Abuja Residents' Assessment of Online Advertisement of Nigerian Movies

Abstract

The digital transformation of Nigeria's entertainment industry has positioned online advertising as a critical driver of audience engagement and consumption patterns for Nollywood productions. This study examines the impact of online advertisements on Nigerian movie awareness, perceptions, and consumption behaviours among residents of the Federal Capital Territory (FCT), Abuja. Using a descriptive survey design, data were collected from 349 respondents across Abuja's six area councils through structured online questionnaires. The findings reveal exceptionally high awareness levels (92.5%) of online movie advertisements, with YouTube (88.5%) and Facebook (82.5%) serving as primary engagement platforms. Whilst online advertisements positively influenced residents' consumption patterns – evidenced by increased streaming service subscriptions (80.8%) and preference for digital viewing over physical purchases – significant challenges, including poor promotional packaging (61.1%), clickbait tactics (55.6%), and outdated content (52.7%), impeded optimal access. The study demonstrates how digital platforms are reshaping traditional consumption patterns, with 68.2% of respondents confirming a positive influence on their movie-watching habits. Despite widespread engagement, scepticism towards misleading content highlights the imperative for ethical marketing practices. The study recommends enhancing advertisement quality, developing platform-specific strategies, and strengthening collaborations with streaming services to align with evolving digital consumption trends. These findings provide actionable insights for Nollywood stakeholders to optimise online marketing effectiveness while addressing accessibility barriers in Nigeria's dynamic digital entertainment landscape.