With digital, we get our ads impression real-time-Unilever Brand Building Boss
Brand Building Director of Unilever Nigeria Plc, Mr. David Okeme has applauded the gradual digitisation of Nigeria advertising industry, saying that the development has offered the market a great opportunity to understand the consumers better.
He told Marketing Edge that the advertising market had become extremely competitive with digital activity in place and that winning a customer is now based on real time. “Winning is about who is there at the right time, we need the right parameters for the consumer to pick, therefore business is getting a lot of information on the consumer. We are therefore able to actually evaluate whether our execution is right or wrong,” he said.
He explained that with Google analytics in place, it became easier to measure the impression an advertisement had made in any campaign put out. “You can even measure by sell, what we called dropout rate, those are there to help the industry to be more effective. You can evaluate your advertisement now to know whether you are talking to the right audience or not and I think that is the beauty of digital,” he said.
According to him, digital enables you to be where your consumers are, because with active 120 million lines, people are communicating, so first and foremost what digit offers is chance to be in the conversation and the ability to iterate and measure.
Okeme said that the new digital age afforded the advertiser to make a quick intervention and make some changes if particular ads are not going right. “Digital allows you to take decision, it enables you to build deeper understanding of your consumers,” he noted.
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