Political Marketing: Advertising Practitioners Expect Budget Increase in 2022

Raheem Akingbolu

Similar to the year before Nigeria’s general elections, there will be a boom in political marketing and business environment advertising revenue in 2022, practitioners predicted. They also pointed out that the industry will see a huge increase in digital advertising budget this year, coupled with an acceleration in digital penetration and innovation.

The Chairman of the Outdoor Advertising Association of Nigeria (OAAN), Emmanuel Ajufo, who pointed out that the marketing communications industry has gone from strength to strength after overcoming the challenge of the grim realities of the past two years, said that 2020 will be a year stabilizer following a hive of marketing activity inside and outside of politics.

“It is no longer a news that the global economy has been threatened in the past two years and it has also affected marketing a lot.

However, things are starting to take shape. For Nigerian practitioners, this year will be a multi-blessing as we explore both corporate and political spaces. As I speak, preparations for elections in Ekiti and Osun have started and the 2023 general elections are also approaching. Politicians are beginning to understand the need to hire professionals and this will have a positive impact on our industry. We should expect more print ads, TV ads and outdoor ads. Our people must prepare, now is the time to work,” Ajufo said.

A former president of the Experiential Marketing Association of Nigeria, Kehinde Salami, also described 2021 as a robust year for activation agencies, saying there is a strong possibility that 2022 will be more financially rewarding for the industry.

He said: “The surge in experiential marketing activity in 2021 has given us the outlook for 2022. Every day brand owners are becoming aware of the importance of experiential marketing as results are measurable faster than anyone else. what channel of engagement.

This year we are confident there will be more activity as the environment looks better than last year when the COVID-19 challenge left us all in fear. Even though it’s not uhuru yet, we hope things will be better this year,”
In his presentation, Starcom Media Perspectives Managing Director Jude Odia told an online marketing portal that he was optimistic about market growth this year as well as “a proliferation of platforms, especially microsites and blogs”.

“I’m hoping to see the budget go digital and more potential in our overall media spend. I’m also hoping to see exponential growth in content and that will be a driver for mobile and the kind of growth we’re hoping to see in mobile as well. “digital media space. Digital will fundamentally be the main beneficiary of this growth, as it will grow further at the expense of traditional media.”

“Fortunately, 2022 ushers in positive expectations for the advertising world, as advertising across all digital channels is expected to exceed 60% of global ad spend for the first time this year, reaching 61.5% of total spend according to reports from WPP’s Publicis Groupe media.Zénith agency.GroupM also forecast further growth of 13.5% in 2022, as digital now accounts for the lion’s share of advertising spend and is expected to account for 64.4% of total advertising. this year, compared to 60.5% in 2020.

The steady growth in the number of internet users worldwide has become a major factor fueling the growth of the online advertising market on the internet.

“With marketers leveraging internet advertising to achieve their marketing goals, the rise of social media bloggers, the growing trend of influencer marketing, the growing demand for e-commerce and social commerce accelerating by the pandemic and the continued increase in internet penetration across the globe has presented a great opportunity for internet advertising.Some of these channels include banners, remarketing, pay-per-call advertisements, pay-per-click and pop-ups through e-newsletters and one-to-one email marketing, search engine optimization, social media and ezine ads,” he said. .

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