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Africa
Nigeria
Digital advertising benchmarks, audience data, and channel insights for Nigeria (NG).
Key Advertising Metrics
CPM
$0.6
CPC
$0.06
CPA
$2.5
CPV
$0.002
CPL
$4
CPI
$0.1
Market Overview
Ad Spend
$0.8B
YoY Growth
28%
Mobile Share
92%
Market Maturity
Emerging
Currency
NGN
Population
225M
Digital Penetration
Internet55%
Social Media28%
Mobile50%
Smartphone48%
Platform Dominance
Top Platform
Meta
Social Dominant
Meta
Search Dominant
Google
Video Dominant
YouTube
Messaging App
WhatsApp
E-Commerce Platform
Jumia
Channel Share Breakdown
Programmatic25%
Social28%
Search22%
Display12%
Video15%
CTV3%
Audio2%
Retail Media2%
DOOH2%
Demographics
Median Age
18
Gender Split
49% M / 51% F
Urban
45%
Rural
55%
HH Income (avg)
$6,741
Literacy Rate
75%
Age Brackets
13-1712%
18-2422%
25-3420%
35-4416%
45-5414%
55-6410%
65+6%
Performance Benchmarks
Avg CTR
2.8%
Avg CVR
2.4%
Avg VTR
60%
Engagement Rate
2%
Viewability
50%
Brand Safety
50%
Regulation & Privacy
Privacy Framework
NDPR 2019
Cookie Status
Limited
Ad Tax
None
Data Localization
Limited
METRIX — Advertising Intelligence Platform