Brands
The stress of advertisers and communication experts to understand how consumers
relate with media has been reduced following the launch of Consumer Connection
System (CCS), the Dentsu Aegis Network consumer, lifestyle and product
survey.
According to the survey, advertisers and communication experts will have opportunity
to calculate deliverables with the use of CCS.
The CCS and
associated tools were introduced at a launch event in the Renaissance Marriot
Hotel, Lagos to a select audience of industry stakeholders including advertisers, agencies, media owners,
industry associations and regulatory agencies.
CCS marks
a step-change in the way consumer
research is conducted within the Nigerian consumer landscape. It allows brands
to find out crucial information about their consumers during the consumer
journey. The bespoke smart tool addresses the media reach dimension of consumer
behaviour and covers the reaction to this reach through an investigation into
their notice and engagement experiences with different types of ads, ad formats
and categories. It measures the usage, influence & effect of over 50
communication channels.
The survey which is conducted across 57
countries that together account for some 90% of global advertising expenditure
has been successfully used by a very wide range of companies across the globe
to drive more effective communication strategies and to deliver efficiencies in
targeting and budgeting.
Speaking about the
launch, Byron John, Insights and Innovation Director of Dentsu Aegis Network Sub
Saharan Africa, said:
“Having a tool like CCS Planner in Nigeria
has now put MFDAN streets ahead of their peers in the market. Not only is it
now the most sophisticated media communications planning tool in Nigeria, but
it has inherently future-proofed MFDAN against any changes in the media
research landscape for some time to come. The CCS Planner has the ability to
calibrate, not only the CCS Benchmark data but any other third party media data“.
Also speaking at the event, Emeka Okeke, Group Managing Director of
Media Fuse Dentsu Aegis Network said:
“CCS and
associated tools derivable from it is an absolute game changer in communication
planning in Nigeria. Advertisers, the media and communication experts desire
and deserve the level of details that CCS provides to follow and track today's
sophisticated consumer who with modern technology receive millions of messages
everyday and therefore have become very discerning in their choices of products
and services. They no longer rely solely on raw messages from main stream media
to make up their minds about brands. They live in a connected world through
multiple sophisticated devices and we therefore need systems like CCS to track
changes in their lives and behavior. It is unequivocally another first by Media
Fuse Dentsu Aegis Network in Nigeria and counting.”
Dawn Rowlands, Chief Executive Officer, Dentsu
Aegis Network in Sub-Saharan Africa said:
"CCS is
the most comprehensive single-source study available in our market. Apart from
having an extremely granular level of touch-point data, it studies the
interaction consumers have with media in detail. With increasing ad-avoidance,
media engagement, incidence of cross-screen consumption, etc. are far more
important metrics than reach and time spent. CCS will give MFDAN the insight
into the market that no other tool is able to offer.”
The launch in Lagos was a
successful event showcasing Emeka Okeke and his team of world class
professionals continuing to innovate media in Nigeria.And it is strongly
believed that having access to this global tool with localised insights and an
in-depth knowledge ofthe Nigerian consumer will give the MFDAN’s offering a compelling
competitive edge.
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