Eskimi bids farewell to boring ads, redefining advertising with data-driven creativity
By Felicia Nwosu
Eskimi, a digital media pioneer with deep Nigerian roots, has launched a new era in advertising, boldly proclaiming: #Don’tBeBoring#. The company is transforming from its origins as a Demand-Side Platform (DSP) into a comprehensive Creative & Media Tech powerhouse. This evolution highlights Eskimi’s unwavering focus on data-infused creativity, advanced attention metrics, and a holistic strategy to empower brands in the dynamic digital landscape.
“Boring is very expensive,” declared Vytautas Paukstys, Group CEO of Eskimi, at the company’s energetic rebranding event. Paukstys cited compelling research proving that the creative is the most significant factor in digital campaign success, driving an impressive 70% of performance.
He explained Eskimi’s strategic shift is centered on developing “amazing creatives that are actually backed by data,” surpassing the traditional reliance on technology alone.
While emphasizing the company’s dedication to seamlessly integrating creativity, cutting-edge technology, and robust measurement, he also clarified that Eskimi is now “DSP agnostic,” allowing brands to access its services and insights regardless of their preferred platform. The brand-centric professional also emphasized the cost of ineffective advertising.
“This means brands can use Eskimi’s creative solutions and measurement tools across any DSP, not just Eskimi’s. DSP is no longer relevant alone as a technology. We are saying goodbye to boring because we think and know and can prove with a lot of research that boring is very expensive.”
Paukstys noted the critical need to capture attention in today’s competitive media landscape, where consumers encounter an estimated 6,000 to 10,000 ads daily. He unveiled Eskimi’s suite of innovative tools, including the Rich Media Builder, designed to transform static images into highly engaging, attention-grabbing creatives.
Eskimi’s founder shared data showing that creatives built for engagement deliver 67% higher attention than standard ads, resulting in a 300% increase in engagement and a 30% lift in brand recall. Paukstys declared that the new advertising currency is “attentive seconds” and “engaged time,” reflecting the importance of genuine audience interaction.
The programmatic and data expert also revealed that Eskimi has run nearly 20,000 campaigns in Nigeria, generating over 100 billion impressions, demonstrating its market presence. He also emphasized the company’s commitment to innovation: “We have launched many businesses here, and we continue to do this via the lens of innovation.”
Philip Mahler, Chief Marketing Officer of Eskimi, provided deeper insights into the company’s advanced tools and processes. He showcased “Neurons,” a tool using neuroscience and AI to analyze creatives pre-launch, providing engagement insights and optimization recommendations.
The veteran CMO explained how agencies have come to appreciate the initiatives, highlighting the value of Neurons’ detailed reports.
He introduced “Lumen” for measuring attention, “attentive seconds” and “Brandlift” for measuring post-campaign brand impact. Mahler showcased high-impact ad formats, including fluid skins, topical placements, and dynamic ads, demonstrating Eskimi’s commitment to creative innovation.
The marketing maven discussed the importance of creative size, its correlation with screen time and attention, and how Eskimi is moving beyond traditional metrics with “viewable impression.”
He also spoke about the creative studio’s growth and its role in driving innovation, emphasizing the importance of working with publishers on high-impact formats like fluid skins and topical ads, highlighting their increased viewability and impact. “Size matters in creatives, while noting that the reporting structure that everyone is measuring is flawed. It’s not because a client is cheating. It’s just that technology is flawed in that new way.”
He also highlighted the use of AI in creative development, stating, “Human behavior has actually been solved. The brain has been mapped. It actually knows better what to do than we do.”
Cornelis Ouwehand, Regional Director for Eskimi in Africa, emphasized the company’s strong Nigeria ties, where its journey began. Ouwehand spoke about Eskimi’s commitment to giving back and announced a new certification program for digital advertising courses. L
He exclaimed that Nigeria has been very generous to them, expressing Eskimi’s dedication to the Nigerian digital advertising landscape. He positioned Eskimi at “the leading edge of innovation, bringing new ideas” and emphasized their commitment to constant evolution. “We’re launching a certification program, not to learn how to work with Eskimi, but to help everyone understand what digital is about.”
The regional head emphasized the company’s commitment to helping clients and the industry as a whole, stating, “We want to be those people that are seen to constantly being the leading edge of innovation, bringing new ideas.”
Victoria Okon, a client of Eskimi and a guest at the event, shared her perspective on the company’s evolution. She emphasized the importance of Eskimi’s focus on attention and engagement, stating, “In today’s world, it’s not enough to just have a visually appealing ad. You need to capture attention and keep it.”
She highlighted the challenges brands face in cutting through the clutter and expressed her appreciation for Eskimi’s data-driven approach, adding, “Knowing that the creative is backed by data gives me confidence that my advertising spend is being used effectively.”
She also spoke about the value of Eskimi’s local expertise and understanding of the Nigerian market, noting, “They understand the nuances of our audience and can tailor campaigns that resonate.”
The rebranding event showcased Eskimi’s commitment to innovation, data-driven creativity, and helping brands connect with consumers in the digital world. #Don’tBeBoring# is a call to action for brands to embrace creativity, leverage data, and break through the noise to capture attention and drive results.
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