What’s next in Nigeria’s media audience measurement?
Creating groundbreaking campaigns and content in today’s complex media market starts with understanding an audience: who they are, what they like and how they interact with content everywhere. What’s more, the ongoing evolution is to create a differentiated audience segment that could include media consumption data, along with demographic, behavioural, transactional, attitudinal and lifestyle-based segments.
As people constantly modify what media they consume, how they consume it and when they consume it, the methods advertisers use to identify and track their audiences are also changing in order to keep pace. To get the best for their advertising spend, marketers are focused on how to plan, activate and measure their content and ads in the new media landscape. Marketers and their agencies, more than ever before, also need to see the total exposure of their campaigns across all media purchased?
However, there has been heated debate across the board in the Nigerian Integrated Marketing Communications (IMC) industry on the accuracy of audience measurement that commensurate ad spend. Globally, the accurate measurement of audiences is absolutely critical in modern integrated marketing communications.
While different media produce different types of audience statistics, different measures give marketers different insights into audience behaviour and the impact of particular media messages or campaigns on individuals or groups. Their return on investment in media and advertising, and in any integrated communication approach will depend very much on an understanding of the potential and limitations of measurement.
Interestingly, out-of-home advertising is enjoying a renaissance in many markets, as its newfound versatility, driven by data and digital, demands planners reconsider its role on their media plan, according to an industry research. But that cannot be said of Nigeria, at least, for now.
Recently, the Outdoor Advertising Association of Nigeria (OAAN) disclosed it was working assiduously towards ensuring that the industry-wide audience measurement research effort initiated by the association in 2019 is brought to a logical conclusion. The Association said there was no going back on the research effort which presently is in its first stage, stressing that hopefully, it was expected that the process would reach completion before the end of the first quarter of the business year 2020.
Making these disclosures recently was President of the Association, Emanuel Ajufo while answering exclusively to MARKETING EDGE enquiries in Lagos.
According to the association boss who also is Managing Director/CEO, OTS Limited, outcomes from the current research exercise would go a long way to determine the industry’s next line of action with regards to subsequent moves on the measurement research effort.
Without a complete view of the media experience by a person, marketers are stuck with individual media-type campaigns. But today’s consumers don’t operate that way; they jump from device-to-device. Where then is hope for the advertiser?
For Dozie Mbanefo, MD/CEO of New Crystal Communications, accurate audience measurement is as important as an opportunity to see in traditional advertising. The outdoor specialist believes that people will continue to lead off-line as well as on-line lives for the foreseeable future.
“At the end of the day, audience measurement is still about measuring people, not machines. We do not see that changing anytime soon. But the most important thing is create the opportunity to see,” he stated.
All over the world, technology presents multiple opportunities to enrich measurement and make it more powerful. How that is playing out in Nigeria remains to be seen.
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