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The Need for Operators to Tap into Expanding Mobile Advertising Segment

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Outside providing subscribers access to internet as well as rolling out enterprise solutions for corporate customers, mobile network operators are also provided with the opportunity of maximizing the use of their technology through mobile advertisement.

Mobile network operators in Nigeria today have the required technology to deliver short message service, video and picture messages.

One then wonders why they are not exploring mobile advertising option to enhance their revenue base which invariable could help in driving down voice call tariff.

Mobile Marketing refer to one of the two categories of marketing refer to one of marketing, first and relatively new, it meant to describe marketing on or with a mobile device, such as a mobile phone.

According to a new research report from the analyst firm Berg Insight, the total value of the global real-time mobile location-based advertising and marketing (LBA) market will grow from EUR 192 million in 2011 at a compound annual growth rate (CAGR) of 91 percent to EUR 4.9 billion in 2016.

This will then correspond to 28.3 percent of all mobile advertising and marketing.

This means that location-based advertising and marketing will represent more than 4 percent of digital advertising, or 1 percent of the total global ad spend for all media.
The report predicts a rapid uptake of location-targeting among mobile advertisers after having remained on an experimental stage for several years.

“The growing attach rates of location technologies in handsets and the increasing consumer acceptance of location-based services in general are the main game changers”, said Rickard Andersson, Telecom Analyst, Berg Insight.

Targeting by location in combination with other contextual and behavioural segmentation greatly enhances the relevance of mobile advertising.

“Major brands are progressively embracing location-based advertising across the range of mobile formats, and LBA also opens up the mobile channel for new advertisers such as local merchants”, said Mr. Andersson.

He added that SMS, mobile search and coupons have emerged as important high-volume LBA formats.

The LBA value chain is still forming and there are a large number of players involved in the ecosystem.

Since the value chain is fragmented and the industry has not yet reached maturity, many different roles are involved.

 Major digital and telecom players such as Google, Apple and Nokia are competing to gain market shares in the space alongside mobile operators, LBS players, location-aware apps and media, mobile coupon providers, mobile search companies and proximity marketing providers.

There is further a range of specialised LBA actors, including Placecast, xAd and Xtify. The traditional mobile advertising providers have also intensified their focus on location targeting, in some cases even through acquisitions.

Further consolidation is expected as small players with innovative advertising solutions are absorbed by larger players in the industry.

Location-based services (LBS) are offered by some cell phone networks as a way to send custom advertising and other information to cell-phone subscribers based on their current location.

 The cell-phone service provider gets the location from a GPS chip built into the phone or using radiolocation and trilateration based on the signal-strength of the closest cell-phone towers (for phones without GPS features).

Ugo Okoye, managing director of Iconcepts Limited, said that introduction of proximity marketing into the mobile marketing industry will no doubt make a big difference in the way brands reach their consumers with tailor-made messages that suit their purpose.

According to Okoye, ‘for the first time, brands using proximity marketing technology can ensure that they reach their target audience at a time and place that put their messages in a direct and relevant context to the consumer’s current activity.

“The ability to communicate with consumers bases on their presence in a fixed time and place is one of the great features of proximity advertising technique as it makes it possible to access people at various points with tailor-made offers precisely to suit them,” he said.

 Advertisement through mobile phones offers operators another avenue of revenue source to complement that of voice and data service. In this time of drop in revenue from voice service as a result of harsh economic condition, operators need to create awareness on the use to be able to maximize the benefit.

Nigeria CommunicationsWeek gathering that Nigeria marketing communications is worth over $4 billion. Nigeria Marketing Association, Apcon said that the sector became vibrant with the liberalization of the telecommunications sector which witnessed a boost as a result of operators’ use of the medium to reach their subscribers in one promotion or the other.   

The association which is presently using television viewer ship mostly in their advertising campaigns is considering mobile marketing because television viewer ship is declining at a fast rate for some reasons, such as influx of cheap Chinese pirated movies, electricity failures, absence of prime time TV shows and absence of national Television stations.

Radio, the association said, has its own challenges too and outdoor is location specific.
According to a report by Apcon, mobile is the only medium with anywhere and anytime advantage with possibilities to accommodate all array of features like video, Multimedia Messaging Service, pictures, Short Message Service, internet and among others.

