As Nigeria continues to increase its digital transformation, one important shift within advertising is known as Connected TV (CTV) advertising. With traditional TV remaining important among different demographics, the new tech-savvy population is moving towards new digital platforms. This shift reflects a new door for markets to explore more targeted advertising solutions through CTV.

According to Statista, Nigeria had over 122 million internet users in 2023 and is expected to reach 150 million by 2025. More households are gaining access to streaming services such as Netflix, YouTube, and Showmax, reflecting how CTV advertising can be greater than ever.

Why CTV Advertising Matters in the Nigerian Market

CTV refers to any television that is connected to the internet and digital video content. Compared to linear TV, CTV enables advertisers to deliver personalized messages at the right time on specific screens. This is important in Nigeria, where mobile-first content is known to be increasing.

For markets, this provides an opportunity to engage with viewers in a targeted and brand-safe environment. Advertisers can now redefine messages online based on the location, interests, and purchase history of customers.

In addition, CTV advertising allows brands to track metrics and analytics to help optimize their campaigns for better ROI, something which traditional TV advertising doesn’t offer.

Leveraging Ad Intelligence for Smarter Campaigns

With more brands moving towards digital, the need for precision and data is crucial. Many advanced CTV advertising platforms can support this new digital shift.

They provide markets with insights into competitors’ CTV ad strategies, spend, and placements. For Nigerian advertisers navigating this competitive space, it’s essential to understand the purpose of CTV advertising. This allows for:

–        Benchmarking performance for market leaders

–        Looking into new opportunities to analyze competitors

–        Understand ad trends and creative strategies

–        Making data-driven decisions for campaign optimization.

As Nigeria’s digital landscape expands, numerous advanced tools can help local brands refine their messaging to better connect with both international and local target audiences online.

Local Trends Fueling the Growth of CTV

Some factors can help contribute to the rise of CTV advertising in Nigeria:

1. Increased smartphone usage: With 5G rolling out and data becoming more affordable, Nigerians are now consuming content from smart TVs and mobile phones.

1. Urbanisation: Younger audiences are now spending more time streaming content rather than watching scheduled broadcasts.

1. Shift in media: Personalisation and on-demand entertainment can lead viewers away from traditional formats and streaming systems.

These factors make CTV a groundbreaking innovation for tech-driven advertising solutions, which are experiencing rapid growth worldwide. Nigerian businesses must understand the trends and recognise that the growth of CTV can help increase customer engagement online, revenue, and even brand visibility globally.

How Nigerian Brands Can Get Started

The first step to ensure you align with the correct partner, both within technology and platforms, is to identify the right tools. Many advanced tools can offer advantages for brands to make informed decisions based on accurate data.

In addition, marketers should revisit their media planning and strategies. CTV offers support with targeting options, so it’s essential to understand who your audience is and where they spend their digital time.

A Global Perspective with Local Relevance

CTV ad spend has increased over the years. A report by eMarketer reflects that CTV ad spend in the U.S. is expected to reach $40 million by 2027. In Nigeria, the combination of increased digital access, customer demands with personalised content and advertisements in technology, means Nigeria must understand the purpose of CTV and how it plays as an advantage for brands.

Conclusion

As CTV is working its way around the global advertising world, Nigerian brands and businesses must understand the purpose of these technological advancements. Many advanced CTV platforms help navigate the challenges of CTV advertising, enabling brands to make smart, data-driven decisions that work with specific target audiences.

The right tools, plans, and strategies can help Nigerian businesses stay ahead of current trends and navigate the digital advertising landscape in Africa.

Take a step forward and invest in the right Connected TV (CTV) advertising platform to enhance your business operations, develop customer engagement, and boost brand visibility, ultimately driving your business to grow stronger in the years to come.