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Investment in Advertising Dropped to N80bn in 2016 over Economic Recession

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  • Investment in Advertising Dropped to N80bn in 2016 over Economic Recession

Against the N103.858 billion spent on traditional advertising in 2015 by advertisers in Nigeria, the figure dropped to N80.446 billion in 2016, the 2017/18 Nigerian Media Advertising Guide (NMAG), has revealed. This, according to the report represents 23% decrease over the 2015 traditional advertising spending. The decline was blamed on 2015 elections and the economic recession of the second quarter of 2016.

An annual publication of Media Perspectives, NMAG, is a compendium of global and local marketing research data, with complementary actionable insights and market intelligence that will help industry practitioners make informed business decisions that ultimately impact positively on the bottom-line.

In this edition which covers this year and next year, the report also established that the top seven brands across all media were representative of the top spending categories. The highest spenders come from telecoms, banking and finance, beer and dairy products sectors.

While it posited that terrestrial TV stations in the country have grown to over 160 from 150 in the previous year, with NTA still dominating with about 107 stations pan Nigeria, the report slammed the print media for currently facing stiff competition from online news blogs and sites. It however concluded that online versions of the various newspapers remain an inevitable weapon to sustain readership.

Though, the report stated that the top TV advertisers in the country are mostly telco brands, it admitted that apart from other corporate advertising, the banking sector had the overall highest activity by any category in the print media options. According to the report, the need for banks to build and sustain brand equity with corporate stakeholders by featuring regularly on newspaper and magazine pages remained the major push for their visibilities.

On the influence of Telcos on TV, the report stated that: “This was expected, given the audio-visua effect that is highly desired to drive sales of Telco products over a relatively short advertising response period. Most telecoms & FMCG advertisers rely strongly on TV to drive consumer response over a relatively shorter duration.”

As a result of TV digitalisation, the report urged business owners and advertisers to consider consolidating on Pay TV, which is increasingly affordable due to the availability of low-end consumer platforms and cost of data. It noted that internet holds a high degree of usage, especially among the young and middle-aged population, which are increasingly considered very important in terms of purchasing power.

The report also established that digital media is an effective engagement platform that has an ROI advantage as it is more accountable compared to traditional media. It also stated that exposure to media is higher amongst the southern region (with Lagos blazing the trail), compared to the north, due to ongoing insurgence.

In a statement issued by Media Perspective on the industry publication, its Chief Operating Officer, Jude Odia, was quoted as saying that “there is urgent need to democratise media research data as it will helps grow market appreciation and the potential of the industry in Nigeria.”

Is the CEO/Founder of Investors King Limited. A proven foreign exchange research analyst and a published author on Yahoo Finance, Businessinsider, Nasdaq, Entrepreneur.com, Investorplace, and many more. He has over two decades of experience in global financial markets.

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Microsoft to Invest $2.2 Billion in Malaysia’s Digital Infrastructure

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Microsoft Corporation has announced plans to inject $2.2 billion into Malaysia’s digital infrastructure over the next four years.

This investment shows the company’s determination to harness the potential of Southeast Asia’s burgeoning technology market.

During his visit to Kuala Lumpur, Microsoft’s Chief Executive Officer, Satya Nadella, revealed the company’s ambitious agenda, which encompasses the construction of essential infrastructure to support its cloud computing and artificial intelligence (AI) services.

Nadella also outlined plans to provide AI training to 200,000 individuals in Malaysia and collaborate with the government to enhance the nation’s cybersecurity capabilities.

The move comes amidst intensified competition among tech giants, including Alphabet Inc., Amazon.com Inc., and Alibaba Group Holding Ltd., to gain a foothold in Southeast Asia’s rapidly digitizing landscape.

With a population exceeding 650 million people, the region presents a lucrative market for tech companies seeking to expand their operations beyond traditional strongholds like China.

“We are committed to supporting Malaysia’s AI transformation and ensure it benefits all Malaysians,” stated Nadella.

During his visit, Nadella met Prime Minister Anwar Ibrahim and discussed the importance of collaboration between the public and private sectors in driving digital innovation.

Microsoft’s investment not only serves to fortify Malaysia’s technological infrastructure but also aligns with the company’s broader strategy to assert its presence in the Asian market.

Nadella has previously pledged a substantial sum of $7 billion to bolster Microsoft’s services across the region, emphasizing the pivotal role of AI as a catalyst for growth and urging countries to ramp up investment in the technology.

In Malaysia, the southern region of Johor Bahru, linked to Singapore by a causeway, is emerging as a key hub for AI data centers.

The partnership between Nvidia Corp. and local utility YTL Power International Bhd. to establish a $4.3 billion AI data center park in the area underscores the region’s growing significance in the realm of digital infrastructure.

