General
Native Advertising Market to Maintain Growth

By Dipo Olowookere
In recent years, growth has been observed in the native advertising market which is emerging quickly and still a new concept.
Native advertising is different from content marketing. The word “native” refers to the content’s consistency with other media on the platform. Native advertising is a type of online advertising that matches function and form of the platform on which it seems.
In other words, it is a form of brand advertising which will enable marketers to better utilize digital marketing (to meet communication need) from branding to direct marketing.
For instance, to promote product an article is written by an advertiser, but using the same form as an article written by the editorial staff. Native Advertising format includes images, articles, promoted videos, music, among many others.
Example of the technique includes twitter’s promoted tweets, search advertising and Facebook’s promoted posts. In 2015, as per survey conducted by the association of national advertisers revealed that almost two-thirds of marketers will increase their native advertising budgets.
Native Advertising Market: Drivers & Restraints
In digital media, native advertising is one of the newest topic and therefore publishers and advertisers are closely monitoring it. The Native Advertising is expected to register a steady year-on-year growth throughout the forecast period. The native advertising background is evolving rapidly, through publishers working with advertisers to create increasingly effective ad experiences. For these ad products, changing consumer perceptions is escalating the growth in the native advertising market. Particularly on mobile devices, native advertising has proven higher click rates than to banner ads. However, some consumers consider these ads as annoying instead of useful could pose a restraint to the growth in native advertisement market.
Native Advertising Market: Segmentation
On the basis of types, the global native advertising market is segmented as:
In Feed Ad Units (Forbes, Yahoo, Facebook, Twitter)
Search Ads (Yahoo, Google, Bing, Ask )
Recommendation Units (Outbrain, Taboola, Disqus, Gravity)
Promoted Listings (Etsy, Amazon, Foursquare, Google)
In-Ad (IAB Standard) – ( Appssavvy, Martini Media, EA, Onespot, Federated Media)
Custom / Can’t be Contained (Hearst, Flipboard, Tumblr, Spotify, Pandora)
On the basis of platform, the global native advertising market is segmented as:
Closed Platforms
Open Platforms
Hybrid Platforms
Native Advertising Market: Region-wise Outlook
The global native advertising market is anticipated to register a favourable growth for the forecast period, 2015?2025. On the basis of geographic regions, global native market is segmented into seven key market segments namely North America, Latin America, Western Europe, Eastern Europe, Asia Pacific, Japan, and Middle East & Africa. Among the aforementioned regions, Asia Pacific is expected to witness a relatively faster CAGR during the forecast period. The remaining regions are expected to grow at a steady rate over the forecast period.
Native Advertising Market: Key Players
Some of the key market participants in the global native advertising market are IAB Playbook, Outbrain, Taboola, Sharethrough, AdsNative, TripleLift, Nativo, Instinctive, Polar, OneSpot and Livefyre among many others.
General
Pastor Ogbueli’s Abuja Night of Glory Holds Today
By Blaise Udunze
Momentum is gathering for the Abuja Night of Glory taking place today, Friday, December 5, 2025, at the main bowl of the Moshood Abiola National Stadium.
The crusade is being hosted by Dominion City Church headed by Pastor David Ogbueli and it starts by 7pm.
The all-night programme will feature dynamic worship leaders like Nathanial Bassey, Dunsin Oyekan, Theophilus Sunday, Chioma Jesus, Kaestrings, Sunmisola Agbebi Okeleye, Minister GUC, Ebuka Songs, Anthony Kani, and DC Angels.
Reputed as a teacher of righteousness and anointed minister of the gospel, evidenced by the miracles that have trailed his ministry, and one who champions the cause of the poor through empowerment initiatives, Dr. David Ogbueli will be joined by renowned ministers from within and outside Nigeria, including Evangelist Andres Bisonni, Dr. Charles Ndifon, Evangelist Dan Scott, Apostle Ikechukwu Nnajiofor, and several others.
Night of Glory has, in previous editions held across Nigeria’s cities, recorded remarkable results, such as immediate healings and freedom from chronic ailments, recovery of vision and movement after many years of paralysis, along with liberation from dependencies and emotional distress. Numerous participants have also shared testimonies of breakthroughs and big personal changes after the experience. Organisers state that this year’s event, in Abuja, is anticipated to exceed previous editions.
