To connect with target audience and ensure maximum returns from advertising spend, Airtel Nigeria’s Chief Executive Officer & Managing Director, Segun Ogunsanya, has called on advertising practitioners to pay close attention to digital advertising.
Mr Segun Ogunsanya CEO Airtel Nigeria.
Ogunsanya, who spoke at the just concluded 2016 ADVAN Awards for marketing excellence held last weekend in Lagos, noted that with the ubiquitous nature of mobile devices, digital advertising is the future of advertising.
According to him, there are over 5 billion people with access to mobile phones; hence,a mobile device remains the easiest way to connect with people, especially the youths who are the leaders of tomorrow.
He noted that Millennials are looking at many different screens for advertising. They are now concentrating on digital media, and advertising has to move to the digital space.
We, the clients, can no longer rely on strategies counting on users to just watch our messages on TV or listen on radio anymore. Nor can we be so sure that consumers will watch a prime time show at prime time, or in their homes, or out of work hours, he said.
Head of Sponsorship, Airtel Nigeria, Opeyemi Lawal; Vice President, Brands and Advertising, Airtel Nigeria, Enitan Denloye while receiving the award for Campaign of the year from Iquo Ukoh at the ADVAN Awards for Marketing Excellence 2016.
While speaking on what brands should do differently, the Airtel CEO urged advertising practitioners to ensure that engagement with targeted audienceis personal and relevant just as he noted that brands must always adopt a two way communication (conversation) with their target audience to get feedback.
He also recommended that organisations must measure and evaluate their advertising campaigns in order to test the effectiveness, saying that this will aid the direction of future advertising campaigns.
The event,which held last Saturday at The Muson Centre, Lagos, was a night to celebrate brands that have done extremely well in the field of advertising.
At the awards, Airtel’s Smart Connect 2.0 campaign was the co-first runner-up in the Campaign of the year category, an award they jointly won with Grand Oak Limited, makers of Lord’s Dry Gin.
Indomie was closely trailed in the Brand of the Year category by Coca-cola which many had tipped to win the big prize given that it was the most awarded brand on the night. Coca-cola won six trophies at the annual event and they included first position in major categories like Digital/Social media Marketing category, Innovation category and Experiential Marketing Category.
The soft drink giant also won second positions in New Brand/ revitalization/extension category and of course the brand of the year category. Indomie also won a number of other awards including New Brand/ revitalization/extension category and Brand Manager of the year award.
Abiona Babarinde, manager corporate communications& marketing, Coscharis Motors presenting ADVAN marketing excellence award of Journalist of the Year category, second position to Goddie Dgreat Ofose on Saturday October 29 2016.
Dickson Akinwumi of Brand Campaign came first at the 2016 ADVAN Brand Journalist of the Year Award.
In the Corporate Social Responsibility category, Stanbic IBTC took the top prize for its Together for a Living initiative; it was followed by Etisalat ETEP and Life Progress Booster by Life beer. The consumer promotion category award was won by Guinness Every Minute Made of Black campaign and 33 Export Friendship Day came third.
The President, Advertisers Association of Nigeria (ADVAN), David Okeme,who declared the event open, highlighted the importance of advertising to individuals and the economy.
Okeme noted that Advertising unlocks economic activities, thus boosting a country’s GDP.
ADVAN – Advertisers’ Association of Nigeria – is the umbrella association for all advertisers (Corporate organisations that engage in major advertising) in Nigeria.It was established in 1992 as National Advertisers’ Association of Nigeria and in 1994 was renamed Advertisers’ Association of Nigeria (ADVAN).ADVAN provides an organised forum for advertisers to express their views and influence developmental changes in Nigerian marketing communications.
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