10 Facts That Will Shape the Nigerian Media Landscape In 2017-Emeka Okeke
Emeka Okeke, CEO of MediaFuse Dentsu Aegis is one of the most dynamic executives in the marketing communications sector in Nigeria. Within about two years of setting up MediaFuse, he has transformed the agency into one of the most formidable and fastest growing agency networks in Nigeria with further investments in research, digital and outdoor.
Okeke is a man of insight and foresight, his understanding of the industry is second to none. At a recently held Advertisers Association of Nigeria (ADVAN) stakeholders’ event in Lagos tagged ‘Industry Dialogue’ he demonstrated his deep industry insight by highlighting 10 facts that will shape the media segment 2017. They are as stated below.
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In 2017, the world will remain an uncertain place. Of course, Nigeria is not outside the global ecosystem. And if you look at events happening around the world; it shows the world will continue to be uncertain.
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The World Economic Forum, Davos in 2016 had it that the digital economy will create $100 trillion of value by 2025.
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Data driven, technology enable, and people based marketing will be stronger in 2017 with over 40 million people connected on the internet in Nigeria. New skill sets would be required to drive competitiveness. In the era of digital, data miners and data interpreters will need special skill.
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Furthermore, technology would need more application developers to navigate us through relevant and contentious nuggets that will make life relevant and make us connect with the people that matter.
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Contextual and relevant content beyond TV commercial is going to challenge what we do in 2017. For instance, you book 30 seconds on TV, how are you able to tell that a five seconds version of that commercial is not delivering more value on VOD platforms like YouTube and others?
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People based marketing would thrive over possibility marketing; meaning if you look at where we are, we are still struggling with the brilliant basic. We still target by proxy; targeting audience by what we think their friends do. Will that still deliver the needed result? Can we step up our data to the level of collecting private information about people and begin to do people based marketing.
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Exchange rate debacle would impede or stifle growth in the digital spend space. Clients would sign budget for digital amplification, and by the time agency implement and Facebook or Google lands your invoice, the exchange rate would have thrown your marketing budget out of space.
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Digitization will deliver the total basic data that we have been asking for. Before now, we’ve had problems telling the pay channels to give us relevant data to plan. But today, with digitization and the kind of boxes being produced, the channels and the boxes are going to be telling you who is watching what.
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Also, in 2017, the delivery of mass media by TV would be challenged by effectiveness.
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And finally, spend will continue to shrink. I disagree with my friend who said by mid 2017, advertising spend is going to be up. Media spend is going to be restricted because there’s no money in the system.
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