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Google, Meta Dominate as Advertising Industry Set to Exceed Growth Expectations

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Lagos Nigeria - Investors King

The advertising industry is expected to exceed growth expectations for 2021 as more brands turn to the search engine and social media platforms to get across to their customers during this pandemic, according to two advertising industry forecasts released on Monday.

In spite of the fact that the year was marked by supply chain disturbances across the globe which delayed products from reaching shelves and a user privacy crackdown by Apple Inc that caused many to fear that mobile advertising would be disrupted, brands have gone on to advertise online.

According to Jonathan Barnard, the Director of Global Intelligence at advertising firm Zenith, in-store shopping has still been slow because of the pandemic. Zenith was one of those who published an ad expenditure forecast on Monday.

The new businesses that were formed in the thick of the pandemic needed to advertise so that they would find customers, while other companies most likely maintained the ad spending in order to stay rooted in the minds of consumers, as said by Brian Wieser, the Global President of Business Intelligence at advertising agency GroupM.

The GroupM forecast predicts that global advertising spending will grow about 22.5% in 2021 compared to the previous year, while Zenith estimated a growth of 15.6%. Both estimates were updated from the previous expectations that were held.

The reports state that by 2022, advertising spending around the world is expected to increase by about 9%.

The growth has been beneficial for Alphabet Inc (Google), Meta and Amazon.com Inc, who are major sellers of digital ads and can now account for more than half of all the advertising spending occurring outside the walls of China. This represents an increase from about 40% back in 2019, according to GroupM.

The need for marketers to reach their customers directly has resulted in the success of retailers such as Walmart, Kroger and Target to quickly grow their ad sales businesses, allowing brands to target more customers using their shopper data.

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Dangote Refinery Denies Allegations of Reselling Crude

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Dangote Refinery

The Dangote oil refinery has firmly denied recent allegations that it is reselling cargoes of U.S. and Nigerian crude.

These claims were labeled as “outright falsehood” by the company, which is on the brink of commencing full production.

A report over the weekend suggested that the 650,000 barrels-per-day refinery had offered four different grades of crude for resale due to alleged technical issues. Sources quoted in the report claimed that Nigerian Escravos, Forcados, and U.S. WTI Midland crude were among those being offered.

The news initially contributed to a decline in crude prices, with Brent crude falling as much as 2.5% towards $80 a barrel, though it later recovered to above $81 by the end of trading on Friday.

In a strong rebuttal, Dangote Group dismissed the allegations. Tony Chiejina, an executive with the company, stated, “Our attention has been drawn to a misleading report on our crude distillation unit and claims that we are offering crude for resale. This is outright falsehood as we are not authorized to sell any crude we buy from Nigeria.”

Chiejina assured that the refinery’s Crude Distillation Unit (CDU) is functioning perfectly.

He urged the public to ignore what he described as false narratives promoted by those interested in maintaining the importation of substandard fuels into Nigeria.

The Dangote refinery, which began production in January, is set to become the largest in Africa and Europe once fully operational.

It aims to transform Nigeria’s oil landscape by reducing the country’s reliance on fuel imports, despite being Africa’s largest oil producer.

Such allegations of crude resales by refineries are rare but not unheard of. However, the refinery’s management remains committed to their goal of boosting Nigeria’s fuel self-sufficiency.

The refinery, built at a cost of $20 billion by Africa’s richest man, Aliko Dangote, has the potential to upend the Europe-to-Africa fuel trade, potentially making Nigeria a net exporter of refined fuels.

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Peter Obi Advocates for Full Government Backing of Dangote’s $21bn Refinery Project

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Peter G. Obi

Peter Obi, a prominent Nigerian politician and public figure, has called for unwavering support for the Dangote Refinery amid recent conflicts between Dangote Industries and government agencies.

In a passionate appeal, Obi said the current disputes extend beyond political and personal differences, touching upon the broader interests of Nigeria’s economy and its future prosperity.

