Online advertising in Nigeria: Different forms of online advertising

Online advertising in Nigeria

Online advertsing for Nigerian Businesses need brand awareness, mores sales, more conversion and others but that can be achieved through advertising. But the question remains which form of advertising will be more result driven, cost effective, and achieve that?

Can online advertising solve that problem? Absolutely, online advertising is the answer to cost effective and result driven form of advertising. Nigerian firms should anchor their marketing budget for 2016 on online advertising and make a U-turn to traditional form of advertising.

Factually, some companies in the past few years leveraged the online form of advertising in Nigeria and other various forms of digital marketing jettisoning the usual traditional form of marketing. And their returns were quite impressive.

Interestingly, I came across some finding that was released recently; the study analyzed the behavioral pattern 13, 500 people who own, or have access to a TV and a smartphone and/or a tablet across 42 countries and, also includes learning from parallel copy testing conducted across TV, online video and mobile video ads.

The study found that in Nigeria, among multiscreen users between ages 16 to 45, videos are viewed for up to four hours and a half daily that is about 272 minutes on the average.

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While half of this video viewing, about 134 minutes, is on TV, one-third view through mobile devices, about 70 minutes on smartphone, 24 minutes tablet, and the remainder 45 minutes is viewed on laptops or computers.

Those are real mind blowing findings that send a message that the extinction of traditional marketing in Nigeria is imminent. With online advertising, any business in Nigeria can easily reach millions of people online, as well as building an audience of loyal customers.

Apparently, online advertising is very broad and actually takes the following forms of email advertising, Pay Per Click advertising, social media advertising, content marketing, display advertising, banner advertising etc.

All these forms of online advertising use the internet to deliver promotional marketing messages to consumers.

So let’s get started

Online Advertising 

Online advertising, also known as internet advertising or web advertising, refers to promoting products, services, or brands through various digital channels and platforms on the Internet. It is a crucial component of digital marketing and has become an essential tool for businesses to reach their target audiences and drive desired actions, such as website visits, lead generation, or sales.

Different Types of Online Advertising

Display Advertising


Online advertising in Nigeria

One of the ways you can actually drive traffic to your website and create brand awareness is by using the display advertising network.

With the display advertising, your products and services becomes very visible to large number of persons through eye catchy banners displayed on websites.

The display advert is quite different from other forms of advertising; it solely relies on images, audio and video to speak a specific message.

Rich Media Advertising

online advertsing in nigeria

Enhancing the visibility of your brand through the rich media will boost your Return on Investment (ROI).  The advent of the rich media form of advertising shows that there is tremendous change in the way advertising messages are passed to the right set of people.

People do not just look at the ads but also have access to interact with the ads. Meanwhile, the rich media ads are web page adverts that use advanced technology such as streamed video that interact instantly with the user, and ads that change when the user’s mouse passes over it.

Search Advertising

search on google

People usually go on Google, Yahoo, Bing and other search engines to make queries; they enter some specific keywords after which search engines bring out result.

When you advertise your products or services using some keywords that are related to your brand, whenever a search is being made on search engines your advert comes up.

Meanwhile, if you are a small business owner it is recommendable to go for the search advertising maybe due to your limited budget.

The search advertising will likely drive direct conversions. This in the long run will make it easier to measure and justify your Pay Per Click efforts. Subsequently, you can migrate to the display network.

This will boost brand visibility and search volume for your business.

Video Advertising


Video advertising can also fall under the category of display adverts but the video advertising cover the Mid-Page Units (MPUs) that have video within them.  It has really attracted strong propositions from top marketers, but Nigerians are not doing badly when it comes to creating and posting videos online.

The basic constraint with video advertising majorly deals with the data. Streaming larger files of video could be a challenge but the value of video advertising cannot be overemphasized.

