Redmond commends Algorithm media on Audience Origin, shares optimism
By Felicia Nwosu
Ronan Redmond, Commercial Director, TVC Communications, has expressed optimism, confidence and satisfaction over the just debuted leading data-management product, known as Audience Origin. Redmond described the Audience Origin as a catalyst, for its ability to provide original and deep insight by leveraging data foundation that employs a privacy-first data collection system using proprietary consumer surveys. He also commended Algorithm Media, as the WPP affiliate company in Nigeria, and the sole purveyor of the product
Speaking with MARKETING EDGE in an interview, the award winning Commercial Director stated that the launch and expansion of proprietary Audience Origin data service into the Nigeria market, will have a massive impact on the advertising ecosystem.
Mr. Redmond explained that the Nigeria advertising industry is posed with the challenges of lack of robust and reliable consumer research data, whose adverse effect has impacted negatively on the growth of the market.
“It is hugely important. Advertising investment all round the world is underwritten by research. We all need research, including the clients, to make big monetary investments. There is not enough research in the Nigerian market. I believe that for that reason, the Nigerian market is not as big financially like other markets such as South Africa, Kenya or even Ghana.
The seasoned marketer reaffirmed that the launch of the data-driven product, wil boost investors’ confidence and also help curb unnecessary errors caused by mere assumptions by practitioners.
“I firmly believe that with research as this, and other innovation coming along the line from media companies, the more our industry is underpinned with research, it then gives clients the confidence to invest more money and when they invest more money into this market, that money goes back to the real investor in terms of new talents and we get the best people in the industry that will attract more business and clients and it becomes cyclic and very positive.
The Commercial Leader reiterated that the Audience Origin possesses a customer-centric approach to data, which makes it much more beneficial to the users.
“Research like this is qualitative. It helps to understand the consumer, what they are doing and what their passions are and then we can connect their passions with people who are watching and listening. It just gives us a much more round of understanding of individuals who are watching or listening.
The international Media Executive further added that, “It helps us as broadcasters but in particular, it helps the clients and they can make informed decisions from their investment, yielding a visibly and tangible return of investment because the money will target correctly and advertising will be seen by the right kind of people
The change agent called on other agencies to replicate and imbibe such initiatives to better the industry while pledging the support of the professionals towards the industry growth.
“We as media owners of television and radio companies, if supported, will do everything we can to help agencies like Algorithm and others to bring in research like this into the market.”
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