Algorithm media launches Audience Origin in Nigeria

By Zion Rufus

Media specialist communications agency in Nigeria, Algorithm Media has launched Audience Origin, a unique combination of panel-based data, digital data, and client data for deep audience understanding and activation.

The official launch ceremony which held at the Four Points Hotel in Lagos on Friday, 29th April 2022 was graced with the presence of notable Nigerian monarchs including the Akarigbo of Remo land, Alaperu of Iperu, and the Elepe of Epe land; as well as clients, investors, and representatives of the WPP and GroupM networks. 

According to Seni Adetu, CEO Algorithm Media Limited, the idea to launch Audience Origin in Nigeria stemmed from the growing demand from clients for better quality of data and insights around consumer attitudes, preferences and behaviour.

Audience Origin is an integral part of WPP’s newly-created Choreograph, a global data products and technology company operated by GroupM, purpose-built for an era that demands a new approach to data management, usage, and brand growth.

Soji Olaogun, Managing Director, Wavemaker Nigeria  stated: “Everyone in the marketing and marketing communications industry industry will agree with me that one of the challenges we face in Nigeria and other African countries is that there is a dearth of reliable data to work with and what this means is that you will not be able to unlock deep and actionable insights that will help promote growth. This was a major concern for GroupM, so much so that they put in the time, effort, and resources to bring this data product to Nigeria”

Audience Origin also features a globally consistent Core Survey at its centre, which feeds global and local planning tools while delivering audience insights, including niche audiences. The system uses a scaled and flexible approach which allows clients to access the data they need while also linking to their own data via data fusions.

Commenting on the launch during an interview with MARKETING EDGE, Dominic Granger, global CEO, WPP specialist communications said: “Audience origin is something we have launched in many markets around the world and it is a very exciting development for the Nigerian market. We have big ambitions with the team here in Nigeria and we think that this product is really unique and adds a different value for our clients who are looking to generate more consumer insights to market better to their consumers.”

In 2021, GroupM and WPP had announced the expansion of the proprietary Audience Origin data service into 12 African markets: Cameroon, Egypt, Ethiopia, Ghana, Ivory Coast, Kenya, Morocco, Nigeria, South Africa, Tanzania, Tunisia, Uganda.

 Federico De Nardis, Chief Executive Officer, GroupM, Sub-Saharan Africa told MARKETING EDGE: “Our clients have been wondering why with over two hundred million people, it seems like we are not interested in data in Nigeria, so we decided this year to launch Audience Origin, which is our bespoke research that is currently used in over 70 markets across the world, in Nigeria and other 11 markets in Africa. It is now time to give our clients the same level of understanding of the consumer that we have in more material markets. Nigeria is growing very fast, though  from an advertising and media perspective it is not as developed as other markets, but if we look at many years ahead, I am sure that Nigeria would not just be the first in Africa, it will also be one of the most important markets in the world. So that is one of the good reasons why as WPP, and as GroupM, we want to invest in this market. We have a very strong partnership with Algorithm and I know that the future will bring us very good successes in Nigeria.”



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