General News
Four Drivers of Nigerian Digital Advertising in 2023

By Brian Abel, Regional Sales Manager, West Africa, Ad Dynamo by Aleph
Nigeria has long been considered Africa’s largest economy in terms of GDP, this should come as no huge surprise, especially considering its population of over 200 million, making it the largest in the continent, and boasting an abundance of natural resources, as well as strong trade links with its neighbouring countries. However, as vast as the Nigerian economy may appear to be, it is still very much going through stages of growth.

Helping to drive this evolution is the rapid digitalisation of many economic sectors. Consider the financial sector for example, while Nigeria has been a major centre of African banking for many years, recently it has also become the leading fintech player in the continent. Moreover, of Africa’s handful of unicorns (start-ups valued at more than US$1 billion), the majority are in fact headquartered in Nigeria.
Rapid digitalisation has also impacted the world of advertising, with the country’s current digital advertising sphere worth over $179.20 million. And, as we know, digital advertising isn’t static, it’s constantly evolving, driven by ever-shifting trends, a fact that remains as true now, in 2023, then it has ever been. With that in mind, it is beneficial to understand the major trends, and recognise which are set to impact Nigerian digital advertising over the course of the year.
Twitter to build on its return
At the start of 2022, the Nigerian government reversed its seven-month ban on Twitter. At first, ordinary Nigerians and advertisers alike were a little cautious when it came to returning to the social network. After all, once a service has been banned, it’s hard to imagine that the same might not happen again.
Fortunately, Twitter and the Nigerian government were able to come to an agreement, developing a Code of Conduct in line with global best practices. Over the months that followed, Twitter continued to make gains and once again proven its worth. The platform is slowly but surely securing its stance as the best location for advertisers to reach mass audiences, enabling them to build brand recognition, whilst developing trust, establishing relationships, increasing sales, and improving the customer’s experience.
While the government is keeping a close eye on the social network, especially following Elon Musk’s acquisition, it is set to remain a valuable digital advertising platform in 2023.
Post-Covid adjustments
During the peak of Covid-19 between 2020 and 2021, came an unexpected shining light for digital marketing and technology companies alike. With strict lockdowns in place globally, people were mostly confined to homes, and it should come as no shock that the need to connect took on new forms, as the masses flocked to their online devices to reach loved ones, purchase goods, and seek a sense of normality.
However, as we stepped back into the outside world again, both tech and digital marketing witnessed revenue hits. Nigeria was not spared this cooling-off period, which was exacerbated by internet access issues for people during the year. That said, as connectivity becomes more reliable, ubiquitous, and affordable, digital marketing should continue its rise, with some analysts predicting that the sector will be worth close to $259 million by 2027. Not to mention, once the Pan-African telecommunications service provider, Seacom, launches their West African hub in 2023, that number could be reached even faster.
Marketers leverage entertainment and media
As far back as 2017, PwC predicted that Nigeria would be the world’s fastest-growing entertainment and media market. While Turkey currently holds the top spot, E&M growth in Nigeria remains strong. In fact, analysts predict that spending in the sector will increase by an average of just below 9% in the next five years.
One of the most visible areas of growth can be seen in music streaming. Since its Nigerian launch in February 2021, Spotify has achieved impressive growth in the country. Within a year after launching in Nigeria, music fans in the country had curated some 1.3 million user-generated playlists. Additionally, during the same period, nearly 21,000 songs were added to the platform. In fact, Nigeria was the country with the second most streams after Pakistan, among new markets, with Kenya following behind third in the ranking.
Digital marketers and media platforms have embraced the potential that comes with this advertising growth. Spotify, for example, has a 3D audio feature which allows brands to provide high-quality advertising through an immersive, dynamic, and sensory audio experience. Advertisers around the world have also realised this power and spend is expected to increase in Nigeria, and on a global scale.
Demand for digital marketing skills grows
One of the effects of the accelerated growth in Nigeria’s digital advertising sector has been a growing gap between the available skills and those required to operate effectively. While it’s a figure that applies to more than just digital advertising, research from the International Finance Corporation (IFC) reveals that approximately 230 million jobs across Africa will require digital skills by 2030.
Fortunately, a number of players have stepped forward to try and turn the situation around. Our own Digital Ad Expert Programme, for instance, aims to educate, certify, and connect thousands of Africans with the digital skills they need, enabling them to succeed in this increasingly digitised economy. Whilst these skills will of course open the door to an array of career opportunities in digital advertising, they will also accelerate the broader digital economy and provide much-needed jobs on a global scale.
Embracing shifts
Ultimately, whilst at present we foresee these trends to be the 2023 drivers for the world of digital advertising and marketing, it is important not to dismiss the possible emergence of others throughout the coming year. Thus, the ability to understand and navigate these shifts will be your key. This can, however, be not notoriously difficult, and therefore using a media buying partner, with significant experience in Nigeria and across the biggest digital platforms, to guide you through the maze can go a long way.
General News
Cybersecurity Firm Warns Against Gift Card Scams @ Saint Valentine’s Day

Looking for a gift for your soulmate on February 14th and think that a gift card would be a nice option? Just remember that when digital trends rapidly rise in popularity with customers, they are also gaining traction with scammers looking to use them as bait.

