resonate with their target audience. This data-driven approach is helping businesses in Nigeria achieve higher conversion rates and ROI.

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 language localization and cultural relevance. To effectively engage with the Nigerian market, businesses need to create web push notifications that are tailored to the local context. This includes using local languages, understanding cultural nuances, and incorporating relevant content that resonates with Nigerian consumers.

Underlying macroeconomic factors: Nigeria is experiencing rapid urbanization and economic growth, which is driving the expansion of the digital advertising market. As more Nigerians gain access to the internet and disposable income increases, the demand for digital advertising solutions like web push advertising is expected to grow. Additionally, the Nigerian government is actively promoting digital transformation and investing in infrastructure development, further fueling the growth of the Web Push Advertising market in the country. In conclusion, the Web Push Advertising market in Nigeria is growing due to the increasing adoption of mobile devices, the demand for personalized advertising, and the country's economic development. Advertisers are leveraging data-driven strategies to deliver targeted web push notifications and engage with the Nigerian audience. However, businesses operating in Nigeria need to consider the local special circumstances, such as language localization and cultural relevance, to effectively connect with the diverse Nigerian market.

Data coverage:

The data encompasses B2B enterprises. Figures are based on Web Push Advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers the advertising budget used for distributing web push 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.