Entertainment, media projected to drive Nigeria ad growth by 12.1% vanguardngr.com vanguardnews
Global report on the advertising industry has projected that Media and Entertainment will drive growth of advertising in Nigeria by 12.1 per cent.
On the new forecast, GroupM’s Chief Executive Officer, Kelly Clark said: “Worldwide advertising investment will grow slowly, but marketing will not move faster. Automation will proliferate; cycles accelerate and mobile will grow. The gap between the cost of failure and the value of success will grow wider. For advertisers, this underscores the importance of a world view and trusted partners who can help their brands perform where the growth can be found.
“I believe that the growth in Smartphone traffic to M&E sites has a lot to do with consumers’ need for on-demand content. People want to consume content while on the go, on their own terms. We are getting to the point where it’s no longer about having a mobile-first mentality. Today, you need to be mobile-dominant.
“What we are seeing is that we are no longer looking at mobile, tablet and desktop when thinking about the web strategy,” Alimi said.
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