With Saint Valentine’s Day approaching, Kaspersky has identified several phishing and malicious campaigns targeting gift card owners and those who’re looking for a digital present for their loved ones. To help stay safe, the security experts at Kaspersky have also shared practical advice on how not to be tricked.
A “check‑your‑balance” that drains your gift card
Kaspersky’s latest global survey* shows that 80% of respondents consider giving digital presents such as subscriptions, gaming credits or gift cards. Scammers are actively exploiting this trend capitalising on well-known brands, creating fake online stores and even crafting fake verification portals designed specifically to steal gift card value.
Kaspersky’s phishing detection identified deceptive platforms offering victims a “secure” system to check their gift cards validity, status or balance. Targeting those who recently received a gift card, phishers steal the card’s identification data and get an opportunity to activate the certificate before the user themselves.
To stay protected from such scams, Kaspersky recommends double‑checking that a website is real. Look carefully at the web address, any links you’re asked to click, and spot any odd pictures or designs that might hint the site is fake.
The safest way to confirm a gift card’s balance is to go straight to the brand’s official website – don’t follow any other links. To prevent clicking on a malicious link, use a security solution such as Kaspersky Premium with a strong AI-powered anti-phishing component.
Is it a gift card for you or for cybercriminals?
As gift shoppers flood online marketplaces with flash sales and limited-time deals, cybercriminals are watching closely, ready to strike when users are most vulnerable.
Kaspersky experts detected a fake website that mimics Amazon, one of the most famous marketplaces, offering $200 gift card. With this tempting offer, scammers encourage customers to press a “Get your Amazon gift card” button. However, when the user clicks it, they get an MSI installer with a backdoor that cybercriminals use to remotely control the victim’s device.
This fraudulent scheme highlights the importance of complex cybersecurity protection, showing that clicking on a wrong link may result in not only money and data loss, but also device infection or loss of control over it. When a fake site copies the original store’s look exactly, it’s hard to tell which one is real and which is a scam.
Kaspersky Premium protects users from fraudulent online stores through advanced detection technology that analyses website characteristics and URLs to identify suspicious patterns.
For its excellent performance in AV-Comparatives Fake Shops Detection certification in 2025 Kaspersky Premium was awarded an “Approved” certificate, making it the right choice for confident online shopping.
“As Valentine’s Day approaches, cybercriminals may increase their efforts to exploit the emotional vulnerability and romantic spirit that define this holiday. They’re creating fake gift card websites, spoofing popular retailers, and launching phishing campaigns that prey on your desire to make your loved ones happy.
The best defence is to stick to well-known retailers, check URLs carefully, apply a security solution with advanced phishing detection and remember that if a deal seems too good to be true, it probably is,” comments Anton Yatsenko, Lead Web Content Analyst at Kaspersky.
General News
NITDA, Wigwe University deepen talks on AI, agriculture collaboration

National Information Technology Development Agency (NITDA) and Wigwe University are laying the groundwork for a far reaching collaboration centred on artificial intelligence (AI) research, agricultural innovation and digital talent development, following a high level engagement between both institutions in Abuja.

