KNOW YOUR COMPETITION : BE 10 STEPS AHEAD

Traditional powerhouses:

This analysis focuses on established media channels like television, radio, print, out-of-home, and market activations. While unconventional approaches like guerrilla marketing exist, these core channels continue to hold significant influence.

Understanding the unique landscape:

Unlike Western trends where digital dominates, traditional media reigns supreme in Nigeria. Between 2015 and 2019, TV, press, and out-of-home advertising commanded the lion's share of ad budgets. This project aims to unveil the intricacies and dynamics at play within this unique environment.

Data-driven insights, informed decisions:

Armed with data spanning 2015 to 2019, key dimensions like categories, advertisers, brands, regions, media, and geographical performance will be dissected. By analyzing critical metrics such as ad spend, cost per slot, share of voice, and time intelligence, the aim is to provide valuable insights into:

Effective advertising strategies: Uncover winning approaches adopted by successful brands.

Market dynamics: Understand the evolving trends and shifts in consumer preferences.

Optimized marketing efforts: Equip businesses with data-driven strategies for maximizing return on investment.

Beyond the baseline:

This project will serve as a valuable resource for both seasoned and new players in the Nigerian advertising landscape. By establishing a baseline understanding of the traditional media space, businesses are empowered to make informed decisions and navigate the market effectively.

Further exploration:

The potential for further analysis remains vast. Integrating complementary datasets like brand health trackers can offer deeper insights into the overall brand landscape, providing a more comprehensive picture of the advertising ecosystem.