BusinessDay 12 Dec 2017

Tuesday 12 December 2017
16 BUSINESS DAY
MEDIABUSINESS
MB
Global research agency sees deep changes
in digital advertising ecosystem in 2018
Stories by Daniel Obi
Media Business Editor
Kantar Millward
Brown, a global
research agency
that assists businesses
in brand
building has made predictions
for 2018 and said that
the New Year is poised to be
another busy year for marketers,
complete with continued
evolutions in communication
approaches, media targeting
technology and ROI measurement.
Looking at digital marketing,
it specifically said that
following a year where many
brands were questioning and
rethinking digital investment,
next year would see more
focus on an integrated view
of the overall mix, including
digital, while measurement
and optimization approaches
will be modified so that ROI
becomes more of journey
and less of a destination.
According to the research
agency, in 2017 most adver-
tisers started to reconsider
their digital investment and
scrutinize its impact. “They
will go one step further in
2018 and start to question the
role digital plays within the
entire media ecosystem; media
agencies, publisher and
research partners will have to
be ready to give an answer”, it
said.
Emphasizing that Media
ROI will be about the journey,
it said that in 2018, real media
ROI will become a fast-paced
iterative journey where creative
(all content, not just Ads)
and media (partnerships, not
just insertion orders and exchanges)
work more in tandem,
with the express goal
of achieving continuous improvement
in sales and brand
outcomes.
“Marketers are now keenly
focused on ensuring that they
understand the impact of their
investment, particularly given
that digital now accounts for
more than 30% of global share
of investment,” said Pablo
Gomez, Media and Digital Director,
Kantar Millward Brown
NASEAP in the report. “It’s up
to industry players to answer
the $100 million dilemma:
how could that money be invested
better – and not cut –
so that it achieves the desired
impact?”
“The challenge with nontraditional
forms of advertising
is how to prove effectiveness;
whether the objective is
to make people more aware,
change perceptions, or take
action,” said Jane Ostler, Managing
Director, Media & Digital
at Kantar Millward Brown
in the report. “The impact
and return on investment can
be compared directly with
other brand and behavioral
metrics, but brands must be
clear about their objectives
and consider how to measure
effectiveness early in the process.”
Kantar Millward Brown
further said that how brands
communicate with people
will continue to evolve rapidly
away from just standard paid
media. “Brands will embrace
new story telling opportunities,
look to entertain in innovative
ways, and even start
experimenting with voiceactivated
marketing, but this
will also raise new measurement
challenges”.
“Marketers will stop approaching
the world from a
perspective of ad executions
or campaigns and instead
find new and inspirational
ways to tell their brand story
with content”. It said branded
entertainment will take center
stage. “More brands will
start to use film to communicate
their messages in an entertaining
way. Voice will spur
the adoption of smart devices:
As connected devices
look to gain mass acceptance
among consumers, the advent
of voice control could supercharge
adoption, provided
manufacturers can bridge the
divide between devices”.
The report said media
targeting would continue
to advance, thanks to improved
validation of audiences
within walled gardens,
and the development of new
machine learning technology
that enables smart outcomebased
decisions. “Over-thetop”
(OTT) streaming content
platforms will also enable
brands to target customers
where they’re increasingly
watching video and will usher
in new TV and cross-platform
media measurement opportunities.
It predicts that marketing
will evolve from algorithms to
AI: The last decade of digital
marketing has been ruled by
the companies with the most
compelling algorithms. While
that will certainly continue to
be true in 2018, “ we are starting
to get our first glimpse of
functional artificial intelligence
being applied to marketing
challenges in new and
interesting ways”.
Nigeria’s creative
group, Casers is taking
steps to identify
and nurture young
creative talents that will shape
the future of the country’s creative
industry with the launch of
its Creative Youth Challenge.
The Creative Youth Challenge
(CYC), a social responsibility
initiative was preceded
by a Creative Contest. The
online contest which was
thrown open in November,
2017 invited participants to
creatively express Influence
as the subject theme using
Audio, Visual Arts, Creative
Writing and Others Art Forms.
A total cash prize of $12,000
will be won.