Mobile is a more powerful personal medium than any other, and it is time that Nigeria Brands exploited the opportunity.

Possible Channels
Marketing on a mobile phone has become increasingly popular ever since the rise of SMS (Short Message Service) in the early 2000s in Europe and some parts of Asia, when businesses started to collect mobile phone numbers and send off wanted or unwanted content.

Marketing communications companies in Nigeria lately are using SMS to send advertising content to mobile subscribers.

It has become a common experience for one to receive SMS from companies on the prices of their product.

One key criterion for provisioning is that the consumer opts in to the service.

The mobile operators demand a double opt in from and the ability for the consumer opt out of the service at any time by sending the word STOP via SMS.

These guidelines are established in the MMA Consumer Best Practices Guidelines which are followed by all mobile marketers in the United States. This has not started working in the country.


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FG, Others Say Nigeria Wastes 38m Tonnes of Food Annually

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Federal government, The European Union (EU), and the United Nations Industrial Development Organisation (UNIDO) have called for urgent and coordinated action to curb food waste and promote sustainable consumption and production practices.

FG, Others Say Nigeria Wastes 38m Tonnes of Food Annually

They warned that when food is wasted, the water, energy, and labour invested in its production are also lost, accelerating climate change and undermining global efforts to build a zero-waste, circular economy.

Speaking in Abuja at the commemoration of this year’s International Zero Waste Day, themed “Food Waste Reduction: Minimisation and Valorisation,” Zissimos Vergos, deputy Ambassador of the EU Delegation to Nigeria and ECOWAS, disclosed that Nigeria wastes approximately 38 million tonnes of food annually, more than any other country in Africa.

He further noted that globally, in 2022 alone, nearly one billion tonnes of food—almost one-fifth of all food available to consumers—was wasted.

“This is not just a loss of food; it is a squandering of precious resources, a missed opportunity to combat hunger, and a direct threat to our planet’s health,” he said.

Vergos stressed that food loss and waste are major drivers of environmental degradation, contributing up to 10 per cent of global greenhouse gas emissions—nearly five times the emissions of the entire aviation sector—and accounting for as much as 40 per cent of global methane emissions.

Highlighting Nigeria’s ongoing efforts, he said: “The Nigeria Circular Economy Roadmap, the establishment of the Interministerial Circular Economy Committee, the push to develop a National Plastic Waste Management Regulation, these are not small gestures. These are structural shifts.

“They signal that Nigeria is not waiting for someone else to solve its problem; it is building the system to solve it from within. Now, today’s theme: food waste reduction, minimisation and valorisation, is the right conversation at the right moment.”

Vergos also shared three key lessons from the EU’s experience to support Nigeria’s efforts. First, he urged investment in rural infrastructure, including roads, storage, and cold chains, to address post-harvest losses beyond the farm gate. Second, he emphasised the need to promote agro-processing by converting fresh produce into value-added products such as tomato paste and cassava flour, while linking smallholder farmers to processors and markets.

Third, he called for embedding zero-waste principles, recycling, and resource efficiency into school curricula from the primary level to foster a culture of sustainability among future generations.

Reaffirming the EU’s commitment, he stated, “The EU stands ready to be your partner in that work, through funding, through technical cooperation, and through genuine solidarity.”

In his keynote address, Balarabe Abbas Lawal, minister of Environment, reiterated the Federal Government’s commitment to environmental protection and sustainable practices aimed at safeguarding the health and well-being of Nigerians.

“Food waste remains a significant challenge that affects not only our environment but also our economy and society. Every discarded meal represents wasted resources such as water, energy, labour, and capital, while Nigerians continue to face food insecurity.

Addressing food waste is therefore central to sustainable development and ensuring a healthier future for all,” he said.

He added: “The Federal Ministry of Environment, in this year’s national appropriation, has developed projects on food waste elimination in major markets around Nigeria. And this is to show you that the Federal Ministry of Environment is tackling the issues of food waste at its core, especially post-harvest losses.”

