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
Expectations Heighten For Reactivation of Nigeria’s Other Refineries
By Adedapo Adesanya
After years of laying fallow, the Port Harcourt Refinery began producing and distribute petroleum products Premium Motor Spirit (PMS) or petrol, Automotive Gas Oil (AGO) or diesel and Household Kerosene (HHK) or Kerosene.
This development has raised expectations regarding Nigeria’s other three refineries not yet operational. These include the second refinery in Port Harcourt as well as the Warri and Kaduna Refinery.
The reactivation of these facilities, according to energy analysts, will help push out more supply of petroleum products, which may help cut down high prices that Nigerians pay while also making the country self-sufficient.
The newly operational refinery was built in 1965 and Port Harcourt II was added in 1989, increasing capacity by 150,000 barrels per day, making the total capacity of the Port Harcourt complex 210,000 barrels per day.
The Warri Refinery was built in in 1978 and is supposed to have an upgraded capacity up to 125,000 barrels per day and the Kaduna Refinery, which was commissioned in 1980, was designed with a capacity of 110,000 barrels per day.
Speaking during a brief ceremony to mark the commencement of products loading at the refinery on Tuesday in Port Harcourt, the Group CEO, Mr Mele Kyari described the commencement of the loadout activities as a monumental achievement for Nigeria which signifies a new era of energy independence and economic growth for the country.
The GCEO further thanked Nigerians for their patience and for the legitimate expectations on the Company to deliver on the other refineries.
Meanwhile, President Bola Tinubu on Tuesday extended his heartfelt congratulations to the NNPC on the successful revitalization of the Port Harcourt refinery and charged the NNPC Limited to expedite the scheduled reactivation of both the second Port Harcourt refinery and the Warri and Kaduna refineries.
He said these efforts will significantly enhance domestic production capacity alongside the contributions of privately-owned refineries and make our country a major energy hub, with the gas sector also enjoying unprecedented attention by the administration.
The President underscores his administration’s determination to repair the nation’s refineries, aiming to eradicate the disheartening perception of Nigeria as a major crude oil producer that lacks the ability to refine its own resources for domestic consumption.
General
e-Governance Bill Will Promote Accountability, Transparency—Oyo Stakeholders
By Aduragbemi Omiyale
Some stakeholders in Oyo State, including the state government, have called for a speedy passage of the National Digital Economy and e-Governance Bill, submitting that it would ensure accountability and transparency in governance.
At a stakeholder engagement meeting on the National Digital Economy and eGovernance Bill in Ibadan on Tuesday, participants agreed that the e-governance bill would smoothen government activities and boost government-citizen engagement.
The Minister of Communications, Innovation and Digital Economy, Mr Olatunbosun Tijani, appealed to Nigerians to give the bill the needed support for passage.
Mr Tinubu, speaking at the event through Banke Ajagunna, noted that the importance of the bill cannot be underestimated as it will enhance the digital economy and build trust between the government and the people.
According to him, the consultative engagement is going on in all the states of the federation to seek the input of stakeholders on the bill, and submitting it is a significant step forward in Nigeria’s digital transformation journey.
This bill, according to him, aims to drive economic growth through digital technology, improve public service delivery, and create a competitive environment for the Nigerian digital economy.
He noted that in a bid to migrate Nigeria into a smart country, the federal government through his ministry proposed the National Digital Economy and e-Governance Bill.
The Minister said the bill offers numerous opportunities for businesses to innovate and expand, with improved digital infrastructure and a supportive regulatory environment. Individuals will also benefit from improved access to digital services and better governance through e-governance initiatives.
He highlighted the advantages of the E-governance bill to include Economic Transformation and Establishment of a regulatory foundation to encourage digital commerce, cross-border trade, and innovation, positioning Nigeria as a major player in Africa’s digital landscape.
“It will facilitate the digital transformation of government services to make them more transparent, accessible, and responsive to citizens,” Mr Tijani stated.
He also said the bill will ensure Digital Access for All, saying, “it will promote infrastructure and digital literacy programs to make digital services accessible across Nigeria, including underserved regions.”
Speaking earlier, the Senior Special Assistant on ICT and E-Governance to the Governor, Mr Bayo Akande hailed the federal government’s National Digital Economy and E-Governance Bill.
Mr Akande, who observed that the nation is overdue for a digital economy, which is the order of the day, added that this bill will drive economic growth through digital technology.
“Despite advances in technology, Nigeria’s digital economy faces critical challenges, Nigeria lags behind countries with robust e-governance frameworks that empower citizens and protect consumer data. Without intervention, Nigeria risks losing economic opportunities in an increasingly digital world,” he stated.
“Though Oyo has already started to introduce digital methods in the governance space of the state, as the state recently deployed Business Process Automation, in a bid to make Oyo state government services go paperless, the bill is a step in the right direction,” the aide to Governor Seyi Makinde of Oyo State noted.
General
Labour Party Disassociates Self From Interim Executive Committee
By Modupe Gbadeyanka
The national leadership of the Labour Party (LP) has affirmed Mr Lookman Abiodun Jagun as the leader of the party in Ogun State.
Mr Jagun was appointed as the leader of the Caretaker Committee for Ogun State chapter of the opposition party by its highest organ, the National Executive Committee (NEC).
In a statement issued by the National Publicity Secretary of Labour Party, Obiora Ifoh, it was emphasised that any other group parading itself as the leadership organ of the party in Ogun State was not recognised by the national leadership.
There has been a group known as the Interim Executive Committee (IEC) of the Labour Party claiming to be in charge of the party in the state.
But Labour Party stated that this group is not known to it as “the Interim Executive Committee is an aberration and it is unknown to both the constitution of the Labour Party and the national leadership of the party.”
The Labour Party has a structure and a valid constitution that governs its operations and all members are expected to abide by the party’s constitution.
“The party does not permit or encourages members to arrogate powers and functions to themselves, without recourse to the constitution or the national leadership.
“Faithful party men and women in Ogun state are advised to be wary of the antics and activities of the self-styled IEC, as they do not enjoy the support or validation of the National Leadership of the Labour Party.
“We also urge every member and intending members to subject themselves to the ongoing e-membership registration and revalidation exercise to be able to participate in the activities of the party, including the congresses that will commence in February 2025 across the nation,” the statement said.
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