In furtherance of its determination to ensure that the three major stakeholders in the marketing communications ecosystem; advertisers, agencies and media owners, obtain actionable data that would assist them produce successful Nigerian advertising campaigns that meet the needs of consumers, Media Perspectives Ltd, launched the maiden edition of a book titled, “Nigerian Media Advertising Guide 2016”.
Left Dr Tayo, Oyedeji, MD Media Perspectives, Mrs Iquo Ukoh, Guest Speaker, Mr Biodun Shobanjo, Chairman Troyka Group and Mr Jude Odia,Media Director, Strategy, Media Perspectives at the occasion. Pix Biodun Ogunleye.
The book presentation, held last Friday at the Protea Hotel, Ikeja GRA, Lagos, witnessed an impressive turn out of eminent Nigerians in the advertising industry as well as the media.
“Nigerian Media Advertising Guide 2016”, published by the Media Perspective Research Team, is an annual guide that helps to uncover insights in addition to helping stakeholders in the marketing communications, to match content with context.
Chairman of the occasion who is also Chairman of Troyka Group, Mr Abiodun Shobanjo who expressed satisfaction with the authenticity of the publication, noted that “The whole thing about media facts is one that kept me thinking about Nigeria media, how sometimes, they may not necessarily get their facts right.
I was reading one of the professional journals one day that talked about media independence and I was surprised at the comments made about the very existence of how media independence started in Nigeria.
We all know how media independence came about. It was so unfortunate that no credit was given to Troyka Group because the fact is that what we now know as media independence in Nigeria was started by Troyka Group. So I have looked through these media facts compendium that Media Perspectives have put together, with this kind of research work, in fact, clients can only continue to get better values. I’m pleased and proud that Media Perspectives have been able to do this.”
Nestle Marketing Services Director, Mrs Iquo Ukoh who was the Keynote Speaker described the book as “An excellent opportunity for brand owners and media planners to get data such that the spend they are putting behind the media is well spent and we can really account for the amount of money we are spending on media at the end of the day.”
In her presentation titled, ‘Consumer Research and Marketing, Doing it Right in Nigeria’, Mrs Ukoh focused on areas of Marketing and return on investment, improving consumer insights and increased access to data prior to marketing spend. She emphasised on brands having deeper insights into the consumer so as to meet their needs. And to do this, she insisted that stakeholders should identify credible information resources, quality of information, cultural nuances, consider consumer literacy level, etc.
Managing Director and Chief Executive Officer, Media Perspectives, Dr Tayo Oyedeji noted that “We started this project with one goal in mind; providing research data to bridge the gap between strategy and implementation in the Nigerian media advertising industry. Consequently, we scoured multiple data sources and research studies to generate a truly unique report that would help marketing communications professionals make sense of one of the most complex markets in the world.”
Dr Oyedeji further explained the reason for the annual publication thus; “What we wanted to do was to put together research that will help all the industry stakeholders with other agencies and even media owners to make better decisions about the consumers. So this research will help everybody that works in the marketing communication industry and spend industry but also more importantly reach out to the consumer properly.”
The core message according to him is, “When you pick up the book and begin to read it, what happens is that you begin to understand the consumers a lot better and audiences. what happens is that your marketing communication becomes sharper and better and you can more effectively reach the people that will patronise your brand and your products in every form and shape.”, He said.
The event also featured a panel discussion comprising Dr Tayo Oyedeji, Feyi Olugbodu, Mr Jude Odia and Mrs Iquo Ukoh who fielded questions from the audience. They addressed issues bordering on how best to improve on media advertising and more importantly, understanding consumer behaviour.
