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THE MEDIA AFRICA ANNUAL_digital

The decreasing oil prices and resurgence of the militant group Niger Delta Avengers have compelled some of the largest oil firms to declare ‘force majeure’,” says Kimanzi. He believes growth areas will be “new formats of advertising and experiential marketing. Augmented reality and outdoor are also growing”. Onile-Ere says Nigerian advertising is evolving. “The fact that the world is ‘getting smaller’ has meant that the expectations of clients and also consumers, in terms of creativity, has increased. This puts pressure on the advertising industry to improve its output,” he says. Media fredom Is there freedom of the press in Nigeria? “No, media runs what it is paid to run,” says Onile-Er e, “Journalists get paid to write the stories - not by the publication - but by a company/individual,” he says, adding, “on a governmental level, the media is still cautious about challenging the government.” Kimanzi says the media space was quite free during the last general election. “… some of the competing political entities hired David Axelrod (former head of President Obama’s campaign) to steer their messages and content. All in all, the elections turned out to be peaceful (despite a six week delay) and put Nigeria on a new pedestal with respect to peaceful transition of power.” The country is “resilient”, he asserts, and continues to overcome “challenges of infrastructure, an epileptic power supply, regulators and cut-throat competition for the elusive advertising spend.” n WEST Afcira 17 NIGERIA FAST FACTS Population: 181,562 056, Urban: 47.8% of population Age structure: 0-14 years: 43.01%, 15-24 years: 19.38%, 25-54 years: 30.56%, 55-64 years: 3.94%, 65 years and over: 3.11% Ethnic groups: Hausa & Fulani : 29%; Yoruba: 21%; Igbo (Ibo): 18%; Ijaw: 10%; Kanuri: 4%; Ibibio: 3.5%; Tiv: 2.5% Languages: English (official), Hausa, Yoruba, Igbo (Ibo), Fulani and over 500 indigenous languages Literacy: 59.60% Income: Share of income of highest 10%: 44.7%, Under poverty line: 40.5% Internet users: 92.77 million Internet 51% penetration: Mobile users: 139 million Source OMG Africa June 2016


THE MEDIA AFRICA ANNUAL_digital
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