Leading media planning and buying agency in Nigeria, Media Perspectives has launched a comprehensive industry report titled the Nigerian Media Advertising Guide 2016. The report which was launched in Lagos recently is to provide research data capable of bridging the gap between strategy and implementation in the Nigerian media advertising industry.
Speaking during the unveiling of the book, Chairman, Troyka Group, Mr. Biodun Shobanjo said, “this research work will enable clients to get better value for their investments.”
Key note speaker of the day and Marketing Services Director, Nestle, Mrs. Iquo Ukoh who spoke on ‘Consumer Research and Marketing, Doing it Right in Nigeria’ said that the research book would provide an excellent opportunity for brand owners and media planners to get data such that the spend they are putting behind media is well spent account for.
She added that the launch of the research book is the right step in the right direction that would afford stakeholders opportunity to understand that Nigeria is big and one or two regions should not be used to judge the whole nation. According to her, “We need to go deeper in terms of understanding the consumer from Awka Ibom to Gombe to Enugu and the rest of other places as few locations should not be used to represent the whole country.”
She requested from Media Perspective to provide more data for Out-of-Home investment, electronics and data consumption details, smarter targeting of messaging and accurate agency data which, according to her would enable client to prepare adequately for campaign.
Speaking also, Managing Director, Media Perspectives, Dr. Tayo Oyedeji said, “Nigerian Media Guide which is to reflect who we are at Media Perspectives will be a quarterly publication. What we wanted to do was to put together research that would help all the industry stakeholders from clients to other agencies even media owners to make better decision about the consumers. A lot of us sit here in Lagos and we don’t understand what is going on in Enugu or Kano because all we have is Lagos centric but, the truth is that Nigeria is much more than that. With this research everybody that works with the marketing communications industry will understand the industry and also more importantly reach out to the consumers better.
According to him, the book was launched to create a nation-wide awareness on the relevance and profound value of this contribution by the agency to the Nigerian industry. “The book is a professional guide towards navigating the challenging media terrain for brands aimed at achieving consumer satisfaction”.