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
Boko Haram: Senate Seeks Speedy Military Deployment to Borno, Yobe

By Adedapo Adesanya
Amid the resurgence of attacks by Boko Haram in Borno and Yobe States, the Senate on Tuesday asked the military to urgently redeploy personnel and advanced equipment to tackle terrorists in the areas.
The resolution followed the recent killing of over a dozen soldiers in Marte town of the Monguno Local Government Area on Monday, May 12, and a subsequent assault early Tuesday on Gajiram, the headquarters of the Nganzai Local Government Area.
In a motion raised by the Senate Chief Whip, Mr Tahir Munguno, lawmakers claimed while two-thirds of the local government areas in Borno were once under Boko Haram control, collaborative efforts between the Nigerian military and civilian joint task force had successfully reclaimed the territories.
They, however, said the restored peace has led to a relocation of the tactical command to the North-West, where the military is combating kidnapping and banditry.
Expressing concern over the militants’ evolving tactics, Mr Munguno highlighted the use of modern technologies by the group, including drones and an increase in the deployment of improvised explosive devices, which have led to high civilian and military casualties, disrupting transportation networks.
The Senate urged the military high command to swiftly redeploy sufficient troops to the North-East and ensure they are adequately equipped with modern technology to effectively combat the renewed threat, as well as mandate the committees on the army and air force to monitor and ensure compliance with this directive.
General
PenCom Targets 20 Million Pension Contributors by 2027

By Adedapo Adesanya
The National Pension Commission (PenCom) has said it hopes to achieve about 20 million pension contributors by the end of year 2027, as against the over 10.65 million it currently counts.
The Director-General of PenCom, Ms Omolola Oloworaran, said this over the weekend at the Pension Industry Leaders’ Retreat in Lagos.
According to her, the target would be achieved through the expansion of Personal Pension Plan (PPP) formerly known as Micro Pension Plan (MPP); constant engagements with stakeholders; enforcement of pension compliance certificates, especially by state governments amongst other initiatives.
She noted that the retreat has provided opportunities for the industry to adopt new strategies, stating that the resolutions reached will be fully implemented before the end of first quarter 2026.
On pension contributions, she said the industry expects a 50 per cent growth, stating that pension growth is essential for economic growth and development.
As of February 28, 2025 the pension fund assets was N23.27 trillion and Retirement Savings Account (RSA) holders 10.65 million.
Recall that recently, the pension regulator announced the recovery of N1.58 billion from defaulting employers through enhanced enforcement efforts as total pension assets under management (AuM) surpassed N23 trillion as of February.
The DG also announced state remittances had also improved, reflecting a greater adoption of the Contributory Pension Scheme (CPS).
Ms Oloworaran noted that in spite of these advancements, challenges remain, as only 25 states and the Federal Capital Territory (FCT) had enacted laws to implement the CPS.
“Six states operate hybrid schemes, while another six have bills at advanced legislative stages.
“Notable progress has been made in Katsina, Yobe, Bauchi, and Abia states. However, full implementation of the CPS is currently limited to eight states,” she explained at the First Run 2025 Consultative Forum for States and the Federal Capital Territory (FCT) held in Kano in late April.
General
CBN Warns Against Fictitious Persons Offering Contracts, Grants

By Adedapo Adesanya
The Central Bank of Nigeria (CBN) has again reacted to the activities of individuals and groups falsely claiming to represent or act on its behalf, warning Nigerians against falling for these schemes.
According to the Acting Director of Corporate Communications at the CBN, Mrs Hakama Sidi Ali, in a statement, these persons continue to circulate fictitious offers of contracts, loans, grants, intervention funds, and other financial benefits allegedly issued or endorsed by the CBN.
“Despite the public advisory issued on November 18, 2024, through the Bank’s official channels and news outlets, these misleading schemes have persisted, targeting unsuspecting members of the public with false and deceptive narratives,” the statement said.
“The CBN wishes to reiterate that it has not authorised, licensed, or appointed any individual, group, or organisation to act as an agent or intermediary in offering contracts, financial grants, or intervention funds to the public. The CBN also does not endorse or support such claims in any form.
“Members of the public are advised that the Central Bank of Nigeria (CBN) does not award contracts or disburse funds through unsolicited communications such as emails, phone calls, SMS, WhatsApp, or any social media platform. It also does not request payment of fees in exchange for contracts, grants, or financial interventions, nor does it engage intermediaries or third parties to offer financial services or opportunities to the public.
“If you are approached by individuals or entities making such claims, we strongly advise that you do not engage with them. Instead, such incidents should be reported immediately to the relevant law enforcement agencies or the nearest CBN Branch.
“The Central Bank of Nigeria remains committed to safeguarding the financial interests of the Nigerian public and continues to work closely with security agencies to investigate and address fraudulent activities,” the statement said.
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