Algorithm Media blazes a trail with Audience Origin
By Felicia Nwosu
Algorithm Media, Nigeria’s leading marketing communications company, has blazed a trail with the launch of Audience Origin, a data-driven product that generates insights and data for efficient and accurate presentation.
The product, which kicked off with the pay off line, “Audience Origin”, Turning Accurate Nigerian Insights into Winning Business Strategies”, is owned by WPP’s choreograph, and is tailored to suit the Nigerian market by helping marketers gain insights and also connect with their target audiences.
During the launch, some members of the partnering agencies shared their views with MARKETING EDGE on how the Audience Origin will impact on Nigeria’s advertising ecosystem.
Seni Adetu, the Group Chief Executive Officer, Algorithm Media, said the essence of introducing Audience Origin is to close the gaps and inadequacies experienced in data gathering. According to him, without quality insight into data, any decision made will be based on instinct or speculation.
“Prior to now, we have always complained about of data in Nigeria. In other words, it is about data inadequacy, inaccuracy and so on. While the tool has served us well in Nigeria, what we are saying now is that Audience Origin is seeking to fill all of the gaps and shortcomings that we have seen in data generation in Nigeria. We are not asking anyone to discard what was existing before now, but we are saying Audience Origin brings a little more than we had before. Without quality insights, without understanding those touch points, you cannot create plans that are sustainable and credible,” Mr. Adetu said.
Soji Olaogun, Managing Director, Wavemaker, a subsidiary of Algorithm Media, said that the product came with the notion to break out of the norm and old ways of gathering data in Nigeria.
“Audience Origin, for me, is the best thing that has happened in the marketing communications space in the last ten years. For the past two decades, we have worked with the same kind of data sets and research products. But the world has changed so much, so something new has to happen. We wanted to have something different and stop using the old data and old thinking to address new audience. You will agree with me that the media audience of two years ago is quite different from what it is today, the rapid evolution of audience and of media is one of the reasons this has to happen,” Mr. Olaogun said.
The Wavemaker boss added: “The thing is that no one data point can answer all of the questions, and again, that is the beauty of Audience Origin. Iit can serve as a stand-alone data product, it can also work in conjunction with other data products. It enriches the whole repertoire of data and makes insights easier to come by and easier to connect with the target audience.”
Dominic Grainger, Chief Executive Officer, WPP, expressed optimism stating that, with the team in Nigeria handling the product, marketers will record successes.
“I think that all together, we have more opportunity than we have ever had to help our clients run their businesses across a wider continent. The world has become even more digital, more data driven, so we see a massive amount of opportunities with our clients to connect more effectively with consumers. We think this product is unique and I see different value for our clients who are looking towards a better consumer insight to market better to their customers,” Mr. Grainger said.
Federico de Nardis, the Chief Executive Officer, Sub-Saharan Africa, Group M, admitted that Nigeria is a big market in terms of its population, adding that it is necessary for such a market to get inclined with a bespoke research methodology.
“We are very happy to launch audience origin in Nigeria because Nigeria is the biggest market in Africa and with 200 million people, our clients are wondering why we are not investing in data in this country. We decided this year is the time to give our clients the same level of understanding of the consumers in this market,” Mr. Nardis said.
Patricia Ithau, Chief Executive Officer/Executive Director WPP, pointed out that the product will make advertising in Nigeria much more efficient in terms of right targeting of audience which translates visibly on ROI.
“Many African markets struggle with data, good quality data which allows you to be better targeted when you are doing marketing. It is a great product, because as you can imagine the power of it, it will help these agencies to be better targeted to their consumers. So, when a client wants to reach a consumer, instead of wasting lots of money or just spending it anywhere, that particular consumer will be better targeted using the data obtained by the Audience Origin,” Mrs. Ithau said.
Kunal Jamuar, the Managing Director, Mediacom, said the new product will definitely bring a paradigm shift into the industry overtime.
“For a very long time, the advertising industry has been working with the same data basis and in the same manner. After a very long time, we are seeing something which will enhance that data base to make it so much more enriched and insightful. and that is what Audience Origin is designed to do. It is getting the consumer insights, understanding the consumers, their habits, and it also helps to connect the brand with the consumer at different stages of the brand life cycle,” Mr. Jamuar said.
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