Broadcasting
Eskimi Founder, Vytautas Paukstys, Highlights Global Digital Trends to Watch in 2022, Beyond

Today, we can attest to the rise in connected consumers who are demanding almost immediate engagement with brands to satisfy their quests. Companies are now investing in ecommerce, moving into social mostly via mobile.

Considering all that is going on with digital technology and the impacts, it is mind-blowing. So, evolving consumer behaviour is an opportunity for businesses and practitioners in the IMC industry to rethink strategy.
Then, the question: How can the practitioners leverage all these tools to optimize their operations?
This inspired Vytautas (Vytas) Paukstys, Founder/CEO, Eskimi’s presentation at the Marketing Edge IMC Quarterly Virtual Summit under the theme: ‘Maximizing Marketing Efficiency in the Age of Changing Consumer Behaviour’.
For over 15 years, Vytautas has been a noteworthy leader in the digital advertising and technology space.
As the Founder and CEO of Eskimi DSP, one of the leading global programmatic advertising platforms, he understands the trends in the market across the globe.
Before leading this venture, he founded Eskimi Social, one of the pioneering mobile-first communities in Africa and Asia with more than 25M+ users, with the biggest markets in Nigeria, Ghana, Indonesia and Vietnam.
He further led the growth of Eskimi DSP, bootstrapping it to become a globally competitive programmatic ad platform with more than 1.5B+ profiled users worldwide. Vytas is also the CEO of ActiveXT, a technology outsourcing company in Singapore that helps extend engineering teams of solid European IT companies and start-ups by hiring talents in its Asia offices.
His contribution to technology and business growth is un-vacillating especially in emerging markets, leveraging digital tools through programmatic advertising.
Giving insights on how to navigate the challenges, Vytautas, said that traditional creative is being used for digital channels; global apps and content are winning over local; creative is going digital for better engagement in a rapidly changing market, and originally, traditional brands are becoming digital-first
He said tt in some cases Africa is leading the revolution, specifically in mobile payments. Some of the digital trends are felt more in the West and European, Asia Pacific and some African countries.
“Nigeria, to be precise, Statista data shows there are about 85.49 million users online who spend up to 4 hours daily. With 169.2 million mobile phone connections, it represents 83% of Nigeria’s 203.6 population as at 2021”.
“Statistics also show that 27 million Nigerians are active social media users which represent 13% of the population. The country’s internet penetration was pegged at 51.44% in 2021 and projected to reach 59.92% by 2026”, he listed during the Summit.
Interestingly, the internet is one of the highest accessed media in Nigeria as the country recorded 30% growth in digital content consumption during the peak of COVID-19 Pandemic.
Then, the worry, with over 50% of Nigerians estimated to be online, how much of the marketing budget is online.
The Eskimi Founder said it is surprising that some brands are still digital laggards, yet to appreciate the fact consumers are moving to the digital space.
“Globally,” he said, “marketing trends show that digital spends have already surpassed the traditional. Global apps account for 70% of all online consumption hence global platforms are dominating time spend and ad inventory.
“Global and Channel changes in 2020-2021 indicates that e-Sports, online video, social media and e-commerce recorded growths while linear TV, broadcast radio, print, out-door advertising and cinemas are on decline on year-on-year activity and advertising spend.
He added that globally, consumers spend 8 hours on digital media per day compared to 5.5r time spent on traditional advertisement as 50% of global media spends are digital already.
He also urged the participants to pay close attention to the gaming industry as the audiences are growing at a rapid pace.
Sharing the impact of mobile gaming, he said that 50% of mobile usage outside of work is devoted to gaming; 33% of the audience plays games multiple times per day and 23 others are playing new games on their smartphones.
Thus, creative is going digital. “Digital-first rich media creative results in 456% better engagement with the consumers”.
Vytautas made reference to Nigeria where rich media ads are topnotch for visibility, engagement and better results. This also delivers the highest CTR.
Another trend that will define the marketing space in 2022 is that advertisers now use hybrid models including in-house media buying. In other words, Advertisers are moving media buying in-house as a 2021 trend indicated in IAB Europe 2021 study.
Vytautas said that IMC practitioners should understand the trends now as most marketers have begun to take more control of their media and digital technology relationships are changing and client needs continue to provide large scale agency realignment.
Amongst others, one of the major motivators of in-housing is that the move helps brands to cut agency creativity and business under one roof.
While digital leads, he said, the legacy channels can transform their platforms too as ‘all screens are going digital’.
He urged the practitioners to develop capacity on content because global content is winning the local.
The Eskimi CEO said the local platforms drive 10-15% of online consumption while global apps account for 70% of all online consumption by dominating time spent and ad inventory.
He recommended that industry players should focus on the right KPIs to drive market growth trajectory. “KPIs should correspond to your goal”, he advised.
Eskimi is a programmatic and data platform with more than 1.5B+ profiled users worldwide. The platform creates unique audience segments for specific industries like telecoms, FMCGs, mobile phone brands, banking and others.
The company builds geolocation and footfall platforms for retail brands. It also provides a combination of platform and managed creative services to achieve up to 15% engagement rates.
Broadcasting
Nigeria tops global rankings for USDT, USDC ownership