The event is intended for all individuals trusting God for divine intervention in any area of life.
Understanding the role of faith in the destiny of individuals and nations, a dedicated prayer session for Nigeria will take place during the crusade to tackle some of the current challenges being faced in the country and also to uplift he leaders and institutions before God.
Attendance is free, and registration is encouraged via the QR codes on event banners. Organisers expect a massive turnout as worshippers travel from across the country for what is anticipated to be a transformative encounter.
Adequate security and free transportation have been put in place ALL over the city of Abuja, while those outside Abuja are expected to join online.
General
Rivers Speaker, 15 Other Lawmakers Leave PDP for APC
By Modupe Gbadeyanka
The Speaker of the Rivers State House of Assembly, Mr Martin Amaewhule, has defected to the All Progressives Congress (APC).
At the plenary on Friday, Mr Amaewhule joined the ruling party from the opposition Peoples Democratic Party (PDP), along with 15 other members of the state parliament.
This development comes some months after they had earlier declared their support for the APC in the wake of a crisis with the state governor, Mr Sim Fubura.
The lawmakers had an issue with Mr Fubura, which led to a state of emergency declared on the oil-rich state by President Bola Tinubu in March 2025.
This embargo was only lift in September 2025 after the duration of the six-month emergency rule in the state.
A few days ago, members of the Rivers Assembly passed a vote of confidence on President Tinubu, backing him to remain in office till 2031, when he would have spent eight years in office if re-elected in 2027.
Announcing their defection today, the lawmakers pinned their decision on the crisis rocking the PDP at the national level.
It is not certain if their political godfather, Mr Nyesom Wike, who is the current Minister of the Federal Capital Territory (FCT), will join them in APC.
Mr Wike, who governed Rivers State from 2015 to 2023, has been accused of instigating the crisis in the opposition PDP. He was expelled from the party last month at a national convention held in Ibadan, Oyo State.
General
Nigeria Risks Brain Drain in Energy Sector—PENGASSAN
By Adedapo Adesanya
The Petroleum and Natural Gas Senior Staff Association of Nigeria (PENGASSAN) has warned that Nigeria risks massive brain drain in the oil and gas sector due to poor remuneration.
The president of PENGASSAN, Mr Festus Osifo, said at the end of the National Executive Council (NEC) meeting of the union on Thursday in Abuja that the industry was facing challenges arising from Naira devaluation and inflation, noting that, oil and gas skills remained globally competitive.
Painting an example, he said, “A drilling engineer in Nigeria does the same job as one in the US or Abu Dhabi,” noting that the union must take steps to bridge the wage gap to prevent members from leaving the country for better opportunities abroad.
“If we don’t act, the brain drain seen in other sectors will be child’s play,” he said.
According to him, PENGASSAN has recorded significant gains through collective bargaining across oil and gas branches.
“We signed numerous agreements across government agencies, IOCs, service and marketing sectors,” he said.
He said the agreements brought relief to members facing rising costs of living, adding that, the association’s duty is to protect members’ jobs and enhance their pay.
Mr Osifo urged companies delaying salary reviews and those foot-dragging as a result of the prevailing economic realities, to do the needful.
He said the industry employed some of the nation’s best talents, making competitive pay critical to retaining skilled workers.
“This industry recruits the best. Companies must provide the best conditions,” he said.
On insecurity, Mr Osifo urged government to take decisive action against terrorism and kidnappings across the country.
“We are tired of condemnations. government must expose sponsors and protect citizens,” he said.
He urged government at all levels to prioritise tackling insecurity through better funding and equipment for security agencies.
Mr Osifo said PENGASSAN supported calls for state police to improve local security response, adding that decentralising policing will protect citizens better than rhetoric.
He also said economic indicators meant little, if food prices remained high and farmers could not return to farms due to insecurity.
“Nigerians want to see food on the table, not macroeconomic figures,” he said, urging the government to coordinate fiscal and monetary policies to ensure economic gains reach households.
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