Dentsu, a global media and advertising agency, has announced the launch of its innovative new ad tech solution NightVision in Nigeria to revolutionalize advertising.
This announcement was made recently at Dentsu’s recent Africa Regional Conference “Dentsu Africa Now” that held in Lagos.
NightVision utilizes advanced algorithms to activate digital media campaigns in real-time based on power outage schedules. It was first deployed in South Africa where it delivered impressive results – increasing click-through rates by 16%, conversions by 175%, and decreasing cost per conversion by 61%.
Speaking exclusively to Brand Communicator at the conference, Chika Oputa, Team Lead for Dentsu Location Services in Nigeria, explained how NightVision is customized specifically for the Nigerian market’s needs. Given Nigeria’s ongoing electricity challenges, the technology helps brands maintain exposure and engagement with target audiences during blackouts.
“This first-of-its-kind AdTech was developed with insights into human behaviour, API integrations, and geo-fencing capabilities, making it possible to boost investment in areas where we know we can capture a more attentive audience digitally during power outages.
“We know that no matter what happens with the power supply, the average Nigerian keeps their phone charged. So NightVision does predictive analysis of when outages will occur and shifts ads meant for TV onto mobile,” said Oputa. “This way, brands don’t lose reach and consumers can still see ads on their mobile screens even when the power is out.”
Oputa further emphasized how Dentsu aimed to create scalable solutions suitable for Nigeria’s large economy and predominant mobile usage. He iexplains that the agency understands the impact of power cuts on businesses and advertising ROI. “NightVision minimizes this by optimizing ad spend so brands can engage with the highly attentive audiences during blackouts,” he revealed.
Dawn Rowlands, Dentsu Africa’s CEO, hailed the launch as an example of combining capabilities across service lines for superior campaign performance. “We are excited to bring NightVision to Nigeria. It will help clients navigate loadshedding challenges while delivering strong results,” she stated.
With the economic losses due to unreliable electricity supply running into billions of naira yearly, industry watchers are of the opinion that innovative solutions like NightVision will transform marketing effectiveness in Nigeria. They also predict such ad tech innovations will only grow in relevance as brands compete for consumer mindshare across digital platforms.