Nigeria has ranked first globally in the ownership of the two largest stablecoins, Tether (USDT) and USD Coin (USDC), reflecting the country’s growing reliance on dollar-linked digital assets.

USDT, USDC
Stablecoins such as USDT and USDC are designed to maintain a fixed value against the U.S. dollar, allowing users to store money digitally while avoiding the price volatility associated with cryptocurrencies like Bitcoin.
According to the 2026 Stablecoin Utility Report released by BVNK, about 59 percent of Nigerian crypto users hold USDT, while 48 percent own USDC, giving the country the highest combined ownership rate among all nations surveyed.
The report placed Nigeria ahead of several major economies, including Australia and India, highlighting the country’s strong adoption of dollar-denominated digital assets. Australia ranked second with 34 percent USDT ownership and 29 percent USDC, while India placed third with 30 percent USDT and 27 percent USDC holdings.
The study also examined adoption levels across other regions. Countries such as Colombia and Singapore showed strong usage of both stablecoins, while adoption levels were also notable in South Africa and the United States.
Other markets included in the analysis were Philippines, Thailand and Argentina, where stablecoin ownership has also increased significantly. Among European economies, the report said France and Germany showed moderate levels of adoption, while Latin American markets such as Mexico and Brazil recorded smaller but growing usage rates.
The United Kingdom also appeared in the ranking with modest levels of stablecoin ownership. The report noted that USDT ownership exceeds USDC in many countries, including Nigeria, Australia, India, Singapore, the Philippines, Thailand, Argentina and France.
However, USDC is often viewed as a more compliance-focused stablecoin because of its stronger transparency and regulatory alignment. In some markets, including South Africa, Colombia, Germany and Brazil, the report found that USDC adoption slightly exceeds USDT.
More broadly, the data suggests that stablecoin adoption is being driven largely by emerging economies rather than advanced financial markets. According to the report, countries such as Nigeria, Argentina and the Philippines are among the biggest users of stablecoins, where people increasingly rely on dollar-pegged digital assets to protect savings from currency volatility and facilitate cross-border payments.
Broadcasting
Spotify’s Loud & Clear Report Reveals Over ₦60Bn Revenue for Nigerian Artists in 2025

Spotify has unveiled Nigeria-specific data from its annual Loud & Clear report, highlighting how Nigerian artists generated more than ₦60 billion in revenue from the platform alone last year, amid explosive growth in streams, local consumption, and global discovery.

