In-App Advertising - Nigeria

Nigeria

Highlights

Ad spending Nigeria's In-App Advertising market is expected to reach US$102.20m in 2024.
The market is projected to show an annual growth rate (CAGR 2024-2030) of 8.39%, leading to a projected market volume of US$165.80m by 2030.
The average ad spending per mobile internet user Nigeria's In-App Advertising market is projected to be US$0.67 in 2024.
When compared globally, China is forecasted to lead in ad spending with US$132.80bn in 2024.
Nigeria's In-App Advertising market is experiencing rapid growth due to the country's increasing smartphone penetration and digital advertising investments.

Key regions:

Market definitionIn-Scope/Out-of-scopeMarket structureReportsMethodology

The In-App Advertising market in Nigeria is experiencing significant growth and development, driven by various factors such as increasing smartphone penetration, changing consumer behavior, and the rise of mobile applications.

Customer preferences: Nigerian consumers are increasingly relying on their smartphones for various activities, including browsing the internet, social media interaction, and accessing information. This shift in consumer behavior has created a lucrative market for in-app advertising, as advertisers are keen to reach these mobile-savvy consumers.

Trends in the market: One of the key trends in the In-App Advertising market in Nigeria is the growing adoption of mobile applications. With the availability of affordable smartphones and improving internet connectivity, more Nigerians are using mobile applications for various purposes, such as entertainment, shopping, and communication. This trend has created a vast opportunity for in-app advertising, as advertisers can target specific audience segments based on their app usage patterns. Another trend in the market is the increasing use of programmatic advertising. Programmatic advertising allows advertisers to automate the process of buying and selling ad inventory, making it more efficient and cost-effective. This trend is gaining traction in Nigeria, as advertisers are looking for ways to optimize their ad spend and reach their target audience more effectively.

Local special circumstances: Nigeria has a large and young population, with a significant portion of the population falling within the age group that is highly active on mobile devices. This demographic factor contributes to the growth of the In-App Advertising market in Nigeria, as advertisers recognize the potential of reaching this tech-savvy audience through mobile applications. Furthermore, Nigeria has a vibrant and rapidly growing startup ecosystem, with many local developers creating innovative mobile applications. These locally developed apps cater to the specific needs and preferences of Nigerian consumers, providing advertisers with an opportunity to target niche audiences through in-app advertising.

Underlying macroeconomic factors: The Nigerian economy has been experiencing steady growth in recent years, which has contributed to the increasing purchasing power of consumers. As consumers have more disposable income, they are more likely to engage with in-app advertising and make purchases through mobile applications. This favorable economic environment provides a conducive market for in-app advertising to thrive. In conclusion, the In-App Advertising market in Nigeria is witnessing significant growth and development due to increasing smartphone penetration, changing consumer behavior, and the rise of mobile applications. Advertisers are leveraging these trends to reach the mobile-savvy Nigerian consumers through in-app advertising. The local special circumstances, such as a large and young population and a vibrant startup ecosystem, further contribute to the growth of the market. Additionally, the favorable macroeconomic factors, including steady economic growth and increasing purchasing power, create a conducive environment for the In-App Advertising market in Nigeria to flourish.

Data coverage:

The data encompasses B2B enterprises. Figures are based on in-app advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers ad spending on advertisements displayed within a mobile application.

Modeling approach:

The market size is determined through a combined top-down and bottom-up approach. We use market data from independent databases, the number of application downloads from data partners, survey results taken from our primary research (e.g., the Consumer Insights Global Survey), and third-party reports to analyze and estimate global in-app advertising spending. To analyze the markets, we start by researching digital advertising in mobile applications for each advertising format, incidents of in-app and mobile browser usage, as well as the time spent in mobile apps by categories. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, mobile users, and digital consumer spending. Lastly, we benchmark key countries and/or regions (e.g., global, the United States, China) with external sources.

Forecasts:

We apply a variety of forecasting techniques, depending on the behavior of the relevant market. For instance, the S-curve function and exponential trend smoothing are well suited for forecasting digital products and services due to the non-linear growth of technology adoption.

Additional notes:

The data is modeled using current exchange rates. The market is updated twice a year.