Media practitioners project growth opportunities in 2022
By Abimbola Mohammed
As Nigeria looks ahead to an anticipated more manageable Covid-19 pandemic crisis, there is a need to take a look at the media buying and planning opportunities & challenges expected in 2022. What will continued economic recovery look like in that sub-sector of the Integrated Marketing Communications (IMC), and how will businesses move forward safely in the coming year?
Here are MARKETING EDGE’s findings, based on experts’ views in Nigeria’s media buying and planning sub-sector: Our marketing intelligence and survey revealed that the media practitioners are optimistic about the year 2022 as it is a year for preparation for election campaigns, not forgetting the APCON guidelines and the pandemic to mention a few.
According to Dr. Ken Onyeali Ikpe, Group CEO, Insight Redefini, 2022 will be an extension of 2021 and can only be consolidated on the new ways practitioners have learnt in 2021. So businesses that have reengineered, refocused and understood that the major factor of production is the human being and technology before finance, those businesses will succeed in 2022.
“2022 is going to be superb because the media believes in value, the shift may not necessarily come from the traditional media platforms which are Radio, TV, out of home like we know it, because more and more attention is being paid to the digital because there is more engagement,” he said.
Dr. Ikpe continued: “The growth that will come in billing will come from digital budget and it will be so because 2023 unlike all other election circus will be election of the youths. We saw what happened with #ENDSARS and we saw the anger that followed it and we now realized that with the level of poverty many have experienced in the last two years, people are beginning to realize that there is nexus between leadership and people’s welfare. Therefore a lot of engagement, especially for the youths, will happen in 2022. So, expect very interesting times.”
In the same vein, Dolapo Ogunbambo is of the opinion that technology and digital platforms will play a very vital role come 2022.
“I don’t think we are out of the woods. But again, one of the things we would then witness in 2022 is the stabilization of exponential growth of the digital industry, and that will drive a lot of things for us. I am optimistic about that growth, the businesses that will survive in 2022 are businesses that are, in terms of structure, very lateral, very flat, dynamic and are nimble in their approach,” he said.
According to him, lots of legacy businesses will struggle to survive in 2022: “A lot of legacy businesses will struggle to survive in 2022. So, we need to think of solutions that will make our business come closer to the consumers because the consumers in that sense will become very dynamic, especially through personalized contacts. A lot of precision marketing will come into the fall and technology will play a large role.”
Still on the same projection for 2022, Emeka Okeke, Founder/Group CEO, Media Fuse Dentsu International, said: “2022 is going to be better. I am hoping that the Omicron virus doesn’t spiral out of control. 2022 is going to be good, and from somewhere around October, people will be running campaigns for 2023 election. So, it can only be better.”
For Akam Enoch, Assistant Publicity Secretary, Media Independent Practitioners Association of Nigeria (MIPAN), 2022 is looking good as more campaigns are expected to come in because of the world cup and the 2023 general elections.
“It looks good a bit because we have the world cup coming and elections campaigns will start next year. With the new guidelines from APCON, we are hopeful, because it is going to be a win, win for everybody in 2022,” she said.
For Marian Ogaziechi, Director, Trading & Investment Management, Media Fuse Dentsu International, there will be more media agency reviews heading into Q1 & Q2 2022, as companies review their agency relationships following the fallout of the COVID-19 pandemic.
“There will be increased media clutter as brands jostle for media premium space, and entrance of new advertisers in the traditional media space (Fintech companies). There will also be increased competition in key industries (Financial services, FCMG’s, Mobile payment, etc), new regulations from APCON affecting payment terms and rules of engagement, and media inflation,” she projected.
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