The report, which analyzes millions of data points to illuminate music streaming economics, shows Nigerian artists’ revenue surged over 140% in the past two years.
This boom stems from rising global appeal and stronger domestic engagement, with 30.3 billion streams and 1.6 billion listening hours on Spotify in 2025. First-time discoveries of Nigerian music hit 1.3 billion, up 26% from 2024.
Locally, Nigerian tracks dominated Spotify Nigeria’s Daily Top 50, accounting for over 80% of features, while consumption of homegrown artists jumped 170% year-on-year.
“Nigeria’s music scene thrives on creativity, innovation, and global influence,” said Jocelyne Muhutu-Remy, Spotify’s Managing Director for Africa. “Loud & Clear spotlights how artists are forging sustainable careers and deepening local ties.”
Key highlights include:
55% year-on-year growth in local streams for Nigerian female artists.
75% surge in streams for independent Nigerian artists.
Independents and indie labels earning 58% of all royalties from Nigerian artists on Spotify.
Spotify’s editorial playlists featured nearly 2,000 Nigerian artists in 2025, boosting visibility. Nigerian music appeared in 320 million global user playlists and over 12 million in Nigeria, totaling more than 60 million playlists worldwide.
The report also notes evolving tastes, with top-growing genres in Nigeria over five years including pop urbaine, alternative pop, anime, emo, and drill.
For full details, visit spotify.com/loudandclear.
Broadcasting
Madonna University Taps Tech Guru Adote for Strategic Board Role

Technology strategist Rock Adote has been appointed to the Board of Trustees of Madonna University Nigeria, a move expected to strengthen the institution’s push toward digital governance and modern technological systems in higher education.

Madonna University
Adote, who has built a reputation in cybersecurity, enterprise identity management and digital transformation, brings over a decade of experience in designing secure digital infrastructure and managing identity systems for organizations.
Stakeholders believe his expertise will support the university’s efforts to strengthen data security and modernize its academic and administrative digital frameworks.
The appointment reflects the university’s growing commitment to technology-driven leadership as institutions increasingly rely on digital systems for academic operations, data management and research collaboration.
Universities today manage large volumes of sensitive digital information, including student records, research data and staff credentials, making strong cybersecurity and identity management frameworks essential.
As a member of the Board of Trustees, Adote will participate in providing institutional oversight and guiding strategic policy direction for the university.
The board is responsible for safeguarding academic standards while steering long-term development initiatives and ensuring the institution remains responsive to evolving global trends in education and technology.
Industry observers say Adote’s background in enterprise digital systems positions him to contribute significantly to the university’s digital transformation agenda, particularly in strengthening technological resilience and governance frameworks across its operations.
Other newly appointed members of the board include Sir Nwagwu Aloysius Emeka, Chief Arthur Obi Okafor (SAN), Professor Anagboso Martin Osita, Mrs. Ike Angela Unaoaku, Barrister Augustine Nenwa Obo and Rev. Fr. Stephen Ifeanyichukwu Nwatah.
Speaking on the appointment, Adote expressed appreciation for the opportunity to serve, emphasizing the importance of aligning higher education institutions with emerging technological realities.
According to him,
“Digital transformation will play a crucial role in shaping the future of academic administration, research and learning environments”.
Analysts note that the inclusion of technology leaders in university governance structures signals a growing recognition that digital transformation is becoming central to the competitiveness and sustainability of modern higher education institutions.
With Adote’s appointment, Madonna University is expected to further strengthen its technology strategy and position itself as a forward-looking institution within Nigeria’s higher education landscape.
Broadcasting3 days agoSpotify’s Loud & Clear Report Reveals Over ₦60Bn Revenue for Nigerian Artists in 2025
E-Financial3 days agoCBN Relaxes Dormant Account Rules with Removal of Affidavit Requirement
Telecom3 days agoPwC Warns Nigeria Telcos of AI Fraud Risks
News3 days agoElumelu Tags Elon Musk, Disowns AI-Generated Scam Video
E-Financial3 days agoCrypto Transactions Hit $96Bn in Nigeria -SEC
E-Business3 days agoFG Determined to Protect Rights, Privacy Online- NITDA
E-Business3 days agoFirm Warns of Malware Aiming to Steal Data from Individuals, Organisations in Nigeria
News3 days agoNITDA DG Appraised the Role of Teachers as Key to Nigeria’s Digital Transformation



