NITDA
The discussions, led by Wigwe University Vice Chancellor Professor Marwan Al Akaidi and senior NITDA officials, revealed an alignment of expertise, priorities and national objectives that could accelerate Nigeria’s technological advancement.
Professor Al Akaidi, who leads the young but ambitious Wigwe University established under the vision of the late Herbert Wigwe, said the institution was created to become “the university of Africa”, providing high quality teaching and transformative research for Nigeria and the continent.
He emphasised that Nigeria has immense talent but often lacks the opportunities and platforms to channel it effectively—an issue the university intends to solve through strong industry and government partnerships.
Drawing from his long academic and research career in the United Kingdom and the Middle East, Professor Al Akaidi shared that the university is already conducting work on AI for Health in Nigeria with a team of ten researchers.
He stressed his determination to build a full AI centre in the country, similar to the one he helped establish in Abu Dhabi, noting that although funding setbacks followed Herbert Wigwe’s passing, the ambition remains intact and urgent.
According to him, Wigwe University does not seek to become a passive user of foreign AI tools but aims to “create the Nigerian AI”—a locally driven, world class AI engine that reflects the country’s needs, languages and realities.
He further explained that the university’s location in Rivers State provides a natural foundation for AI enabled agriculture and food production research.
Surrounded by extensive farming communities, the institution sees opportunities to apply AI to livestock management, land use, food processing and agricultural efficiency.
Using Nigeria’s cattle population as an example, he argued that technology can dramatically improve productivity: “In countries with fewer cattle, output is far higher because of new feeding systems and technology. If we apply AI properly, Nigeria’s agricultural wealth can multiply.”
He also pointed to AI’s potential in hospitals and medical diagnosis, especially for widespread illnesses like malaria.
NITDA’s representative, Dr Aristotle, welcomed the visit warmly, calling the Agency “Nigeria’s technology powerhouse” with mandates covering IT development, regulation, innovation, research and standards.
He said the Vice Chancellor’s proposals align strongly with NITDA’s strategic direction and existing programmes, highlighting the National Centre for Artificial Intelligence and Robotics and the National Adaptive Village for Smart Agriculture as key areas where collaboration can take shape.
He praised Wigwe University’s focus on entrepreneurship, innovation and skills development, noting that academia is a crucial stakeholder in the national tech ecosystem.
He also explained that NITDA’s work aligns closely with the government’s priority agenda and the Agency’s Strategic Roadmap and Action Plan, built on pillars such as knowledge, research and development, entrepreneurship, innovation and partnership.
He assured the visiting delegation that NITDA sees collaboration as essential and is committed to implementation rather than discussions alone: “Whatever we commit to, we will do. We understand the importance of partnership because no single institution has all the answers.”
Building on this, NITDA’s Director of Research and Development, Dr Kumo, said the Agency is working to develop a technology research ecosystem capable of moving Nigeria into the top 25 per cent of global research performance.
He noted that many of Wigwe University’s interests—AI, robotics, unmanned aerial vehicles, the Internet of Things, blockchain and additive manufacturing—mirror NITDA’s research priorities.
He also emphasised the value of virtualising education, allowing learners anywhere in Nigeria to access Wigwe University’s programmes through technology, improving national inclusivity.
From the Digital Literacy and Capacity Building Department, Dr Tambuwal stressed that NITDA prioritises building a digitally literate population and developing talent from basic education through to tertiary level.
He noted that many workers today still lack the digital skills required to use modern systems effectively, making it essential for universities to produce graduates who are digitally fluent and ready for the workforce.
He expressed readiness to partner with Wigwe University and explore shared learning opportunities.
Returning to curriculum and industry alignment, Professor Al Akaidi stressed that academia needs industry just as much as industry needs academia.
He described the need for constant curriculum review, especially in computing, engineering and technology, to ensure students are not learning outdated content.
He explained that teaching must be underpinned by active research and that the real value of education lies in producing graduates who understand the technology and can lead in their fields.
At Wigwe University, he said, students are already demonstrating remarkable capability—second year students are set to launch a major educational app, showing what young people can achieve when supported and challenged.
He insisted that Nigerian universities must produce graduates who are not only job seekers but job creators, noting that Wigwe University is building such a culture deliberately.
His call to action was clear: “We need to work together. If we combine our strengths, we can produce something real for Nigeria and beyond.”
The meeting ended with mutual assurance that the collaboration will move into concrete action. Both sides agreed to identify dedicated contact teams and map out specific workstreams for AI research, agricultural innovation, virtual learning, digital literacy, curriculum development and emerging technologies. With this shared resolve, NITDA and Wigwe University appear ready to build a partnership capable of shaping Nigeria’s technological future.
General News
Identy.io Targets Nigeria, Kenya in Its Africa Expansion Strategy

Nigeria and Kenya are the next target markets for Identy.io, a global provider of digital identities, as it expands into Africa. Facial, fingerprint, and palm identification are among the safe, mobile biometrics that the company specialises in.

According to Indenty.io, its platform runs locally on smartphones, eliminating cloud storage while maintaining security and privacy.
It goes to say this is achieved by leveraging standard smartphones for fingerprint and face scans, the company aims to bridge the continent’s digital divide, where a significant number of adults still lack basic identification.
To spearhead this rollout, the firm has appointed a specialised regional leadership team, including industry veterans from Nigeria’s Bank Verification Number programme, to integrate their automated Biometric Identification System into national digital public infrastructure.
The company says the significance of this move lies in the departure from traditional, “clunky” biometric models.
Historically, digital ID enrollment in Sub-Saharan Africa has been throttled by the high cost of specialised scanners and the logistical nightmare of deploying them to rural areas.
Identy.io notes that its approach shifts the heavy lifting to mobile software.
Identy.io is positioning itself to capture a market the World Bank’s Identification for Development initiative identifies as critical for financial inclusion.
If successful, this could accelerate government-to-person payments and healthcare access in regions where coverage currently sits below 70%.
“We are transforming the traditional industry model, which often relies on expensive and inflexible digital infrastructure,” says Antony Vendhan, Co-founder of Identy.io. “This allows our clients to reach underserved communities by providing individuals with multimodal access to secure their digital identities.”
The company will face established players like IDEMIA and Thales, who have long dominated government contracts.
Furthermore, Identy.io will face competition from up-and-coming regional fintech identity firms such as Smile ID, which already has a significant presence in Know Your Customer services throughout Africa.
To gain an edge, Identy.io has aligned itself with Modular Open Source Identity Platform (MOSIP).
By being listed on the MOSIP marketplace, the company says its tech becomes “plug-and-play” for governments building open-source national ID systems, a growing trend among nations wary of “vendor lock-in.”
While the primary focus remains on Nigeria and Kenya, Identy.io’s long-term roadmap includes a phased rollout to other emerging markets.
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