Asian Research Journal of Arts & Social Sciences

The evolution of advertising practices within the Fifth Industrial Revolution (5IR) poses several opportunities as well as challenges, especially within developing countries like Nigeria. This study explores advertising practices in Nigeria within the evolving 5IR, focusing on emerging trends, opportunities, and challenges. An integrative literature review method is employed in this study by analysing existing academic studies on digital advertising, innovation, and communication systems in Nigeria and other African countries. Diffusion of Innovation Theory, TOE model, and human-centred concepts of 5IR guide the investigation. From the findings, advertising practices in Nigeria are slowly transforming from conventional media channels into innovative systems, which rely heavily on digital technologies and platforms such as social media marketing, influencer marketing, and programmatic advertising. Nevertheless, the process is still uneven because of infrastructure inadequacies, talent shortage, policy gaps, and consumer concerns. Although 5IR presents many opportunities, like broadened markets, improved targeting effectiveness, and a thriving digital creative industry, its implementation faces many constraints. The study adds value to the body of knowledge by developing a conceptual framework that combines the dimensions of technology, organisation, and environment with 5IR tenets to provide a rationale for advertising evolution in Nigeria. The study reinforces the imperative of adopting a human-oriented and ethical perspective of advertising in the digital age. The study concludes that the successful adoption of 5IR within advertising practice in Nigeria demands a concerted effort in terms of infrastructural development, capacity development, regulation, and culturally relevant communication.