Ripmark Digital Media creates a first-ever, truly In-Mall Digital network in the South East and Delta State –
Anaeto Adebayo is the Executive Director at Ripmark Digital Media, a topnotch digital
marketing agency in Nigeria which prides itself in connecting its clients’ businesses in
ways that make it (Ripmark) an integral part of their organizations in order to bring out
the best in Conversions. In this exclusive interview with MARKETING EDGE, he speaks
about the agency and its unique offerings.
Let’s start with some history on RipMark Digital Media. When was it founded,
what was its original market focus and how has it evolved?
RipMark Digital Media was birthed in 2019. Our parent company, Oleeve Nigeria has
been in the advertising servicing industry since 1988. Oleeve Nigeria is arguably one of
the biggest Large Format Printing Equipment and Materials Company in Nigeria and
Ghana. As a major downstream player in the advertising sector, it was only essential
that it gives birth to a Digital Media and Advertising company to play and compete
fairly in the Digital Advertising field.
Why did you focus on the South East and Delta?
We saw a compelling, unique opportunity to create a first ever truly In-Mall Digital
network in the South East and Delta State which did not exist. From our due diligence, these states have the malls as their primary points of recreation, relaxation, shopping, thrill and fun seeking all rolled into one for all age groups. It is common to hear residents say, “Let’s go to Shoprite (as the malls are commonly called) for outing”. At least 1 out of every 4 persons in these cities, visit the mall
once every month.
What is your network strength currently?
We are currently in 5 Malls in 4 States with a network of 12 screens. We have 2 screens each at Delta Mall Warri, Delta State, Asaba Mall, Delta state, Owerri Mall, Imo State, Abia Mall Umuahia, Abia State; while we have 4 screens at Palms Polo Park Mall, Enugu State. We are currently looking at the Onitsha Mall in Anambra State to complete our presence in all the malls in the South East and Delta. Our screens are strategically located at the highest points of traffic in these malls, making it a hard-
to-miss part of the mall.
Would you say that the COVID-19 pandemic has redefined the Digital Marketing
profession and business in Nigeria?
Sure, it has. Advertisers are keen on selecting Media that convert and can influence the decisions of the customers. Media that engage with the target audience and prompt them to take a decision: buy a product, subscribe to a service, install an App or even listen to a new music. With budget cuts and very tight profit margins, any advertiser would just reassess their advertising plans to make sure it’s converting optimally.
How well is your agency supporting your clients through this period?
We are well aware that almost every sector is seriously hit during this pandemic period and hence the goal of every one including our clients is to bounce back and recoup losses. To this end, we are very flexible with our clients and patient with them in the financing of their campaigns on our screens. Currently, we are running plans called PANDEMIC RECOVERY PLANS where we are giving reasonable discounts for campaigns and a special combination package for agencies that are willing to partner with us for the long term while offering them the flexibility of material change.
Who are the intended advertisers?
All advertisers whose strategies involve an attractive environment or tactical targeting around our geolocalised database: Delta, Imo, Enugu, Anambra and Abia states. These advertisers often include Media Buying Agencies, Advertising Agencies,travel agencies, real estate agencies, retail chains, or brands organizing an event in a city. For example, we have worked with an Energy firm wishing to target these areas due to its new office developments. The advertisements displayed the development’s
name and location. There are no technical programmatics prerequisites for advertisers: generally speaking, they provide a budget, a time period and an idea of the campaign. Finally, they provide creative, which are adapted for our displays.
Why is In-mall digital screens Marketing receiving so much attention recently and
how does it play into the larger Digital Marketing ecosystem?
Marketing to modern consumers has become increasingly difficult in recent years amidst ad fatigue and blockers; but Digital Screens give marketers new, more targeted ways to reach their audience at the right place at the right time, not to mention that it’s immune to ad blockers. This is in part why it’s an effective way to advertise. Right now a huge number of OOH businesses are converting their inventory
from static to digital. Another factor driving interest in the medium is the availability of data feeds and out-of-the-box APIs. They’re allowing creative teams to create and deliver some pretty incredible campaigns that drive action with fewer technical barriers. With out-of-home inventory now also quickly being integrated into DSPs all over the world, we’re seeing a lot of marketing teams from traditionally web and mobile backgrounds opting to integrate DOOH into multichannel campaigns. Then there are a handful of smaller trends contributing to the rapid rise of out-of-home today. It’s definitely a market to keep an eye on.
Does RipMark Digital Media see continued growth in its future? Would you expect the growth to be organic or do you see yourselves making additional targeted acquisitions?
We have an aggressive growth strategy plan and will certainly consider potential acquisitions that complement our current target market. As we expand and update our technologies, information on our web www.ripmark.com will be updated.
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