Nigeria's Advertising Market Set to Reach N1 Trillion by 2029, Driven by Digital Growth

Dr. Biodun Shobanjo, Chairman of Troyka Group, predicts Nigeria's advertising market to hit N1 trillion by 2029, surpassing global benchmarks.

PwC's report forecasts that digital advertising will account for 84% of the country's total ad spend by 2029, with retail display and paid search ads on platforms like Jumia, Google, and Bing driving growth. Shobanjo emphasizes the need for stakeholders to add value and evolve the sector.

The Advertising Regulatory Council of Nigeria (ARCON) is highlighted as a key player in regulating the industry.