A STUDY OF THE IMPACT OF MOBILE ADVERTISING IN LAGOS, NIGERIA

Bulgarova Bella Akhmedovna, Oke Boluwatife Daniel, Kozlovskaya Ekaterina Stanislavovna, Zyukina Zulfira Salikhovna

The subject of this article is mobile advertising as one of the leading segments of digital marketing, which plays one of the most important roles for marketers and brands around the world. The object of the study is the analysis of the development trajectory of mobile advertising in Nigeria, which occupies a leading position among the information channels of marketing campaigns. Particular attention is paid to the prospects of mobile advertising in Nigeria, its impact on digital marketing, problems and potential. The authors of the study analyze in detail the situation in Lagos, the key factors contributing to and hindering the growth of the digital market in the country. Lagos, as the capital and largest city of Nigeria, undoubtedly has huge potential for the growth of mobile advertising as a key element of the country's marketing advertising strategies. The authors offer practical recommendations for optimizing the distribution of mobile advertising in Lagos. The study showed that mobile advertising in Nigeria can significantly influence consumer purchasing decisions, increase consumption volumes and effectively promote brand awareness. But, at the same time, the authors highlight the obstacles to the development of the digital mobile advertising market in Nigeria: a low level of digital literacy of the population, as well as high prices for mobile Internet. However, mobile advertising is becoming a key element of Africa's digital development as mobile internet and digital banking are developing.

Keywords:Lagos, Nigeria, mobile, advertising, consumer, interest, e-commerce, Africa, marketing, digital