Nigeria rules the continent in mobile advertising

“A report by InMobi shows that almost 1billion mobile ad impressions were added in the second quarter of the year.” 

InMobi, the world’s largest independent mobile advertising network, on Monday, released its Q2 Mobile Insights Report for Africa providing insights on mobile advertising trends on the continent.

Data from the report shows that InMobi served 2.4 billion impressions in Nigeria in Q2 as compared to 1.5 billion impressions in Q1.

Key highlights of the Nigeria data show that strong growth in Nigeria continues with almost 1 billion mobile ad impressions added since Q1. According to the data also, Nokia still holds 78 per cent market share, Symbian OS shows the fastest growth with +0.4 points, while there was a 58 per cent growth in Smartphone impressions in Nigeria in Q2

While the data indicates that advances phones continue to dominate the African mobile ad market with 84 per cent share, smartphones register faster growth than advanced phone impressions.  This follows the global trends of increasing smartphone usage and penetration.

Isis Nyong’o, the Vice President and Managing Director InMobi Africa, said: “Mobile ad impressions continue to grow at a rapid pace across the continent.  In Nigeria, we are seeing the adoption of smartphones start to pick up significantly. Mobile access has given consumers a convenient, affordable way to access digital content wherever they are, which has brought about this enormous advertiser opportunity.”

The report finds that Nigeria and Ethiopia show the fastest mobile ad growth among mobile markets in Africa during Q2.  South Africa maintains the top position as the largest African mobile market and represents 1 of every 4 mobile ads across the continent.

-By Valerie Anofochi

Source: DailyTimes