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:
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.
NDDC Seeks Partnerships to Reduce Dependency on IOCs, FG for Funding
By Adedapo Adesanya
The Niger Delta Development Commission (NDDC) has disclosed plans not to rely on oil multinationals and the federal government to raise funds for development projects in the region but instead pursue Public-Private Partnerships arrangements to drive development in the Niger Delta region.
According to the NDDC Managing Director, Mr Samuel Ogbuku, this PPP model would ease the financial burden of the central government.
Mr Ogbuku, speaking during an Executive Management and staff meeting at the commission’s headquarters in Port Harcourt, announced that a summit was in the offing to enable stakeholders to explore opportunities for collaboration.
He stated the NDDC would not relent in its PPP campaign to bring sustainable development to the Niger Delta region.
“We intend to leverage our PPP initiative during the summit, which will take place in April. It will help us to showcase what we can offer and show the world the future of NDDC.
“We cannot continue to rely on international oil companies and the federal government to raise funds for development projects. We intend to show the world that NDDC has been rebranded.
“We will take the campaign to all relevant organisations. Last week, we were at the meeting of the Oil Producers Trade Section, OPTS, of the Lagos Chamber of Commerce and Industry in Lagos. Henceforth, NDDC will be attending the OPTS quarterly meetings.”
The NDDC boss further stated that the commission would also focus on capacity building for youths in the region.
“We are going to focus on youth development programmes; we have come up with a new concept of working with the Niger Delta Chamber of Commerce in the training of our youths and young entrepreneurs.
“We will show the world that we have young entrepreneurs. The various Chambers of Commerce will help us to make the programme sustainable. We will focus on empowering young people because the government cannot employ everybody.”
On NDDC’s commitment to its contractors, Mr Ogbuku affirmed that the Commission was engaging them to arrive at practicable ways of liquidating the debts saying, “We have been meeting with the contractors, and gradually, all legitimate debts will be defrayed.”
The NDDC boss said there was a need for reform within the Commission in order to bring it in line with the NDDC Establishment Act. For instance, he said, “we are reorganising the directorates to bring the number to only 13 provided for in the Act.”
Aremu Tasks CBN, NLC on Dialogue Over Cash Scarcity Strike
By Adedapo Adesanya
The Director-General of the Michael Imoudu National Institute of Labour Studies (MINILS), Ilorin, Kwara State, Mr Issa Aremu, has advised the Central Bank of Nigeria (CBN) to engage the Nigeria Labour Congress (NLC) in a social dialogue to avert the planned strike over the continued cash scarcity.
Mr Aremu made the call on Thursday in Ilorin on the sidelines of the Interfaith Prayer organised to mark the 40th anniversary of the institute.
Recall that Business Post earlier this week reported that the president of the NLC, Mr Joe Ajaero, directed affiliate unions of the group to be on standby for a picketing exercise across all branches of the CBN nationwide.
The directive, according to the trade unionist, became imperative following the expiration of a one-week ultimatum given to the apex bank to make cash available for Nigerians.
Speaking on the development, the MINILS head said it was unprecedented that the labour union is threatening to picket the CBN, tasking the apex bank to use every means at its disposal to ensure monetary stability in the country.
The DG, who was once a labour leader, noted that depositors had been subjected to a lot of hardship in recent times over the CBN financial policy.
Mr Aremu said that CBN must be more transparent and engaging and look at the overall policy’s impact on the growth and development of the nation’s economy.
He said that this would ensure the confidence of Nigerians in the banking system.
Mr Aremu explained that such a cashless policy should be gradually introduced after the appropriate infrastructure had been put in place.
“It also requires mass sensitisation and awareness, and there is a limited time for implementation of the policy for Nigerians,” he said.
The institute’s head lauded the CBN’s Anchor Borrowers Programme, saying it “provides loans (in kind and cash) to smallholder farmers, which had boosted agricultural production, especially rice”.
He, therefore, insisted that picketing of the apex bank by labour leaders was avoidable and preventable, advising CBN to address all concerns by organised labour.
On the 40th anniversary of the institute, Mr Aremu said, “This gathering is all about appreciation to Almighty God in the Holy Month of Ramadan, in which Catholic lent also runs. Both Christianity and Islam stress gratitude. Gratitude pleases Allah, while ingratitude displeases Him.”
“Glory to Almighty for sparing our lives to continue the institutional building that started with President Shehu Shagari’s formal inauguration in 1983,” he said.
Nigeria to Get 25,000 Tonnes of Wheat from Ukraine
By Adedapo Adesanya
Nigeria will get about 25,000 tonnes of wheat from warring Ukraine, with the federal government designating Port Harcourt as the target location for the grains.
The Minister of Agriculture and Rural Development, Mr Mohammed Abubakar, disclosed this on Wednesday during a briefing after the Federal Executive Council (FEC) meeting chaired by President Muhammadu Buhari at the State House in Abuja.
Mr Abubakar revealed that the Rivers State capital had been selected as the hub for the 25,000 metric tonnes of wheat expected from Ukraine, as Russia also extends its supply of grains to the country through a United Nations arrangement.
He explained that the wheat consignment from Ukraine is on the high sea.
The agriculture minister stated that the hub would create economic activities in the area.
As part of the Black Sea Grain Initiative, Ukraine exported 6.9 million tonnes of wheat, 20 per cent of which was sent to African countries. Out of this, Nigeria will get about 1.8 per cent.
Some 2.67 million tonnes of wheat, or 43 per cent, was transported to the poorest countries and those with incomes below the average.
The grain initiative will allow Ukraine to remain a top agrarian nation and will allow Ukrainian farmers affected by the Russian war, which started more than a year ago, to sow and be able to receive income from their harvest.
The grain initiative was launched on July 22, 2022, with the first bulker carrying Ukrainian food commodities leaving the port of Odesa on August 1.
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