12 winners, three for each
category, selected carefully
by the contest’s judges- Babatunde
Sule, Kelechi Amadi-
Casers Group attempts to shore-up
talent bank in Nigeria’s creative industry
Obi, Michael Epacka and Osa
Okunkpolor will be unveiled
and presented with cash prizes
at the group’s 30th anniversary
dinner and grand exhibition
on December 13th, 2017 in
Lagos.
30 youth finalists selected
from the Influence Contest will
participate in a Creative Boot
camp to hold early next year
during which there would be
a selection process for recipients
of the scholarship awards
under the Creative Youth Challenge
Scheme.
Chairman, Casers Group,
Enyi Odigbo is optimistic
about the efficacy of the
youth-driven creative plat-
forms which will help nurture
talent and address the dearth
of creative minds in Nigeria’s
creative industry.
Speaking to journalists to
kick-start the group’s 30th anniversary
celebration, Odigbo
said, ‘’The Casers Group is
committed to using creativity
to drive and ignite influence.
This gave birth to our Influence
Contest and the Creative
Youth Challenge platforms to
discover, nurture and reward
young creative minds. With
these empowering initiatives,
we’re setting a new agenda
for the next 30 years as a group
and by extension, Nigeria’s
creative industry’’.
According to Enyi Odigbo,
chairman of the group, ‘’Casers
is well-equipped for the future.
In the coming years, we’ll
expand our business interests
with beneficial partnerships
and relationships.
‘’In bolstering the future,
we’re focusing on harnessing
and exploiting aspects of our
business that we are currently
outsourcing and therefore
shifting attention to commercial
opportunities beyond
client businesses (campaigns).
We’re well positioned for the
future and the next 30 years
of adding value to brands
and businesses with creative
solutions.
Why NBL launched international premium Stella Lager Beer into Nigerian market
With understanding
of changes in
taste, Nigerian
Breweries recently
introduced international
premium Stella Lager Beer to
satisfy millions of consumers
who love beer differently.
NBL said Stella is a refined
and consistently smooth international
brand crafted by
Belgian master Brewers. “Stella
was birthed in 1897 in the cradle
of civilisation”
The company said Stella
Lager Beer is rich in its heritage,
brewing process and taste.
It is a brand that stands on its
own with the kind of appeal
the market craves such as
smooth and light. The company
admitted that the launch
of Stella Lager beer was part of
an expansion strategy to further
own the Nigerian market.
The Marketing Director,
Nigerian Breweries Plc, Franco
Maria Maggi, said at the unveiling
of the brand in Lagos
that “Nigerian Breweries is
consistent in its marketing of
high quality brands. Our quality
brands speak for themselves
and this is why we are very optimistic
about the acceptance
this brand will receive on its
arrival to the Nigerian market.
It is unique, different and offers
the best in quality.”
How ‘Grab the Mic’ competition
first winner emerged
… Grabs N1.5 m
25-year-old Gift Loveday
was one of the several
hundreds of young and
aspiring comedians
across the nation that participated
in Comedy Central
‘Grab the Mic’ Maltina sponsored
talent hunt auditions to
select a winner.
Out of 14 candidates that
made it to Lagos for the final,
six finalists excluding Loveday
were selected by the judges to
slug it out. But fans that have
been following the competition
were given the chance
to select two candidates from
the other eight candidates and
Loveday was among the two
candidates favoured.
With his determination,
dexterity and jokes that thrilled
the audience, Loveday from
Bayelsa State who was from
zero became the hero. He received
the show’s grand prize
of N1.5 million along with the
golden opportunity of sharing
the stage with ace comedian
Ali Baba. The winner was announced
by show presenter
Seyi Law to a full house crowd’s
applause.
Popular fans’ favourite,
Loveday was consistent with
his phenomenal performances
on the stage since his first
arrival and throughout the
entire competition. Born in
Port Harcourt Rivers State
and grew at Nembe LGA in
Bayelsa State, Loveday from a
family of seven, has pursued
comedy professionally for the
last seven years.
At the finale, the selected
contestants were given the opportunity
to impress the judges
including head judge Ali Baba
and co-judges Funke Akindele
and Frank Donga, after which
the judges declared him as the
ultimate winner.
An emotional and elated
Gift was grateful for this incredible
opportunity and expressed
his appreciation for
the experience and growth he
has gained from his participation
in the show.