Social Media Advertising

Social media advertising involves promoting products or services on popular social media platforms like Facebook, Instagram, Twitter, LinkedIn, and TikTok. Businesses can create targeted ads that appear in users’ feeds or stories, allowing them to reach a specific audience based on factors like demographics, interests, and behaviors.

Social media ads can take various forms, such as image ads, video ads, carousel ads, or sponsored posts. This type of advertising is highly effective in building brand awareness, driving website traffic, and generating leads or sales, as it allows businesses to engage with their target audience more personally and interactively.

Native Advertising

Native advertising refers to a form of paid content that blends seamlessly with the surrounding editorial or website content. Instead of traditional banner ads or pop-ups, native ads are designed to match the look, feel, and function of the platform they appear on.

This makes them less intrusive and more engaging for the user. Native ads can take the form of sponsored articles, recommended content, or in-feed advertisements. The goal of native advertising is to provide value to the user while also promoting a product or service in a subtle and non-disruptive way. This approach can be highly effective in capturing the attention of the target audience and driving conversions.


Remarketing, also known as retargeting, is a powerful online advertising strategy that allows businesses to target users who have previously interacted with their website or online content. When a user visits a website and takes a specific action, such as adding an item to their cart or browsing a product page, a cookie is placed on their device.

This cookie then enables the business to serve targeted ads to that user as they browse other websites or use social media platforms. The goal of remarketing is to re-engage with potential customers who have already shown interest in the business’s products or services, increasing the likelihood of a conversion.

Mobile Advertising

Mobile advertising involves promoting products or services on mobile devices such as smartphones and tablets. This type of advertising can take various forms, including mobile display ads, in-app ads, mobile video ads, and mobile native ads. With the increasing use of mobile devices for internet browsing and shopping, mobile advertising has become a crucial strategy for reaching and engaging with a wide audience. Mobile ads can be targeted based on factors like location, device type, and user behavior, making them highly effective in driving brand awareness, website traffic, and conversions in the mobile space.

How to Select the Best Digital Advertising Type

Business Goals

Define your advertising objectives clearly, whether it’s driving website traffic, increasing brand awareness, generating leads, or boosting sales.

Know Your Target Audience

Conduct thorough research on your audience’s buying patterns, preferences, and behaviors to align your advertising strategy with their needs.

Choose the Right Platform

Select digital advertising platforms based on your target audience demographics and user engagement levels.

Ad Formats and Creatives

Evaluate different ad formats offered by platforms and choose those that resonate with your audience and align with your message.

Budget Considerations

Assess the cost of advertising on each platform and ensure it aligns with your budget.

Final thought

Online advertising in Nigeria has emerged as a powerful tool for businesses to reach their target audience, increase brand visibility, and drive conversions in a cost-effective manner. With the diverse forms of online advertising available, such as social media advertising, native advertising, remarketing/retargeting, mobile advertising, and search advertising, Nigerian businesses have a wide array of options to choose from based on their specific goals and target market.

Embracing these digital advertising strategies can help businesses stay competitive, engage with their audience effectively, and achieve measurable results in the dynamic and evolving Nigerian market.

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Online Advertising Platforms

Some of the popular online advertising platforms include:

  • Google Ads
  • Facebook Ads
  • Instagram Ads
  • LinkedIn Ads
  • Twitter Ads
  • YouTube Ads

What is Online Advertising Used For?

Online advertising is used to:

  • Promote products or services
  • Build brand awareness
  • Generate leads and drive conversions
  • Reach and engage with target audiences
  • Measure the effectiveness of marketing campaigns
  • Gather data and insights about customer behavior

What Type of Advertising is Most Effective?

The most effective type of advertising depends on the business’s goals and target audience. Some of the most effective types of online advertising include:

  • Search engine advertising (e.g., Google Ads)
  • Social media advertising (e.g., Facebook Ads, Instagram Ads)
  • Retargeting/remarketing ads
  • Video advertising (e.g., YouTube Ads)
  • Influencer marketing

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