AdTraders launches into Nigeria’s media buying space
AdTraders, a new media buying agency, has been launched into the media buying industry in Nigeria. According to Elo Iyayi, Managing Director of AdTraders, the new agency is positioned and committed to redefining a media buying environment where the only certainty is change.
The new agency boss noted that no one could have anticipated the effect of Covid-19 pandemic on an already fragmented audience, pointing out that even advertisers who anticipated the decline of TV’s power in the wake of the Internet must be aghast at the impact of streaming channels and podcasts, while less time in the car and office has made significant inroads into radio’s listenership.
“Such innovation, she observed, “can create havoc for an advertiser”, stating, however, that “with the right media buying partner by their side, it can create enormous opportunity”. “This is why it makes sense to join forces with AdTraders, an agency with the flexibility and foresight to adapt to this ever-changing landscape”.
She explained: AdTraders’ approach is a long-term one. The agency strives to nurture relationships rooted in a thorough understanding of the brand, its goals and aspirations, so that – through ongoing measurement and a data-driven response – the agency is able to adjust strategies in order to achieve optimal effectiveness.”
Iyayi believes that the flux the media landscape is currently experiencing is just the beginning. “Going forward, it is inevitable that the trends that defined innovation today will be forgotten by tomorrow. This is why AdTraders focuses on helping brands get to grips with what may come to be, rather than what is.
“Therefore, in line with this, the agency works non-stop to create real value. This is achieved thanks to the input of a highly experienced team of negotiators, skilled at creating deal structures that make media spend work harder for clients. Added to this, the team is well-versed in the pros and cons of all media touchpoints, objectively identifying that which offers the most cost effective buy for clients,” she said.
According to Iyayi, as a newcomer to the industry, AdTraders brings a fresh perspective that turns its back on the staid and irrelevant, helping clients to plug into a new type of consumer living in a new type of environment.
Explaining further, she said: “AdTraders is fast developing a reputation for achieving results for clients striving to make their mark in an increasingly competitive brand world.”
Iyayi holds a Master of Science degree in Media and Communications from the Pan African University (now the Pan Atlantic University), after which she went on to graduate from the Lagos Business School. Her career in advertising kick-started in 2004 with stints at such prestigious agencies as McCann Erikson, Lowe Lintas Lagos, 141Worldwide, Leo Burnett Lagos and SHAREMIND Lagos, which helped hone her skills in advertising and media for both above- and below-the-line campaigns, and saw her develop a flair for providing strategic oversight.
Iyayi’s experience includes the Nigerian Breweries Plc, where she handled brands like Star lager beer and Maltina; British Airways; Unilever Nigeria Plc, where she lent her expertise to well known brands like Close-Up, Knorr, Lipton and Omo, as well as Hayat Kimya, custodians of Molfix, Bebem, Familia and Papia. Her portfolio further includes British American Tobacco (Dunhill, Benson & Hedges, Pall Mall and Craven), as well as Philip Morris- Malboro and Chesterfield. Working on Comium Telecoms in Sierra Leone and Liberia, Peugeot and Vmobile has not only helped her gain insight into international brands and their workings; it has seen her amass knowledge and expertise in all major industries.
According to the agency boss, it’s not only her industry experience that enables AdTraders to deliver an outstanding return on investment for clients. The company’s agility and ability to think deeply and grasp nuances further counts in its favour, making it possible for it to glean precisely how the dynamics of the media landscape affects brands and what this means for their visibility.
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