Stressing the broader impact, he noted that addressing food waste aligns with the Ministry’s core objectives. “Reducing food waste will not only help to lower pollution and greenhouse gases, but also conserve valuable resources and promote more efficient and responsible consumption patterns across households, businesses, and institutions,” he added.

Also speaking, Amb. Philbert Johnson, Director and Representative of UNIDO’s Sub-Regional Office in Nigeria, emphasised that food must not be wasted, especially in a country grappling with food insecurity and malnutrition.

“Food is far more than a commodity: it is a foundation of wealth, a driver of health, and a pillar of security. It sustains our homes, supports industries, and underpins the stability of our societies.

“When food systems function efficiently, they generate income, enhance resilience, and improve well-being. When food systems fail, when food is lost or wasted, the consequences ripple across our economies, our environment, and our communities.”

He reaffirmed UNIDO’s commitment to supporting Nigeria in building resilient, inclusive, and sustainable agro-industrial systems.


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FG Orders Installation of 5000 CCTV Cameras for Surveillance in Plateau

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President Bola Ahmed Tinubu has directed the immediate installation of 5,000 CCTV cameras across identified flashpoints in Plateau State as part of urgent measures to address the worsening security situation in the state.

FG Orders Installation of 5000 CCTV Cameras for Surveillance in Plateau

The President gave the directive during an emergency visit to Plateau on Thursday, where he held a brief stakeholders’ meeting at the Yakubu Gowon Airport following the recent killings in Angwan Rukuba, Jos, where at least 28 persons were killed by unidentified gunmen.

Tinubu also approved the formation of a delegation of key stakeholders to engage in further deliberations on lasting solutions to the security challenges in the state.

He condoled with families of the victims and directed that support be provided to cushion their losses.

President Bola Tinubu while expressing deep sympathy to families of victims said the installation of surveillance cameras was part of a deliberate move towards addressing the kind of attacks that befell residence of the recent attack in the State.

In his remarks, Governor Caleb Mutfwang appreciated the President’s visit and show of concern, but expressed worry over the recent wave of attacks in the state, describing the situation as disturbing and requiring urgent attention.

The meeting had in attendance, former Governors, serving and former National and State Assembly members, traditional rulers, government appointees as well as relatives of those killed in the Angwan Rukuba attack.


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FG Rolls Out N12Bn Digital Research Clusters to Boost Innovation Economy

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Federal Government yesterday unveiled a N12 billion investment in digital economy research, marking a strategic shift towards knowledge-driven development as Nigeria positions itself as a key player in the global digital landscape.

FG Rolls Out N12bn Digital Research Clusters to Boost Innovation Economy

Declaring the launch of the National Digital Economy Research Clusters under the Building Resilient Digital Infrastructure for Growth (BRIDGE) project, Minister of Communications, Innovation and Digital Economy, Dr Bosun Tijani, said the initiative mobilises over 200 researchers from universities and research institutions nationwide to produce data-driven solutions for pressing national challenges.

Speaking at a press conference in Abuja, Tijani described the programme as an essential complement to infrastructure expansion, including the ongoing deployment of 90,000 kilometres of fibre optic cable across the country.

He stressed that sustainable growth in the digital sector now hinges on robust research, innovation and evidence-based policies rather than infrastructure alone.

“As Nigeria expands its digital economy, attention is shifting from infrastructure to the knowledge that drives it,” the minister stated, adding that the sector was emerging as a major contributor to national GDP.

The research clusters will tackle critical areas including connectivity, digital public infrastructure, skills development, job creation, online safety and emerging technologies such as artificial intelligence.

Tijani explained that the project aims to bolster Nigeria’s research capacity while ensuring local insights guide policy and technology adoption.

The Federal Ministry of Education is collaborating to synchronise academic research with national priorities and advance specialised training.

Minister of Education, Dr Tunji Alausa, underscored universities’ evolving role as hubs of innovation and problem-solving beyond traditional learning.

The BRIDGE project aligns with broader government strategies to promote digital inclusion, spur economic growth and elevate Nigeria’s competitiveness in the global digital economy.

Observers note that the programme’s impact will depend on effectively converting research findings into implementable policies across sectors.

For the administration, the message is clear: a resilient digital economy demands not just infrastructure, but the intelligence to power it.


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