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Media Fuse Dentsu Aegis Launches Consumer Connected System Wave Two

Emeka Okeke, Group MD/CEO, Media Fuse Dentsu Aegis Network
Emeka Okeke, Group MD/CEO, Media Fuse Dentsu Aegis Network

Media Fuse Dentsu Aegis Network has launched the second wave of Dentsu Aegis’ Proprietary tool Consumer Connected System (CCS). CCS is the Agency’s single source data system that houses an array of media insights, product consumption and behavioural attitude that have effects on how consumers interact with media in relation to brand communication.

Since the inception of CCS in 2016, the tool has put the agency in an articulated strategic position on how to connect better with consumer, targeting them efficiently whilst optimizing Advertisers’ budget.

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Similar to the first wave of CCS Nigeria, the 2018 survey covers urban adults 18+ SEC ABCD, and was designed to be a more robust research study with a wider coverage of key marketing cities of commercialization including 20 key economically active cities, as opposed nine cities previously covered. Furthermore, the sample size increased by approximately 45% from n=6000+ to n=9000+. This new wave now includes variety of category, FMCG brands such as consumption of food, oil & gas usage, numerous technology category; just to mention a few.

Most importantly, the Outdoor Connection System (OCS) portion of the survey has been included to bring better precision in how OOH is planned and executed. With OCS we can not only measure recall on billboards, but also ascertain feelings, interactions and action taken when consumers see advertising in the out of home environment. With over 80+ media touchpoints covered at an individual, single-source level, CCS Nigeria enhances our view of the local Nigeria media landscape; not only by media channel, but in providing a holistic consumer journey and media ecosystem in which brands can navigate so as to capitalize on better media choices in targeting their audience.

In developing consumer connection plans that best fits a brand’s objective, CCS also provides insight into consumer’ mindset when engaging with different media type or ‘reaction’ variable to media. CCS also allows us to shape the way we approach content across different target audience. If for example we identify that through CCS, 72% of consumers expect advertising on social media to be entertaining and informative at the same time, this helps in guiding the media channels and creative direction required to achieve media best practices.

Another example, if we ascertain that celebrity endorsements for brands do not resonate with Nigerian consumers who are 45+ years old (Index 87), this allows us to put forward a case for re-consideration of using an influencer strategy via social media. Another interesting insight we se from the latest wave of CCS Nigeria, is the resilience we have seen in the media in term of bad governance, the economic recession, increasing inflationary pressures, terrorist activity, amongst other things, 82% of respondents claiming that they will be better off in the future.

In many respects, too many to mention here, the CCS Nigeria 2018 study is a ground breaking study and communication planning tool for advertising, marketing and communication practitioner in Nigeria. It has certainly shifted the paradigm of media strategy and planning within our network. Activating a truly ‘consumer-centric’ approach in development media strategy is now a reality for us and our clients.

All entities in the Nigeria agency network will have access to this best in class proprietary tool. It will be recalled that Media Fuse launched its services in January 2014 and has since grown into a network of marketing communication services, supporting diverse clients with cutting edge service through specialist and general interest. Marketing communication companies like Carat ICP Limited, Vizeum, First Media Redstar, Dentsu X, Dentsu Coca Cola Community (DCCC), to mention but a few.

The group also offers competitive digital marketing services via Isobar- full service creative agency with remarkable track record in digital creative, strategy, technology and design. For digital performance and amplification, I-Prospect and Amnet offer specialized services in digital performance, amplification and programmatic. Posterscope and Rapid-Xtra offers specialized location-based services popularly referred to as Out-of-Home in marketing communications circle.

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