While AI adoption in Southeast Asia is still in its nascent stages, experts predict significant economic benefits with the potential to add approximately $1 trillion to the region’s economy by 2030.

Malaysia is poised to capture a substantial portion of this growth with estimates suggesting a potential windfall of around $115 billion for the country.

Microsoft’s commitment extends beyond Malaysia, as the company announced similar investments during Nadella’s regional tour.

In Indonesia, Microsoft unveiled a $1.7 billion investment plan, while an undisclosed amount was pledged for initiatives in Thailand. Notably, Microsoft intends to invest approximately $1 billion in a new data center in Thailand, as reported by the Bangkok Post.

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Investors Flock to Nigerian Treasury Bills, Subscriptions Soar to N23.75 Trillion

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Nigeria’s Treasury Bills market has witnessed an unprecedented surge in investor interest with subscriptions soaring to N23.75 trillion in the first four months of 2024.

This increase represents a significant 292% Year-on-Year growth from N6.06 trillion recorded in the same period in 2023.

Treasury Bills, short-term government debt instruments issued by the Central Bank of Nigeria (CBN), have become increasingly attractive to both local and foreign investors.

The double-digit interest rates offered on NTBs have lured investors seeking refuge from the uncertainties of the global economic landscape.

The surge in subscriptions comes amidst Nigeria’s efforts to bridge its budget deficit and manage monetary challenges amidst a scarcity of foreign exchange and double-digit inflation rates.

Investors’ confidence in the CBN’s ability to navigate these challenges has been bolstered by robust subscription rates, indicating a positive outlook for the country’s fiscal stability.

The 2024 Budget of ‘Renewed Hope’, proposed by President Bola Tinubu, outlines a total expenditure of N27.5 trillion, with a deficit of N9.18 trillion.

The high demand for NTBs underscores investors’ confidence in the government’s fiscal policies and its commitment to economic reform.

As interest rates on NTBs have risen in response to inflationary pressures, the CBN has capitalized on this demand by auctioning larger volumes of NTBs.

The move aims to address liquidity in the financial system while attracting foreign investors seeking higher yields.

Analysts view the surge in NTBs subscriptions as a testament to investors’ confidence in the Nigerian government and its reforms.

The massive oversubscription signals significant system liquidity and reflects the attractiveness of NTBs as a safe investment option amidst economic uncertainties.

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A.P. Moller-Maersk Pledges $600m Investment in Nigerian Ports

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A.P. Moller-Maersk, one of the world’s largest shipping and logistics companies, has committed a $600 million investment into Nigerian ports.

The decision was unveiled during a high-profile meeting between Chairman of A.P. Moller-Maersk, Mr. Robert Maersk Uggla, and Nigerian President Bola Tinubu.

The investment, aimed at expanding port infrastructure to accommodate larger container ships, comes at a pivotal moment for Nigeria’s economy.

Historically, the West African coast has been serviced by smaller vessels but with this injection of capital, A.P. Moller-Maersk envisions deploying larger ships to Nigeria, transforming the country into a major logistics hub for the region.

The move not only underscores Nigeria’s strategic importance but also highlights the company’s confidence in the country’s growth potential.

Speaking on the sidelines of the World Economic Forum Special Meeting on Global Collaboration, Growth, and Energy for Development in Riyadh, Saudi Arabia, Chairman Robert Maersk Uggla expressed optimism about Nigeria’s prospects.

“We have seen a significant opportunity for Nigeria to cater for larger container ships,” Uggla stated. “To achieve this, we need to expand the port infrastructure, especially in Lagos, where we need a bigger hub for logistics services. The growth potential is hard to quantify.”

In response, President Tinubu welcomed the firm’s commitment and emphasized the government’s dedication to fostering an enabling environment for investments.

“We appreciate your business and the contribution you have made and continue to make to our country’s economy over time,” Tinubu remarked. “A bet on Nigeria is a winning bet. It is also a bet that rewards beyond what is obtainable elsewhere.”

The infusion of $600 million into Nigerian ports signifies more than just a financial transaction; it symbolizes a partnership built on mutual trust and shared objectives.

With Nigeria poised to benefit from enhanced port infrastructure and increased trade capacity, the ripple effects of this investment are expected to be felt across various sectors of the economy.

Furthermore, A.P. Moller-Maersk’s decision aligns with Nigeria’s broader vision of becoming a regional economic powerhouse. By attracting foreign investment and fostering strategic collaborations, the country is laying the groundwork for sustainable growth and development.

As Nigeria charts a course towards prosperity, the $600 million commitment from A.P. Moller-Maersk serves as a beacon of hope and a testament to the nation’s potential on the global stage. With determination and collective effort, Nigeria stands poised to capitalize on this opportunity and navigate the waters of progress with confidence.

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