In his statement on X.com, Obi highlighted the refinery’s immense potential to drive economic growth and create employment opportunities.

With an estimated annual revenue potential of approximately $21 billion and the capacity to generate over 100,000 jobs, the Dangote Refinery represents a cornerstone of Nigeria’s industrial advancement and economic stabilization.

“The recent challenges faced by Dangote Industries should not overshadow the vital role this enterprise plays in our national economy,” Obi asserted.

“Alhaji Dangote’s contributions are monumental, and it is essential that we rally behind his ventures, particularly the refinery, which is set to make a significant impact on our fuel crisis and foreign exchange earnings.”

The refinery, with its strategic importance, stands as a beacon of hope for Nigeria’s fuel supply and overall economic development.

It is poised to address long-standing issues in the energy sector, provide substantial revenue streams, and enhance the country’s economic resilience. Given these benefits, Obi stressed that any actions hindering the refinery’s operation would be counterproductive.

Obi also commended Alhaji Dangote for his remarkable achievements across various sectors, including cement, sugar, salt, fertilizer, infrastructure, and more.

“Alhaji Dangote embodies patriotism and commitment to Nigeria’s growth. His extensive industrial activities are not only a testament to his entrepreneurial spirit but also a vital contribution to Nigeria’s economic landscape,” he added.

Despite the challenging business environment, Dangote’s diversified industrial investments demonstrate a commitment to Nigeria’s industrialization and job creation.

Obi urged the Federal Government and its agencies to offer full support to Dangote Industries, recognizing the broader economic benefits and the positive impact on national welfare.

“The success of Dangote Industries is intrinsically linked to the success of Nigeria and Africa as a whole. We cannot afford to let such a crucial enterprise falter,” Obi warned. “Every sensible and patriotic government should view enterprises like Dangote Industries as national treasures that deserve robust support and protection.”

Obi’s appeal underscores the critical need for collaboration between the government and private sector leaders to ensure the successful operation of key projects like the Dangote Refinery.

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Dangote Accuses NNPC and Oil Traders of Secret Operations in Malta

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Aliko Dangote, chairman of Dangote Industries Limited, has leveled serious allegations against personnel from the Nigerian National Petroleum Company (NNPC) Limited and certain oil traders.

Speaking at a session with the House of Representatives, Dangote claimed that these parties have established a blending plant in Malta, raising concerns about the integrity of Nigeria’s fuel supply.

Dangote described the blending plant as lacking refining capability, instead focusing on mixing re-refined oil with additives to produce lubricants.

“Some of the terminals, some of the NNPC people, and some traders have opened a blending plant somewhere off Malta,” he stated.

He emphasized that these activities are well-known within industry circles.

Addressing the drop in diesel prices, Dangote argued that locally produced diesel, with sulfur content levels of 650 to 700 parts per million (ppm), is superior to imported variants.

He linked numerous vehicle issues to what he described as “substandard” imported fuel.

He called for the House of Representatives to set up an independent committee to investigate fuel quality at filling stations.

“I urge you to take samples from filling stations and compare them with our production line to inform Nigerians accurately,” Dangote insisted.

The accusations come amid an ongoing dispute between the Dangote Refinery and the Nigerian Midstream and Downstream Petroleum Regulatory Authority (NMDPRA).

Farouk Ahmed, NMDPRA’s chief executive, had previously claimed that local refineries, including Dangote’s, were producing inferior products compared to imports.

Also, the House of Representatives has initiated a probe into allegations that international oil companies are undermining the Dangote Refinery’s operations.

In response to the escalating tensions, Heineken Lokpobiri, the Minister of State for Petroleum Resources, intervened by meeting with key stakeholders including Dangote, Ahmed, and other top officials from the Nigerian petroleum regulatory bodies.

The discussions aimed to address claims of monopoly against Dangote, which he has strongly denied, and to ensure that all parties operate transparently and fairly.

This development highlights the complex dynamics within Nigeria’s oil industry. The allegations and subsequent investigations could impact market stability and investor confidence.

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