The belief that advertising investment is a waste may wane soon, following the launch of Consumer Connection System (CCS), a Dentsu Aegis Network consumer, lifestyle and product survey last week.
Coming at a time assumptions have replaced research in making marketing decision, the new tool avails industry players, such as advertisers and agencies handling their brands, the opportunity to calculate the impact of advertising campaigns and how consumers make decisions.
CCS marks a step-change in the way consumer research is conducted within the consumer landscape. It allows brands to find out crucial information about their consumers.
The 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 various types of ads, ad formats and categories. It measures the use, influence and effect of over 50 communication channels.
At its launch, the Director, Insights and Innovation at Dentsu Aegis Network sub-Saharan Africa, Byron John, said: “CCS Planner in Nigeria is now the most sophisticated media communications planning tool in Nigeria, but it has inherently future. The CCS Planner has the ability to calibrate, not only the CCS Benchmark data but any other third party media data.”
Its Group Managing Director Mr. Emeka Okeke, 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 the 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.”
Dentsu Aegis Network in sub-Saharan Africa Chief Executive Officer, Dawn Rowlands, noted that CCS is the most comprehensive source study in the media planning and buying 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,” Rowlands added.